The first weeks feel like shouting into the void
LinkedIn rewards consistency with a delay. The effect becomes visible from week six to eight. Whoever gives up after three weeks stops right before it works.
Playbook · For B2B founders
Founder-led sales on LinkedIn: the 90-day plan
Your profile, a system and 45 minutes a day.
- 13 weeks
- 8 templates
- 4 KPIs
- 7 mistakes
In the early stage you are the most effective sales instrument your startup has. This playbook turns occasional posts into a system that delivers first conversations predictably, in 13 weeks. No cold outreach, no automation tricks, with tasks and a time budget for every single week.
- 56 pages
- Free PDF
- German language
- Informal tone
- Straight to your inbox
56 pages · PDFFree
Playbook · Founder-led Sales
90Tage · 13 Wochen
Founder-led Sales auf LinkedInDein Profil, ein System und 45 Minuten am Tag
lilox.io8 templates
56pages
13weekly plans
8templates
5core principles
4KPIs
45minutes per day
/ 01 · Why this playbook exists
Posting already. Pipeline not yet.
Most founders do not fail on LinkedIn because of the writing. They fail on rhythm and follow-up. What is missing is not the idea for the next post, but the system that turns posts into conversations and conversations into meetings.
That system is what we wrote down. It is the same one LILOX uses to win its own clients: LinkedIn is our number one channel, cold outreach does not happen here. We only recommend what we do ourselves every day.
The conversation falls asleep, the purchase happens elsewhere
80 % of deals happen in the follow-up. Without a fixed follow-up rule, every second conversation fades out, and three months later that person buys from a competitor.
Cold outreach is not an option, and a system is missing
Without a plan, good intentions become a matter of daily mood. With weekly tasks, a time budget and four metrics it becomes a routine that still runs in week nine.
/ 02 · Your outcome
What you will do differently after reading
Not a course on going viral. Six outcomes you can put into practice from next Monday.
Every Monday you know what to do
13 weekly pages with a goal, three to five tasks, a time budget and a completion criterion. No guessing what is due this week.
Your profile becomes a landing page
Headline, about section, featured area and background image built so visitors understand in five seconds what you do for whom.
Eight templates you only need to adapt
From the connection request to the proof post. Copy and paste, but always adapted to the person. The first sentence decides the reply rate.
You measure conversations, not followers
Four metrics, updated every Friday in ten minutes. With benchmarks from project practice so you can place where you stand.
The seven mistakes that cost weeks
Pitch-slapping, writing for other founders, automating everything. A concrete countermeasure for each mistake instead of a warning.
A plan for day 91
At the end there is an effort-to-return calculation and a lean ongoing system. That is how you decide whether to continue yourself or delegate.
13 weeks you do not have to invent yourself.
Free, straight to your inbox, no sales call. All we need is a name and an email.
/ 03 · The core principles
The five core principles
Everything in the 13 weeks is based on these five rules. Whenever you are unsure what to do, you look here.
Conversations beat reach
A post with 800 views that triggers two first conversations with dream customers beats any viral post.
Optimize for replies and dialogue. Reach is only the early indicator.
One topic, one audience
You position yourself for exactly one problem with exactly one target group.
The clearer your focus, the more relevant you become for people and for AI search.
Consistency beats perfection
Three solid posts a week over 90 days beat three perfect posts per quarter.
The algorithm and your audience reward reliability.
Give first, then ask
Before any sales DM there are weeks of helpful content, real comments and interaction.
Pitch-slapping (a request plus an instant pitch) burns contacts permanently.
Measure what counts
You track four metrics weekly: posts, ICP contacts, active conversations, first meetings.
What gets measured stays on track even after week three.
/ 04 · The three phases
Three phases, 13 weeks, a result every week
Every week has a goal, three to five tasks, a time budget and a completion criterion. Week one and week 13 run as a block of roughly four hours each; in between it is a daily rhythm.
Weeks 1 to 4 · FoundationWeeks 5 to 9 · VisibilityWeeks 10 to 13 · Pipeline
Foundation
Positioning, profile, target customer list and your first posts. In this phase you build preparation and first visibility. Selling comes later.
- W 01Sharpen positioning, write five variants, choose one
- W 02Turn the profile into a landing page, headline to featured section
- W 03A list of 100 target customers and the first 25 connections
- W 04The first three posts, 15 minutes of commenting daily
Visibility and routine
Individual actions become a system: a fixed content rhythm, a growing network and first real conversations. Still no pitching.
