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You’ve got yourself a noticeable lead list. Your product has taken off, and you’re no longer scraping for new leads, congratulations! 🎉
However, as you and I know all too well, with more leads, comes a lead management issue. Managing your sales manually is no longer an option.
You need to automate most of the work that has no added value but takes up most of your time.
And that’s exactly what La Growth Machine stands for!
In this article, I’ll give you multiple scenarios where you can use LGM to automate your outreach and for you to focus on what’s really important -closing deals! 💪
Expert Tip 🧠
These scenarios and campaigns are taken directly from our own processes here at La Growth Machine.
I will be adding our own segmentation and copywriting to each scenario so you get the most value out of each example.
For this scenario, the sequence it quite simple; we’re doing LinkedIn only because:
- It’s less formal. At LGM, we’re usually friendly with our customer base.
- You’re sure that your message is read (i.e. LinkedIn connection request note)
- You start a conversation with your lead that’s much harder to ignore.
That said, take every campaign and make it your own since circumstances differ from one company to the other.
Scenario 1 – Lead signup ➡️ Welcome:
Let’s start with the basics!
Whenever a lead signs up for your product or service, the least you can do is welcome them aboard. There’s absolutely no reason for you to do this manually, your time is much more precious elsewhere.
Here’s the sequence:
Simple yet efficient:
- Step 1- Is a contact? Check if the lead is already a contact, so as not to mix up the copywriting with the new contacts. 😉
- Step 2- Send message 1: If they’re already in your contacts, you send a cute little message offering help if they need it. I personally like to playfully tease my lead by “spoiling” that this is automated. At the same time, I show off the product itself.
- Step 3- Add relation: If they’re not already a connection of yours, you add them!
Expert Tip 🧠
And as I’ve taught you countless time before now, you’ll want to add an invitation note to your request because then, your lead will know who you are and what you want from them.
Use the same exact message (or almost) as the previous example as your LinkedIn note because it’s friendly, it’s welcoming, and it conveys what you want -to help them on their journey with your product. 🙂
Be careful though! LinkedIn has a 200-character limit on notes for Free users and 300 characters for paid users. So adapt your message so it fits in nicely.
- Step 4- Send message 2: This is message 1 for your new contacts and a soft follow-up for your old ones. The content itself isn’t the most important here, I just want to start a conversation with our new customer so I resorted to the good old “Where did you hear about us”.
P.S.: In our case, this works wonders because LGM is a French company and most of our clients are French. So it kind of works as an icebreaker as well. 😉
Scenario 2 – Lead signup ➡️ Does nothing:
We’ve all been here; you see a new signup, you welcome them, then you check on them again 5 days later, they’ve done nothing. 😢
You simply can’t let these leads go! Here’s what to do:
Again, a simple LinkedIn campaign:
- Step 1 is the same
- Step 2- Send message 1: A simple greeting and asking how’s everything going.
- Step 3- Send messages 2 and 3: Here you wait for some time and if they don’t reply, you follow up with the lead:
Expert Tip 🧠
Even though we could’ve perfectly send those 2 messages as one, we don’t want to do that for one simple reason: We want to have the illusion that it isn’t automated.
And do you know what screams NOT automated? Sending two messages in a row. Same goes for not capitalizing the first word on the first message. 😉
We all do it, no one really thinks about it, and that’s what makes it great and not at all “suspicious”!
If the lead does end up performing one action you can switch up your copywriting a little bit. Only for messages 2 and 3 though, Message 1 stays exactly the same:
OR -in case they launched a campaign but had no conversions:
Scenario 3 – Lead signup ➡️ Has results:
Let’s switch gears to commend good news:
The sequence is similar to the last one, I just send two messages consecutively and remove the follow-up:
Again, same technique as earlier, send one message and immediately follow it up with the second to feign that an actual person sent this and it’s not an automation.
I also make sure to tease at least one feature of ours that makes us better than the competition -in this case, our multichannel sales inbox.
Scenario 4 – Inbound engage:
Now that we covered how to automate some of the main stages your lead goes through on their journey, let’s go over the classics.
One of the main lead sources is lead magnets (literally its namesake) which are pieces of premium content that you share in exchange for people’s contact information.
This makes it so leads come to you (by filling out a form, leaving a comment on your LinkedIn post, etc.). Hence, inbound!
Related Post 📝
I’ve written a full article on how to streamline your inbound lead generation by aligning your sales and marketing with more examples and a more in-depth analysis. Feel free to check it out! 🙂
Let’s take the case of this LinkedIn post (in French):
Long story short, he offers this playbook in exchange for… you guessed it, people’s LinkedIn info! Once these people comment, they’re immediately added into this sequence (if you want to learn how to do this using LGM click here):
Let’s break it down 👉
- Step 1- Email: With this campaign, we utilize the multi-channel potential of LGM sequences and send an email:
A hefty email… But that’s exactly why I use this channel, I won’t be able to fit this much information in a LinkedIn message… Which brings me to my next step:
- Step 2- LinkedIn message 1: In this part, I just entice the lead a little bit, offer them some more value, some more incentive for them to try LGM. As you probably know by now, the direct approach is my go-to.
- Step 3- LinkedIn message 2: Again, same thing as before, this message immediately follow the previous one:
- Step 4- Last message: As you can see, this is in case of no reply (which quite frankly doesn’t happen a lot…). I don’t reiterate, I don’t beg for an answer or say anything like “I haven’t gotten a reply…” I simply ask:
For the more curious among you, here are my results for all the campaigns I ran on LinkedIn engagement with lead magnets:
So now you have an automatic sequence for your lead magnets and overall your inbound processes!
Scenario 5 – Cold outbound:
Last but not least, the “cold” outbound!
This is where you reach out to your leads. For this scenario, I chose a campaign where I left a Typeform pretty much everywhere and reached out to anyone who filled it out.
It’s not technically “cold” outbound since the lead already knows about us and they’re the one who signed up
Here’s the sequence:
- Step 1- Email:
Here, you can see that even though this is an email, I quickly outline the added value of the call I want them to book. This is because I’d rather leave the *full* sales pitch to be done during the call itself.
- Step 2- LinkedIn message:
We like to familiarize our audience with our tactics from the get-go! 😅
- Step 3- Email follow-up:
- Step 4- Last chance email:
These strategies are not at all about the sequences themselves, you can replace any number of the workflows I shared with you with whatever you like. I even encourage you to do so to adapt to your own audience.
However, what I want you to take out of this whole article is that automating your lead outreach is all about using a casual, smart tone that feels personal to the person you’re reaching out to.
The heart of the strategies I shared with you is that automation should streamline lead engagement with a friendly touch and mimic a natural conversation that you would have with any other lead, any other day.
The idea is to maintain a balance between efficiency and authenticity, nudging leads through their journey with tailored messages that seem less automated and more like a 1:1 chat.