A behind-the-scenes lead generation playbook focused on the daily activity that creates pipeline: account research, thoughtful follow-up, personal video, and useful community conversations. This written playbook focuses on the activities and decisions demonstrated in the video, so you can adapt the approach without needing to copy the exact words or setup.
What this playbook covers
The video packages a practical working session around Watch Me Do Outreach For My Agency (3+ Hours, Real Footage). Read it as a guide to the underlying activity: identify the situation, choose the right next move, and build a repeatable way to do the work well.
Build a small, workable outreach block
Lead generation is easier to sustain when the work is specific. Choose a small group of people or accounts, decide why each one is relevant, and give the session a clear finish line. A focused hour of activity is more useful than an abstract plan to “do more outreach.”
Make every touchpoint earn attention
Use a real observation, a shared context, or a useful idea to start the conversation. Short personal videos, LinkedIn messages, and email follow-ups work best when they show that you understand the person’s world, not when they imitate a mass campaign.
Treat follow-up as relationship work
Most opportunities are not created by a single perfect message. Keep notes, make the next step easy, and come back when you have a genuine reason to do so. That approach is especially valuable in Columbus, where the same people often meet again through work and community.
Take the useful part into your own work
Use the framework, then tailor it to your audience, offer, capacity, and goals. The goal is not to reproduce the video. It is to make one useful improvement in your own work.
- Choose ten people or accounts to research this week, then write down one relevant reason to reach out to each of them.
- Reserve a recurring 45-minute follow-up block and send messages that offer context or value before asking for time.
Continue learning
Explore more marketing playbooks from the Columbus community for additional field notes, tools, and retrospectives.
For a local conversation about the work, see upcoming Columbus Marketing events.
Watch the source video
Watch the full recording on Andy the Marketer on YouTube. The complete transcript remains available below for reference.
Read the video transcript
Kind: captions Language: en Well, hello there friends. It is 11:30 on a Monday and I have this entire day generated towards lead generating activities. So, I thought why not I just record my current lead generation experiments [music] and share them with you in order to document and also I think TA has a time-lapse feature now with natively within it. So, this will be helpful as I just hold myself accountable and do this outreach. So, conceptually I'm going to present the outline of this experiment. Then I will move on to the actions then that I will be doing in order to generate the outcomes that I want. And then afterwards, maybe a couple days down the line, I'll make a takeaways and outcomes of this experiment that I'll be sharing with you guys. [music] So this what we're looking at right now is my CRM, which is Folk and I have a podcast. I have a group within Folk called Podcast Dream 100. As you may notice, there's a little bit more than 100 contacts in here currently, but I have multiple statuses assigned to each. And what I'm going to be doing is a big method of lead generation for us currently is the podcast. So our ICP for the podcast is a healthc care marketing consultant, CMO or a a CMO consultant advisor we do that works closely with healthcare companies and a consultative capacity that does non-web related work which is where we would come in. We are a healthcare web design studio or it's a healthcare website or healthcare web marketing agency who serves clients at a higher ticket level than us. [music] So, uh the pre-work before this was setting up 100 ICPs or the dream 100s based on people that I'm already connected with in my network and I have them all assigned with statuses within here. Now, what I've been doing, my normal process here is I will click into each contact. I will go to their LinkedIn and if I'm not already connected with them, then I will connect. I will send a connection request. And of course, LinkedIn doesn't want to load the first time I actually run through this here. Been trying to X out of a lot of these tabs in order to do save space. My first step one is I'll go through the kind of the process for each before I go into a fast forward or a time lapse is I connect with them. If I'm not already connected with them, I connect with them or send a request. Then I go to their most recent posts and I'll leave a comment like I just did on this one right here. So I just left the comment on her post. She posted a screenshot from Warosy's workshop. It's a really good intro. And after I do that, if all those things are insinued, [music] so I [music] know that they're in the funnel metaphorically, and I'll also enrich them. And this one I can tell is going to be a really