The 90-Day Pipeline Playbook (Steal this!)
A repeatable, LinkedIn-first system that any Seed–B SaaS can run to turn engagement into meetings. Use the steps yourself, or let me build and operate it with you.
*Targets depend on ACV and list quality. We track outcomes by account: LinkedIn → ad → DM → meeting.
Why this works
Most B2B teams spray ads, chase algorithms, and hope it converts. We focus where intent already lives: a short list of buyers, consistent public expertise, and relevant touchpoints they actually notice.
Short list, high signal
We narrow to 10–15 companies with real buying triggers (funding, hiring, tech changes), then treat each account like its own campaign.
Engage before outreach
Show up in comments, publish what they care about, then connect and DM with specifics, not scripts. Ads amplify only to your list.
Micro-events that convert
Short roundtables and recaps turn warm engagement into calls without heavy content production or big webinars.
The Shift in 90 Days
Before
- Spray-and-pray outbound with low reply rates
- No visibility from LinkedIn activity to pipeline
- Founder or CRO guessing what’s working
- Good content, zero meetings
After 90 Days
- 10–15 ICP accounts that actually respond
- 40–60 qualified conversations and 8–12 calls booked
- A scorecard your CRO trusts
- Pipeline that can be proven post by post
This playbook isn’t theory: every step is built from live campaigns that added $50–100k in qualified pipeline within a quarter.
Phases & Deliverables
Three phases. Weekly publishing. Sales in the loop.
Market Focus & ICP Domination
- Identify 10–15 priority accounts (buying signals via Sales Navigator).
- Create an ICP Tracker: contacts, posts, comment cadence, news.
- Engage before outreach: 3 value-adds/week per contact.
- Audit LinkedIn profiles (banner, headline, featured proof) for alignment.
Deliverables: ICP Tracker sheet • 3 optimized LinkedIn profiles • Commenting playbook
Social + Outbound Fusion
- Content cadence: 3×/week → Teach, Prove, Collaborate.
- Hyper-targeted LinkedIn ads to your ICP list only (mirror best organic).
- DM workflow: engage → connect + personalize → value follow-up (case study or invite).
- Boost winning posts to the same list with small spend.
Deliverables: Live LinkedIn ad campaign (list upload) • DM templates + 3 tailored examples • Content calendar + tracker
Conversion & Community
- Host a 45-min Zoom roundtable on one pain your ICP debates.
- Warm email to engaged contacts with the invite or insight summary.
- Post-event sequence: recap, 60-sec clip, CTA to book a system audit.
- Account-level reporting: LinkedIn → ad → DM → meeting.
Deliverables: Registration + email sequence • Meetings dashboard • “Next 90” pipeline plan
Targets & Measurement
We judge success by conversations, not impressions. Every touchpoint rolls up by account.
| KPI | Target | Notes |
|---|---|---|
| ICP engagement rate | 60–70% active in 4 weeks | Contacts who comment, reply, or accept DMs. |
| DM reply rate | 25–35% | Personalized, value-led messages only. |
| Meetings booked | 1–2 / week | From a 10–15 account list. |
| Pipeline created | $50–100k / 90 days | ACV-dependent; measured by stage-qualified opps. |
Want the worksheet version?
I’ll share the ICP Tracker, DM templates, and event sequence we use.
Run the Playbook Yourself
You don’t need a big team to start. Use the free templates below and begin testing this system today. If it works and you want scale, I can run it with you.
Step 1: Define Your ICP
Pick 10–15 companies that fit your ideal buyer signals (funding, hiring, tech changes). Add 2–3 contacts per company.
Step 2: Engage Before You DM
Comment on posts for 1–2 weeks before messaging. Reference their topics and wins to build recognition first.
Step 3: Follow Up With Ads + Events
Upload your ICP list to LinkedIn Ads. Run small roundtables or 45-min calls to turn warm engagement into meetings.
Download the Free Toolkit
Includes the ICP Tracker sheet, DM templates, and roundtable sequence to launch your own 90-day test.
FAQ
How fast can this go live?
We stand up Phase 1 within 14 days: ICP list, profile alignment, and the engagement cadence. Ads and DM workflows start in Weeks 4–6.
Do you work beyond LinkedIn?
Yes. Email, site content, and small-format events support the system. The key is targeting and message-market fit, not channel volume.
What if my ACV is lower ($5k–15k)?
We keep the ICP list tight and watch CAC payback. The cadence stays the same; creative and offer change to drive velocity.
Let’s See If This Fits
If you’ve started testing this playbook and want to scale it, or you want me to build it for you, book a call. No pitches, just proof and a plan.
Book a 30-min fit call
We’ll review your ICP, current motion, and pick 10–15 companies to target first.
Book nowPrefer email? I’ll reply with the toolkit and a couple of quick wins for your ICP.
What you’ll get
- ICP Tracker (sheet + setup)
- DM templates (3 patterns with examples)
- Roundtable sequence (invite → recap → CTA)
- Weekly reporting template