Overview

The majority of lead responses are not treated by sales reps. Because they are unclear, vague, hesitant, Sales teams'd rather focus on positive replies.

Reply Agent is an AI agent built into La Growth Machine to solve this and increase positive replies up to 12%.

After a lead replies to an outbound LinkedIn campaign, it checks whether the conversation is eligible for automatic follow-up.

Reply Agent focuses on replies that are worth exploring but are not yet clear opportunities.

Your Reply Agent identifies those and uses the data from your Playbook, sends up relevant follow ups, and hands the conversation back to you as soon as human judgment is needed.

Key benefits

Keep promising conversations moving: Follow up on vague, hesitant, or exploratory replies that might otherwise be abandoned.
Create more opportunities from existing replies: Get more value from the leads you already contact instead of increasing outreach volume
Protect human judgment: Hand interested, commercial, legal, personal, or sensitive conversations back to your Sales team
Stay in control: Choose the campaigns, identities, approved facts, timing, notifications, and handoff rules Reply Agent can use

Set up Reply Agent

1. Open Reply Agent

Open the Reply Agent tab in La Growth Machine
The Reply Agent analyses your website to build the Playbook
Review the available simulation to see how Reply Agent would have handled eligible conversations
Check the suggested replies before continuing with the setup

If there is not enough data yet from your existing conversation to run the simulation, La Growth Machine displays global benchmarks and example conversations from our experience instead.

2. Review your Sales Playbook

La Growth Machine generates the first version of your Sales Playbook from your company website.

It includes various sections you can edit:

Playbook sections

Product Description

Champ	Mini-définition
Describe your product or service	Detail your offers, what you sell, the key features of your products and services.

Tone of Voice

Champ	Mini-définition
Tone of Voice	Define the tone, writing style and communication rules your Reply Agent should follow. Example: concise and conversational, short sentences, light humor, no more than one question per message.

ICP — Ideal Customer Profile

Champ	Mini-définition
ICP Name	Give this ideal customer profile a clear name so you can easily identify the company segment it represents. Example: B2B SaaS, lead generation agencies.
Company Size	This helps the agent assess if the lead’s company fits your ICP. Example: 10–50, 51–200, 201–500.
Location	The agent uses this to determine whether a lead is in your target market. Example: France, United States, World, Europe.
Industry	The agent uses them to understand whether a company fits your ICP. Example: B2B SaaS, Fintech, Recruitment.
Maturity	We ad several criteria that help distinguish the right companies. Example: Series A–C, established sales team, expanding internationally.

Personas

Champ	Mini-définition
Persona Name	Give this persona a clear name so you can easily identify the type of contact it represents within your ICP. Example: Head of Sales.
Role	This helps the agent identify who it’s talking to. Example: GTM Engineer, Growth Manager, RevOps.
Day-to-day reality	Include your leads’ priorities, challenges and frustrations to help the agent understand their context. Example: needs to prove outreach ROI, worries about account safety, wants quick onboarding.
Needs	Describe your personas’ needs and pain points, and what the agent should uncover throughout the conversation.

Needs — Add a new need

Champ	Mini-définition
Name	Give this need a short, specific name that describes a problem or goal your persona has. Example: improve outreach reply rates.
What to uncover	These elements guide the questions your Reply Agent asks during the conversation. Example: current tools, reply rates, workflow, team size.
Capabilities	The agent uses these to connect the lead’s challenges with your offer. Example: multichannel outreach, CRM integrations, lead enrichment.

Important: we recommend checking and updating the Playbook with your best Sales Rep, as they have the most accurate knowledge to fill it.

Reply Agent only uses facts that you have approved.

3. Define the scope and controls

Choose how and where Reply Agent can intervene:

Campaigns: Select the LinkedIn prospecting campaigns it can manage
Identities: Select the Sales or SDR identities it can use
Takeover delay: Let Reply Agent respond as soon as possible or wait 24 hours before taking over
Slack /email notifications: Choose whether your team receives a notification when a conversation is handed off
Handoff rules: Define the situations that must be sent to a human
Approved knowledge: Select the active facts and Sales Playbook sections Reply Agent can use

Activate Reply Agent when you are happy with the setup. It will then manage eligible conversations automatically.

Tip: Start with a small group of campaigns and identities. Review the first conversations, refine your Sales Playbook, and expand the scope once the answers match your expectations.

How Reply Agent handles a reply

Every unhandled prospect reply goes through the same decision process.

