--- title: Pema LinkedIn Outreach Strategy — Manufacturing & Environmental Services type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-01-kickoff-call-asymmetricpema-91192272.md tags: - outbound - linkedin - lead-generation - pema - bdr - manufacturing - environmental-services - gohighlevel - hubspot - sales layer: 2 client_source: null industry_context: null transferable: true --- # Pema LinkedIn Outreach Strategy — Manufacturing & Environmental Services ## Overview Asymmetric has engaged [[clients/pema|Pema]] to run an outbound LinkedIn lead generation program on Asymmetric's behalf. Pema deploys branded BDRs to connect with and qualify prospects, then books discovery calls directly onto Asymmetric's calendar. This article captures the strategy, tooling, and operational expectations established during the kickoff call. **Launch target:** End of week (Friday) or early the following week, pending messaging approval. --- ## Target Audience | Parameter | Value | |---|---| | Company size | 11–200 employees | | Marketing dept profile | No marketing department, or very small (1–3 people) | | Initial industries | Manufacturing, Environmental Services | | Target titles | Owner, Founder, CEO, Marketing Leader, Business Development | **Rationale for 11–200 range:** Shorter sales cycles compared to larger companies; aligns with Asymmetric's sweet spot of clients with minimal in-house marketing capacity. The original agreement scoped 51–1,000 employees; this was narrowed during kickoff, which also yields a lower cost-per-booking. **Rationale for initial industries:** Manufacturing and environmental services are highly responsive on LinkedIn, and Asymmetric has relevant case studies in both verticals. Additional industries will be introduced as the program matures. --- ## How the Outreach Works Pema operates LinkedIn BDR profiles branded as Asymmetric employees. Key details: - **BDR titles** use client success or strategy framing (e.g., *Client Success Manager*, *Director of Client Success*, *Strategy Leader*) rather than sales/BDR titles, which yield lower response rates. - BDR profiles display Asymmetric's company name in their about section but are **not linked to Asymmetric's official LinkedIn company page**, keeping headcount clean. - The BDR who secures a booking is logged in the lead tracker so Mark can reference the relationship on the call if needed. - Outreach sequence: connection request → wait for acceptance → pitch sequence. --- ## Tooling & Integrations ### GoHighLevel (PemaCRM) Pema manages calendar bookings through GoHighLevel. Mark Hope must: 1. Watch for a GoHighLevel invite email (from PemaCRM). 2. Connect his Google Calendar and Zoom account in the GoHighLevel backend. 3. Set availability **directly in GoHighLevel** — do not use Google Calendar blocks for Pema slots, as any block on Google Calendar will appear as "busy" in GoHighLevel. 4. Recommended slot structure: **6 × 30-minute slots per day** — 2 morning, 2 midday, 2 afternoon. > ⚠️ If Mark will be unavailable (travel, vacation, events), notify Pema **at least two weeks in advance** so slots can be managed proactively. ### HubSpot Integration Pema's tech team will provide a **webhook** that fires when a prospect books a call. Asymmetric's team is responsible for consuming the webhook and routing data into HubSpot. This keeps lead data flowing into Asymmetric's existing CRM without manual entry. ### Lead Tracker Sheet Pema maintains a shared Google Sheet with: - All prospects being contacted (targets tab) - All incoming leads (booked calls, interested replies, questions) - LinkedIn profile links, conversation history, and website links per lead - **Column P** — "Communication Notes / Client Notes / Feedback" — where Mark should log post-call feedback (quality, fit, next steps) --- ## Warm-Up Video Pema strongly recommends a **company introduction and education video** shown to prospects immediately after they book a call. This reduces cold-lead friction before the discovery call. **Content structure (6-pillar script):** Pema will provide the script outline and examples from previous clients. **Production:** Asymmetric will produce the video in-house (resources available internally). Pema can produce it for an additional fee if needed, but in-house was agreed. **Trigger:** Video is shown to the prospect at the point of booking confirmation, before the call takes place. --- ## Show Rate Expectations | Metric | Value | |---|---| | Industry benchmark (cold outreach) | 60–70% show rate | | Pema internal target (with manual confirmations) | 80–90% show rate | | Payment model | Asymmetric pays **only for attended meetings**; no-shows that cannot be rescheduled receive a credit | Pema's sales assistant (Janet) will: - Send manual text and email confirmations before each call. - Provide Mark with daily updates on confirmed calls. - Coordinate rescheduling if Mark reports a no-show promptly (notify Pema immediately when a lead doesn't appear). --- ## Ramp Timeline & Volume Expectations The LinkedIn connection-based outreach model requires time to build momentum: | Period | Expected Activity | |---|---| | Month 1 | 1–2 bookings (slow ramp; connections being built) | | Month 2 | Increased traction | | Month 3 (~90 days) | Full volume reached; lead quality refined | Lead quality improves iteratively through a combination of quantitative data (outreach benchmarks) and qualitative feedback from Mark via the lead tracker. --- ## Sales Process Support Pema offers ongoing sales support as part of the engagement: - **Call reviews:** Pema can review recorded sales calls and provide feedback. - **Strategy sessions:** Sales strategy calls with the Asymmetric team. - **Fathom summaries:** Mark will share Fathom meeting summary links with Cindy (Pema) after each discovery call. This helps Pema assess lead quality and refine targeting. - **Sales metrics tracking:** Mark should track downstream conversion metrics (second calls booked, proposals sent, deals closed) and report to Pema. This enables Pema to adjust targeting and messaging to maximize ROI. > Cold/outbound leads require more trust-building in the sales process than warm referrals. Pema emphasizes adapting the sales approach accordingly. --- ## Action Items (Mark Hope) - [ ] Review and approve outbound messaging from Pema (expected by end of day or next day after kickoff) - [ ] Watch for GoHighLevel (PemaCRM) email invite; connect Google Calendar and Zoom in the backend - [ ] Create 6 × 30-minute availability slots per day in GoHighLevel (2 morning / 2 midday / 2 afternoon) - [ ] Create company intro/education warm-up video after receiving script and examples from Cindy - [ ] Leave post-call feedback in lead tracker Column P after each discovery call - [ ] Send Fathom meeting summary links to Cindy after each call with a lead - [ ] Track sales numbers (second calls, proposals, closes) for Pema reporting --- ## Key Contacts | Name | Role | Contact | |---|---|---| | Cindy M | Pema lead / account manager | pema@pema.io | | Tim | Pema (sales, initial agreement) | pema@pema.io | | Janet | Pema sales assistant | via Slack channel | | Mark Hope | Asymmetric — primary contact for this engagement | mark.hope@asymmetric.pro | | Sebastian Gant | Asymmetric | sebastian.gant@asymmetric.pro | | Melissa Cusumano | Asymmetric | melissa.cusumano@asymmetric.pro | --- ## Related - [[clients/pema]] - [[knowledge/outbound-sales/cold-vs-warm-lead-conversion]] - [[knowledge/tools/gohighlevel-calendar-setup]] - [[knowledge/tools/hubspot-webhook-integration]]