LinkedIn Campaign Sequence

LinkedIn Campaign Sequence

To download the LinkedIn Campaign Sequence, scroll down the screen, hover over the attachment and click the download link.

Dream 100
LinkedIn + Email + Call
Tandem Campaign Strategy

Campaign Timeline Overview

Pre-Campaign Prep: LinkedIn Connection Blitz (building Dream 100 targets)

  1. Review “Setting up YOUR Dream 100” document
  2. 1 – 4 weeks of Prep

Weeks 1-20: Dream 100 Campaign

  1. Begin 10 LinkedIn messages + 10 emails/day + 10 calls/day (c 1 hr of BD/day)
  2. 2-week gaps between sequences (all get email 1 before email 2 and so on)
  3. LinkedIn messaging begins only for accepted connections

Why This Sequence Works:

  1. LinkedIn Connection Blitz creates "warm" recognition before Dream 100 Campaign commences in earnest
  2. Mutual connections + established profile = higher email open rates
  3. Three-channel approach increases overall response rates
  4. Staggered timing prevents message fatigue

10 Message LinkedIn Campaign

Message 1: Awareness

(Send in Weeks 1 & 2 of Dream 100 Campaign)
Send via LI Messaging

Hi [First Name],

I noticed your background in [their industry] and the mutual connections we share.

I work with businesses in your sector to improve retention from the typical 70–75% to
around 96% using a more structured hiring approach.

Quick question, what’s your biggest retention challenge right now?

Regards
{Name}

(Short, direct, question-focused)

Message 2: Value Insight

(Send in Weeks 3 & 4)

Hi [First Name],

I’ve been sharing a few ideas recently and one pattern stands out across the businesses I
work with.

Most organisations accept 70–75% first year new employee retention as “normal”, but that
actually means 25–30% of hires don’t work out.

The real cost is not just replacement, it’s lost knowledge, disruption, and team impact. For
many businesses, that adds up to £/$2.5M+ each year.

Have you ever looked at the true cost of turnover in your organisation?

Regards
{Name}

(Problem awareness + quantified impact)

Consider recording this as a Voice Message on the LinkedIn Mobile app – script below:

Hi [First Name], it’s [your name from your company]

Just wanted to share a quick observation from working with businesses in [their industry].

Most organisations accept retention levels around 70 to 75 percent as normal.

But when you look at it differently, that means 1 in 4 hires aren’t working out.

And the real cost is not just replacing people. It’s lost knowledge, disruption to the team,
and reduced performance.

For many businesses, that adds up to well over a couple of million each year.

Out of interest, have you ever looked at the true cost of turnover in your organisation?

Speak soon?

Message 3: Solution Framework

(Send in Weeks 5 & 6)

Hi [First Name],

One of the biggest shifts my clients make is moving beyond just assessing CVs/Resumes
and interviews.

Most hiring processes stop at:

Level 1: First impression

Level 2: Skills and experience

But the real difference comes from Level 3, understanding what someone will actually do
once hired, their behaviour, motivation, and alignment.

This is where most hiring failures happen.

When businesses assess all three levels, retention improves significantly.

How are you currently assessing that third level?

Regards

{Name}
(Clear methodology + differentiator)

Consider recording this as a Video Message and sending on LinkedIn, script below:

Hi [First Name], it’s [your name from your company]

I wanted to share something we see all the time when reviewing hiring processes.

Most businesses assess candidates at two levels.

First, how they present themselves.

Second, their skills and experience.

But there’s a third level that often gets missed, and that’s what someone will actually do
once they’re in the role.

Their behaviour, their motivation, how they respond under pressure, and how well they
align with the team and culture.

This is where most hiring issues come from.

The CV looks right. The interview goes well. But six months in, things start to break down.

When businesses start assessing all three levels before hiring, retention improves
significantly.

So a quick question for you.

How are you currently assessing that third level?

Look forward to your thoughts?

(Consider sending them the 3 Levels of Assessment graphic – ask James Lai for a
personalised version)
​

Message 4: Peer Recognition

(Send in Weeks 7 & 8)
Send via LI Messaging

Hi [First Name],

With your experience in [their industry], you’ve probably seen this first-hand.

The strongest teams are not always led by the most technically capable people.

They’re led by individuals who connect people to outcomes and create environments
where teams perform consistently.

The difference is not luck, it’s a more deliberate approach to hiring and retention.

Is that something you’re actively working on right now?

Regards
{Name}

(Peer validation + strategic positioning)
​

Message 5: Strategic Reframe

(Send in Weeks 9 & 10)

Hi [First Name],

Something I see often when speaking with leadership teams.

Operations, finance, and growth are planned in detail, but hiring is still reactive.

The shift happens when retention is treated like any other business metric, measured,
tracked, and improved.

