This is the cold email plan we'd run for a LinkedIn ads agency that serves one industry. LinkedIn publishes the ads each company runs in its Ad Library. That makes the first line of the email easy to write.
Your market is every company in your industry that sells to other businesses and has deals big enough to make LinkedIn worth paying for. Buyers on LinkedIn can be reached by job title and company and that is what B2B marketers want.
These are the signals worth looking for.
LinkedIn Ad Library shows the ads a company is running. One generic ad with nothing beside it tells you nobody is testing.
Look up their closest competitors in the Ad Library. A company absent while its rivals run several ads is losing attention in its own market.
Click through their ads. A demo ad that lands on a general homepage asks the buyer to go looking for the demo.
Their events page or their LinkedIn posts show upcoming webinars. Events give LinkedIn ads a clear offer to promote.
Crunchbase shows new funding. A fresh round comes with pipeline targets and LinkedIn is where B2B buyers can be reached by title.
A founder with strong LinkedIn posts already has ad material. LinkedIn lets a company promote an employee's post as an ad and a good post makes a natural first ad.
At smaller companies the founder or the head of marketing owns LinkedIn spend. At bigger ones it is the head of paid marketing.
Their active LinkedIn ads next to the ads of their closest competitors with short notes on what each one is trying to do and what you'd test first.
It works because it is their market seen from the buyer's feed.
Walk through it on a 15 minute screen share. The first test depends on which deals they want more of and the call is where that comes out. The testing plan is the job.
Five ad concepts written for their offer and their buyer's job title. Headline and copy and the image idea for each.
It works because they can picture the campaign running.
Present them on a call instead of sending them. Each concept needs their input on the offer and the audience and picking the first two to run is the start of the account.
Take the founder's best LinkedIn post and set it up as a promoted post aimed at their exact buyers. They pay LinkedIn for the ads and you set it up and run it free for a month.
It works because it is fast and it uses content they already trust. The full program is the next step.
It starts with a 20 minute call to pick the post and agree the job titles and companies to target. Launch within a week of that call.
Each segment gets its own email because a specific email gets more replies than a general one. Split each segment by sub-industry too so the examples in the email fit the reader.
Keep each email under 100 words with one reason for writing and one line of proof and one offer and one question. The proof lines are examples of the kind of result to use. Swap in real results of your own before anything goes out.
Lead with their current ad and what you'd test against it. Offer the concepts.
Hi {{first_name}},
Looked at {{company}}'s ads in the LinkedIn Ad Library. {{ad_observation}}
We run LinkedIn ads for {{industry}} companies only. Wrote five concepts I'd test against the current ones.
New concepts like these doubled demo requests for a 60-person software company we work with in one quarter.
Want me to walk you through them?
{{sender_first_name}}
Lead with the competitors who are there and ask for a call directly.
Hi {{first_name}},
{{competitor}} is running {{ad_count}} ads on LinkedIn right now. {{company}} isn't running any.
Their buyers are your buyers. A company we started from scratch last year booked 18 sales meetings from LinkedIn ads in its first three months.
Worth 15 minutes to see how we'd reach the same job titles?
{{sender_first_name}}
Lead with their next event and the job titles you'd put it in front of. Offer ads written for the event.
Hi {{first_name}},
Saw {{company}} is hosting {{event_name}} on {{event_date}}.
Wrote three LinkedIn ads for it and picked the job titles I'd put them in front of.
Ads like these filled 140 seats for a client's last webinar and 26 of the people who came took a sales call.
Want me to walk you through them?
{{sender_first_name}}
Lead with the round and the founder's best post. Offer to run the post as an ad free.
Hi {{first_name}},
Saw {{company}} raised {{round_amount}} in {{round_month}}. Congrats.
{{founder_name}}'s post on {{post_topic}} is the best thing on your LinkedIn page. Happy to run it as an ad to your exact buyers free for a month. You'd only pay LinkedIn.
A founder post we promoted for a client reached 9,000 people at its target accounts in four weeks.
Interested?
{{sender_first_name}}
Send two follow ups in the same thread three to five days apart.
Each reply should end in a booked meeting that actually happens. The lead magnet and the offer get delivered on that call and never go out as a file to read later.
The replies below cover the three ways people say yes.
They asked for the concepts. The call picks which two run first.
Hi {{first_name}},
Happy to. Each concept suits a different kind of deal so it helps to hear which ones you want more of. Fifteen minutes is enough to go through all five and pick the two to test first.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the founder post run as an ad. The call agrees the post and the targeting.
Hi {{first_name}},
Great. I need 20 minutes with you to confirm the post and the job titles and companies we aim it at. It goes live within a week of that call.
Does Thursday at 11am or Friday at 3pm work?
{{sender_first_name}}
They said yes to a call. Tell them what they'll leave with so they show up.
Hi {{first_name}},
Perfect. I'll bring {{competitor}}'s ads and the job titles they're reaching plus a starting budget for {{company}}. You'll leave knowing what a first campaign would look like.
Does Monday at 1pm or Tuesday at 9am work?
{{sender_first_name}}
Results aren't guaranteed and nobody honest can promise a number before the first emails go out. A few things decide how a campaign does.
The first few weeks show how the market responds. The list and the copy and the offer get sharper from there.
We build and run this campaign for one agency per industry.
This page is a starting point and a strategy we'd happily test ourselves. Working together gives us more context on your agency. That context lets us add better strategies and build better lists and offers and automations for you.
Thirty minutes on your market and how we'd reach it.