How we book 5 to 8 meetings/week in B2B without writing a single message.

Classic prospecting = cold outreach. And cold outreach does not convert.

You have two options today, and neither delivers what it promises.

Option 1. You prospect manually.

You read every profile, write every message, spend 4 hours on your weekly list. You reach 30 people a week, it kind of works. But you have other things going on, so you drop it after 6 weeks.

Option 2. You send automated messages.

You send LinkedIn invitations and emails at scale. When you're not optimized, your acceptance rate sits around 15%. Of those 15%, your reply rate is 7 to 11%. And most replies are dead ends, because there's no qualification behind it. No plan. No message at the right moment.

You're doing volume, but you're not having conversations. And you're not making revenue either.

Both options share the same problem: you pitch before you qualify.

Your prospects are not naive. They know you're selling something from the very first message. And nobody, truly nobody, wants to be cold-pitched.

The top 1% of sellers do something different. They treat each prospect as if they were the only one. They open with a question, not a pitch. They follow up when there's a real signal: a new role, a recent post, a funding round. They let the conversation breathe. They pitch only when the prospect has shown a genuine need.

That's why they book 2 to 5 meetings per day while others celebrate a 5% reply rate.

The only problem is that it doesn't scale manually. Even the best salesperson in the world, working alone, can't exceed 20 prospects per day. It's a physical constraint. The calendar doesn't stretch.

That's exactly what we solved at Formula. with one non-negotiable rule.

The warm rule. You only work with prospects who are already qualified.

We have one non-negotiable rule at Formula: we only deliver warm prospects.

Three temperature levels

A cold prospect is someone you contact for the first time with no signal at all. They don't know you, they're not expecting anything, they rarely reply. Most will never respond.

A warm prospect passes a double filter. They match your target (your persona) and they've shown an emotion, an intent signal. Here are the signals we capture:

• They liked one of your posts.
• They visited your LinkedIn profile.
• They liked or commented on a post from an influential figure in their sector.
• They reacted to a post from one of your direct competitors.

That's gold. These gestures are micro-admissions of interest. The person is telling you, without saying it outright, that they're in the market.

A hot prospect is a warm prospect who has taken one more step. They replied to one of your messages, and the reply is positive. They haven't said yes to the sale, but they're ready to learn more.

The double filter that changes everything

Persona plus intent signal is already a powerful filter. Especially when you don't have to do it yourself. That's what the agent does continuously, while you focus on something else.

With its help, we warm these prospects through a natural conversation, all the way to a sales call. The close rate differential on warm versus pure cold is 10 to 20 times higher.

What this changes in practice

With classic prospecting, your time goes into reading profiles, writing first messages, handling generic objections. 80% of your time. The high-value work, qualifying warm prospects, the meeting, the close, accounts for just 20%.

We flip the ratio. The agent handles the 80% of repetitive work. You only touch the 20% that closes.

The KPI we track at Formula. is not message volume sent. It's the reply rate per message sent. With the right offer, excellent messages, and a persona with a real need, we reach up to 50 to 60%.

The offer brief. What your agent needs to know before it finds you prospects.

When you onboard with Formula, the agent asks you 3 to 5 questions to understand your offer and your persona. That's the only work you do at the start, and after that it takes over. If you're doing this manually, here are the questions to ask yourself, in the same order. These are not questions you ask your prospects (the agent handles that later, via prompt 2 in chapter 04). These are the questions that define what your agent needs to know before it looks for a single person.

1. What problem does your offer solve?

Not the feature. The problem lived by the prospect, in their language.

2. What is the main benefit?

Just one. Measurable. Concrete.

3. What makes you unique?

Something no competitor can say. If Waalaxy, Lemlist or Closely can say the same thing, it's not unique.

4. What's your proof?

A specific client case with a concrete metric and ideally a screenshot to show at the bottom of the page. No "100+ happy clients" - it's not verifiable, so it's not credible.

5. For WHO exactly?

One primary target per campaign. You can have two, it's common. But then you run them as A/B tests in separate campaigns, not in the same message. That's what the agent does automatically, and what nobody does manually.

