LinkedIn Marketing Project 2025 Q3

Attendees: 

• James Castrission 

• Marketing Manager: Nicki Ann Venezuela

• Nemo Media Group 

  • Becca Arco

  • Amy Larger,

  • Nichole Naoum

Summary:

• The Group discussed the LinkedIn marketing strategies, including target audience identification (primarily Australia and New Zealand, focusing on conference organisers), desired communication style (warm, upbeat, professional, and authentic), and access to James Castrission's LinkedIn profile for campaign setup. The team agreed on weekly Loom updates and bi-weekly catch-up calls, defined initial keywords and phrases for branding (like "building leadership capabilities" and "explorers mindset"), and outlined the initial lead generation process involving connection invites and soft follow-ups with lead magnets, with Nikki Ann Venezuela being the primary decision-maker for James Castrission's team. The primary objectives for James Castrission include growing LinkedIn connections, generating demo calls, achieving ROI, and learning from Nemo Media Group's LinkedIn expertise, initially focusing the marketing on conference speaking engagements.

Next steps:

• The team will log into the LinkedIn account and discuss next steps for the project, ensuring they understand the target audience for outreach.

• The team is open to trialing a more aggressive marketing approach if suggested by the marketing team, showing flexibility in their strategy.

• Amy will go through the LinkedIn profile, create a CSV file of first-level connections, and send it for review to ensure the outreach targets are appropriate.Amy will continue to send weekly updates and will be available for later calls to accommodate the team’s schedules.

• James mentions that his commitment to the Tasman crossing was a way to introduce chaos and uncertainty into his life, which he felt was necessary for personal growth.

• James Castrission offers to provide anecdotes related to the main topics discussed, including mindset for success and leadership, to enhance the content for Nicole. This indicates a proactive approach to content development.

• The team discussed the importance of incorporating storytelling and authenticity in their messaging to better connect with the Australian audience, with a commitment to review the messaging before it is sent out.

• Next steps include building specific lists in Sales Navigator based on job titles and industries, and tweaking messaging for different campaigns as feedback is received.

• The next steps involve focusing on growing connections on LinkedIn and measuring the performance of their campaign through booked demos and calls, as discussed by James.

• Becca clarified that there will be a lead time before the project launches, indicating that messaging will not start immediately as preparations are needed.

• Amy will manually engage leads who have shown interest in the content sent, following up with them to gauge their thoughts and encourage further interaction.

• Amy is responsible for sending follow-up messages to leads after they have engaged with the content, ensuring they receive the necessary information and support.

• The team will monitor and test different invite messages to see which ones yield the best acceptance rates and leads.

• Becca outlined that the next steps would involve reviewing to-do items assigned by Amy, which would include explanations and directions for the tasks ahead.

• It was agreed that participants would have a call with Amy to discuss the strategies and clarify any questions they might have, making the process more interactive.

• The team aims to expedite the approval process to ensure a timely project launch, indicating a proactive approach to client engagement.

Amy Larger provided an update on James Castrission's LinkedIn rewrite approval and addressed Skylad login issues. The team discussed outreach strategies for first, second, and third-degree connections, including automated messaging sequences and filtering criteria identified by JC and the marketing manager. Amy Larger demonstrated Skylad campaign examples and clarified the manual handling of replies and the project's progress.

• LinkedIn Rewrite Approval and Next Steps 

Amy Larger confirmed that James Castrission's LinkedIn rewrite was approved by the marketing manager, Nicki and the next step involves sending it to the marketing strategist. The strategist will develop a header concept (copyright and design), which will then be sent to JC and Nicki for approval before going to the graphic designer (00:00:00).

• Skylad Login Issues and Authentication 

Amy Larger apologized for the email and Skylad login difficulties, explaining it's a new LinkedIn security feature affecting other project managers as well (00:00:52). James Castrission provided the authentication code, and Amy Larger confirmed it was authenticated, resolving the issue for future access (00:01:59).

• First Connections Outreach Strategy 

Amy Larger will send James Castrission a CSV file of first connections to review for messaging approval, clarifying that the initial outreach to these connections with their ebook or free content will occur after the messages are approved (00:01:59). Amy Larger clarified that the purpose of messaging first-degree connections is immediate lead generation since they are already known to James Castrission (00:04:08).

• Automated Messaging Sequence for Connections

Amy Larger explained that after a connection request is accepted (for second and third-degree connections) or immediately for first-degree connections, an initial message will be sent, followed by automated follow-up messages over several days (00:04:50). James Castrission inquired about the recipients of these messages, and Amy Larger clarified that the CSV file will allow them to specify who should and should not be contacted (00:06:32).

