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Here is an example of a real outbound sequence we’re using.
For this example, we will focus on the part of the sequence where the leads are already in contact with us or have accepted our invitation.
Who are we targeting?
Why target Clay users in software development companies?
Clay users = signal of maturity
If someone follows Clay or uses Clay, they’re already thinking in terms of data workflows, enrichment, automation. That’s not a cold prospect. It’s someone already trying to level up their outbound. You’re not pitching awareness, you’re stepping into an existing motion.
Software development = often technical buyers
These teams love tools, but they’re also often the ones managing 4–6 different solutions at once. They’re great at connecting things via Zapier, N8N, or APIs… but that also means they know the pain of juggling multiple tools, broken Zaps, dropped steps, and lack of visibility across channels.
Pre-PMF = urgency + bandwidth issues
In Pre-PMF (pre-product-market-fit) companies, every opportunity matters. They don’t have huge sales teams. The Head of Sales is probably doing outbound and managing demos and structuring processes. They don’t have time to fight with workflows. They need clarity, speed, and reliability. If their stack is clunky, they feel it every day.
Your wedge is consolidation
That’s why your angle is strong: you come in not with “here’s one more tool”, but with:
“Here’s a way to replace your patchwork of tools with one platform that handles enrichment, LinkedIn + email, sequencing, CRM sync and yes, we work perfectly with Clay.”
Let’s get into it, first we’re using our “Is a contact?” bloc to determine if we’re already in contact on LinkedIn with them.
We use the same message but differently
Spark a connection around a shared interest (Clay) and quickly test for pain/friction in the prospect’s stack.
Start with relevance, not a pitch.
Friction = opportunity: The prospect is likely feeling the pain of disjointed workflows and tool overload. You’re articulating their reality before pitching anything.
The message is not selling, it’s probing, inviting the user to relate to a frustration.
Feels like a peer-to-peer message rather than an automated one.
Relevance through Clay reference
Soft tone, feels “crafted”
Introduces a problem they might not have verbalized yet
Reinforce the pain narrative in a more conversational way.
Test responsiveness and invite the lead to talk about their stack.
Pattern interruption + light humor (“I’ll take that as a yes”) makes the message stand out.
The open-ended question lowers the barrier to reply, you’re not pitching yet, you’re listening.
This is your first real attempt at engagement.
You continue the friction narrative without being repetitive.
“Where is it failing?” is powerful, it assumes failure, pushing them to reflect or clarify.
Push the lead to respond by introducing a binary choice:
“Is it that you’re not doing any outreach… or is your stack broken?”
Leverages curiosity and ego: if they are doing outreach, they’ll feel the need to respond.
If they’re not, it repositions you as a resource to help them get started.
It’s a teasing nudge, still not pushy.
Implies: “I’m still listening, not selling.”
If you have followed the best practices in the previous modules. You should be alerted by the length of the message, and you’re right.
But don’t worry to compensate for this “too long DM” effect, we’ve activated the “real chat mode” option.
Real Chat Mode allows you to send your LinkedIn messages as multiple short messages, mimicking a natural conversation. Each sentence in your message is sent separately with a 1-second delay between each send.
Switch from “problem exploration” to solution exposure.
Frame LGM as a natural extension to Clay, not a competitor or replacement.
Authority and social proof: “we hosted webinars with Clay”
Specificity builds trust: “LinkedIn + Email, scrapping, enrichment…”
Keeps it friendly by asking another open-ended question.
Mimics real-time chat to feel personal
Structured as a value drop + question
This is your first real pitch, but it’s framed as help
Simply to stay on the lead’s radar and not be forgotten by highlighting a unique feature to arouse interest
Transparency + micro-education: you’re teaching them something new
Humor & meta-commentary (“looks like you’ve been typing it all”) make this feel very human
A “just between us” tone, which breaks automation perception
Shows that even the way you reach out reflects your product
We send our first voice:
Here is a script example:
“Hi {{firstname}}, quick one. I thought I could interest you with an automated voice message, because obviously this message is automated too. We’ve been helping teams like yours replace 3-4 tools with one seamless workflow. Curious to hear if it’s something you’re exploring right now.”
Rehumanize the conversation using a voice.
Stand out and add trust through transparency.
