Comment-to-DM Play
Engage with ICP prospects' LinkedIn content via thoughtful comments to build familiarity over days, then convert warm prospects into DM conversations and meetings.
npx gtm-skills add marketing/problem-aware/comment-to-dm-playOutcome
≥ 3 DM conversations started and ≥ 1 meeting booked in 1 week
Leading Indicators
- Author reply rate on comments
- DM reply rate
- Meetings booked from DMs
Instructions
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Run the icp-definition drill to define who you are targeting. Add a filter: prospects must be active on LinkedIn (post at least weekly).
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Build a target list of 15-20 LinkedIn profiles: 10 direct ICP prospects, 5 industry peers, 5 big accounts. Turn on bell notifications for Tier 1 prospects.
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Each morning for 5 business days, find 5-8 posts from your target list and comment on each. Use the comment-crafting drill strategies: add value (60%), counterpoint (20%), sharp question (15%), personal story (5%). Each comment should be 2-5 sentences referencing a specific point from the post.
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Each evening, check which comments got author replies. Reply to authors who responded to keep the conversation going. Log: post URL, author, your comment, whether they replied.
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By day 3-5, identify DM-ready prospects: those who replied to your comment, liked 2+ comments, sent a connection request, or visited your profile.
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Send DMs to warm prospects referencing your shared comment history. Do not pitch. Ask about their situation.
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Run the threshold-engine drill to evaluate: 3+ DM conversations started AND 1+ meeting booked in 1 week. If PASS, proceed to Baseline.
Recommendations
Time
5 hours over 1 week
Play-specific cost
Free (LinkedIn Sales Navigator optional: $99/mo)