• Filtering Connections and Target Audience 

James Castrission and Nikki Ann Venezuela discussed excluding certain connections like friends, other keynote speakers, and leadership coaches (00:07:17). Amy Larger suggested James Castrission provide a list of criteria to help narrow down the target audience in Skylad (00:07:56). Amy Larger confirmed that the first-level outreach will focus on the target audience, excluding unwanted contacts (00:08:38).

• Repeat Outreach and Lead Magnet Strategy

James Castrission inquired about the strategy for repeat outreach if there's no initial response. Amy Larger explained that after the initial six to eight messages, non-responsive contacts can be placed in a new campaign with different messages and content, while direct replies are handled manually for personalized follow-up (00:09:37). Amy Larger and James Castrission discussed using Nikki Ann Venezuela's Inspire magazine or other lead magnets, with the marketing strategist determining the most valuable option (00:10:29).

• Second and Third-Degree Connection Campaigns 

Amy Larger outlined that campaigns for second and third-degree connections will run concurrently with the first-degree campaign. These campaigns involve sending connection requests, and upon acceptance, contacts enter a LinkedIn message campaign; if the request is ignored, an InMail campaign is used (00:11:46).

• Skylad Campaign Demonstration and Insights 

Amy Larger shared their screen to show James Castrission and Nikki Ann Venezuela examples of active campaigns for another client in Skylad, including statistics on messages sent and profile views (00:13:44). They demonstrated the typical lead campaign flow, including connection invitations, automated LinkedIn messages, and inmail messages for those who don't connect (00:14:46). Amy Larger explained that follow-up messages after initial responses are personalized (00:15:43).

• Manual Reply Handling and Project Status 

Amy Larger confirmed that replies to campaign messages will be handled manually. Amy Larger assured James Castrission and Nikki Ann Venezuela that despite the initial login difficulties, the project is progressing smoothly on their end (00:17:25).

• Headline Concept and Message Approval

Amy Larger mentioned they would next send the headline concept for approval before working on the company site. James Castrission confirmed that all messages for both first connections and broader outreach will be sent for their approval before deployment (00:18:15).

• Amy will send an official project update on Monday

Amy Larger and James Castrission discussed project timelines impacted by a writer's absence. The main discussion focused on the LinkedIn outreach strategy, with James Castrission advocating for a broader approach to first-degree connections, which Amy Larger agreed to, and reviewing the message content and Sales Navigator filters; the team decided to send the message to all first-degree connections after James Castrission manually reviews and excludes specific individuals. Amy Larger also outlined the strategy for second and third-degree connections and acknowledged James Castrission's feedback on value-driven outreach, with campaign launch anticipated in the coming weeks pending approvals.

• Project Extension

The project was extended by one week due to the writer's absence.

• 1st-Degree Strategy

The team approved a broader outreach to first-degree connections for wider reach. James Castrission and Nicki Ann Venezuela will manually exclude specific contacts after messages are sent.

• 2nd & 3rd-Degree Strategy

Amy Larger detailed the strategy for second and third-degree connections. This involves creating targeted Skylead campaigns (optimally around 2,000 results per campaign), using Sales Navigator filters for job titles and industries. The flow for these connections includes connection requests, follow-up LinkedIn messages, and InMails for those who don't connect, with potential for retargeting.

• Message Content

James Castrission reviewed and approved the first-degree direct message draft with minor word changes. James Castrission questioned the initial outreach being review-focused; feedback for a value-driven approach was sent to the writer and strategist.

• Sales Navigator & Skylead

Amy Larger demonstrated Sales Navigator filters; campaigns are limited to around 2,000 people but can be set up in multiples.

• Approvals & Tasks

The company page and regular profile rewrite were approved.

• Campaign Launch

Campaigns are estimated to launch by the end of next week or early the following week, pending final approvals.

Amy Larger provided updates on the new LinkedIn outreach campaigns targeting second and third-degree connections, which have shown promising initial connection acceptance rates. Nicki Ann Venezuela and James Castrission discussed the automated messaging sequence, invite message testing, and the timing of messages, while James Castrission also inquired about invoicing and social posting strategy for a future meeting, with Amy Larger agreeing to schedule the latter. Participants also touched upon content approval, responding to LinkedIn messages, and the availability of training resources.

• Campaign Updates and Initial Results 

Amy Larger provided an update on the LinkedIn campaigns, noting that the new campaigns targeting second and third-degree connections have just started (00:03:57). Three campaigns are currently active, showing initial lead numbers, and early connection requests have resulted in a 10% and 21% acceptance rate for two of them within three days, which Amy Larger considers a positive start (00:05:37).

