If you’ve ever stared at a messy spreadsheet full of prospect information and thought, “There’s got to be a better way,” you’re in the right place. This guide is for anyone who needs to pull together prospect lists and actually make use of them in Topo. Whether you’re in sales, ops, or just the person who drew the short straw, let’s cut through the noise and get your data sorted—literally.
Why Getting Your Prospect Lists Right Matters
Messy lists waste time. Duplicate contacts, missing info, or wrong fields can turn outreach into a slog. Worse, it trashes your credibility when you email “Hi {{FIRSTNAME}}” to someone’s dog. Clean lists mean faster workflows, better targeting, and fewer embarrassing mistakes.
Step 1: Prep Your Data Before Importing
Don’t skip this. Most problems in Topo start with junky source data. Spend time here and the rest gets easier.
What works:
- Start with a spreadsheet. CSV or XLSX is fine. Google Sheets is your friend.
- Use clear column headers. “First Name,” “Last Name,” “Email,” “Company”—not “FN,” “LN,” or “The Boss’s Email.”
- Get rid of duplicates. If you’re merging lists, use built-in deduping in Excel/Sheets.
- Standardize data. Make sure phone numbers are consistent (all with country code, or all local), and job titles aren’t a random mix of “VP” and “Vice President.”
- Fill in the blanks. If you’re missing key info (like email addresses), consider using a tool or quick LinkedIn search. Don’t bother importing ghosts.
Pro Tip:
Avoid “Notes” or freeform text columns unless you really need them. They’re impossible to filter or sort on later.
What to ignore:
Don’t bother over-categorizing. You don’t need 12 columns about lead source if you’ll never use them. Start simple.
Step 2: Map Your Fields in Topo
Topo will let you map spreadsheet columns to its own fields during import. This is where people get tripped up.
Best practices:
- Stick to the basics: Name, Email, Phone, Company, Title, maybe LinkedIn. That’s usually enough.
- Custom fields: Only create these if you need them for your workflow. More fields = more hassle.
- Be picky with tags: Tags can be great for segmenting, but don’t turn them into a junk drawer. “2024 Q2 Event” is useful. “Talked to once at a bar in 2019” isn’t.
Honest take:
If you can’t explain why you need a field, don’t import it. You can always add later. It’s much harder to clean up after the fact.
Step 3: Import Small Batches First
Resist the urge to dump 5,000 records in and hope for the best. Import a small batch (20-50 rows) to check for surprises.
Here’s why:
- You’ll spot mapping mistakes fast—like columns swapped or weird formatting.
- Topo’s error messages aren’t always crystal clear. A small batch makes troubleshooting way easier.
- You can preview how lists and segments will actually look.
What to do if something’s off:
- Fix your spreadsheet, not Topo. It’s easier to correct issues in your source file and re-import than to edit hundreds of records inside the app.
Step 4: Organize Lists and Segments in Topo
Once your data’s in, resist the urge to overcomplicate things. Keep your lists and segments straightforward.
What works:
- Create lists by campaign or source. For example: “Webinar Signups May 2024,” “Inbound Demo Requests,” etc.
- Use tags for quick filtering. Think “Industry: SaaS” or “VIP.”
- Don’t mix cold and warm prospects. Keep them in separate lists if you can.
- Set up saved views for your day-to-day needs—like “All Prospects in California” or “CTOs in Pipeline.”
What doesn’t:
- Creating a separate list for every micro-segment. If you need 15 clicks to find someone, you’ve made it too complex.
- Relying only on tags. Lists + tags are better than either alone.
Pro Tip:
Set a naming convention from day one (“YYYY-MM Source Description” or whatever makes sense for your team). Your future self will thank you.
Step 5: Keep Your Data Clean Over Time
Importing once is easy. Keeping things tidy is where most people get lazy (and pay for it later).
Do this regularly:
- Deduplicate monthly. Topo has built-in dedupe, but don’t trust it blindly—review matches.
- Archive stale lists. If you haven’t touched a list in 6 months, archive or delete it.
- Update bad emails. If you get bounce-backs, fix or remove those contacts.
What to ignore:
Don’t obsess over perfection. A few typos won’t kill your results. Focus on what actually impacts outreach.
Step 6: Integrate (If You Must)
If you’re pulling data from other systems (CRMs, marketing tools), integrations can save you time—or create new headaches.
What works:
- Use direct integrations or Zapier if you have repeatable, structured data.
- Always review imported records. Sometimes integrations break or double up your data.
What doesn’t:
- Blindly syncing everything. Garbage in, garbage out.
- Over-engineering. Manual uploads are fine for small teams or lists.
Skeptical note:
Integrations are often pitched as a magic bullet. They’re fine when they work, but expect to babysit them. Automation doesn’t replace checking your data.
Step 7: Review, Adjust, Repeat
This isn’t a set-it-and-forget-it job. Check in on your lists, see what’s working, and tweak your process.
- Ask yourself: Are you actually using all the fields and lists you created? If not, trim the fat.
- Get feedback from the people using the lists. If they’re complaining, listen.
- Don’t be afraid to archive or delete. Clutter is just as bad as missing data.
Real-World Tips (From Folks Who’ve Been Burned)
- Always back up your source spreadsheet. If an import goes sideways, you’ll be glad you did.
- Test with a dummy contact. Better to mess up “Testy McTestface” than your hottest lead.
- Keep a change log. If you’re making big changes to fields or lists, jot down what you did and why.
The Bottom Line
Most people make their prospect list process way harder than it needs to be. Start simple, focus on clean source data, and organize so you can find what you need—no one else’s “best practice” matters if it just creates more work. Keep it tidy, don’t overthink it, and tweak as you go. You’ll spend less time wrestling spreadsheets and more time actually reaching out to prospects—which is the whole point, right?