One offer per campaign, one primary target, and at most two A/B variants. If your brief is vague, your agent will be vague. If your brief is precise, your agent is precise. It's that simple.

The template to copy

Here is the exact template we fill in with every client at onboarding. Five fields. One pass.

# Offer · [Product name]

## Problem
[1 sentence, seen from the prospect's side, in their language]

## Main benefit
[1 sentence, measurable, concrete]

## Unique
[1 sentence. If a competitor can say the same, rework it.]

## Proof
[Specific client case with a number. 30 words max + screenshot.]

## Primary target
[Precise persona description. Size, sector, specific pain. 30 words max.]

## Secondary target (optional, for A/B testing)
[One second target only, handled in a separate campaign.]

The 3 canonical prompts to copy into Claude.

These are the 3 base prompts we use as starting bricks. Adapt them with your offer brief from chapter 03. The structure doesn't change. The details are yours.

These prompts are a simplified version you can copy-paste into Claude to get started. The Formula. system in production goes much further: thousands of automations that continuously scrape your target, cross-reference intent signals, mirror each prospect's tone, orchestrate LinkedIn, email, posts and comments in parallel, and improve campaigns with every conversation. But with the 3 prompts below, you can already start manually.

Prompt 1 · Icebreaker

The first message. Short, conversational, based on the prospect's profile and posts. A question that makes them pause. Never ask for a meeting before identifying a pain point or need.

The secret: variables. We have dozens of variables we inject based on the prospect's sector, the state of their offer, what they wrote in their last post. One, two, or three lines per message. Option A if sector X, option B if sector Y. That's what makes each message feel like it was written for that person, and only that person.

The second secret: the mirror effect. We scan the profile, posts, and experience, and adapt our tone to theirs. If they use emojis, we use emojis. Formal by default, and if the person is casual in their posts, we adapt. We borrow their expressions. We don't write the same way to a Richard as to a Kevin.

# Mission
Generate a first LinkedIn or email message for {{prospect_name}}.
Short, conversational, personalized. Not a pitch.

# Style
1. Greet only in the first sentence.
2. No filler words: "impressed", "fascinating", "I admire", "I noticed".
3. One specific detail from their profile or a recent post
   (proof that you read it).
4. No em dashes (--). Commas or periods.
5. Formal tone by default (LinkedIn = formal). Conversational. Peer to peer.
6. One short open-ended question at the end, answerable in 1 sentence.

# Mirror effect
Adapt your style to the prospect's. If they use emojis, use emojis.
Formal by default. If the person is casual in their posts, adapt. If they are very formal, be more measured.
Borrow one of their expressions, pulled from their profile or posts.

# Conditional variables
Based on their sector ({{prospect_industry}}), choose the right angle:
- option A: sector pain point in 1 sentence
- option B: observation about market evolution
- option C: reference to a recent post by the prospect

# Non-negotiable rules
- NEVER ask for a meeting before identifying a pain point or need.
- NEVER say "I'd love to introduce myself". Don't introduce yourself.
- No links, no attachments.
- 50 words max.

# My offer
{{offer_brief_from_chapter_3}}

# Prospect data
- Name: {{prospect_name}}
- Headline: {{prospect_headline}}
- Recent posts: {{prospect_posts}}
- Experience: {{prospect_experiences}}
- Sector: {{prospect_industry}}

# Output
Return the message only. No preamble, no explanation.

Prompt 2 · Conversation

The brain. How the agent responds after the first message: qualification, handling objections, proposing the meeting at the right moment, exiting cleanly when there's no interest.

# Role
You are {{agent_name}}, a representative of {{company_name}}.
You prospect via LinkedIn and email. You hold natural,
human conversations in English.

# Mission
- If interest is detected, propose a meeting via {{calendar_link}}.
- If no interest, stay professional, provide value, exit gracefully.
  No heavy follow-up.

