Asymmetric offers a growth acceleration service for consumer product brands selling on Amazon (FBA). The service has strong proof points — including a case study showing growth from $70/day to $6,000/day (roughly 1,000%) — making it a compelling outreach hook. However, reaching this audience via LinkedIn presents structural challenges that require a workaround strategy.
This article documents the targeting approach developed during the [1] engagement, as discussed in the [2].
LinkedIn's retail industry category is the natural fit for Amazon FBA sellers, but it consistently underperforms:
Implication: Standard LinkedIn industry targeting is not a reliable channel for this audience. Two workarounds are in play.
Test filtering LinkedIn searches using keywords like "Amazon FBA", "Amazon seller", or related terms rather than relying on the retail industry category. This surfaces users who self-identify with the channel, regardless of industry classification.
Mark Hope maintains a curated list of 400–500 ABM prospects, each with a LinkedIn profile ID. These contacts are already in an email cadence (two emails → LinkedIn touch → two emails → etc.), but the LinkedIn outreach steps are not being executed due to bandwidth constraints.
Plan:
- Mark sends the prospect list with LinkedIn profile URLs to Cindy (PEMA.io)
- PEMA.io adds profiles to a LinkedIn target list and runs outreach in parallel with Mark's email sequence
- Duration: 1-month test
- Rationale: Because prospects are simultaneously receiving emails from Mark, PEMA.io's LinkedIn outreach will feel like a coordinated multi-channel touch rather than cold outreach — reducing friction and improving response rates
"If I've got these people in a sequence and you're simultaneously reaching out to them on LinkedIn, you'll just know that those same people are getting emails from me, so it won't be a cold outreach." — Mark Hope
The ABM list approach works because of sequencing overlap:
| Channel | Owner | Timing |
|---|---|---|
| Email cadence (steps 1–2) | Mark Hope | Ongoing |
| LinkedIn outreach | PEMA.io | Parallel / simultaneous |
| Email cadence (steps 3–5) | Mark Hope | Ongoing |
This creates a warm multi-touch experience without requiring Mark to personally execute the LinkedIn steps.