We ran a LinkedIn outreach campaign for a communication guide in Germany.

Rhonda L. Bowen has spent more than thirty years communicating across cultures. She is an American who has lived in Germany since 1983, she works from Nettetal in North Rhine-Westphalia, and she has worked with people from over seventy countries.

Her clients are what she calls BEST professionals: business, engineering, science and technology people with the education and the experience, focused on facts, strategy and results, and responsible for relationships inside and outside their company. Her programs are for the ones whose message is technically correct but lands badly with a counterpart from another culture. She facilitates teams, coaches individuals and speaks.

For a personal brand the profile is the product, so we optimized it first, then wrote the outreach copy and the follow-up sequence.

The campaign ran on her own database of first-degree connections, professionals in business, engineering, science and technology across Germany, India, the Netherlands, Greece, Serbia, Finland, the United States and Turkey. They were not one homogeneous group, and they held different positions in different kinds of companies. They also already knew her, which changes the tone: the message had to open a conversation rather than introduce a stranger.

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