Case study

Executive AI · AI training for leaders, Denmark

7 booked meetings with business leaders from LinkedIn outreach in the first 4 months.

Executive AI trains C-level leaders to use AI in their decisions and daily work. We run outreach from the founder's profile to leaders in Denmark and Sweden, and 1 in 5 of the people we messaged replied.

4 months and ongoing
1 LinkedIn profile
Denmark and Sweden

Services provided

LinkedIn outreach
Profile review
Targeting and list building
Message copywriting
A/B testing
Lead tracking
Monthly reporting

Who we targeted

1Audience

Top leaders at larger companies
Founders and owners of smaller firms
Independent consultants and coaches

Two audiences: senior leaders at established companies, and founders and advisors at small firms.

2Industry

Private sector, broad

For the larger companies, consulting, IT services, business services, outsourcing and investment advice were left out.

3Company size

201 to 5,000 employees
Self-employed to 50

4Job titles

CEO and C-level
Owner
Founder
Director
Managing director
Consultant

5Countries

DKDenmark
SESweden

Sweden was added in month 4.

The numbers

One profile, four months, 7 meetings.

Results from the LinkedIn campaign data and lead tracking over the first 4 months.

Booked meetings

With business leaders, 6 of them in month 4.

Positive conversations

7 meetings, 17 interested leaders and 10 referrals.

42%

Acceptance rate

Of connection requests were accepted.

720

New connections

Leaders added to the founder's network.

Message A/B test

28%reply rate from the winning message

We tested a leadership angle against a peer-to-peer question about how leaders think about AI. By the second round the best message got twice the reply rate of the weakest first-round message, and booked 5 meetings.

Weakest first-round message · 152 delivered, 22 replies14%

Winning second-round message · 149 delivered, 41 replies28%

Reply rate per message delivered.

ChallengeGet meetings with busy top leaders

Executive AI sells AI training to C-level leaders, a small and busy group that rarely answers cold messages.

It needed conversations with the right leaders from the first month, booked straight into the founder's calendar.

The goal: real conversations with senior leaders, every month.

SolutionThe founder's voice and a question worth answering

We ran outreach from the founder's own profile, after a profile review in the strategy workshop. We built two audiences: senior leaders at companies with 201 to 5,000 employees, and founders and advisors at smaller firms.

Each round tested two messages. The winner skipped the pitch and asked a calm, peer-to-peer question about how they think about AI. It reached a 28% reply rate and booked 5 meetings on its own.

In month 4 we added Sweden to the second audience.

Impact7 meetings in four months

In the first 4 months, 720 leaders connected and 122 replied. 34 of those conversations were positive.

That is 7 booked meetings, 17 interested leaders and 10 referrals.

Month 4 alone brought 6 meetings, as the winning message took over. The work is ongoing.

How we helped

What we did, and when

From workshop to 7 booked meetings.

Before launch
Strategy and targeting
Strategy workshop, profile review and two audiences of business leaders in Denmark.
Month 1
Launch
The founder's profile went live with two test messages: a leadership angle and a peer-to-peer question.
Months 2 to 4
Testing and optimisation
The peer-to-peer message won on interest, 17 to 3. In the second round the best message reached a 28% reply rate, and Sweden was added.
Month 4
Results
6 meetings in month 4 alone. In total: 720 new connections, 122 replies, 34 positive conversations and 7 booked meetings.

Month by month

Six times more meetings in month 4.

Positive conversations and booked meetings, by reporting period.

Positive conversations and booked meetings

From the lead tracking, by reporting period.

Positive conversationsBooked meetings

161
Months 1 to 3
186
Month 4

How we count. Requests, new connections, people messaged and replies are totals from the LinkedIn campaign data for the profile. Reply rate is replies divided by people messaged (122 of 600). In the A/B test, reply rate is replies divided by messages delivered. Positive conversations are replies marked "Meeting", "Interest" or "Referral" in the lead tracking. The first reporting period covers months 1 to 3, the second covers month 4.

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