Toshad Sambhare- Most buyers who like a cold email don't reply to it. They look you up first.
- We run email, LinkedIn and ads on the same accounts, so the same person sees you in three places.
- The ads carry proof and useful content. They aren't a second pitch.
What a buyer does after an email they liked
On a high-ticket, long-cycle sale, the first email rarely gets a reply, even when it lands well. The buyer looks you up. They check your site and your client list, forward the email to the CFO or the plant head, and come back weeks later when the deadline or the budget review lands.
If the only thing they ever saw from you was one email, you're easy to forget in those weeks. If they've also seen your name on LinkedIn and a case study in their feed, you're the company they already know.
One buyer, three channels
For a Tier 1 account, the first week usually looks like this:
| When | Channel | What happens |
|---|---|---|
| Day 1 | A short note that opens on the signal and asks a soft question | |
| Day 2 | A connection request from your team, with no pitch | |
| Days 3 to 10 | Ads | A case study in their feed while they think about it |
| Any day | Reply | Read and tagged by our team, then handed to you the same day |
The channels talk to each other. If someone opens the email, the LinkedIn message picks up the thread. If they reply anywhere, the other sequences stop. Nobody hears the same pitch twice.
Email
LinkedIn
Ads to the account
Events and callsHow the audience is built
The ads don't go to a cold audience. We build a matched audience from the people already in the email and LinkedIn campaigns, and add the LinkedIn Insight Tag to your site so visitors join it too.
That means the spend goes on buyers you already picked for a reason, and on people who came to your site and left without filling a form.
Three kinds of ads, by stage
- Awareness. Useful guides, often as LinkedIn lead gen forms, for companies that don't yet know the rules or the risk.
- Retargeting. Case studies and short proof for the accounts on your list and the visitors we identify.
- Objection handling. For prospects who had a demo and went quiet. Ads that answer the usual reasons: cost, timing, "what we have works".
None of them say "book a demo". The ad does the job a good second email would do.
New AEs shouldn't spend month one building a list. Here's how Corvus Health had four new reps fully booked by week four.
Full calendars in month one.helio
The connection note has one job
The LinkedIn connection request isn't where the pitch goes. Its only job is to get accepted and look credible next to the email they already got. The ask comes after they connect, in a message written for that one person.
What we measure
The first month tests several creatives. After that, the budget moves to the ones that bring replies and site visits. Ad numbers sit next to email and LinkedIn in one weekly report, so you can see what each channel does for the same buyers.
When to skip the ads
Ads aren't always worth it. If your deal is small, your cycle is short or your market is a few hundred companies, email and LinkedIn usually do the job on their own. That's why our Pro plan doesn't include ads. On long, high-ticket cycles, they're what keeps you in the room between replies.