good fit. So, I also have a a canned email that I'll go in and personalize. That looks like this. Been meaning to connect. Boom. [music] That is not the correct canned email. I go to my recent scent. Looks something like this. Hey Paul, been meaning to or hey Svin, hope you're well. Notice these are relatively short. [music] So, I will take this canned email. Paste. Hey Shannon by [music] friend. The reason that this works because it shows the credibility of the podcast, mentions, past guests, social proof, links to the show page. When they go to this show page, they will be presented with just monstrous amounts of social proof. So, a video, 160 plus episodes, reviews, links to all platforms, [music] monstrous amounts of testimonials right here, past episodes, head shot, [music] and a killer testimonial from the one and only Andy Crestadena. Uh, and also the show's sponsors. So, some more social proof there. This also is a really good low friction cold email intro. Ben meaning to connect makes them think that we're already in touch, which we are on another platform. So, they'll recognize me from LinkedIn and they get 100 top 100 marketing podcast 160 episodes over 3 years. And the good part about full presenter lets me send this natively. Uh, so hey Shannon, mean to connect. I know it's been relatively short. Been connect to we've been connected on LinkedIn for a long time but never formally chatted. I just saw a post of yours on there today from Hormos's workshop. So prompted me to send this thread. Social proof about the show to talk about healthcare marketing. Keep it relatively laidback. Only goal is to invest your head. Great content for you. Top 100 show. High quality show. Not a great time. Give them an out. Cheers. Keep being a light. Cheers. If you're game, let me know and I will coordinate next steps. Shout out to Whisper Flow. Cheers. Boom. An addict review. and then I will hit send. So she's in the outreach column. [music] After a week or so goes by, I will move them to the follow-up stage. And that's generally my process. So start with LinkedIn, make sure you're connected. Then if you are connected, comment on a post. If they respond or comment to that post, then send them the candy email and then assign stages accordingly. So what I'm going to do now is I'm probably going to put this on time lapse and then go through. I have 79 that I have not yet outreached. I want to send outreaches or connection requests to all of these and then assign them in the corresponding stages. I'm confident we'll get some responses by the end of this. And uh if not, I imaged [music] and I'll see you after I finished these outreaches. [music] Yo, what is up, friends? All right, it is a little after 1:53, almost 2:00 in the afternoon. That ended up taking a little bit longer than I expected, largely because I was personalizing the emails a good bit. I also added a intermediary status here for people that I wasn't already connected with. So kind of adding a middle layer. I didn't want to send a cold email outreach without having been connected with them for a little bit. So that would have just been probably a waste of time. Would ended up in spam or something like that. But send a good amount of emails. Uh 60 plus. Uh good news is we did already get one response. If I check my email, see I just have a ton of these in set here. But if we go to our inbox, we got a lot of a couple out of response message. Two I sent to the wrong email address, which isn't [music] great. Uh we did get one booking already, Elizabeth How. So, she has been booked for September the 1st at 1. Uh I think she's a health she's a marketer as well. So, uh nice immediate payoff. Woohoo. But, uh yeah, that was a little over 2 hours. We started a little before 11, so or 2 and 1/2 hours. So, good amount of outreach. Uh, I try and do a hundred of these every day and yeah, we're just keeping the pipeline accelerated. I feel pretty good and it'll be interesting to see the overall conversion to some of these. Just keeping keep on pushing them down the pipeline. I'm really confident that we'll get responses from a lot of these cuz it is a warm outreach and at the end of the day just keeping the pipeline moving along. Uh, usually the way I structure my days, I try and do these first thing in the morning because this is the highest leverage activity, but I will certainly record a follow-up video kind of going through how [music] well these convert and the overall strategy. Uh, but I love this layout of cuz when I click into everyone's LinkedIn, everyone's profile here. I can go directly to LinkedIn, comment on a post, make sure that I'm connected, and then folks enrichment has been really helpful. I can just send an email and draft it natively within here as I'm sure you guys already saw that I did dozens and dozens of times. So yeah, I appreciate you guys watching. This was part accountability, part strategy behind how I position myself for outreach and doing the unsexy work. But [music] I if you've stuck around this long, I appreciate you guys watching and I'll see you in the next one. Peace.