Who this was forA company that had sold by cold email only. LinkedIn wasn't a channel for it at all.
Email was the only way the client reached new buyers. LinkedIn had to be stood up from nothing: senders, sequences, and a lead feed.
The enrichment table pushed leads to the LinkedIn sequencer by API. Only contacts with a profile URL went through. Each sequence was a connection request, then two follow up messages once the prospect accepted.
It ran from a handful of the client's own profiles. The first campaign sent 25 connection requests per weekday, during the business day.
It wasn't smooth. The sequencer's variable handling couldn't cope with very different fallback copy. So every A and B test had to become two separate campaigns. We said at the time that this was a tedious process, and it was. Launches also had to happen outside the target market's sending window, then get reconciled campaign by campaign.
Now the part that matters most. LinkedIn started conversations. On corrected attribution it produced every one of the hot deals. But 40 open LinkedIn deals had produced no meetings and no wins at the time we measured.
So the channel starts conversations. It hasn't closed one yet. The next build moves warm LinkedIn contacts into email.
We run the campaigns.
If you're email only and thinking about LinkedIn, the setup isn't the hard part. Deciding how a LinkedIn reply gets to a meeting is. Tell us how your email motion runs and we'll show you where LinkedIn plugs in.
Related tools: HeyReach, Amplemarket
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Client names are always kept confidential at MMG, so they have been removed from this case study.
Published April 14, 2026
Last updated June 2, 2026