Asymmetric has engaged [1] 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.
| 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.
Pema operates LinkedIn BDR profiles branded as Asymmetric employees. Key details:
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.
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.
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)
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.
| 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).
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.
Pema offers ongoing sales support as part of the engagement:
Cold/outbound leads require more trust-building in the sales process than warm referrals. Pema emphasizes adapting the sales approach accordingly.
| 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 |