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The Best Strategies for Successful Cold LinkedIn Outreach

Linkedin is the world’s largest professional network, boasting over 830 million members in over 200 countries. That makes Linkedin lead generation a possible goldmine of potential untapped leads, and B2B lead generation can benefit from direct communication with potential clients on this platform through cold outreach.

Cold outreach on Linkedin is a proven effective and cost-efficient method of connecting with prospects to tell them about your products and services. Here are some success-proven techniques that will help your Linkedin outreach:

Use a template to start (but personalize it)

A template can inspire you and establish a general idea of how to proceed, but you must personalize a template using information about you and the company you represent. Make sure you tailor your message to each individual based on what you’ve learned from their Linkedin profile.

Templates remind you to make clear why you’re reaching out to the new contact and what you have to offer. First, point out a mutual connection like a prior business you both worked in, a mutual university, or an interest. Sharing a commonality, such as being members of the same Linkedin group, creates a more natural bond.

Once you establish a connection, keep your Linkedin message concise. Templates will ensure you pitch your product or service with your contact in mind and mention a direct benefit for your contact. If you’re reaching out specifically to this person, a generic benefit will not resonate with your contact. Tailor your message to both your product and what you know about the client.

Find something in common (i.e., hobby, interest, challenge, goal)

People tend to like those they have more in common with, so why not use this to your advantage? You can mention many things you have in common in your initial message. Something as simple as stating you noticed you’re a part of the same group and that you’re reaching out to people with a similar vision. Another option is to discuss recent developments in your mutual industry.

Get a mutual connection to introduce you (if possible)

Having a mutual connection can be a great icebreaker. If that mutual connection is willing to introduce you, this can help with establishing a certain amount of trust. If that’s not possible, you can still reach out on your own, mentioning the mutual connection in your introduction.

Save your sales pitch for the end

Although it may be tempting to go straight for that sales pitch, it’s best to be patient and build a relationship with the prospective customer. Establishing why you’re reaching out will earn trust, and getting to know your contact means you’ll be better prepared to respond to your customer’s values and needs in the future.

Keep it short

Quality is stronger than quantity. Keep your sentences short and to the point. Keep messages around one hundred words to avoid flooding the feed. In both chat and email, prospects can be inundated with messages. Concise on-point communication will show respect for their time and will be appreciated.


Follow-up will create more opportunities for sales growth. Many prospects will never read the initial outreach message, let alone respond. The onus is on the sales rep to keep the ball in the air. 

Following up has further benefits. You can better qualify your contact as a lead during these one-to-one message threads or emails. You can also build brand trust. Following up shows your diligence, care, and professionalism.

Most importantly, about 50% of sales happen after the 5th follow-up, and most sales reps average only two attempts to reach out to prospective clients. If you’re diligent enough to continue the conversation, you increase your chances of a sale. Here are some guidelines for follow-up messages:

  • First follow-up should be within 2-3 days. Wait longer after each contact to avoid seeming too pushy
  • Follow up midweek
  • Add a specific call-to-action like an invitation to discuss next steps

Sending connection requests to prospects who fit your customer profile through Linkedin outreach is a cost-effective and efficient way to get leads. But if you’re short of time, BANT can do the outreach for you and conduct the conversations that develop into sales. Contact us today for a demonstration.