# Style
1. Never start a sentence with a verb (it sounds commanding).
   Always use an explicit subject.
2. Pragmatic, conversational. Not formal.
3. Formal tone by default, unless the prospect is casual.
4. No em dashes (--). Commas.
5. No line breaks within a single message.
6. 30 words maximum per message.

# Conversation
1. Maximum 2 questions across the entire conversation.
2. Do not repeat the prospect's name in every message.
3. Don't propose the meeting too early. But not too late if interest is clear.
4. When interest is confirmed, propose the meeting.
   When the prospect says yes, send {{calendar_link}}.

# My offering
{{offering_from_chapter_3}}

# Special cases
1. If the prospect asks "how much does it cost":
   do NOT give the price. Reply "it depends on the volume,
   I'll work it out for you on the 15-min call".
2. If the prospect asks for a free trial: there isn't one.
3. If the prospect asks to speak to a human:
   "you already have one, I'm the human who just replied to you".
4. Off-topic question: decline politely, redirect.

# Output
Return the message only. Nothing else.

Prompt 3 · Follow-up

For prospects who didn't reply to the first message. One follow-up only. Never more. And above all, NEVER mention that they didn't reply - it's the most common mistake.

Special case: if the prospect asked you to reach back out on a specific date (say June 10th), we prepare the follow-up for that day. Our real agent does this automatically, meaning it keeps the instruction in memory and triggers the right message at the right moment, anchored in the context of the previous exchange.

# Mission
Generate a follow-up for a prospect who did not reply
to the first message, or who asked you to reach back out
on a specific date.

# Context
- First message sent: {{first_message}}
- Prospect profile: {{prospect_profile}}
- Days since sending: {{days_since}} days
- Requested follow-up date (if provided): {{followup_date}}

# Non-negotiable rules
1. NEVER mention that they didn't reply.
   FORBIDDEN: "following up", "you didn't see my message",
   "quick bump", "circling back".
2. Continue the conversation naturally,
   as if it were the logical next step.
3. Open with a DIFFERENT angle from the first message.
   Not the same question.
4. 25 words maximum.
5. Formal by default, conversational, not stiff.
6. No links.
7. If a follow-up date was provided, open with a reference
   to a current event in their sector or company, not
   by saying "you asked me to reach back out".

# Output
Return the message only.

These prompts are a starting point, not a final solution. Adapt the tone, the offer, the examples to YOUR case. The structure stays the same. The details are yours.

Test on 3 personas before launching your campaign.

Before releasing your agent on your real list, test it on three personas. If all three pass, you can launch. If not, rework prompt 2 until they do.

Persona 1 · The ideal

Profile: perfect target, lived pain, perfect size, perfect timing.
Expected result: the conversation slides naturally toward a meeting in 4 to 6 messages.

Persona 2 · The skeptic

Profile: right target but already under contract with a competitor, or skeptical by default.
Objections to test:

• "I already use Waalaxy or Lemlist."
• "Send me a detailed email."
• "What makes you different?"
• "AI tools are all hype."

Expected result: the agent doesn't pitch over the objection. It asks a question, reframes, qualifies. It doesn't defend, it gets them talking.

Persona 3 · The busy one

Profile: right target but completely slammed. Replies in 2 words.
Objections to test:

• "Not the right time."
• "Send me what you have."
• "Reach back out in 3 months."

Expected result: the agent won't push. Either it exits gracefully while noting the follow-up date ("I'll ping you in September, have a great end of quarter"), or it proposes an async format ("I'll send you a 90-sec Loom, watch it when you have a moment"). And in passing, it records the date to follow up automatically on the right day, as explained in chapter 04.

You catch 80% of the problems with 5 minutes of testing before launching your campaign. You protect your list. You protect your domain. You save 6 weeks of work.

The swipe. What happens when all of this runs without you.

You have everything you need. The offer brief. The 3 prompts. The testing method. You can do it manually, and it will work. But only if you dedicate 1 to 2 hours per day to it, every day, without missing a single one.

Question: how many hours per week do you actually have for this?

Here's what happens when you activate Formula.

Formula. presentation by Laura — 3 minutes, desktop and mobile demo.

The agent searches.

