A structured 20-day, multi-channel outreach sequence designed to "weaken resistance" and convert cold prospects into booked meetings. Rather than relying on a single touchpoint, the approach layers phone calls, email, and LinkedIn engagement to build familiarity and create multiple opportunities for a prospect to respond.
This strategy was defined during internal sales planning and is the standard outreach model for targeted campaigns. See [1] for how prospects enter this sequence.
Before initiating any contact, spend 2–3 minutes reviewing the prospect's LinkedIn profile to gather personalizers:
This brief research step allows the first call or email to feel informed rather than generic, increasing the likelihood of engagement.
| Day | Action |
|---|---|
| 1 | Phone call — attempt to reach the prospect directly |
| 1 | Voicemail — leave a brief, personalized message if no answer |
| 1–2 | Email #1 — introductory email referencing the call; use a HubSpot template |
| Day | Action |
|---|---|
| 7–8 | Phone call #2 — second attempt to reach the prospect |
| 8 | Email #2 — follow-up email, light variation on the first |
| 8–9 | LinkedIn connection request — send a personalized connect request |
Note: Jacob's LinkedIn profile should reflect his current role at Asymmetric Applications Group before outreach begins, so prospects can verify identity when they receive the connection request.
| Day | Action |
|---|---|
| 14–15 | LinkedIn engagement — comment on a recent post the prospect made, or react to shared content |
This touchpoint is intentionally low-pressure. The goal is to appear in the prospect's peripheral awareness without another direct ask.
Once the full sequence is complete, prospects fall into one of two paths:
If the prospect responds at any point and expresses interest, the goal is to set a meeting with a senior team member. The sequence pauses and the prospect moves into active pipeline management in HubSpot.
If the prospect completes all touchpoints without engaging, move them to a nurturing list. Do not write them off entirely.
If a prospect responds but pushes back (e.g., "we're not interested right now"), offer a soft exit:
This keeps the door open without burning the relationship.
| Tool | Role |
|---|---|
| HubSpot | Sequence enrollment, email templates, task scheduling, nurture workflows |
| Connection requests, post engagement, profile research | |
| Clay | Contact enrichment — phone, email, LinkedIn URL pulled before sequence begins |
Sequence templates and call scripts are maintained in HubSpot. See [2] for the current template library.