• Messaging Automation and Workflow 

Amy Larger explained that once connections are made and the messaging is approved, an automated sequence will begin until a contact shows interest, at which point one-on-one messaging will commence (00:07:31). Nicki Ann Venezuela sought clarification on the order of messages, and Amy Larger confirmed that messages one through six will be sent sequentially after a connection is established (00:08:24) (00:10:56). For those who don't connect, the first two messages will be sent as InMails (00:09:56).

• Invite Testing and Message Sequencing 

James Castrission inquired about testing different invite messages and how they would be implemented across campaigns (00:08:24). Amy Larger clarified that only one connect message can be used per campaign at a time, allowing for testing different messages on different campaigns to see which performs best (00:09:56). The subsequent messages (one through six) will follow in order once a connection is made (00:10:56).

• Messaging Timing and First-Level Connections 

Amy Larger outlined the typical timing between messages, with the first message going out shortly after connection, followed by intervals of a few days and then weekly (00:12:06). James Castrission also clarified that first-level connections will start directly with message one (00:12:57).

• Content Approval and LinkedIn Profile

James Castrission confirmed that the writer had adjusted the notes as requested by Nicki Ann Venezuela. James Castrission also expressed satisfaction with the updated LinkedIn profile header, and Amy Larger encouraged them to send over any further feedback (00:03:18) (00:12:57). James Castrission stated they would approve the copy that day, allowing Amy Larger to add the messages and start the campaigns (00:13:36).

• Financial Inquiries and Next Steps

James Castrission inquired about the invoicing process, and Amy Larger directed them to the project message board to contact Becca for that information (00:13:36). It was confirmed that the only immediate task was reviewing the campaign copy (00:14:18).

• Future Discussion on Social Posting 

Nicki Ann Venezuela raised the topic of general posting and content strategy (00:14:18). James Castrission suggested focusing on the outreach campaigns first and then having a more in-depth discussion about social posting on LinkedIn the following Friday, requesting direction on content, frequency, and strategy (00:15:07). Amy Larger agreed to schedule this discussion and consult with Becca (00:16:11) (00:19:14).

• Responding to LinkedIn Messages 

Amy Larger shared an example of a LinkedIn message James Castrission had received to discuss how to handle such interactions (00:16:11). James Castrission explained their approach of being friendly but not investing significant time in individuals unlikely to become clients (00:17:02). Amy Larger indicated they would send more examples to understand the preferred response style (00:17:53).

Summary:

The meeting between Amy Larger, Nicki Ann Venezuela, and James Castrission covered several key updates, starting with Amy's computer issues and the need for two-factor authentication to access James's LinkedIn account. Amy presented James's SkyLead report, showcasing strong performance with 37 accepted connections and 46 replies, while James requested a new column in the engagement spreadsheet for lead categorization. They discussed individual campaign reporting, the limitations of AB testing (only at new campaign setup), James's suggestion to add industry-specific language to campaign messages, and plans to develop industry-specific lead magnets and landing pages. Amy also explained the SkyLead ramp-up process, and James inquired about using SkyLead for email outreach campaigns with their own connections.

Details:

• SkyLead Campaign Performance Review 

Amy presented James's SkyLead report, highlighting strong performance with 37 accepted connections (19% acceptance rate) and 46 replies (12% response rate) across all campaigns. They noted that 43 people have opted into the magazine so far, with 13 more responses needing to be added to the engagement spreadsheet (00:08:35).

• Streamlining Lead Management in Engagement Spreadsheet 

James requested a new column in the engagement spreadsheet between columns R and S for dropdown options to quickly categorize leads (e.g., "yes, absolutely," "no idea," "keep relationship going") and allow for additional comments (00:10:17). Amy confirmed this change is acceptable and they can customize the labels and level of detail provided (00:11:50).

• Individual Campaign Reporting and AB Testing 

Amy demonstrated a new SkyLead feature allowing users to view detailed reports for individual campaigns, including the step each lead is on and acceptance rates (00:13:15). James inquired about AB testing for niche messaging within campaigns, and Amy explained that AB variants can only be set up when a new campaign is initially built (00:15:01).

• Niche Targeting Strategy 

James suggested adding industry-specific language to campaign messages, especially for advertising industry targets, to potentially improve conversion rates, aligning with concepts from John Nemo's podcasts (00:15:01) (00:16:27). Amy confirmed they could modify existing messages but emphasized that AB testing for this would require new campaign setups (00:15:45) (00:17:28).

• • • Developing Industry-Specific Lead Magnets 

James revealed plans to develop industry-specific lead magnets and landing pages, such as modifying the Inspire magazine and creating relevant case studies for particular industries like advertising (00:16:27). They discussed testing the impact of niching down messages on acceptance rates once current campaigns conclude (00:17:28). 