The agent identifies the right prospects in your market. And it's important to understand that this is not a Sales Navigator filter. Standard filters (job title, geography) are coarse and return noise. Search for "SEO" and you get people in copywriting. Search for "director" and you get a "team manager" because the word has two meanings. You can end up with worse. Over 28 invitations per day, that's a straight loss.

The agent does something different. It reads each profile with AI. The entire description, the career history, the experience. It understands what the person actually does, not just their job title. And it layers in another signal: is the profile active? Since when. How often. Whether they post. Whether they comment. Someone who isn't active on LinkedIn won't reply to a LinkedIn message, it's mechanical.

The result of this double filter: we disqualify roughly 95% of the prospects Sales Navigator would have listed. We keep the 5% who truly match your persona and are active and have shown an intent signal. Hand-picked. That's why your 840 monthly invitations actually convert, instead of falling to 300 usable ones and taking you twice as long to hit what you should have hit in half the time.

The agent writes, posts, comments.

We want to be clear on this point because it's our real differentiator: we don't send hundreds of emails per day to raw lists. It's the opposite. We only contact qualified prospects, double-filtered by target and intent signals. Here's what the agent does:

• Outbound LinkedIn: up to 28 invitations per day (the platform limit), each with a hyper-personalized first message based on the prospect's profile and recent posts.
• Parallel email follow-up: if the prospect doesn't reply on LinkedIn, the agent follows up by email to stay in their field of view. Always on the same qualified prospect, never on raw lists.
• Passive inbound: the agent posts comments on your competitors' and industry influencers' posts. When a prospect from your target likes or comments on those posts, we capture the signal and add them to your warm list. This also generates hundreds, sometimes thousands, of profile views per day for your account.
• Automated posts: published on your account, at regular intervals, in your voice, on the angles that resonate in your sector.

The combined effect: outbound brings the prospect to you, inbound reassures them. Your conversion rate climbs because your prospect has already seen you two or three times before you reach out.

The agent follows up, qualifies, handles objections.

All the repetitive work goes through the agent, never through you. Prompt 2 takes over, qualifies, handles objections, memorizes the follow-up dates requested by prospects and sends the right message on the right day.

The agent learns every day.

That's what differentiates an agent from a script. The agent runs A/B testing continuously, without you having to ask:

• Which campaign converts best on which persona. If version A of the message works better on CEOs of 5-person firms, and version B on solo freelancers, the agent adjusts automatically.
• Which influencers generate the most matches. If commenting on posts from one person brings 3 times more target prospects than another, the agent shifts its energy accordingly.
• What resonates in your sector. The agent watches the angles, expressions, and pain points that get your prospects to react, and surfaces them in your next messages.
• Reply patterns. When a type of objection keeps coming up, the agent adjusts how it responds to it for that specific persona.

The consequence: the agent is better in 3 weeks than today, and better in 3 months than in 3 weeks. You don't redo your prospecting every week. You watch it optimize itself.

The agent also does your marketing.

And that's what really changes the equation. Outbound prospecting alone hits a ceiling. Paired with content and well-placed comments, it takes off.

• Monthly editorial calendar. The agent proposes your content plan for 30 days. You validate in bulk or one by one.
• Posts in your style, inspired by the top-performing posts in your sector or from influencers you admire. With a generated image if you want.
• Comments on influencers' posts. Your prospects see you showing up where they already are.
• Qualified invitations to people who like your posts or a competitor's and match your target. These prospects convert 3 to 5 times better than prospects approached cold (without prior qualification).

Result: your visibility doubles or triples within weeks. And passive prospecting doubles with it, because your best prospects start replying without you having had to approach them cold. All of it stays piloted by the same swipe.

You swipe.

When a prospect is warm, truly warm, we deliver the conversation to your phone with a pre-drafted reply. You read for 3 seconds. You swipe right or left. Same gesture as a dating app, except at the end of the feed, there's a contract.

You validate.

The meeting lands in your calendar. The contract follows.

A few minutes a day to pilot an agent running 24/7. While you do what no one else can do in your place: close.