That’s when hiring stops being about filling roles and starts becoming a long-term strategy.

How are you currently measuring retention performance in your business?

Regards
{Name}

Consider recording this as a Voice Message on the LinkedIn Mobile app, script below:

Hi [First Name], it’s [your name from your company]

Something I’ve noticed when speaking with leadership teams.

There’s usually a lot of detail around financial planning, operations, and growth.

But hiring is often still quite reactive.

Roles open up, and the focus is on filling them quickly.

The shift happens when retention is treated like any other business metric.

Measured, tracked, and improved over time.

That’s when hiring becomes more predictable, and performance improves across the
board.

Just curious, how are you currently measuring retention in your business?

Looking forward to your response.

Message 6: Scientific Credibility

(Send in Weeks 11 & 12)

Hi [First Name],

A quick insight into how we help clients improve hiring outcomes.

We use structured, scientific assessment through our partnership with the McQuaig
Institute, not just to assess candidates, but to profile the role itself.

This creates clear, objective data around behaviours, motivation, and cultural alignment.

It’s one of the key reasons our clients achieve consistently higher retention rates.

Would having that level of clarity help your hiring decisions?

Regards
{Name}

(Credibility + specific methodology)
​

Consider recording this as a Video Message and sending on LinkedIn

Hi [First Name], it’s [your name from your company]

I thought I’d quickly explain how we approach hiring a bit differently.

Most processes rely quite heavily on CVs/Resumes and interviews, which only give you
part of the picture.

What we do instead is use structured assessment, through our partnership with the
McQuaig Institute.

We don’t just assess candidates, we actually profile the role first.

So we build a clear picture of what success looks like in terms of behaviour, motivation,
and cultural fit.

Then we assess candidates against that.

It gives you objective data, not just opinion.

And that’s a big reason why our clients see much higher retention rates.

Do you think having that level of clarity would help your hiring decisions?

Looking forward to your response and connecting in person someday.

Message 7 – Commercial Impact

(Send in Weeks 13 & 14)
Send via LI Messaging

Hi [First Name],

A simple question I often ask:

What would change if your retention improved from 70–75% to over 90%?

For most businesses, it means:
  1. Stronger team stability
  2. Better return on training investment
  3. Higher productivity
  4. And a stronger reputation in the market
It becomes a real commercial advantage, not just an HR metric.

Is that something you’re aiming to improve this year?

Regards
{Name}

Message 8 – Differentiation

(Send in Weeks 15 & 16)

Hi [First Name],

Most recruitment processes still rely heavily on CV/Resume matching.

What we’ve found is that this only tells part of the story.

We take it further by building a clear picture of what “great” looks like in a role, then

assessing candidates against that using structured data.

It removes a lot of the guesswork and improves long-term success.

Would you be open to seeing how that works in practice?

Regards

{Name}

Consider recording this as a Voice Message on the LinkedIn Mobile app

Hi [First Name], it’s [your name from your company]

A quick thought on recruitment processes.

Most are still built around matching CVs/Resumes to job descriptions.

The challenge is, that only tells you what someone has done, not how they’re likely to
perform.

What we focus on instead is defining what “good” actually looks like in the role first.

Then assessing candidates against that using structured data.

It removes a lot of the guesswork and helps improve long-term outcomes.

Would you be open to seeing how that could apply in your business?

Looking forward to your response.

Message 9 – Legacy Thinking

(Send in Weeks 17 & 18)

Hi [First Name],

Over the years, I’ve noticed a clear difference between leadership teams.

Some build teams that last and continue to perform long after they’ve moved on.
Others are constantly rebuilding.

The difference is not industry or budget, it’s taking a more structured approach to hiring
and retention.

If you’re building for long-term success rather than short-term fixes, this is where the
conversation becomes valuable.

Worth exploring?

Regards

{Name}

Consider recording this as a Video Message and sending on LinkedIn

Hi [First Name], it’s [your name from your company]

I’ve been reflecting on something I’ve seen across a lot of businesses.

Some leadership teams build organisations that continue to perform and grow, even after
they’ve moved on.

Others find themselves constantly dealing with turnover and rebuilding teams.
And the difference is rarely budget or industry.

It usually comes down to how seriously they take hiring and retention as part of their
overall strategy.

When there’s a clear, structured approach in place, everything becomes more stable and
predictable.

If long-term team performance is something you’re focused on, this is where the
conversation becomes really valuable.

Would it be worth exploring further?

Looking forward to your response.

Message 10 – Soft Close / Conversation

(Send in Weeks 19 & 20)
Send via LI Messaging

Hi [First Name],

I’ve shared a few ideas over the past weeks around retention and hiring strategy.

If improving hiring outcomes and reducing costly turnover is on your agenda, I’d be happy
to share what we’re seeing across similar organisations.