• Lead Status and Future Campaigns 

Amy showed James the status of their automotive campaign, which had not yet sent out messages, explaining that new campaigns could be built as current ones progress. They discussed identifying additional target industries, with James suggesting professional services and accounting, and Amy noting that accounting is a separate industry filter in Sales Navigator (00:18:14) (00:21:28).

• Email Outreach with SkyLead 

James inquired about using SkyLead for email outreach campaigns with their own connections, aiming to automate follow-up processes currently handled manually (00:25:37) (00:29:34). Amy confirmed SkyLead's capability for email campaigns, including sending from a personal Gmail account and tracking opens, but noted that previous email campaigns through SkyLead have not shown high engagement (00:26:23) (00:28:36).

• SkyLead Warm-up Process and Settings 

Amy updated James on the SkyLead ramp-up process, confirming that current activity levels are within SkyLead's recommended ranges and no flags for spam have been issued (00:30:51). James reviewed the email settings to ensure their personal testing would not interfere with Amy's ongoing campaigns (00:31:38).

Next Steps:

• Amy Larger will send out the ebook requests tonight.

• Amy Larger will ask Becca and the writer to add a line to the message that mentions the industry to test the niching concept.

• Amy Larger will rename the campaign titles in Sales Navigator to make them more obvious.

• James Castrission and Nicki Ann Venezuela will send Amy Larger a list of three to five more industries to target.

• James Castrission and Nicki Ann Venezuela will update the tracking document with a new column and some copy for Amy Larger.

Summary

Amy provided an update on campaign performance, noting high acceptance and response rates, and explained that Skylead settings are maxed out, resulting in a 20% acceptance and 10% response rate. James and Amy discussed strategies for non-responsive contacts, agreeing to use a second set of messages and a new lead magnet based on leadership lessons from the Penrith Panthers rugby league team, particularly targeting Australian audiences. James' homework is to update the Google Sheet and provide the Penrith Panthers content to Amy, who will provide a Loom update next week and review sales emails for tone if sent via Base Camp.

Details

• Campaign Performance Overview Amy Larger provided an update on the campaign's progress, noting that acceptance rates are phenomenal, with some campaigns reaching 50%. They also highlighted strong response rates, particularly for the first-degree campaign, which has a 15% response rate. Amy Larger confirmed that the added columns for "viable or not" and relationship type are very useful for them (00:05:40).

• Skylead Settings and Message Volume Amy Larger explained that the Skylead settings are currently maxed out to optimize message sending, with 656 messages and 209 in-mails sent in the last week, resulting in a 20% acceptance rate and a 10% response rate (00:06:37). James Castrission inquired about the meaning of the red highlighting in the spreadsheet, and Amy Larger clarified that it indicates when a follow-up message is due (00:07:41).

• Future Campaign Strategies James Castrission discussed the strategy for contacts who have not responded after multiple chase messages, inquiring if they should be placed into a new campaign or given a rest period. Amy Larger confirmed that a second set of messages is available for their project and they will begin setting those up (00:09:13). James Castrission then proposed a new lead magnet based on leadership lessons from the Penrith Panthers rugby league team, suggesting it could be used in a second or third campaign, particularly targeting Australian audiences (00:11:00). Amy Larger agreed this would be a good lead magnet and offered to target Australians specifically if desired (00:11:53).

• Lead Management and Calendar Bookings Amy Larger updated James Castrission on the number of opt-ins, mentioning approximately 177 leads so far, with 56 of those appearing since last Thursday (00:13:26). Amy Larger also noted that they are sending approximately two hours of messages daily to warm up leads and book more calls (00:14:27). James Castrission confirmed their homework is to update the Google Sheet and provide the Penrith Panthers content to Amy Larger (00:12:40) (00:15:08).

• Logistics and Upcoming Schedule James Castrission inquired about the naming convention for the next message set, confirming it would be referred to as "set two" for the Penrith Panthers campaign. Amy Larger informed James Castrission that they will provide a Loom update next week due to a family commitment (00:15:56). James Castrission also asked if Amy Larger's copywriter could review some sales emails for tone, to which Amy Larger agreed, instructing them to send anything to be checked via Base Camp (00:15:56).

Next Steps:

• James will update the engagement tracker in the Google sheet today or tomorrow.

• James will send the Penrith Panthers assets (videos and the PDF ebook) to Amy as soon as they are finished, so she can get the writer to build messaging around them.

• James will send the cold sales emails to Amy for her copywriter to review and provide feedback on the tone.

• Amy will send the meeting recordings to James.