Should You Leverage LinkedIn Cold Reach-Outs for Your B2B?

Are you considering cold reach-outs on LinkedIn for your B2B?

In some instances, leveraging Sales Navigator to conduct cold reach-outs is better than using targeted ads: they are more personal and direct.

My process is as follows:

  1. Search for your target audience on LinkedIn
  2. Filter those results to see who is most active on the platform
  3. Send unique InMail messages or connection requests to individuals who fit your ideal client
  4. Engage those who respond to set up a discovery call

Simple right? For the most part, yes, but there are factors that can impact the effectiveness of the process. One I speak about in today’s video, and it is: how many reach-outs do those within your target audience receive each day?

The truth is that I have worked with clients who receive an insane number of InMail messages each day from individuals trying to work with them or sell them something. It’s overwhelming.

That means that it will be much harder to get that person’s attention, so you either need to leverage a different sales tactic or get creative.

Connection Requests

One way to test the effectiveness of LinkedIn reach-outs for your business is to use connection requests. I find that connection requests get through to professionals with a lot of LinkedIn noise better than InMail messages.

Here’s why:

1. InMail is “salesy.”

Especially for those who receive a lot of solicitations, InMail messages may be something they now ignore.

2. Connection requests are still personal.

You have fewer characters to work with when you send someone a connection request, but you can — and should — still add a personal note. For my clients, I start with an introduction and then touch briefly on what I’d like to speak about.

3. There is an inbound marketing benefit.

There is residual benefit from a connection request beyond the reach-out. If the person accepts, he or she is now in your network. So, even if they don’t respond to your initial reach-out attempt, they will be nurtured through your sales process as you publish content and remain active on LinkedIn.

4. You have future access.

Once someone connects with you, the message you sent as part of your connection request becomes active in their messages. Even if they choose not to respond to that, you are now connected with them and can message them in the future.

Think it Through

It is possible that your target audience is too bombarded with solicitations for your reach-out to be worthwhile. Test out the theory by working with connection requests and see if you gain any traction. At the very least, you will learn invaluable information about your target audience to apply to future tactics!

If you would like help with this process, don’t hesitate to reach out via LinkedIn or chrissie@chrissiewywrot.com!

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her atchrissie@chrissiewywrot.com.

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