IQ Growth LabsThe short answer
A good B2B outbound sequence starts from a real buying signal such as a funding round or a new hire, then runs four to five short touches over about ten days across email and LinkedIn: a signal-led first email, a LinkedIn note, a proof email and a polite breakup. Track reply rate, meetings booked and cost per meeting, and change one variable at a time.
- Lead with a real signal, not a generic list.
- Four to five short touches over roughly ten days is enough.
- Measure reply rate, meetings booked and cost per meeting, and test one change at a time.
Start with a signal, not a list
Generic lists produce generic messages. A signal gives you a reason to write now: a funding round, a new executive, a hiring spike, a change in tools. Build your list from companies that fit your ideal customer profile and show a recent signal, then say so in the first line.
The cadence
This is the shape we use. Adjust the wording to your market.
- Day 1, email: one signal-led sentence, one problem you solve, one small ask such as a 15-minute call.
- Day 3, LinkedIn: a short connection note that adds value, such as a relevant case study.
- Day 6, email: proof. An anonymized example from a similar company, with one result.
- Day 10, email: a polite breakup. Say you won't keep following up and make it easy to reply "yes" later.
Write for one person
- Keep each message under about 90 words.
- Use one idea and one ask per message.
- Replace brackets with real details, or don't send.
- Read it aloud. If it sounds like a template, rewrite it.
What to measure
Track three numbers per campaign: reply rate, meetings booked and cost per meeting. Change one variable at a time, such as the first line or the offer, so you can tell what worked. In our campaigns, LinkedIn direct messages averaged a 4.2% reply rate against an industry average of 0.8%, and the gap came largely from targeting and relevance rather than clever copy.
Common mistakes
- Sending the same message to a list with no signal.
- Pitching features in the first email.
- Following up more than four or five times.
- Judging a channel on volume instead of cost per meeting.
- Not agreeing with sales what counts as a qualified meeting.
Where IQ Growth Labs fits
Our B2B lead generation builds ICP-led outbound with signal-based targeting, multi-touch sequences and weekly reporting. We hand over a playbook your own team can run.
Frequently asked questions
How many follow-ups should an outbound sequence have?
Four to five touches over about ten days is enough for most B2B outreach. After that, stop politely and revisit when there is a new signal.
Should I start with email or LinkedIn?
Either can work. Many teams lead with a signal-led email, then follow with a short LinkedIn note a couple of days later so the buyer sees you in two places.
What is a good reply rate for cold outreach?
It varies a lot by market and targeting. The more relevant the signal and the list, the higher it tends to be. Track your own baseline and improve it one change at a time.
Founder of IQ Growth Labs. Former Disney+ Hotstar revenue leader ($11.5M+ in advertising revenue); has helped 50+ clients generate $60M+ through GTM, pricing and AI-enabled growth.
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