The Custom AI reads the full personalisation data object and writes a unique email for this specific person. Subject line references the company name or anchor topic — never a generic phrase. The opening line is the anchor — a real, specific detail about their company such as a news item, compliance certification, new location, or job posting signal. Body is 3–4 sentences maximum. No pitch in the first email. CTA is a soft question, not a meeting request.

Reviewer checks: Is the anchor accurate and real? Is the company detail correct? Does this sound like a real person wrote it? Is the tone right for enterprise? Any failed check → message rejected, gap logged, prompt updated, message regenerated.

Sent the day after the email. The connection note references the same anchor used in the Day 1 email — creating continuity. When the DM sees the email and then a LinkedIn request the next day referencing the same topic, it feels like a real person paying attention — not an automated sequence.

Connection note is under 200 characters. No pitch. No mention of ACC's services. Just a specific, human-sounding reason to connect based on something real about their company or role.

First LinkedIn message after connection is accepted. Purely relationship-building — no mention of services or ACC. References something from their LinkedIn activity, a company announcement, or a topic relevant to their role and industry. Ends with a genuine open question to start a real conversation. The goal at this stage is to establish a human presence — not to sell.

Second LinkedIn message. Still relationship-building. Continues the conversation started in message 1. Could reference their response if they replied, or pivot to a new relevant angle — a recent industry development, a seasonal consideration for their type of facility, or something from their company news. No pitch. No CTA asking for a meeting. Just building familiarity and presence before the video is introduced.

Third LinkedIn message — this is the first time ACC's services are introduced. After two relationship-building messages the DM has a sense of who they are talking to. This message includes a personalised video link — a real recorded video about ACC's services, recorded per industry batch. The Custom AI briefs the script angle for each batch based on the accounts being targeted that week (e.g. a healthcare batch gets a healthcare-angle video; a corporate office batch gets a different angle).

The message accompanying the video is brief and warm — references the conversation that has been building across the two previous messages before introducing the video. The video itself is 60–90 seconds, professional and conversational. No hard sales pitch — an introduction to what ACC does, who they serve, and why it matters for an organisation like theirs.

Note: If the connection was never accepted, this LinkedIn path does not run. The email sequence continues independently on its own track.

Runs in parallel with the LinkedIn track. The cold caller calls with a HubSpot task containing a pre-built brief — what was sent on Day 1, whether the LinkedIn connection was accepted, and three scripts depending on outcome: if they answer, if it goes to voicemail, or if the gatekeeper picks up.

Voicemail references the email by topic so they can connect the two touchpoints: "I sent you an email earlier this week about your new facility in Dallas — just wanted to follow up directly."

Second email. Completely fresh angle — no reference to the Day 1 email. Leads with a relevant case study from ACC's library matched to the account's industry and building type by the Custom AI. Brief — 2–3 sentences on the problem, solution, and outcome. Ends with a low-friction offer: "Happy to send the full case study" or "Would love to share how this was handled for a similar facility in your area."

Shortest and most important email in the sequence. 2–3 sentences only. Acknowledges they are busy. Removes all pressure. Leaves the door completely open with no CTA and no urgency. This email consistently gets the highest reply rate of any in the sequence because it feels human and final — the DM often responds out of courtesy before the conversation closes.

The personalisation anchor is referenced one final time so they remember what the outreach was about.

Last call attempt. Voicemail is honest and human — references the full outreach effort without being aggressive: "I've sent a couple of emails and a short video your way over the past few weeks — wanted to make one last attempt before I stop. Happy to send something useful your way whenever the timing is right."

This honest acknowledgment of a last attempt often triggers a courtesy reply or callback.

No response after the full active sequence. Account moves automatically into the 12-month long-term nurture cadence — PDFs quarterly, calls quarterly, and LinkedIn touches via Heyreach. Signal monitoring via LinkedIn Sales Navigator and Google Alerts continues. If a new trigger is detected, an out-of-cycle message is generated by the Custom AI, reviewed manually, and sent while the signal is still fresh.