LinkedIn Sales Navigator Query Pack (OYN)¶
Purpose¶
This is a production-ready query set for OYN's ICP: - UK practice owners - advisory-led accountants - virtual FDs / fractional CFOs - finance leads in Xero-heavy SMEs
The goal is quality conversations, not invite volume.
Before You Run Queries: Positioning Anchor¶
Every query and message should map to OYN's real value proposition:
- OYN is an AI financial advisor on top of Xero
- It answers "am I in trouble?" with runway + risk
- It gives specific actions (not generic advice)
- It helps accountants/FDs deliver advisory at scale across client books
If your query pulls people who don't care about advisory outcomes, it is the wrong query.
Query Design Rules¶
- Role + trigger + Xero context beats title-only targeting.
- Use multiple narrow searches, not one broad one.
- Layer in activity signals (posted recently / changed jobs).
- Exclude recruiters, coaches, agencies not relevant to accounting delivery.
- Review weekly and kill underperforming searches fast.
Exclusion Block (Apply Across All Searches)¶
Use these negatives where possible in keyword/title filters: - recruiter - talent - hiring manager (if non-finance) - student - internship - "business coach" (unless you explicitly want this segment) - crypto-only roles - unrelated finance software resellers
Also exclude very large enterprise segments in early-stage outreach unless explicitly testing.
20 Query Templates (Ready to Save)¶
Group A — Practice Owners / Partners (High Leverage)¶
Query A1 — UK Xero practice owners¶
- Geography: United Kingdom
- Seniority: Owner, Partner, Director
- Industry: Accounting
- Keywords: "Xero" OR "management accounts" OR "advisory"
- Company headcount: 2-50
Query A2 — Practice owners with advisory positioning¶
- Titles: Practice Owner, Managing Partner, Director
- Keywords: "virtual finance" OR "outsourced finance" OR "fractional"
- Geography: UK
- Company headcount: 2-100
Query A3 — Growth-stage accounting firms¶
- Industry: Accounting
- Headcount growth filter: positive growth if available
- Seniority: Owner/Director
- Posted in last 30 days: yes
Query A4 — Xero-certified advisor firms (proxy)¶
- Keywords: "Xero certified" OR "Xero advisor" OR "Xero platinum"
- Geography: UK
- Titles: Owner/Partner/Director
Query A5 — Owner-led firms with content activity¶
- Same as A1 + spotlight/activity filter:
- posted in last 30 days
- changed role in last 90 days
Group B — Virtual FD / Fractional CFO Segment¶
Query B1 — Virtual FD explicit titles¶
- Keywords in title: "virtual fd" OR "fractional fd" OR "fractional cfo"
- Geography: UK + Ireland
- Seniority: Owner, Partner, Director
Query B2 — Outsourced finance leadership¶
- Titles: Finance Director, CFO, Head of Finance
- Keywords: "outsourced" OR "fractional" OR "portfolio"
- Company headcount: 1-200
Query B3 — Advisory specialists in small firms¶
- Industry: Accounting / Business Consulting
- Keywords: "management reporting" OR "cash flow" OR "board pack"
- Geography: UK
Query B4 — Virtual finance operators with Xero mention¶
- Keywords: "Xero" + ("virtual fd" OR "fractional cfo")
- Posted in last 30 days: yes
Query B5 — Multi-client finance operators¶
- Titles: Virtual FD, Fractional CFO, Portfolio CFO
- Keywords: "SME" OR "clients" OR "portfolio"
- Geography: UK
Group C — Delivery Leaders in Accounting Firms¶
Query C1 — Client service/account management leads¶
- Titles: Client Manager, Portfolio Manager, Advisory Manager
- Industry: Accounting
- Geography: UK
Query C2 — Management accounts specialists¶
- Titles: Management Accountant, Senior Management Accountant
- Keywords: "Xero" OR "management accounts"
- Company headcount: 2-200
Query C3 — Head of accounts / operations in practice¶
- Titles: Head of Accounts, Operations Director, Practice Manager
- Industry: Accounting
- Geography: UK
Query C4 — Reporting-heavy roles in bookkeeping firms¶
- Titles: Senior Bookkeeper, Bookkeeping Manager
- Keywords: "management reporting" OR "cash flow"
- Geography: UK
Query C5 — Practice-side advisors with active posting¶
- Same as C1/C2 with posted in last 30 days
Group D — Finance Leads in Xero-Heavy SMEs (Secondary)¶
Query D1 — Head of Finance in SME¶
- Titles: Head of Finance, Finance Manager
- Company headcount: 11-200
- Geography: UK
- Keywords: "Xero"
Query D2 — COO/operations with finance ownership¶
- Titles: COO, Operations Director, General Manager
- Keywords: "cash flow" OR "reporting" OR "Xero"
- Company size: 11-250
Query D3 — Founder/operators handling finance in SMBs¶
- Titles: Founder, Managing Director
- Keywords: "Xero" + "reporting"
- Company size: 2-50
Query D4 — Multi-entity operational businesses¶
- Industries: Hospitality groups, professional services, franchise-like models
- Titles: Finance Manager / COO
- Keywords: "multi entity" OR "group reporting"
Query D5 — Recently hired finance leaders¶
- D1 baseline + changed role in last 90 days
Query Naming Convention (Use This)¶
Name saved searches clearly for weekly review:
[Segment]-[Intent]-[Geo]-[Rev]
Examples:
- A1-Owner-Xero-UK-r1
- B4-VirtualFD-Xero-Active-r1
- C2-MgmtAcct-Xero-UK-r1
When iterating, clone and increment (r2, r3) so you can compare performance over time.