No pitch, just a practical conversation.

Would a short 15-minute chat be useful?

Regards
{Name}

Delivery Notes for Clients

This is where most recruiters get it wrong, so it’s worth considering the following guidance:

• Audio messages:
o Speak slightly slower than normal
o Speak clearly
o Smile while talking (it genuinely comes through)
o Sound like you are talking to one person
o Keep it under 45–60 seconds
o No reading tone, do not read word-for-word, it should feel like a natural
thought

What good sounds like:
“Just wanted to share a quick thought…”

• Video messages:

o 60–90 seconds max
o Camera at eye level, neutral background
o Start with their name, feels personalised
o Do not over-perform, calm and conversational wins
o Personal , not scripted (even though it is)

LinkedIn Daily Execution Sheet

i-intro® Dream 100 Campaign

Step-by-Step Daily Workflow

1. Build Awareness (10 mins)

☐ Like or engage with recent posts (if available)

2. Send Sequence Messages (25 mins)

☐ Send 10 messages based on your campaign schedule

Message Types Rotate:

• Text
• Audio
• Video

☐ Keep messages short (3–5 lines max)
☐ Focus on ONE idea only
☐ End with a simple question

3. Handling Replies – Where Deals Start (15–20 mins)

☐ Respond to every reply
☐ Ask a follow-up question
☐ Do NOT pitch too early

Goal: Start a conversation, not close a deal

If they engage: Do NOT pitch.

Instead:
  1. Acknowledge their point
  2. Ask one follow-up question
  3. Move toward a conversation naturally
Example:
“That’s interesting, most people I speak to say something similar.
Out of interest, how are you currently measuring that?”

If they show interest:

Transition softly:

“Happy to share what we’re seeing across similar businesses.
Would a short call be useful?”

Messaging Focus (Always Reinforce)

  1. Retention is a business metric, not HR
  2. 20–30% hiring failure is “normal/common” but avoidable
  3. Poor hiring has real financial cost
  4. Most processes miss Level 3 assessment
  5. Better process = better outcomes
  6. Structured hiring leads to predictable outcomes
  7. i-intro® provides a system, not guesswork
These themes mirror the email sequence for consistency

Non-Negotiables

☐ No pitching in early messages
☐ No long paragraphs
☐ No generic messaging
☐ Stay consistent daily

End of Day Checklist

☐ 10 LinkedIn messages sent
☐ All replies handled
☐ Activity logged

Success Indicator

You are building:
  1. Recognition
  2. Trust
  3. Conversations
Not chasing instant meetings.

Consistency wins. Do this daily.

Email Campaign Integration

Email Timing (Starts Week 1)

  1. Email 1: Same week / (day after) LinkedIn Message 1 goes out
  2. Email 2: 2 weeks later (aligns with LinkedIn Message 2)
  3. Email 3: 2 weeks later (aligns with LinkedIn Message 3)
  4.  Etc.

Message Coordination Strategy:

  1. LinkedIn: Conversational, relationship-building
  2. Email: More formal, detailed methodology
  3. Different angles on same core messages
  4. Cross-reinforcement without exact duplication

Response Management:

  1. LinkedIn response = pause email sequence for that contact
  2. Email response = continue LinkedIn relationship building
  3. No response either = continue both tracks
  4. Phone calls supplement both channels

Campaign Optimisation Recommendations

LinkedIn Advantages with Your Profile:

  1. 3,000 C-suite connections = instant credibility
  2. Mutual connections in manufacturing = trust factor
  3. Blank requests perform better with established profiles
  4. Industry recognition makes cold outreach "warm"
  1. Start LinkedIn aggressively to build Dream 100 connections (20/day for 5 days before Dream 100 email and call sequencing)
  2. Begin emails Week 1 (when LinkedIn messaging starts – after Warm ups)
  3. Coordinate messaging but don't duplicate exactly
  4. Use phone calls to supplement both channels
  5. Track cross-channel engagement for optimisation

Success Metrics:

  1. LinkedIn connection rate (target 50%+ with your profile)
  2. Message response rate (target 15%+ first message)
  3. Email open rate improvement (LinkedIn should boost this)
  4. Overall campaign response rate (both channels combined)
  5. Qualified conversations generated

3-Week Withdrawal Strategy:

  1. Auto-withdraw unanswered requests at 3 weeks
  2. Wait 3 weeks then re-engage with fresh approach
  3. Different pre-connection sequence for round 2
  4. Track acceptance rates by round
This tandem approach leverages your strong LinkedIn presence while maximising email
effectiveness through multi-channel recognition and engagement.

