LinkedIn Lead Generation How-to Guide

Who this tactic works well for: at the time of writing this article, we have used these tactics for software vendors, marketing agencies, IT services providers, insurance agents, financial planners, recruiters, consultants, and many, many more businesses.

While results may vary from industry to industry, we found that we are able to produce results for any company as long as they met one major criteria.

The Golden Rule for success

Your positioning is a multiplier for the results you will see from this tactic.

● A well niched company with a narrow target market = Massive results

● A halfway niche company which has some specialties, but has not fully committed = Good Results

● Generalists = OK results We have seen this prove to be true, time and time again.

Example 1) The Generalist Marketing Services Firm One of the early customers was a generalist marketing agency. While the business was great, their core value proposition was based on “Ready to Buy.”

While that had helped them build up consistent referrals over the years, it wasn’t a strong value proposition for running this LinkedIn outreach campaign. As a result, we saw only a modest amount of interest during the first few weeks of running their campaign. Their generalist positioning caused them to see minimal results.

Example 2) The Semi-niche Marketing Services Firm

On the flip side, we worked with another Marketing Services firm that focused on selling Facebook advertising for consumer brands. They were targeting direct to consumer industries which are notoriously hard to fast-moving and heavily reliant on paid advertising. Even with that in mind, their positioning helped them book a highly qualified phone call in the first week with one of the country’s largest casinos. The semi-narrow niche helped drive significantly better results than what the generalist saw.

Example 3) The hyper-niche Marketing Agency

The third example is a digital marketing firm that was very focused on a very niche market.

Within 3 weeks they had:

● Already held 5 phone calls

● Scheduling an additional 3 calls

● Closed a $22,500-month 1 deal with 10x upside potential

# A framework for positioning

There are many ways to go about positioning and niching yourself, but if you want a quick 80/20 mix, following this framework.

I help X do or accomplish Y through Z.

X = your target customer Z = How you do it

Y= Benefit you bring them

Z= how you do it

# The LinkedIn Prospecting Process

Before we go into this process, we want to give credit where credit is due. We did not come up with this process out of thin air. Instead, I spent a good amount of time researching some of the top thought leaders in LinkedIn.

Specifically, we wanted to build a process that could run 95% without our personal involvement. So, we studied what experts were doing, and then took their frameworks and started running them on our own, tweaking and testing the process as we the tactics we ended up landing on boiled down to 3 core areas of focus.

  • Profile Optimization - Building your foundation
  • Outbound Connection Requests - Outreach directly to your targets
  • Personal Messaging – Reach out and message new contacts and existing ones

Profile optimization

A must do before you start your campaign

As I mentioned previously, the positioning and narrow niching of your business is essential if you are going to see success on LinkedIn.

Without that, your doomed from the start. maximize for conversion. All of those are great and we recommend them, but for the purposes of these campaigns we will focus on two optimizations that will give you the 80/20 of results.

When you post in the news fed, this tagline shows up. When you are in the LinkedIn inbox, this tagline shows up. When you show up in “Recommended people to connect with”, this tagline shows up. This tagline is all over LinkedIn and it is your chance to hook your prospects will never even see the rest of the optimization you have done. That is why this tagline is so important! Many times, we see people’s tagline and picture show something like this.

● No title

● A non-relevant title

● A non-relevant title

● Unprofessional picture

Those don’t work because there is very little professionalism in them. How to make a tagline and picture work This goes back to those positioning statements. You want a tagline and picture that is going to build credibility with your audience. Don’t make your tagline like the above. Instead optimize this with a strong title and picture that will build credibility with the prospects you message.

Profile optimization 2- your profile is not about you

While this seems to make sense because many people view LinkedIn as an “online resume”, it doesn’t actually convert well. You want to talk about your prospects problem and then how you solved it with prior experiences or current ones.

2 and 3) Connection Requests and Messaging

The process is simpler than one would think.

  • You send out ~750 connection requests a month with a casual and nonsalesy message.
  • You drip them professional and relevant messages over time That is the magical secret that is going to generate a massive amount of leads for your business. Now let’s get into the details. Choosing your targets using LinkedIn the first thing is LinkedIn search for this outreach. This is one of LinkedIn’s tools within every account that is going to give you search criteria which will help you get narrowly targeted as to who you want to go after.

