Run LinkedIn campaigns from lead import to follow-up

Anatomy of a LinkedIn outreach campaign

A LinkedIn campaign is a small finite state machine: a lead enters at step one, advances through scheduled steps with delays between them, and exits the campaign when a terminal event happens (a reply, a meeting booked, a manual stop). Each step is one of a few primitives, and most real campaigns use only three or four.

• Connect step: sends a connection request, optionally with a short note, and waits for acceptance
• Message step: sends a direct message to a connected lead after a delay
• Wait step: pauses the lead in the sequence for a fixed time before the next action
• Branch step: takes a different path based on whether the lead replied, viewed, or accepted
• Exit step: removes the lead from the sequence on a terminal event such as a reply or booked call

When to break a campaign into multiple sequences

A common mistake is to load every prospect into one giant sequence. The result is that the message becomes generic enough to apply to everyone, which means it speaks to no one. The opposite mistake is to build a unique sequence for every segment, which becomes impossible to maintain.

The right granularity is usually two to three sequences per persona, varying only in the opener and the proof point. Persona stays constant within a sequence, but offer and channel can vary. LinkedNav makes the split cheap by reusing the same lead list across multiple campaigns: a single enriched list can feed several parallel sequences, each with its own message, sender pool, and delay rules.