Quick Answer: This guide shows you exactly how to run a LinkedIn outreach campaign targeting Marketing Budget Managers in London’s retail B2B sector in 2026. You’ll use Origami — an AI‑powered platform that now includes a built‑in LinkedIn sequencer — to refine your list, craft a 3‑touch sequence, and send it directly from the same dashboard where you built your leads.

If you already followed our parent post on how to build a list of Marketing Budget Managers in London Retail B2B, you have a clean, enriched prospect list sitting in Origami. Now we’re going to turn that list into conversations. No exporting CSVs, no syncing tools – just one platform from list‑building to outreach.

Step 1: Refresh Your List in Origami (If You Haven’t Already)

Even if you built your list weeks ago, it’s worth running a fresh enrichment. The mix of Marketing Budget Managers in London retail changes fast — people move roles, budgets shift, and new decision‑makers pop up after Q1.

The exact prompt we use to find this audience

Open Origami and type:

“Find Marketing Budget Managers at B2B retail companies in London. Include only people who have decision‑making authority over marketing spend, martech vendor selection, and annual budget allocation. Exclude agencies and pure eCommerce.”

That prompt triggers Origami’s AI agent to search the live web, cross‑reference data sources, and enrich every contact it finds. In under a minute you get back:

Full name
Verified email and (where available) phone number
Job title, company name, company size, industry tags
LinkedIn profile URL
Enriched context like common tools used, recent funding news, or seniority filters

If you’ve never tried Origami, there’s a free plan with 1,000 credits (no credit card required). That’s enough to build and enrich a list of ~200 Marketing Budget Managers without paying a penny. The built‑in LinkedIn sequencer is included on all paid plans; you only ever pay for the credits you use to enrich leads.

Already have your list? Skip ahead to Step 2. Need more depth on the list‑building process? We covered every filter, prompt tweak, and enrichment trick in the companion guide.

Step 2: Refine and Segment for LinkedIn Outreach

A raw list of 300 Marketing Budget Managers will waste connection requests if you treat them all the same. The difference between a 5% reply rate and a 20% reply rate almost always comes down to segmentation.

How to review and cull your list inside Origami

Origami’s dashboard shows you every enriched contact in a table. You can sort, filter, and tag instantly. Before you touch a LinkedIn connection request, do three things:

Remove obvious bad fits. Look for anyone whose title is “Marketing Budget Manager” but the company description is pure consumer retail (shops selling directly to the public). Retail B2B means they sell to other businesses – wholesalers, packaging suppliers, retail technology platforms, store‑fit‑out firms. If the company would never buy from a B2B vendor, cut it.
Segment by company size. A Budget Manager at a 50‑person retail tech startup operates differently from one at a 2,000‑person retail chain. Tag contacts into “SMB” (<200 employees) and “Mid‑Market/Enterprise” (200+). Your messaging cadence and case studies will differ.
Segment by location specificity. Our prompt pulled London‑based contacts, but “London” can mean anything from a Shoreditch start‑up to a West End corporate HQ. If you sell something that requires on‑site visits or regional knowledge, tag them by approximate borough (Origami often surfaces postcode data). For purely digital outreach this matters less, but it helps you personalise later.

What “qualified” looks like for this audience

A qualified Marketing Budget Manager in London Retail B2B in 2026 isn’t just someone with the word “budget” in their title. They typically:

Sit inside the marketing or commercial operations team, not finance.
Have “budget ownership” or “vendor evaluation” mentioned somewhere in their profile or company data.
Work at a company with at least 10 marketing employees – otherwise budget decisions are made by the CMO directly.
Show signs of active martech investment: tools like HubSpot, Marketo, or Salesforce appear in tech‑stack enrichment, or the company recently raised funding.

If Origami’s enrichment flagged the company’s tech stack, look for those signals. A Marketing Budget Manager overseeing a martech renewal cycle in May 2026 is a far warmer lead than one still buried in Q4 planning.

