Playbook: LinkedIn Engagement

All rules here are best practice, not law. Override any of them when the campaign calls for it; note the best practice once and move on.

Use when an account's audience is the client's audience, a competitor or the client's own customer.

Do not use for more companies in a market, similar companies (playbook-lookalikes), or job changers (playbook-new-in-role). The chain is the same for both lanes; only the target URL changes.

Output: one row per engager, who, employer, post, evidence URL. engagement_line is opt-in.

The number that governs planning

⚠️ Roughly 1 in 10 raw engagers survives. Harvest 10 to 15x what you need.

Cost follows from that: about $4.45 per 1,000 raw engagers, which is about $45 per 1,000 usable prospects at the measured survival rate. That is squarely in expensive territory, so shortlist posts by engagement count before you scrape.

The source-company rule (both halves, always automatic)

This is the rule that separates a usable engagement list from an embarrassing one, and it has two halves that people implement only one of.

(a) Drop every engager employed by ANY source company, not just the author of the post they engaged with. Match each current employer on resolved domain first, then profile URL, then squashed name, and also on resolved email domain.

(b) Push every source company onto that client's do-not-contact list. Row drops fix only this run; the block list runs at send time, which is what stops the same people arriving through a different lane next month.

It bites hardest on the customer lane, where the source companies are people the client already works with.

⛔ Never block the client's own domain. If it appears in the source set, the list is wrong, stop.

Before any paid call