Reactivation of outbound conversations on LinkedIn for MAN Digital

Client

Challenge

MAN Digital is developing an offer based on plug-and-play frameworks for revenue teams (marketing, sales, RevOps, management). The problem was not acquiring cold leads, but verifying whether communication based on a request for feedback from practitioners effectively initiates conversations on LinkedIn. The goal of the campaign was not to close sales quickly, but to validate interest in the concept and reactivate dialogue with individuals holding various decision-making roles in B2B organizations.

Questions Asked

Before launching activities, the team posed several key decision-making questions:

• Will a request for feedback (rather than a sales offer) increase the propensity to reply?
• Which roles (Sales, Marketing, RevOps, Management) react best to this type of communication?
• Can LinkedIn function as a channel for qualitative product concept validation?

Hypothesis

We assumed that communication based on co-creation and feedback, grounded in real revenue funnel problems, would lower the response barrier and allow for initiating conversations without sales pressure.

• Hypothesis 1: Operational persons (Sales, Marketing, RevOps) are more willing to respond to messages regarding frameworks and specific process problems.
• Hypothesis 2: Leaders (CEO, General Management) react better to communication based on a holistic revenue growth perspective rather than individual tools.
• Hypothesis 3: A sequence with follow-ups in a single LinkedIn thread significantly increases the reply rate compared to a single message.

Solution

A LinkedIn outreach campaign was designed based on several parallel communication tracks, tailored to the recipient's role. Each track consisted of an initial message and 1–2 follow-ups in the same thread. The communication did not contain a sales CTA the goal was an invitation for brief feedback or an exchange of experiences.

Solution 1 - Role-based messaging

Separate message variants were prepared for:

• Sales
• Marketing
• RevOps / Sales Ops
• General Management

Each variant referred to real problems of the given role (e.g., lead scoring, ghosting, MQL > SQL, attribution, process consistency).

Solution 2 - Lead nurturing via follow-up

Follow-ups were designed to deepen the context, not merely "ping". In subsequent messages, the following were added:

• examples of market problems,
• references to the Bowtie model,
• an invitation for a short, non-binding conversation.

Business Insights

LinkedIn proved to be an effective channel not only for sales but primarily for validating concepts and initiating substantive conversations at the early relationship stage. Communication based on a request for feedback significantly lowered the response barrier in B2B outbound because it removed sales pressure and invited co-creation of the solution. The highest response rates appeared in small, precisely selected segments, confirming that targeting quality and communication context matter more than shipment scale. The campaign confirmed that outbound based on co-creation and funnel problem diagnostics can be an effective tool for initiating conversations at the early stage of B2B relationships.