- W 05Content system and batching, 90 minutes for the following week
- W 06Grow the network deliberately, warm-up DMs without a pitch
- W 07Test three formats and determine the winning format
- W 08From comment to conversation, ten conversation DMs
- W 09Interim review, top 3 against flop 3, plan for phase 3
Pipeline
The last four weeks turn visibility and dialogue into measurable pipeline: first meetings, a repeatable process and your plan for day 91.
- W 10Soft transition to the first meeting, first proof post
- W 11Follow-up system, no conversation goes without follow-up
- W 12Amplify what works, winning topics as a series
- W 13Review, effort-to-return calculation and ongoing operation
/ 05 · The templates
Eight templates you only need to adapt
Copy and paste, but always adapted to the person. The reference in the first sentence decides the reply rate. Two templates are here in full, the other six are in the playbook.
T1
Connection request
The shortest template in the playbook, and the most surprising: write no message at all. Requests without a message are accepted more often than connection requests with one. The business reason comes weeks later, after at least two genuine interactions.
T5
Transition to a first meeting
Only use this once a concrete problem has been named in the conversation: “That sounds exactly like the topic we deal with all day. I am not trying to sell you anything here. But if you like, I will show you in 20 minutes how (similar company/role) solved it. If it is not for you, I will tell you that honestly. Does (day/time slot) work for you?”
All eight templates are in the playbook in full.
/ 06 · The most common mistakes
The seven most common mistakes
Each of these mistakes costs weeks of progress. Three are here, each with the countermeasure. The other four are in the playbook.
MISTAKE 01
Pitch-slapping
The connection request is accepted and two minutes later the pitch arrives. That burns the contact permanently and damages your brand.
InsteadAt least two genuine interactions before any business DM.
MISTAKE 02
Writing for other founders
Startup content about fundraising and hustle gets likes from founders. You reach your customers through their own topics.
InsteadWrite about your target group’s problems, in their language.
MISTAKE 03
Giving up after three weeks
The first weeks feel like shouting into the void. LinkedIn rewards consistency with a delay; the effect becomes visible from week six to eight.
InsteadThat is exactly why this plan runs for 90 days. Keep going.
All seven mistakes and their countermeasures are in the playbook.
/ 07 · The KPI dashboard
How you measure after 90 days whether it works
Four metrics, updated every Friday in ten minutes. Everything else is an early indicator.
1 TO 3
Posts per week
Your consistency. The only number you control 100 %. From week five without exception.
+50
ICP contacts
New connections that match your ideal customer profile. Benchmark by day 90.
5 TO 10
Active conversations
Ongoing DM conversations with dream customers, two-way and from the last 14 days.
4 TO 12
First meetings
Booked meetings with potential customers in the first 90 days.
Followers, likes and impressions are early indicators, not goals yet. The benchmarks are conservative orientation values for the DACH B2B market and not guarantees. They come from LILOX project practice and our own sales, not from an external study.
We sell exactly this way ourselves: founder-led.
LinkedIn is the number one channel for LILOX. Cold outreach does not happen here. Everything in this playbook runs continuously in our own sales and in client projects.
/ 08 · What is inside
Eight chapters, three phases, 13 weeks
56 pages, in German, in an informal tone. Every week as its own page with tasks, time budget and a weekly KPI.
- 01Basis
Why founder-led sales works
Trust is built with people, not with company pages. And why LinkedIn is the most efficient B2B channel in the DACH region.
- 025 rules
The five core principles
Decision rules for every unclear moment, from “conversations beat reach” to “measure what counts”.
- 034 weeks
Phase 1 foundation, weeks 1 to 4
Positioning, profile as a landing page, a list of 100 target customers and the first three posts.
- 045 weeks
Phase 2 visibility and routine, weeks 5 to 9
Content system with batching, network growth, testing formats, turning interactions into conversations.
- 054 weeks
Phase 3 pipeline, weeks 10 to 13
Transition to the first meeting, follow-up system, amplifying the winning mechanic, review and ongoing operation.
- 068 templates
The eight templates to copy
From connecting through warm-up and conversation DM to the proof post, each with its rule of use.
- 074 KPIs
The KPI dashboard
Four numbers with benchmarks, plus the metrics you are explicitly allowed to ignore.
- 087 mistakes
The seven most common mistakes
Each with a concrete countermeasure instead of a general warning.
/ 09 · Is this for you?
What this playbook is, and what it is not
Honestly: not for everyone. So you can skip the download if it will not help you.
