Objective Automate timely, personalised outreach and follow-up across LinkedIn and email based on key audience actions — to drive engagement with our free tools, podcast, and services. The goal is to nurture a high-quality audience and generate warm leads, in line with our premium brand positioning. Our business Formula is a boutique digital growth agency for hotel brands. We work with pioneering, independent hotels and focus on helping them grow smarter through data-driven marketing. Our approach is relationship-based, not volume-based. Tone must remain personal and on-brand.
Automation flows to implement
1️⃣ Follow Company Page Channel: LinkedIn DM Trigger: New follower of Formula company page Sequence: ✅ Start DM sequence automatically for all new followers ✅ Stop sequence if they reply ✅ Timing: Day 1, Day 2, Day 5
2️⃣ Personal Connection Request Channel: LinkedIn DM Trigger: Manual — team member filters new company followers daily and sends 1st degree connection request to relevant profiles Sequence: ✅ Start DM sequence when connection is accepted ✅ Stop sequence if they reply ✅ Timing: Day 1, Day 2, Day 5
3️⃣ Subscribe to Email Newsletter Channel: Email Trigger: New email subscriber (opt-in to newsletter) Sequence: ✅ Start automated email sequence ✅ Stop sequence if they reply ✅ Timing: Day 1, Day 2, Day 5
4️⃣ Subscribe to LinkedIn Newsletter Channel: LinkedIn DM Trigger: New subscriber to Hotel Growth Podcast LinkedIn newsletter Sequence: ✅ Start DM sequence automatically for all new subscribers ✅ Stop sequence if they reply ✅ Timing: Day 1, Day 2, Day 5
Requirements Technical ✅ CRM that integrates with both LinkedIn and email ✅ Ability to trigger sequences based on above actions ✅ Stop sequence logic if recipient responds ✅ Visibility into open rates, click rates, response rates ✅ Easy for our team to edit copy and adjust timings in future ✅ Compliant with LinkedIn policies — no spammy behaviour Process ✅ Specialist to recommend the best-fit tools and CRM for our needs ✅ Specialist to set up and implement the above sequences ✅ Provide clear documentation on how the system works ✅ Train our team to manage and update sequences
Tool preference / starting point We already have Hubspot, Surfe and Dripify in place but are not utilising as effectively as we should for the cost and are open to changing.
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