1. Reply Agent checks the conversation scope

Reply Agent first verifies that:

The source is eligible: The conversation comes from an outbound prospecting campaign
No human has taken over: A Sales has not already replied or resumed the conversation

If either condition is not met, Reply Agent does not intervene.

2. Reply Agent checks whether a human is needed

Reply Agent determines whether an answer would require knowledge, judgment, authority, or personal experience that an AI should not simulate.

If there is any doubt:

No automatic message is sent: Reply Agent pauses the conversation
The conversation is handed off: A human receives the reason for the handoff

3. Reply Agent chooses the next move

Before writing, Reply Agent reviews:

Conversation context: The messages already exchanged
Lead information: The information available about the lead
Persona: The lead's likely role and needs
Sales Playbook: The approved facts, arguments, and objections
Qualification rules: The criteria used to move or hand off the conversation

It then chooses the most appropriate next move.

Your Reply Agent then writes a natural message that matches your approved tone.

Important: Reply Agent never invents a price, feature, integration, customer result, or any other fact that is missing from the Sales Playbook.

5. Reply Agent sends follow-ups

Reply Agent sends one initial reply and up to two follow-ups.

Situation	Follow-up timing
First follow-up when the lead asks a question	2 days after Reply Agent's first message
First follow-up when the lead stays vague	3 days after Reply Agent's first message
Second follow-up	5 days after the first follow-up

Scheduled follow-ups stop as soon as:

The lead replies: Reply Agent reassesses the conversation
A human replies: The Sales team takes priority
The conversation is handed off: Reply Agent leaves the conversation to a human
The lead's status changes: The current sequence is no longer relevant
A safety limit is reached: Reply Agent stops rather than risk an unsuitable reply

When Reply Agent hands off a conversation

Reply Agent hands a conversation back to your team when it reaches one of these categories:

Confirmed interest: The lead asks for a quote, demo, meeting, or availability
Commercial judgment: The lead asks about discounts, negotiations, contracts, special terms, or account changes
Legal or compliance: The lead asks about GDPR, a DPA, security requirements, or contractual terms
Personal question: The answer would require personal experience or a personal opinion from the Sales
Off-topic conversation: The discussion moves to politics, sport, personal life, or another unrelated subject
Competitive comparison: The lead asks for a comparison with another solution
Sensitive or unrecoverable situation: The lead is annoyed, the context is uncertain, or another automatic reply could damage the relationship

If Slack notifications are enabled, the relevant Sales person receives a notification with the handoff reason.

You can always take over a conversation manually

Human intervention always takes priority.

If a Sales replies manually in a conversation managed by Reply Agent:

Reply Agent pauses immediately: It no longer sends messages in that conversation
Scheduled follow-ups are canceled.

Just reply to the lead and take it from there. No other step needed.

FAQs

What is Reply Agent?

Reply Agent is an AI agent that automatically continues LinkedIn conversations with open opportunities. It explores replies that are still unclear, follows up when needed, and hands the conversation to a Sales when human intervention is required.

Does Reply Agent answer every message?

No. Reply Agent only answers eligible replies with open opportunities when it can do so safely using approved information. It does not automatically answer interested leads, clear refusals, legal questions, negotiations, competitive comparisons, personal questions, aggressive messages, or other sensitive situations.

Which types of replies does Reply Agent handle?

Reply Agent handles lead replies where the lead leaves the conversation open without a clear need or where the lead asks a question or wants to understand more.

What happens when a lead shows interest?

Reply Agent stops intervening and hands the conversation to a human. If Slack notifications are enabled, the relevant Sales is notified so they can continue the exchange.

How does Reply Agent choose what to say?

Reply Agent first chooses a conversation strategy based on the message history, lead information, persona, approved Sales Playbook, and qualification rules. A separate writing step then turns that decision into a natural message without changing the strategy or adding unapproved facts.

Can I control what Reply Agent says?

Yes. You control the Sales Playbook, handoff rules, enabled campaigns, enabled identities, takeover delay, and Slack notifications.

What happens if a team member replies manually?

Reply Agent immediately stops managing the conversation, and all remaining automatic follow-ups are canceled.

Does Reply Agent handle event invitations?

The current version focuses on conversations from outbound prospecting campaigns only.

Which channels does Reply Agent support?

Reply Agent currently focuses on LinkedIn conversations only.

Which plans include Reply Agent?

Your reply Agent is included in the Pro and Ultimate plans.

How to use your Reply Agent