There is a lot to explain how to use LinkedIn search criteria so this will be the topic of another posting.

# The Drip sequence

Once you have built a search queue of your ideal target customers, the next step is to begin to send connection requests and slowly drip messages to those prospects over time. At a high level, here is the structure of the campaign.

  • Casual connection request
  • Thanks for connecting message
  • Make a small ask
  • Ask again

How many to send at the start, you want to do roughly 20 connection requests per day and slowly ramp that number over about a two-week period.

What to say Now the big question is “What do you say in these connection requests?” Well the key is to not be salesy. We have all received countless cold emails, and spammy LinkedIn messages before. Typically, you just glaze your eyes, delete it and move on.

Our goal is not to be looked at as a spammy salesperson with this outreach. To do that, we will reach out in a very casual and friendly way.

Message 1 - The Connection Request prospect.

For example, we may say something like I would reach out to connect. Notice how this message has zero sales pitch in it. The psychology behind this This entire approach can be summarized in a great quote from the sales “People don’t like being sold, but they love to buy.”

This approach puts you in front of them and positions you in a way where it is in their court to reach out if they want to buy. It’s not salesy, and not pushy and as a result people come to you.

Message 2 - Thanks for connecting

Once someone accepts your connection request, you want to respond with a casual thank you for connecting message. You still don’t make a sales pitch in this message, but you do include your tagline again.

Message 3 - Send a useful follow-up

If someone still hasn’t responded or engaged with you, then the next step is to create value. You can do this by sending over a useful follow-up that would be valuable to your target prospects. Ideally you want to: Delivers value to the prospect Positions you and the product or service you are selling This builds trust and also positions you in the prospects mind.

Message 4 - Ask for a meeting

Remember, your prospects don’t care about you. They only care about themselves. Put your tagline in every message until a prospect engages with you in conversation. This helps keep you well positioned and top of mind in your prospect’s eyes.

What to expect from using these tactics

Well simply put, if you are a well niched company, then this is going to generate many leads per month. In some cases, we have had upwards of 30+ leads in a single month for well- niched businesses who had strong positioning that appealed to a serious industry pain point. Even with all of the narrowing of your LinkedIn search queue, non-ideal network, not a database.

EXAMPLES OF MESSAGE 1 The Connection Request

Hi , I was browsing interesting career trajectories and stumbled on your profile. I noticed we have a similar interest in and thought I would reach out to connect. I look forward to following your journey! Name Tagline

Script for search queue based on common industry:

Hi , I was browsing around other companies in the industry and stumbled upon your pro le. You looked like quite an interesting individual so I thought I would reach out to connect. Name Tagline


Thank them for accepting or ask a question
Hi , Thanks for connecting. I look forward to staying in touch and have a great week. Name Tagline Hi, thanks for connecting. I am curious, ?

EXAMPLES OF MESSAGE 3 Send them useful content

Content drips will vary greatly based on the specific content you decide to send over. Here are a few real-world examples from our clients that have produced results.

Hey, I recently stumbled on this article that I thought you would enjoy. It’s a simple 15-point list on how to think about . It’s high level but gets you thinking in the right mindset. [Article Link] Hopefully, you find this useful. First name

Hey, the recently featured an article I wrote all about how to . You can read the article at Hopefully, you find it useful and let me know if you ever want to talk more. First name


The final meeting ask scripts can also vary greatly depending on your industry and specific value proposition.

Hey, work in the industry I thought there may be some opportunity to collaborate. Would you be open to a quick call to talk more? Name Tagline

Hey, our company has helped numerous other that has saved them hundreds of thousands of dollars per year. It would be great to have a quick call and see if there are any areas that we can help you optimize. How does your schedule look for a quick call to talk more? Name Tagline

Examples of responses to inbound connections

When someone adds you as connection on LinkedIn, you want to follow the standard framework.

Hi, Thanks for reaching out to connect. I was just looking into Can I ask why you added me as a connection on LinkedIn? Name Tagline

What to expect from using these tactics?