Once you’ve segmented and tagged your list, you’re ready to sequence.

Step 3: Create the LinkedIn Sequence – Copy You Can Steal

Now the part most people get wrong. Generic messages that scream “I didn’t read your profile” will sink your campaign. The good news: you don’t have to write 200 individual messages. With Origami, you have two viable paths.

Option 1: Paste your own templates (full control)

If you have a proven cadence, you can write your 3‑touch sequence right inside Origami’s sequencer, set the delays between touches, and launch. The sequencer will pull in each lead’s first name, company name, and any other field from your enrichment data – so your templates feel personal even though you wrote them once.

Option 2: Let the Origami agent write it (speed + personalisation)

Alternatively, you can ask Origami’s AI agent to generate a personalised 3‑day LinkedIn sequence for all your leads automatically. The agent writes each message based on the lead’s actual profile data (title, company, industry, sometimes even recent LinkedIn activity). The result: every message reads like you took 2 minutes to write it, even for a list of 150 people.

Which one should you use? If you know this audience inside out, paste your own copy. If you’re testing a new vertical or short on time, let the agent draft – you can always tweak the output before launching.

Below is the exact 3‑touch template I’ve used successfully with Marketing Budget Managers in London retail B2B throughout early 2026. It’s vanilla enough to let personalisation fields do the work, but specific enough to signal you understand their world.

Touch 1 – Day 1: Connection Request (Note attached)

Connection note (max 300 characters, so I keep it tight):

“Hi , I help retail marketing teams stretch quarterly budgets without slashing spend. Your role at caught my eye. Would be great to connect – I share practical ways to benchmark martech ROI in London retail. No pitch, just data. – ”

Why this works: You name their company, you reference budget pressure (the daily reality for a Marketing Budget Manager in 2026 retail), and you promise something useful without asking for anything. The “London retail” specificity reduces the chance they dismiss you as a generic SaaS salesperson.

Touch 2 – Day 3: Follow‑up message (different angle)

Wait two full business days after they accept. Then send this as a direct message:

“Thanks for connecting, . Quick thought – most Budget Managers in London retail are being asked to prove the incremental ROI of every line in the martech stack, especially heading into H2 2026. My team built a framework that helped a similar retail supplier cut cost‑per‑acquisition by 32% through better vendor selection. Happy to share the one‑pager. No strings. – ”

Why this works: It moves from “I can help” to “here’s a specific problem you definitely have, and here’s a concrete outcome.” 32% CPA reduction is specific enough to be credible. The “retail supplier” callout makes it clear you aren’t talking about D2C brands. The offer of a one‑pager is low‑friction – they can say yes without committing to a call.

Touch 3 – Day 7: Final message (soft close)

Send this message seven days after the connection request (four days after touch 2):

“Hi , last message from me – no worries if the timing isn’t right. If you’re ever looking to recalibrate marketing spend for the next budget cycle or just want to see what peers in London retail are allocating to channels, I’m here. In the meantime, here’s the Q1 2026 Retail Marketing Spend Index. [link] – ”

Why this works: It’s polite, zero‑pressure, and gives them a reason to stay connected. The “Retail Marketing Spend Index” link (replace with your own content, or use a genuine industry report) gives value even if they never reply. It also plants a seed for the next budget cycle, which is exactly when a Marketing Budget Manager’s inbox opens up.

Customising for your segments

SMB leads (under 200 employees): Change “retail supplier” to “retail tech platform” or “wholesale distributor” depending on their vertical. Mention “tight marketing headcount” instead of “martech stack rationalisation”.
Enterprise leads (200+ employees): In touch 2, cite “vendor consolidation” rather than “vendor selection” – enterprise Budget Managers are more likely to be pruning existing contracts than adding new ones.
Postcode specific: If you gathered borough data in Step 2, sprinkle in a local reference: “most Budget Managers in West London retail…” It takes 10 seconds per lead and signals research.