LinkedIn-Specific Optimisations:

Platform Best Practices:

  1. Connection request under 300 characters
  2. Messages optimised for mobile reading
  3. Conversational, not salesy tone
  4. Questions to encourage engagement
  5. Professional but approachable

LinkedIn Algorithm Friendly:

  1. Bullet points and arrows for better formatting
  2. Shorter paragraphs for mobile consumption
  3. Engagement-driving questions at the end
  4. Value-first approach throughout sequence
  5. Mix of text and potential content sharing

Sequence Strategy:

  1. 2-3 day minimum gaps between messages (not daily)
  2. Progressive value building through sequence
  3. Multiple engagement opportunities (direct response, LinkedIn Live, consultation)
  4. Soft exit strategy that maintains relationship
  5. Professional networking approach vs. hard sales

Content Integration Opportunities:

  1. LinkedIn articles on the 3-level assessment framework (Asset provided by i-intro®)
  2. LinkedIn Live sessions on retention strategies
  3. Poll posts about retention challenges
  4. Case study content (without naming clients)
  5. Industry insight posts to establish thought leadership

Personalisation Variables:

  1. [First Name] - always personalise
  2. [their industry] - reference their specific sector
  3. [their company] - can reference their organisation
  4. [mutual connections] - leverage shared network
  5. [recent company news] - reference relevant updates
This LinkedIn sequence maintains the same strategic progression as the email campaign while
adapting to LinkedIn's more conversational, relationship-building environment.

Shortened LinkedIn Messages (60-80 words max)

Balance brevity with clarity:
  1. One core message per LinkedIn message
  2. Question-focused to drive engagement
  3. Value-first approach throughout
  4. Different angles than email content

Campaign Coordination Strategy:

LinkedIn = Conversational relationship building

Email = Detailed methodology and case studies

Phone = Follow-up and qualification

Why This Works:

  1. Your LinkedIn presence makes "cold" outreach actually "warm"
  2. Mutual connections in manufacturing create instant credibility
  3. Two-channel exposure increases response rates significantly
  4. Staggered timing prevents message fatigue
  5. Different messaging approaches reinforce core value proposition
The shortened LinkedIn messages maintain impact while respecting the platform's conversational
nature.

Your established network and industry presence make this a very strong approach.

The Beauty of The Dream 100 System:

LinkedIn Connectors (40%):

Get triple exposure: LinkedIn messages + emails + calls
  1. Highest engagement potential
  2. Strongest relationship building
  3. Multiple touchpoints for different preferences

Email/Phone Only (60%):

Still get dual exposure: emails + calls
  1. Many executives prefer email anyway
  2. Some avoid LinkedIn for business development
  3. Phone calls can break through when emails don't

Why This Works Strategically:

  1. Not everyone uses LinkedIn actively for business
  2. Email remains the primary business communication channel
  3. Different executives prefer different channels
  4. Multiple touchpoints increase overall response rates
  5. You're not losing anyone - just varying the intensity

The Real Advantage:

You're maximizing coverage across communication preferences rather than putting all your eggs
in one basket. Some of your best responses may come from email-only contacts who never would
have connected on LinkedIn.

Mental Framework:

Think of LinkedIn as amplification for willing participants, not a requirement for campaign
success. Your email/phone foundation ensures 100% of your list gets professional exposure to
your value proposition.

Bottom line: This approach gives you the highest probability of reaching every decision-maker
through their preferred communication channel. That's sophisticated, not scattered.

Campaign Duration Analysis for 100 Contacts:

LinkedIn Component:

  1. 7-14 days to send all connection requests (10-20/day)
  2. 84 days for 2+6 Message sequence (after acceptance)
  3. Total LinkedIn timeline: 98 days (14 weeks)

Email Component:

  1. 10 days to send Email #1 to all 100 contacts (10/day)
  2. 14-day gap before Email #2 starts
  3. 10 days to send Email #2 to all 100 contacts
  4. Continue pattern for all 10 emails

Email sequence calculation:

  1. 10 emails × (10 send days + 14-day gap) = 140 days

Phone Component:

  1. Concurrent with emails (10 calls/day the day after each email)
  2. Same 140-day timeline

Timeline Breakdown:

  1. Pre-Campaign: LinkedIn connections and Warm Ups
  2. Week 1-2: Email #1 completes + 1st Call Cycle + LinkedIn messaging begins
  3. Week 3-4: Email #2 cycle
  4. Week 5-20: Continue email/call cycles
  5. Week 21: 1st Campaign completion, 2nd Campaign starts…

Key Milestones:

  1. Day 0: LinkedIn Warm-Up sequence completes
  2. Day 140: 1st Email sequence completes
  3. Ongoing: Phone follow-ups throughout
This is a substantial, professional campaign that maintains consistent touchpoints over 5-6
months without being overwhelming. The long timeline actually works in your favour for building
genuine relationships with C-suite executives who make decisions on longer timescales.

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