Nova Launch Partners — Multimodal Outreach Strategy
Comprehensive B2B IP Services Outreach Playbook
Last Updated: January 26, 2026
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Executive Summary
This document outlines a coordinated multimodal outreach strategy to convert the 1,000+ leads in our Master Lead Database into qualified prospects and paying clients. The strategy leverages multiple touchpoints across email, LinkedIn, video, and content to build awareness, establish credibility, and generate meetings.
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Core Principles
1. Specificity Over Generic
Every touchpoint mentions something specific about the prospect's company, product, or competitive landscape. No vague "synergy" or "interesting overlap" language.
2. Value-First Approach
Lead with insight, not pitch. Share competitive intelligence, patent landscape observations, or industry trends before asking for anything.
3. Human Tone
Conversational, not corporate. Write like you're texting a professional contact, not drafting a legal brief.
4. Multi-Touch, Multi-Channel
Average B2B sale requires 8+ touchpoints. Coordinate email, LinkedIn, content, and video for maximum impact.
5. Respect the Inbox
Don't be annoying. Space outreach appropriately. Know when to stop.
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Channel Strategy Overview
| Channel | Role | Frequency | Content Type |
|---------|------|-----------|--------------|
| Cold Email | Primary outreach | 4-email sequence over 14 days | Personalized, value-focused |
| LinkedIn | Relationship building | Connection + 2-3 touches | Thought leadership, engagement |
| Video | Differentiation | 1 per high-value prospect | 60-90 second personalized |
| Content | Credibility | Ongoing (2x/week posts) | Industry insights, case studies |
| One-Pager | Leave-behind | Attached to follow-ups | Company overview, services |
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Prospect Tiering
Tier 1: Hot Leads ($150M+ funding, high IP urgency)
- Email: Full 4-email sequence + personalized video
- LinkedIn: Connection request + InMail + engagement
- Research: Deep dive on patents, competitors, products
- Goal: Booked meeting within 30 days
Tier 2: Warm Leads ($20M-$150M funding, growth phase)
- Email: 4-email sequence
- LinkedIn: Connection request + engagement
- Research: Company + competitive landscape
- Goal: Meeting or referral within 60 days
Tier 3: Nurture Leads (<$20M funding, early stage)
- Email: 3-email sequence + monthly newsletter
- LinkedIn: Connection only
- Research: Basic company info
- Goal: Relationship for future
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Outreach Cadence
Week 1
- Day 1: Cold email #1 (Connection + Value)
- Day 1: LinkedIn connection request
- Day 3: LinkedIn profile view (trigger notification)
Week 2
- Day 4: Cold email #2 (Specific Opportunity)
- Day 5: LinkedIn comment/engagement on their post
- Day 7: Send personalized video (Tier 1 only)
Week 3
- Day 8: Cold email #3 (Direct Ask)
- Day 10: LinkedIn InMail (if connected) or message
Week 4
- Day 14: Cold email #4 (Final + Value Add)
- Day 14: Share relevant content on LinkedIn
Ongoing
- Monthly: Value-add email with industry insight
- Weekly: LinkedIn thought leadership posts
- Quarterly: Check-in email with case study
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Content Pillar Strategy
Pillar 1: Patent Landscape Intelligence
- Competitive patent filings by industry
- Emerging technology areas with IP activity
- Patent portfolio analysis (anonymized)
Pillar 2: Startup IP Strategy
- When to file (and when not to)
- IP mistakes that kill deals
- Due diligence preparation
Pillar 3: Industry-Specific Insights
- Robotics IP trends
- Medical device patent strategies
- CleanTech IP landscape
Pillar 4: Founder Stories
- How Company X protected their innovation
- IP success stories (with permission)
- Lessons from patent litigation
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Key Performance Indicators (KPIs)
Email Metrics
- Open Rate Target: >35% (industry avg: 20-25%)
- Reply Rate Target: >5% (industry avg: 1-3%)
- Meeting Conversion: >2% of sequences sent
LinkedIn Metrics
- Connection Accept Rate: >30%
- InMail Response Rate: >15%
- Post Engagement: >50 interactions/post
Pipeline Metrics
- Sequences Started/Week: 50
- Meetings Booked/Week: 5
- Proposals Sent/Month: 10
- Clients Closed/Month: 2-3
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Personalization Framework
Company-Level Research (Required)
1. What do they make/build?
2. When was their last funding round?
3. Who are their competitors?
4. Any recent product launches or news?
5. What's their likely IP situation?
Patent-Level Research (Tier 1 Only)
1. Do they have any patents filed?
2. What are competitors patenting?
3. Any freedom-to-operate risks?
4. What should they patent next?
Contact-Level Research
1. What's their role/title?
2. LinkedIn posts or articles?
3. Speaking engagements?
4. Shared connections?
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Tools & Technology Stack
- Sending: SendGrid API via jeff@theschellcompany.com
- Warmup: Lemwarm (started Jan 25, 2026 — full capacity ~Feb 15)
- Tracking: Link tracking, open tracking
- Manual: Personal outreach from Jeff's profile
- Content: Native posting (2x/week minimum)
- Future: LinkedIn Sales Navigator for advanced targeting
Video
- Recording: Loom or native iPhone
- Hosting: Loom or YouTube (unlisted)
- Delivery: Embedded in email with thumbnail
CRM/Tracking
- Current: Nova Launch Dashboard
- Tracking: Email opens, replies, meeting booked
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Compliance & Best Practices
CAN-SPAM Compliance
- Physical address in signature
- Unsubscribe option honored
- Accurate sender information
- No deceptive subject lines
GDPR Considerations (EU Leads)
- Legitimate interest basis for B2B outreach
- Easy opt-out mechanism
- Data retention limits
LinkedIn Terms
- Personalized messages only (no automation)
- Respect InMail limits
- No aggressive or spammy behavior
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Scaling Plan
Phase 1: Foundation (Current)
- 50 sequences/week
- Jeff as primary sender
- Manual personalization
Phase 2: Optimization (Month 2-3)
- 100 sequences/week
- Template library built out
- Email analytics refined
Phase 3: Scale (Month 4+)
- 200+ sequences/week
- Consider VA for research
- Expand to additional team members
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Success Metrics by Quarter
Q1 2026 Goals
- Leads Contacted: 500
- Meetings Booked: 25
- Proposals Sent: 10
- Clients Closed: 3-5
- Revenue: $75K-150K
Q2 2026 Goals
- Leads Contacted: 750
- Meetings Booked: 40
- Proposals Sent: 20
- Clients Closed: 5-8
- Revenue: $150K-250K
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This strategy will be reviewed and updated monthly based on performance data. Contact jeff@theschellcompany.com for questions.