It is
A concrete 90-day plan
- 13 weekly tasks with a time budget and completion criterion
- Eight templates to copy and adapt
- A KPI dashboard of four metrics with benchmarks
- Designed for roughly 45 to 60 minutes per working day alongside the day job
- Made for B2B founders who want to sell without cold outreach
It is not
A course on going viral
- No guide to automating DMs or comments
- No substitute for a good product
- No recipe for follower growth: the measure is first meetings
- Not for you if an established sales team already works the channel
/ 10 · Who is behind it
Nadine and Christoph
The playbook describes the system we and our clients use on LinkedIn. The mechanics came out of practice and were tested in real projects.
Nadine Fraiss, MA · Managing partner
15 years in digital marketing, around ten of them exclusively in B2B.
The common thread through every role was good products whose digital sales had catching up to do.
- Hypo Tirol Bank
- Hartlauer
- Egger
- Bots & People
- One Hiring
Ing. Christoph Fraiss, MBA, MSc · Partner
Mechanical and industrial engineer with an international MBA.
15 years in industry as a project manager for large projects, head of engineering and plant manager.
- Thermo Fisher
- Novartis
- Aenova
/ 11 · Customer voices
What clients say about working with LILOX
Approved quotes from ongoing and completed engagements.
5 out of 5
Advice between equals, no fluff, always focused.
Prof. (FH) Dr. Uwe HeilEntrepreneur, Dr. Heil KG Consulting & Coaching for Executives5 out of 5
Nadine and her team were a stroke of luck for us. They helped us position our brand and product portfolio without forcing us to completely rethink our original vision or resources — they polished our rough diamond, so to speak. Thanks to a lead-generation strategy that actually fit our budget, we've been able to market our business model to exactly the right audience. A clear recommendation for SMEs like us.
Sabrina WinischhoferCo-Founder, Vienna Etiquette Society5 out of 5
For my company, AnimatedReal GmbH, I was looking for a modern, contemporary, and engaging website. Nadine took the time to really understand what I wanted. I'm extremely happy with the result — the new site hits exactly the tone and look I had in mind. What I valued most was Nadine's reliability, her openness to feedback, and her ability to perfectly balance design and functionality. I can wholeheartedly recommend Nadine and the Lilox team!
Fabian OlbrechtManaging Director, AnimatedReal5 out of 5
As a complete newcomer to marketing (especially LinkedIn/Google Ads), working with Nadine Fraiss and Lilox has been not only highly professional but also incredibly personable and empathetic. I'd wager Nadine can help marketing pros just as well — marketing beginners are certainly in extremely good hands. 100% recommended!
Alex SchubertManaging Director, netwiss OG5 out of 5
A top-notch execution. So glad I got to know Nadine. Very professional and friendly!
Svetlana GradwohlManaging Director, Gradwohl Creations/ 12 · Frequently asked questions
What founders ask most often
How much time do I need to plan per day?
The plan is designed for roughly 45 to 60 minutes per working day, around 50 minutes in the pipeline weeks. Week one and week 13 run as a block of roughly four hours each instead.
How often should I post?
Three posts a week on fixed days, from week five without exception, prepared in a weekly block of 90 minutes. The benchmark in the dashboard is one to three posts per week.
What do I write in a connection request?
According to template T1, nothing at all. Requests without a message are accepted more often. The business reason comes weeks later, after at least two genuine interactions. Pitching too early burns the contact permanently.
When does LinkedIn start to work as a sales channel?
In our experience the effect becomes visible from week six to eight, because LinkedIn rewards consistency with a delay. That is exactly why the plan runs for 90 days and not three weeks.
Does this work if I am not a practised writer?
Yes. The playbook works with structure instead of talent: there is a frame for every post type and a template for every DM. And principle three states explicitly that consistency beats perfection.
What does the playbook cost and what happens to my data?
The playbook is free. Processing under GDPR, servers in the EU, no sharing with third parties. No call without your invitation. You can unsubscribe from the newsletter at any time with one click.
Download
Get the playbook as a PDF
56 pages, in German, in an informal tone. Every week as its own page with tasks, time budget and a weekly KPI.
What is in it
Eight chapters, three phases and 13 weekly pages. 56 pages in total.
- 13 weekly pages with tasks and a time budget
- Eight templates to copy and adapt
- The five core principles as decision rules
- KPI dashboard with four metrics and benchmarks
- The seven most common mistakes with a countermeasure
- The system at a glance plus a plan for day 91
/ 13 · Next step
Shall we accompany the first 13 weeks?
We look at your profile, your positioning and your target customer list and tell you where to start. 30 minutes, an honest assessment, a clear next step.
