Pillar 02 · Leads
Volume calibrated to quality, never the other way round.
We will never tell you the connection-request volume went up this week. We will tell you reply-rate went up because we got better at picking who to send to, what to say, and when to say it. That is the deliverable.
What lands in your inbox.
Six deliverables: the core three, Sales-Nav InMail/Smart-Links work, and account-target choreography.
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15-25 connection requests / week
Calibrated volume against your saved-search frame. Each request is authored by your TTPA — never auto-templated, never sent in your sleep. Industry benchmark for sender-credible accounts is ~120 sends/week; we run 5-7× lower volume because we want a 14-22 % reply-rate, not a 0.4 % one.
In plain English: We send just 15–25 LinkedIn invites a week, each hand-written by your assistant — and only to people who match the target search you saved. The pushy tools blast about 120 a week; we send far fewer on purpose, so that roughly 3 in 5 people reply instead of 1 in 250 (numbers based on our own experience, but it will vary).
Tier 1
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Connection-request copy, version-controlled
Five archetypes maintained per buyer: cold-source, warm-mutual, post-conference, prospect-promoted, content-engager. Each rewritten quarterly against reply-rate signal.
In plain English: We keep five ready-made invite messages for five situations — a stranger, someone who shares a mutual contact, someone you just met at a conference, someone newly promoted, and someone who liked your posts — and we save every version, rewriting them every three months based on which ones actually got replies.
Tier 1
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Inbound triage within one business day
Every reply, DM, comment, and connection-acceptance is triaged the next business day. Your TTPA either replies inline, queues a draft for Friday review, or escalates to your async-comms channel.
In plain English: Any reply, direct message, comment, or accepted invite is dealt with by the next working day: your assistant either answers on the spot, drafts something for you to approve at your Friday review, or passes it to you when it needs your personal touch.
Tier 1
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InMail send + reply tracking
When you have Sales Navigator, we put your InMail credits to work. Industry SN catalog row 9: most buyers leave 30-50 InMail credits unused per quarter. We do not.
In plain English: Sales Navigator (LinkedIn’s paid sales subscription) gives you a monthly allowance of InMails — messages you can send to people you are not connected to yet. Most people waste 30–50 of them every three months; we use them and track who writes back.
Included
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Smart-Links + tracked-content gating
Sales-Navigator Smart Links wrap your content drops with reply-rate-attributed tracking; we stage them into outbound so the funnel report can attribute closed deals back to the originating connection-request.
In plain English: Smart Links is a Sales Navigator feature that shares your documents or articles through a special trackable link, so we can see who opened them and tie that back to real deals — showing which first invite eventually led to a sale.
Included
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Account-target outbound choreography
For named-target accounts, the connection-request cadence is choreographed across 2-3 buyers at the target — your TTPA picks the order and the gap so it reads like attention, not coordinated outreach.
In plain English: When there is a specific company you want to win, we approach 2–3 different decision-makers there — carefully choosing the order and spacing of the invites so it reads like genuine, individual interest rather than an obvious campaign hitting everyone at once.
Included
The Leads runbook.
Excerpt from 2_Lead_Generation.txt. Stable counts, no auto-blasts.
| Cycle | What we do | Output |
|---|---|---|
| Daily | 2-5 connection requests authored + sent. Inbound replies triaged. Connection-acceptance follow-ups queued.In plain English: Each day we hand-write and send a few invites, sort through any replies, and line up follow-ups for the people who accepted. | CSV row per send (audit trail).In plain English: Every invite becomes one line in a spreadsheet, so there’s a complete record you can check. |
| Weekly | Reply-rate snapshot vs prior 4 weeks. Connection-request copy adjustments based on signal.In plain English: Each week we check how your reply rate compares with the last month, then fine-tune your invite wording based on what’s working. | Friday review packet.In plain English: A short Friday summary of the week for you to look over. |
| Monthly | Cumulative funnel report: sends, accepts, conversations, qualified opportunities, plus an InMail breakdown.In plain English: Each month we tally the whole journey — invites sent, accepted, conversations, and real sales opportunities — plus how your InMails were used. | Sequence D email + portal-attached CSV.In plain English: One of our standard monthly emails, with the spreadsheet attached in your online portal. |
| Quarterly | Connection-request copy archetypes rewritten. Saved-search frame audit (joint with Audience pillar).In plain English: Every three months we rewrite your five invite templates and, with the Audience team, re-check that your saved target search still aims at the right people. | Versioned copy library + reply-rate trendline.In plain English: An updated, version-saved library of your invite wording, plus a line showing how your reply rate has moved over time. |
What you decide · what we decide.
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You decide
- The 5-row connection-request copy library (you sign off on each archetype).
- Whether to greenlight a conversation that\'s gone past two replies.
- The named-target account list.
- What constitutes a "qualified opportunity" for the funnel report.
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We decide
- The order of sends inside each weekly cohort.
- When to retire a copy archetype based on signal decay.
- How to phrase a tricky reply so it reads like you wrote it.
- When to escalate an inbound to your async channel rather than queueing it.