HeyReach is BRG's primary LinkedIn sequencing platform. It supports multi-sender orchestration, conditional branching, and native reply management, which matters when you are running campaigns across five, ten, or twenty sender profiles simultaneously.
This post walks through how we architect a HeyReach campaign from scratch, including sequence structure, message count, timing, and the metrics we actually track.
The Five-Step Baseline
Most BRG LinkedIn campaigns follow the same five-step spine and adjust based on ICP and offer. The spine:
Connection Request
Short, contextual note referencing the signal that qualified the prospect. Under 300 characters. No links, no calendar, no attachments. Purpose is acceptance, not conversion.
Post-Accept Message (Day 1 or 2)
Thank them for connecting, state the reason you reached out, ask a single open-ended question. Purpose is starting a conversation, not booking a meeting.
Follow-Up 1 (Day 5 to 7)
Reference a specific pain point tied to the signal. Provide a short piece of value (stat, observation, relevant asset). Soft CTA.
Follow-Up 2 (Day 12 to 14)
Pattern interrupt. Short message. Direct ask for a 15-minute conversation. Offer a specific date window, not "any time that works."
Follow-Up 3 (Day 21 to 24)
Polite exit. Acknowledge the timing may not be right. Leave the door open. Sometimes the highest-converting message in the whole sequence.
Message Length Guidelines
Prospects read LinkedIn messages on mobile 70 percent of the time. That constraints length more than people realize.
- Connection request: 200 to 300 characters. The LinkedIn cap is 300, and using the full cap often looks more thoughtful than an eight-word note.
- Post-accept message: 3 to 5 sentences. Under 400 characters if possible. One question, not three.
- Follow-up 1: 4 to 6 sentences. This is where substance lives. A specific stat, observation, or relevant angle.
- Follow-up 2: 2 to 3 sentences. Direct ask.
- Follow-up 3: 2 sentences. Breakup.
Timing
Timing windows matter more than day-of-week. BRG campaigns send LinkedIn messages between 7 AM and 6 PM in the prospect's local timezone. We avoid Monday morning and Friday afternoon. Tuesday through Thursday in the prospect's midmorning is the highest-reply window for most B2B ICPs.
HeyReach supports per-sender sending windows, which is how we handle multi-timezone campaigns without blasting messages at 3 AM prospect time.
Branching Logic
HeyReach supports conditional branches based on reply status. Use this to:
- Route positive replies to a dedicated handler. Every positive reply should land in a Slack channel or CRM task within 15 minutes. According to widely cited research from InsideSales (now XANT), the odds of converting a lead drop by more than 10x after the first hour. Speed-to-response is the single highest correlator with meeting conversion.
- Send an objection-handling branch for no-now replies. "Not right now" does not mean never. Branch these to a nurture sequence on a 90-day delay.
- Exit the sequence cleanly on explicit opt-outs. Respect do-not-contact requests immediately. This is a compliance issue, not just a best practice.
Sender Allocation
If you are running multiple sender profiles, do not send the same prospect from multiple senders. HeyReach handles deduplication when configured correctly, but you must enable it. A prospect getting two cold outreaches from your org in the same week is the fastest way to burn both accounts.
Distribute list volume across senders proportionally to their connection limits and warmup state. A fully warmed sender can handle 40 to 50 new requests per day. A 30-day-old sender should cap at 20 to 25.
Metrics That Matter
The only three metrics worth tracking week over week:
- Connection acceptance rate. Baseline target 30 to 45 percent for B2B. Below 25 percent means your ICP or connection note is wrong.
- Positive reply rate. Of everyone who accepted, what percent replied with something other than "not interested." Target 8 to 15 percent.
- Meeting booked rate. Of positive repliers, what percent booked a meeting. Target 35 to 50 percent.
Total meetings per 100 prospects sequenced, end to end, for a well-built BRG campaign ranges from 2 to 6. Anything below 1.5 is a signal something is broken. Anything above 8 is usually a small-sample-size anomaly, not a replicable pattern.
BRG HeyReach Orchestration
Every DFY and IOY engagement at BRG runs through HeyReach with weekly cohort review, sequence iteration, and reply routing into the client's preferred tool (Slack, HubSpot, Salesforce). Part of our four-step methodology.
Common Mistakes
Sending a connection request that just says "Let's connect." Acceptance rates drop by 30 to 50 percent with no context. The 300-character note is the single highest-leverage optimization in a LinkedIn sequence.
Pitching in the first message. Post-accept messages that open with a demo ask or calendar link convert at roughly one-third the rate of messages that open with a question.
Treating every prospect the same regardless of signal. If you qualified a prospect on a funding signal, reference the funding. If you qualified on a hiring signal, reference the hiring. Generic messaging wastes the signal.
Running the same sequence for six months. Sequences decay. Plan to refresh messaging every 60 to 90 days based on what replies are telling you.