Well simply put, if you are a well-niched company then this is going to generate a lot of qualified leads for your business. On average, we see between 3-20 qualified leads for most of our prospects per month. In some cases, we have had upwards of 30+ leads in a single month for well-niched businesses who had strong positioning that appealed to a serious industry pain point.

Even with all of the narrowing of your LinkedIn search queue, non-ideal prospects will still find their way into the mix. You see, LinkedIn is a social network, not a database.

That means each person gets to self-classify their own profile. It’s not uncommon for a one-person consultancy to list themselves as company size of 11-50 just so they look bigger than they are.

This “Self-Classification” can lead to a lot of unqualified leads coming through regardless of how narrow you get in your search queue.

Time Investment

If you do this all yourself, you are looking at a 120 - 180 minutes per daytime investment. We admit, running all of these tactics takes a lot of time and energy.

If you hire the Prospect Gen, then we handle all of the heavy lifting for you. You will still spend about 15-20 minutes per day qualifying and nurturing the leads we hand over to you, but you don’t have to do any of the grunt work.

We have also seen others hire a VA to run this process for themselves as well which is very manageable, but you still have the time investment for training. The whole reason we put together our LinkedIn Lead Generation service is because we know that many people don’t have the time or patience to train and manage a VA on this whole process. That is why we just do it for you.

4 tips on how to nurture leads from LinkedIn outreach

In the final section of this article, I am going to dive into what you do once you actually start generating leads and responses on LinkedIn.

These 4 tips will give you the fundamentals of what to do when you start seeing those responses in your LinkedIn inbox.

1) Start conversations

There is one fundamental difference with this type of LinkedIn outreach from any form of cold outreach or cold calling. While most cold outreach is pushing directly for a sale, this form of LinkedIn outreach is instead a conversation starter.

You aren’t making a hard pitch in most of your messages, so as a result you don’t get a hard business response every time.
Instead, you will find that many people engage in a conversation with you.
They may ask you a question about your business, what you do, who you serve, how you can help them?
Or in some cases, they may just strike up a random conversation about mutual interests or where you live.
This throws some people off who are new to this type of outreach, but in reality these conversations are where all of the benefits are.
You start talking with someone, build up some trust, and then move it to a sales conversation.
Don’t dive into this form of outreach ready to sell, sell, sell. Instead, start with a conversation.

2) Don’t try to close a deal on LinkedIn - Your goal is a call or email

One of the biggest mistakes I see people make is that they have someone ask “Tell me more about what you do” and in response they write a novel of an answer.
Their answer takes the person through all the details of what they do, and why the prospect should buy.

The result is crickets on the other side...
Remember, people like to buy. They don’t like to be sold.
Your goal with LinkedIn is to just create enough interest and intrigue to move the conversation from LinkedIn to a phone call or email dialogue.
Don’t try to close the deal on LinkedIn.
Instead, you get them on the phone which is where you make the actual sale.

3) Research your prospects before you respond

When you have several unread messages, it's tempting to just fire off a response to each one quickly and be done with it.
But if you really want to see the best possible results, you should take 2 minutes to research each prospect and craft a personal response according to what you learn about them.
In some cases, that 2 minutes will actually help you realize this prospect isn’t worth pursuing.

And in other cases, they will be an amazing prospect and your personalized response will help build trust and create a more dynamic conversation.

4) Ask questions

One of the fastest way to kill a LinkedIn conversation is to just give someone your pitch and wait for a response... Instead, what you want to do is ask questions.

Every single response you send should have some sort of question you are asking the other party. You could ask about their business, their goals, mutual interests or about a specific thing you read about them online.

The key is to ask a question, because that will keep a conversation going and eventually you make the ask for a phone call or to take conversation over to email to schedule a time to talk.

Questions are the foundation of a good conversation.
And a good conversation is how you build trust with your prospects. Ask questions and talk about your prospect more than you talk about yourself. This process should generate results within days. You should receive leads within 30 days.

Everything described here is a fair bit of work. Like we mentioned before you can expect to invest lots of time per day if you do this on your own. But with the support of a VA, you can get this down to 15-20 minutes of time investment per day.

If you have good positioning and a good product or service, then this tactic will work for you in time.It’s just a matter of committing and sticking to it.

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