Remember, you’re not sending these copy‑pasted 100 times. Origami’s sequencer replaces , , and any other field automatically. You set the cadence (e.g., Day 1, Day 3, Day 7), hit launch, and the platform handles the rest.

Step 4: Send the Sequence Directly from Origami

This is where the platform’s full workflow pays off. You don’t export a CSV, upload it to another tool, and pray the integration holds. Instead:

Select your segmented list in Origami’s contact view.
Open the built‑in LinkedIn sequencer (it’s a tab inside the same dashboard).
Paste your templates (or let the AI generate them). The sequencer confirms that personalisation fields match your enrichment data.
Set your delay schedule. I use Day 1 connection request, Day 3 first follow‑up, Day 7 soft close. The interface lets you add more touches or shift days if you want a 5‑day cadence.
Launch. Origami sends connection requests and follow‑up messages automatically, in‑platform, respecting LinkedIn’s rate limits and your configured delays.

What you see in the sending & tracking dashboard

Once the sequence is running, you don’t lose context. The same dashboard that held your list now shows:

Connection requests sent, pending, accepted.
Which leads opened which message (not available for standard LinkedIn messages, but Origami tracks engagement where LinkedIn allows).
Replies, clicks on any links you included, and overall reply rate.
Prospect context always visible. For any contact, you can click and see their full enriched profile – title, company, tech stack, notes from Step 2 – right alongside their sequence activity. So when someone does reply, you know exactly why you reached out and what they might care about.

Automatic un‑enrollment

No one wants to send a “last attempt” breakup message to a lead who already booked a meeting. Origami’s sequencer does this automatically: if a prospect replies to any message, they are immediately removed from the sequence. In my campaigns, this alone saves 3‑4 awkward touch‑3 messages per week.

What response rates should you expect?

With a tightly segmented list of 80–150 qualified Marketing Budget Managers in London retail B2B, you can realistically expect:

Connection acceptance rate: 20–30% – they’re more open than average LinkedIn users because your request note is relevant.
Reply rate to touch 2 (after they’ve accepted): 8–12% – not everyone who connects is actively looking, but the specific follow‑up pulls replies from those who are.
Meaningful conversations (calls booked or questions asked): 3–5% of the original list.

These numbers aren’t guarantees, but they’re consistent across Q1 and Q2 2026 for this audience when you use a crisp, industry‑aware sequence. If you’re seeing less than 15% connection acceptance, revisit your connection note (too salesy) or your list (not qualified enough). If acceptance is high but replies are low, your follow‑up message probably promises too much and asks for too much too soon – dial back the ask.

The sequencer is free on any paid plan

This is the part most people miss. Origami’s LinkedIn sequencer is included on all paid plans. You aren’t paying per message sent or per sequence. You’re only paying for credits to enrich your leads (list‑building). So if you already used credits to enrich 150 Marketing Budget Managers, the cost of sending a 3‑touch sequence to all of them is exactly zero additional. The free plan gives you 1,000 credits with no credit card, so you can literally test the entire workflow – list, enrich, sequence, send – before spending a pound.

One Platform, One Workflow

The biggest mental shift in 2026 is that you no longer need a patchwork of tools to do LinkedIn outreach well. You build your list of Marketing Budget Managers in Origami, enrich every contact with real‑time data, segment them inside the same view, write (or let the AI generate) your sequence, and send it – all without leaving the dashboard. The sequencer handles delivery, tracking, and automatic un‑enrollment. That’s it.

If you don’t yet have a list, start with 1,000 free credits and the prompt I shared in Step 1. You’ll have 100+ verified leads ready to sequence in under 15 minutes. Then load the templates above, set your cadence, and let Origami turn that list into a pipeline.

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How to Run a LinkedIn Outreach Campaign Targeting Marketing Budget Managers in London Retail B2B (2026)