When Eric Amstutz took the VP of Sales seat at CeTu, he did what good sales leaders do. He walked through each outbound channel and asked whether his team was getting everything out of it. Email was running. The phone was running. LinkedIn was not. That is where we came in.
Eric and what CeTu is building
CeTu is a cyber security company. They sell to CISO organizations at enterprise accounts, a buyer who gets pitched every single day. Eric joined a few months before we met and was brought in specifically to build out the go-to-market team.
When we spoke, he had two business development reps in the United States and had just hired his first sales rep. He was also the person doing the hiring, the planning, and the outbound. That combination is familiar to anyone who has run sales at a company in the early innings.
What I liked about Eric from the first call was how clearly he saw the problem. He knew cyber security is a crowded category. He knew his buyers are tuning out generic messages. And he was happy to say so plainly.
Where they were before
Eric's team was already doing a lot. They were using Apollo for contact data and email sequencing, a dialer for outbound phone, and had just signed up with 6sense to focus on accounts in a buying window. He was evaluating a specialist to spin up inbox domains for high-volume cold email.
LinkedIn was the channel he had not yet activated. His words, not mine. He had seen messenger ads work for other people, but nothing structured was running on the platform itself. That is why we met.
This is a channel I don't have a solution for yet. I need to activate it.
Eric Amstutz, VP of Sales, CeTu
I hear a version of this from a lot of sales leaders. Cold email is not what it used to be. The phone is hard. LinkedIn sits there, obvious and underused, because most of the tools treat it like an email list.
The outreach playbook Eric ran
We started with the Flow AI outreach playbook. The idea is simple. You warm leads up before you ever show up in their DMs. You view their profile. You engage on a recent post. You connect. By the time the first message lands, you are already a familiar name, not a stranger.
The first message itself is short. An icebreaker that acknowledges something specific about the person, followed by one qualifying question. No pitch. No deck. No calendar link. The goal is to start a conversation, and to filter out people who are not the right fit for CeTu at the same time.
Eric's team then ran a second device we worked on together. When a prospect replied with the usual "all good here, thanks," we taught them to name-drop something meaningful about CeTu and put the emphasis straight back on the buyer with a simple follow-up question. It sounds small. It is the difference between a dead thread and a booked call.
How Flow AI fit in
We put three CeTu accounts on Flow AI. Eric, Kanil, and Stefan. Each account ran the same playbook, tuned to the person behind it.
For prospecting, Find Leads pulls targeted lists out of Sales Navigator so the team did not have to pay for seats on every account. Auto-pilot handled the warming steps, the connection request, and the first message. When replies came in, Eric and the reps used Co-pilot, the Chrome extension we call Agent Maya, to move conversations toward a call without leaving LinkedIn. Running three accounts at once is exactly what Multiple Senders exists for. It keeps the team's activity in one view, under the team's limits, without anyone having to babysit three tabs.
We did not try to replace Eric's email or phone motion. LinkedIn was the missing channel, so LinkedIn is what we turned on.
What changed for the team
Within weeks, acceptance rates on all three CeTu accounts were sitting comfortably above 30 percent. That is our internal bar for "your offer is interesting enough that people want to connect." Every account cleared it.
Kanil's replies started landing daily. Her profile was sharper, her messaging was dialled in, and she was out-replying the rest of the team. Eric told me he was "in a better spot" after he got everyone to update their titles and align on the opener we had tested together. From there the work became obvious. Keep Kanil doing what she was doing. Bring Stefan and Eric up to the same cadence. Stay on the follow-ups.
Eric also found a second use for the playbook I did not expect. He was trying to hire sales people without paying a recruiter, and his inbox was a mess of prospect threads tangled up with candidate threads. We agreed to split one account's daily limit between the two motions. Same playbook, different audience. That is the kind of small, practical adjustment that only shows up once a team is actually running the thing.
