Internal working document
Two outcomes matter: more app installs, and more of those installs converting to a paid premium subscription. Every piece below exists to move people through one funnel — awareness, direct reach, install, subscription.
| Metric | Stage | Initial benchmark |
|---|---|---|
| Connection requests sent | Outreach | 15–20 / day |
| Connection acceptance rate | Outreach | 25–35% |
| Reply rate across the 5-touch sequence | Outreach | 8–12% |
| Click-through to app link | Outreach + Posts + Email | 3–5% of engaged leads |
| Install rate from link clicks | App Store / Play Store | 20–30% |
| Trial-to-premium conversion | In-app | 2–5% (industry range) |
| Email open rate | Bulk email | 25–35% |
| Email click rate | Bulk email | 3–6% |
These are starting benchmarks, not promises — treat month 1 as calibration and reset targets from real data.
Client already holds the Sales Navigator seat. The Marketing Head owns building and refreshing lead lists weekly — target 150–200 fresh leads per week across both segments.
Every message is written by a person, for that specific lead — no templated AI blasts. The sequence below is the structure writers follow; the wording changes lead to lead.
Personalized, referencing their new role or company.
A short insight, not a pitch.
Framed around a relevant framework for their situation.
A testimonial or case study, with the tracked app link.
No-pressure, leaves the door open.
Columns: Name, Title, Company, Segment, Date connected, Sequence stage, Last touch date, Replied (Y/N), Status (Cold / Warm / Interested / Installed / Declined), Notes. Marketing Head reviews every Friday and reassigns anyone stuck for more than 10 days.
Strategy, client approvals, weekly review, monthly reporting — accountable for the KPI targets
Draft every post, newsletter edition, and outreach message by hand
Builds every graphic — testimonial cards, banners, page and email assets
List building, sending infrastructure, deliverability, sequence performance
| Week | Focus | Key outputs |
|---|---|---|
| Week 1 | Setup | ICP filters live in Sales Navigator, first lead list pulled, tracking links + sheet built, email domain warm-up started, content calendar sent for client approval |
| Week 2 | Launch outreach | Outreach begins at 15–20/day, first week of approved posts live, email warm-up continues at low volume |
| Week 3–4 | Steady state | Full outreach + posting cadence running, first bulk email send at ramped volume, weekly numbers tracked |
| Month 2 onward | Review & refine | Monthly report to client, ICP and messaging adjusted from reply/conversion data, scale outreach volume if metrics hold |
Every post, every outreach message, and every email goes through the same four steps, with no exceptions, on any channel.
Written by hand by the copywriter or email expert — no AI involved at any stage.
Sent to the client in context, not buried in a spreadsheet.
A yes, a note, or a change — we adjust and confirm back.
Only after approval. Nothing goes live before that.