96: Sequence Review Series (Part 4)
30% reply rate LinkedIn sequence
Read on jed.substack.com
Read time: 4min
Welcome back to The Practical Prospecting Newsletter! Today is Part 4 of the sequence review series — where we take an in-depth look at real outbound sequences.
If you’d like me to review your sequence, you can fill out this form.
Today’s sequence comes from Amanda Wilde, Director of Global Business Development at Alida.
She’s sharing three versions of a LinkedIn sequence her team uses to get roughly a 30% response rate after the 6th-8th touch point.
Agenda:
Sequence A: Text, Video or a GIF
Sequence B: Video & Voice Notes
Sequence C: Video Heavy
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Sequence A: Text, Video or a GIF
Day 1: Intro video
Send a video saying hi and thanking them for the connection accepted. Just putting a face to the name. No ask.
Day 3: LinkedIn message asking for permission
Since you're interrupting someone's day, ask them for permission to continue the conversation, before pitching:
“Hi…Great to connect with you. Mind if I send over a quick video to share why I’m reaching out?”
Day 6: Video to remind them of the email you previously sent
Use video to show the work you’ve done on another channel. Point them to the email you previously sent them which saves them from having to go through their inbox to find it:
“I was doing some research on {{account}} and found {{personalization}}. Typically when I speak to {{buyer persona}}, they face {{pain point}}.”
If you have a video tool like Sendspark you can also share your screen to showcase the research you found. A/B test sending a few with the new native LinkedIn app video and using a video tool to see what works best for you.
Day 9: LinkedIn message asking for feedback
Instead of following up, ask for feedback.
This makes your outreach less salesy and disrupts the typical pattern of cold outreach. I love a good use of a PS Line as well. It gives you the ability to differentiate yourself and show your personality.
“Any feedback on my video, {{Prospect first name}}? PS: I promise I’m an actual human and not a robot.”
Day 12: Send a GIF
At this point try adding some humor into the conversation to lighten the mood - make the GIF/Meme relatable to the situation. On the LinkedIn app, you can send GIFs natively in the app. Or use a free app like Giphy to create personalized ones.
Day 15: Value add resource
Send over an article or blog post and state the relevance to them and why you are sending it. Bonus if it’s not written by your company. But okay if it is. Just make sure it’s relevant to them and the challenge you are reaching out about.
Day 18: LinkedIn message
I would send the last message as a light touch breakup. You want to keep it light and open for future conversations:
“{{First name}} - either my outreach was actually terrible or you are {{Insert something they are spending a lot of time on PROBLEM YOU SOLVE}}. I’ll try to catch you later.”
If you’re using a sequencing tool - create a catch-all task at the bottom of your cadence and revisit it often to check.
Or create a Sales Navigator list for leads who didn’t respond to your LinkedIn outreach. Then add a filter for activity & job changes.
In other words, don’t let them all be a one-and-done!
Sequence B: Video & Voice Notes
Day 1: Video - Face to the Name (after a blank connection request)
Using the native LinkedIn mobile app video feature:
“Thank you for connecting, great to meet you. Wanted to put a face to the name and wish you a great day!”
Day 3: Voice note
“Reaching out because {{pain statement}}. Are you seeing this too? Mind if I share a video sharing more details?”
Day 6: Text bump
“Did my voice note come through okay?”
Day 9: Video
Show a case study or something in their profile or website:
“Can I share more with you? PS: Trying to be better than the rest and not blindly send you a document that you never asked for!”
Day 12: Voice note
In this voice note, focus on a new pain statement or dig in further on the first one.
Also, add a text PS: “I’m not a robot, real person here!”
Day 15: Text - bump
“Are my voice notes coming through?”
Day 18: Fall on your sword
“I fear my professional persistence may have been too much. Was I that far off the mark? PS: Your feedback on my approach is welcome.”
Sequence C: Video Heavy
Day 1 - LinkedIn video (after they accept the connection request)
Thank them for the accepted request and put a face to the name.
Day 3 - LinkedIn video #2
Ask a question about a challenge/opportunity you see.
Day 6 - bump - A/B test options for bump
A: picture of you with the caption “Any feedback on my video? Barking up the wrong tree?”
B: text or voice note asking for feedback on the video
C: GIF asking for feedback
Day 9, 12, 15 - pain statements, short & choppy with a question
Dig into pain points, cost of doing nothing, social proof… create some FOMO! Be brief, and ask a question. Do not talk about your company.
Day 18 - Video and a resource (send resource through LinkedIn smartlinks).
Ask for feedback if you were way off on the problem you thought you could help with. Fall on your sword a bit.
Smartlinks are a great way to track when prospects engage with the resources you send them - I’d highly recommend it.
Thanks for reading,
Jed
P.S. I’ll be a guest on Jason Bay’s upcoming Outbound Sprint this April. It’s a 4-week live cohort program where I’ll share how to cherry-pick your top 10% of accounts — Sign up here and use code “jed100” for $100 off!
This is a great sequence. Just it's for women. For men, I'd posit our success rate would be considerably lower. Got anything that would convert at 30% for us?