Franchise Owner Partnership Campaign

I designed this 6-month, multi-channel ABM sequence to target franchise owners with the capital and track record to invest in a new partnership. It uses personalized messaging across email, phone, LinkedIn, and direct mail — with gifting moments woven throughout.

Note: This ABM strategy was produced for a real company but has been edited to be generic.

Duration

~6 months

Cadence

Every 5 days

Audience

Franchise owners

Gifting

Personal + practical

What I advertised

Partnership opportunity.

Who I targeted

Franchise owners interested in investing in a new business — proven operators with capital.

Channels

Email · Phone · LinkedIn · Direct Mail

Who creates it

Marketing Department

Launch date

January 16 — sequence runs ~6 months

Gifting

A relevant, personal, practical gift the recipient will actually use, delivered mid-sequence.

The Sequence

Click a step to preview the touchpoint

EmailLinkedInPhoneDirect Mail

Step 1: Introduction — Become an Exclusive Partner

Open the relationship. Introduce the opportunity and set expectations for the follow-up call.

Subject

A partnership opportunity in a growing industry

Cost-effective industry to be a part of.
Key facts on the growth trajectory of the industry.
Do you know of another industry growing at this rate that still has room — not over-saturated yet?
Expected ROI at a glance.
More info to come. Look for our call — I'll be reaching out by phone to hear your thoughts.

Phone

Did you receive my email? Just calling to introduce myself.
Mention: I have a PDF with stats on the earning potential — I'll send it over.

Sales reps look up the contact on LinkedIn and send a connection request.
Find and message relevant marketing / franchise groups.

Direct Mail

Direct-mail intro piece (if within budget).

LinkedIn Process

Step 1

Find & Connect

Sales reps identify franchise owners on LinkedIn and send a connection request from a rep account. Opener: "Hey, I found you on LinkedIn — I'd like to connect."

Step 2

Soft Touch

Once connected, a low-pressure message: "Would you be interested in investing in a lucrative industry?"

Step 3

Obtain Contact Info

Move qualified conversations off-platform — capture email and phone.

Step 4

Build the Contact List

Feed new contacts into the ABM sequence in the CRM. Trigger the intro email automation.

Ongoing

Nurture beyond the sequence

After the 6-month sequence, accounts that haven't converted move into an ongoing nurture — quarterly value touchpoints, industry updates, and a personal check-in from the assigned rep. The relationship stays warm.