The video angle
Record once. [First Name] is the only variable — swapped by Sendspark at send time. When recording, acknowledge upfront that you don't usually do this after connecting online — name the pattern interrupt intentionally so it doesn't feel random. Reference the single most common problem your ICP is dealing with right now in one sentence. Keep the entire video under 75 seconds. Script: "[First Name], I don't usually send something physical after connecting online — but I've found it's the only way to actually stand out in someone's feed. The thing I'm hearing most from people in your world right now is [most common ICP pain]. If that's on your radar, scan the code. If not, no worries — I just wanted to show up differently."
Automation & CRM triggers
- Integration: LinkedIn Sales Navigator saved leads → Zapier or Make → webhook to CRM when connection is accepted
- ICP filter: only fire for contacts at accounts that match your ICP firmographic criteria. Not every connection warrants this spend.
- Box tier: Lite only. The signal isn't strong enough to justify more until they engage further.
- Simultaneous: rep receives a Slack message with a pre-written LinkedIn DM template ready to copy — don't make them think about what to write
- Post-delivery: if no QR scan after 14 days, move to standard LinkedIn nurture sequence — no more physical sends until they show a stronger signal
The QR landing page
A 90-second 'who we are and why you might care' page — not a demo booking link. Include one short video, 2–3 recognizable customer logos, and a 'let's connect' CTA. The goal is warm them up before asking for calendar time. Make the ask on the second step.
Follow-up sequence
- Day 1 after connection acceptance: LinkedIn DM — mention the box is coming, create anticipation without explaining it: 'I sent you something — should arrive in a few days.'
- Day 3 post-delivery: DM — 'Did it arrive? Curious what you thought.' One question. Nothing more.
- Day 7: Share something genuinely useful on LinkedIn relevant to their role or industry. Value before the ask.
- Day 14: One final DM — tie it to something specific from their recent LinkedIn activity. If no response after this, move to long-term nurture only.
Reading the signals
- QR scan within 3 days = they're genuinely curious. DM the same day with a direct offer: 'Glad it landed — would it make sense to spend 20 minutes together?'
- LinkedIn profile view after scan = they're researching you right now. Message immediately: 'I noticed you checked us out — happy to answer any questions directly.'
- No scan, no DM response after 14 days = weak signal from the start. Do not send another box. Move to quarterly low-touch nurture.