Pattern break: they don’t expect voice messages in cold outbound
Acknowledging automation paradoxically builds trust
It’s still not a hard sell, but more personal
Works especially well if combined with LinkedIn activity (they’ve seen your name/picture before)
We’re going to check if we have a business email,
If we have one, we switch to email because the lead doesn’t seems to be active on LinkedIn and to maximise our chances
Reactivate dormant leads using a playful tone + channel switch (LinkedIn → Email)
Show multi-touch sophistication (we enriched your email)
Reverse psychology (“Damn, you’re hard to impress!”)
Highlights your product by demonstrating automation power
Smart mix of value prop, wit, and personalization
Strong delivery of your “all-in-one vs tool stack” narrative
Re-engage a silent lead with a visual proof of value. The aim is to spark curiosity and lower the effort needed from the lead to understand the product.
Visual persuasion: “a picture being worth a thousand words.” The image makes the benefits tangible and reduces cognitive load.
There’s also a subtle FOMO (“agencies love us! So should you!”) and a playful close (“I should have your attention now :)”) that creates light pressure without being pushy.
Instead of abstract promises, it displays a real-life use case, positioning the product as the go-to solution for structured, multi-channel automation.
This mix of authority (others use it), clarity (visual demonstration), and personality (friendly tone) differentiates LGM from competitors.
Showcase a new product feature (multichannel inbox) while adding social proof (HubSpot using LGM) to push a non-responsive lead toward engagement.
Authority & social proof: “Even HubSpot is interested in LGM.”
Curiosity is sparked by showing a real screenshot of the feature in action.
LGM is framed as beyond LinkedIn + Email outreach, offering a central hub that simplifies reply management, proving it’s trusted by top players.
Address a common pain point in sales outreach: the manual effort of updating CRMs like HubSpot or Pipedrive.
The goal is to highlight how LGM solves this frustration with native CRM integration, making the prospect’s workflow easier.
Pain avoidance: it reminds the reader of the tedious, disliked task of manually updating CRMs, then immediately offers a solution.
By framing it as a “classic sales pitfall,” it builds empathy and positions LGM as the fix.
LGM is positioned as a productivity enabler that closes the gap between outreach and CRM.
The emphasis on native integrations and automatic syncing differentiates LGM from basic outreach tools, presenting it as a more complete and sales-friendly solution.
Make a final attempt to engage the lead by presenting one clear, high-impact value proposition (Lookalike AI) paired with a direct CTA (free trial).
Fear of missed opportunity: “pipeline dryness” is every salesperson’s nightmare.
This is combined with urgency (last attempt) and curiosity about new technology (AI-driven lead generation).
LGM is framed as the ultimate pipeline filler, removing the burden of list-building and ensuring continuous lead flow.
The “bugger off” line softens the close, keeping the tone casual and non-threatening while still confident.
For the second branch of the sequence, LinkedIn DM are the same in objective, psychological trigger and positioning.
The contents are also the same, just slightly different to follow best practice on LinkedIn (shorter messages, chat style, no signature).
This sequence puts into practice several of the fundamentals of modern outbound:
Multi-touch, multi-channel strategy : We don’t rely on a single channel. Starting on LinkedIn and switching to email when needed maximizes reach and adapts to the lead’s behavior.
Playful but professional tone : Lines like “Damn, you’re hard to impress” or “then I’ll bugger off” keep the conversation human and approachable, avoiding the robotic feel of most automation.
Psychological triggers to drive replies : Each email leverages proven triggers: reverse psychology, fear of missing out, social proof (HubSpot), pain reminders (CRM updates), and curiosity (AI).
Progressive value delivery : Instead of flooding the prospect with everything at once, each touchpoint introduces a single, focused value prop: automation power, visualization of sequences, multichannel inbox, CRM sync, AI lead gen. This creates a natural narrative arc.
Strong positioning : Throughout, La Growth Machine is framed as more than a LinkedIn/email sender. It’s an all-in-one platform that reduces tool sprawl, automates painful tasks, and generates pipeline, consistently showing it as a “must-have” rather than a “nice-to-have.”
Clear CTAs without pressure : Every message ends with a simple invitation to chat or try the product, never aggressive. This balance keeps engagement high while respecting the prospect’s choice.
That’s it for our module 4, let’s move on to the next module : How to build a Managing replies & optimizing performance!
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