The starting point
Roughly half of the people we write to on LinkedIn with a message built on a specific signal reply. What about the other half? This is exactly where working with Telefonická komunikace started to make sense for us. Originally, we actually thought we would be competing with each other.
What we tested
The Telefonická komunikace team, led by Claudie Hrušková Paldusová, called two groups. The first contained people we had previously approached on LinkedIn. The second, people from a cold database.
The calls were conducted the same way in both groups. It wasn't a follow-up, and the callers made no reference at all to the previous activity on LinkedIn.
The result
In calls that ended with a clear yes or no, people from the first group agreed to a meeting 4× more often than people from the cold database.
Why it works
- The caller is no longer a complete stranger. The contact probably has an idea that you exist. They saw a connection request, a message or your content.
- The call stops being cold. Even though it doesn't follow up on anything specific, the previous contact changes how the other side receives it.
- The order of channels is what matters. LinkedIn opens the door; the phone moves forward those who didn't reply to the message.
We discuss why you shouldn't pick just one channel for acquisition in the article LinkedIn, email, phone.
How to put it into practice
- Connect on LinkedIn and wait for a specific reason to write.
- Write with context. With those who reply, you're already in conversation.
- Hand those who didn't reply over for a phone call.
- Measure meetings from the two groups separately, so you can see what the second channel adds.
How Pipelyx handles it
Pipelyx automates the initial steps on LinkedIn and watches for the moment something comes up with a person that you can follow up on. Contacts who didn't reply are then ready for the next channel.
We thank the entire Telefonická komunikace team, especially Claudie Hrušková Paldusová, Darina Bergová and Simona Paseková.