Handoff to Vainu (After Sales Nav)¶
For each accepted account/person from Sales Nav, enrich with Vainu and score into: - Tier A (contact now) - Tier B (contact this cycle) - Tier C (hold)
Minimum enrichment fields to track: - Account fit score - Advisory signal present (Y/N) - Multi-entity signal present (Y/N) - Growth/trigger signal present (Y/N) - Segment label (A/B/C/D)
Only Tier A/B should flow to Instantly active campaigns.
Messaging Hooks by Query Group¶
Group A hooks (owners/partners)¶
- "How much time does your team spend turning bookkeeping data into advisory-ready reports?"
- "Most firms we speak to are still manually stitching management packs each month."
Group B hooks (virtual FD)¶
- "You already do this analysis — OYN compresses the prep workload."
- "Keeps your advisory judgment, removes repetitive synthesis work."
Group C hooks (delivery leaders)¶
- "Month-end quality and consistency without adding headcount."
- "Standardised risk/runway/action briefings across client books."
Group D hooks (SME finance leads)¶
- "Runway + risk + actions in one weekly brief, not three separate reports."
- "From reporting lag to weekly decision signal."
Weekly Operating Rhythm¶
Monday¶
- Pull new leads from top 5 searches
- Run enrichment/scoring
Tuesday¶
- Launch fresh outreach cohorts (Tier A first)
Wednesday¶
- Review acceptance and reply quality by query
Thursday¶
- Refine underperforming queries (titles/keywords/exclusions)
Friday¶
- Query leaderboard review
- Pause bottom quartile queries
- Promote top performers
Query Scorecard Template¶
| Query ID | Invites Sent | Acceptance % | Positive Reply % | Meetings Booked | Segment Fit | Keep/Iterate/Kill |
|---|---|---|---|---|---|---|
| A1 | ||||||
| A2 | ||||||
| B1 | ||||||
| C2 | ||||||
| D1 |
Decision rules: - Keep: strong positive replies + high fit - Iterate: good acceptance, weak replies - Kill: low acceptance + low fit after 2 iterations
Common Failure Modes¶
| Failure | Why it happens | Fix |
|---|---|---|
| Too broad ICP | Query uses generic finance titles only | tighten with Xero/advisory terms |
| High acceptance, low replies | Wrong pain framing in outreach | rewrite opener around specific advisory pains |
| Good replies, poor fit | Segment drift | tighten exclusions + Vainu scoring |
| Query decay | Market shifts and stale criteria | weekly refresh + revision tracking |
Source URLs¶
| Topic | Source |
|---|---|
| Sales Navigator product | https://business.linkedin.com/sales-solutions/sales-navigator |
| Sales Navigator docs | https://learn.microsoft.com/linkedin/sales/ |
| Sales Navigator reviews | https://www.g2.com/products/linkedin-sales-navigator/reviews |
| Vainu sales platform | https://www.vainu.com/sales/ |
| Vainu LinkedIn audiences article | https://www.vainu.com/blog/linkedin-matched-audiences/ |
| Vainu reviews | https://www.g2.com/products/vainu/reviews |
GUI Deep Research Prompt (copy/paste)¶
I'm building OYN (Own Your Numbers), the first AI financial advisor in the Xero ecosystem.
OYN is not a dashboard: it provides runway/risk, trend detection, and specific actions.
We target UK bookkeepers, accountants, and virtual FDs.
I need deep research to produce a best-in-class LinkedIn Sales Navigator targeting system.
Please deliver:
1) 30 HIGH-PRECISION SALES NAV QUERY TEMPLATES
- segmented by:
a) practice owners/partners,
b) virtual FD/fractional CFO,
c) accounting firm delivery leaders,
d) finance leads in Xero-heavy SMEs.
- Include exact filters, title variants, keyword logic, exclusions, and activity overlays.
2) TITLE/TAXONOMY MAP
- UK-specific title variants for each segment
- synonyms and false positives to exclude
- role-to-buying-power mapping
3) QUERY-TO-MESSAGE MAPPING
- for each query family, provide opening message angles and objection patterns
4) QUALITY CONTROL SYSTEM
- weekly scorecard model
- keep/iterate/kill rules
- minimum sample sizes before judgment
5) INTEGRATION LAYER
- how to hand off Sales Nav output into Vainu scoring tiers and Instantly campaigns
Output format:
- query library table,
- exclusion dictionary,
- weekly operating SOP,
- KPI dashboard template,
- source links for every claim.
Updated March 2026. Designed for OYN's fixed stack: Sales Navigator + Vainu + Instantly.