Variables let one message template address every prospect by name and company.
Available lead variables
Variable | Inserts |
| The lead's first name |
| The lead's last name |
| Full name |
| Company name |
| Job title |
| Their LinkedIn headline |
| Location |
| Industry |
| Email address |
Sender variables
To refer to yourself, use the my_ prefixed variables:
Variable | Inserts |
| Your first name |
| Your last name |
| Your company name |
| Your job title |
⚠️ Variable names are case-sensitive
Correct: {{firstName}}, {{companyName}}, {{jobTitle}}
Wrong: {{first_name}}, {{company_name}}, {{job_title}}
If a variable doesn't match exactly, it is not replaced — the raw {{first_name}} text is sent to your prospect. There's no fallback and no warning. This is the most common mistake in campaign setup.
Always send yourself a test before launching and confirm no {{...}} text remains.
Organization variables
You can create reusable variables holding the same value for everyone — a calendar link, a demo URL, a resource. Set them up once and use them in any campaign, for example {{calendarLink}}.
These hold one fixed value per organization. The same text is substituted for every recipient.
Missing data
If a lead has no value for a variable — no company name, for instance — nothing is substituted and the raw placeholder is sent. Before launching:
Check your list for leads with missing fields.
Prefer variables that are almost always populated.
{{firstName}}is reliable;{{industry}}often isn't.Write messages that still read well if one variable is thin.
Personalization that isn't a variable
The strongest LinkedIn personalization isn't a merge field. Referencing someone's recent post, a company announcement, or a shared connection will always outperform {{firstName}}.
For genuinely per-prospect personalization at scale, use AI Message Writing, which generates unique text per lead using their profile and company research.