how do you write to someone who gets forty of these a week and has never answered one?
Context
Magneto sells into the top of the org chart. Not managers who can be nurtured through a funnel, but the people who own the decision outright and have an assistant filtering their inbox. That constraint shapes everything about how the outbound is built.
I run the campaigns on the same stack as my other outbound clients, with the setup and the ongoing management both on me.
Writing for a peer, not a prospect
Senior buyers do not read sales copy, they read for whether the sender understands their situation. So the voice is exec peer throughout. Short, specific, no adjectives doing work that facts should be doing, and no ask larger than the relationship justifies.
The personalisation is the part that costs time and the part that decides the outcome. Each prospect gets researched before a message exists: what the role actually owns, what is measurably changing at the company, and what evidence supports the angle. If the research turns up nothing solid, the row is cut rather than filled with a compliment about their recent post.
Every message has to name something specific and true about the person receiving it. If it could be sent to anyone on the list, it does not go out.
Two channels, one sequence
Email and LinkedIn are not run as separate campaigns. They are one six-touch cadence: three LinkedIn messages and three emails, interleaved so the channels reinforce each other rather than competing for the same attention. By the time the second email arrives, the name has been seen before.
Replies from either channel land in one place. A webhook pushes them into Slack immediately, because at this seniority the window to answer well is measured in hours.
Before anything sends
Every batch goes through the same gates. A programmatic sweep for the phrases that mark a message as bulk, a check on each variant against the brief, and a rendered set of real sends with real merge fields reviewed by a human before the import is approved.
- Signal quality scored per prospect before writing begins.
- Banned-phrase sweep across every variant.
- Empty merge tokens and duplicates caught at import, not in someone's inbox.
- A final human read of live-rendered messages.
Reporting
A weekly summary covers what was sent, what came back, and how each channel performed against the goal, in a form that can be read in two minutes without a call attached to it.
Stack
Outbound at this level rewards restraint more than volume. Fewer names, researched properly, written to as an equal, across two channels that add up to one conversation. The infrastructure work is identical to any other campaign. The difference is entirely in what earns a place on the list.
