LinkedIn outreach for event promotion [27% reply rate]

I recently had the pleasure of jamming with Stan, the Founder of frontBrick. (love their punchline btw, - take the lead, brick by brick)

He ran a campaign aimed at bringing marketing leaders from specific locations to his in-person events. The campaign's brilliance lays in its simplicity and smart communication strategy.

Results? Glad you asked. He generated 243 leads, with 45 connection request acceptances and 16 direct replies (DMs + InMails).

But here's the clever part. Stan included a lu.ma event link in a personalized note in his connection request, allowing people to register directly without replying. And they did!

The Paris and Amsterdam events? Nailed it.

Ready to learn how he did it? Let me show you.

First, they used Crunchbase to target SaaS marketers who matched specific ICP criteria like company size and monthly traffic. To gain traffic insights, they leveraged SEM extension. This gave Stan's team their initial list of target companies.

Next, they used Apollo to identify the right contacts and imported them into Clay… because really, where else would you import them these days? 😇

Here's what they accomplished in the Clay table:

1. Extracting clean, outreach-ready information like job titles and company names
2. Using waterfall enrichment to gather work email addresses for multichannel outreach
3. Organizing key qualification data like company size and locations

Stan was also smooth to share their AI prompts in Clay, including how they automatically qualified potential event attendees.

And how they verified each company's SaaS status.

After qualification, leads went straight to outreach tools. The LinkedIn campaign in HeyReach was straightforward:

Let's break it down:

• The campaign began with a personalized connection request:

hey [NAME] - Paris-based, right?

We're organizing an invite-only SaaS marketing invite [DATE].

It's free to attend but we can only accept 10-12 SaaS marketing leaders. I thought you might be interested in joining.

Here's more info: [LINK]

• Stan brilliantly included an event link for instant registration, plus created urgency by limiting attendee spots. That’s how you promote invite-only events, using scarcity.
• After accepting the connection request, prospects received this value-packed follow-up:

[NAME] - did you have a chance to take a look?

We'll gather to:

Share the good, bad, and ugly of SaaS marketing
Exchange playbooks, campaigns, strategies & tactics which are working right now
Discuss hot topics and trends in SaaS marketing
Enjoy some light food and drinks in a beautiful space - paid by Skale

Interested in joining?

• For those who didn't accept the connection, Stan waited 5 days before sending a similar message via InMail
• Both sequences ended with a subtle engagement boost—liking a recent post

Step by step, brick by brick, and the job was complete.

→ 26 people signed up for event in Amsterdam

→ 12 people signed up for event in Paris

Looking forward to the next events Stan! 👏