ULTIMATE
GUIDE TO
OUTBOUND
PROSPECTING
(LINKEDIN EDITION)
Find Your
Dream Clients
Find Your
Dream Clients
This guide will cover the 3 steps in outbound prospecting.
1. Identify
2. Message
3. Convert
Identify = Defining targeting & building a list of prospects.
Message = Writing your sequence and contacting these prospects.
Convert = Following up with all responses/leads - turning existing conversations
into booked calls.
HOW DO YOU KNOW IF YOU ARE READY TO BEGIN THIS PROCESS?
HERE ARE THE PREREQUISITES.
1. Clarity on your Ideal Customer Profile (ICP) — The Target COMPANY and Buyer Persona
— The Target PERSON.
Do you know what type of business you are targeting and what type of person/job title?
2. Clarity on your offer
3. Clarity of messaging
There are two things you want to be ultra clear on with messaging:
i. Clear on the problems you solve and the consequences, pain points/emotions associated
with those problems
ii. Clear on the Outcomes & Results of your product/service. Imagine a client who’s super
successful using your product/service. What happens to them after all is said and done?
Don’t get caught up in features and benefits.
4. Optimize your LinkedIn Presence
5. LinkedIn Sales Navigator, a premium tool that helps you find highly qualified leads for free.
The LinkedIn Sales Navigator is listed under Work > Find Leads, and they offer a 30-day
free trial so you can see what kind of results you get before you invest.
Assuming the above is all set, you’re ready to start prospecting, booking calls and getting
deals closed!
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STAGE 1:
IDENTIFY
(FINDING PROSPECTS)
Objective:
To research and build a list of ideal prospects from Sales Navigator, which you’ll reach out to in
Stage 2.
In this stage, we’re finding companies/contacts that we’d like to work with and then saving a list.
Where does this take place:
LinkedIn Sales Navigator
Desired Outcome:
By the end of this step, you’ll have a saved list of LinkedIn profiles ideal prospects.
Once you have a list saved, you’re ready to start contacting these people.
Quick notes & tips:
Recommended 50-100 contacts minimum per campaign. Any less, it’s not enough data to
assess whether the targeting/messaging was good or not.
Keep a list of “High Potential Prospects” that deserve extra follow ups, and would be worth the
extra time to follow up further on. Think of the 80/20 rule! 20% of your list may yield 80% of
the results.
Don’t overthink “Who should be on the list”. Let the prospect decide whether your offer is right
for them or not. As long as they fit the basic criteria, add them to your list.
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If you find a good prospect but they aren’t active on LinkedIn, note them down in a spreadsheet so
you can follow up elsewhere (email, social)
Only add people on LinkedIn who are active. This is a filter within Sales Navigator - and,
when you visit a prospect’s profile, there is a section for “Activity” and it shows you if they
have posted, commented, or liked anything in the last 90 days. If this is empty, then it’s best
to reach them somewhere else.
This task should be done in batches. It shouldn’t be done more than 1x per week, meaning build your
list all in one session for the entire week of prospecting. Even better is to build your list with enough
data for the next 2-4 weeks of prospecting.
STEP - BY - STEP PROCESS
1. Open up Sales Navigator
2. Define your search criteria - which filters will you use to build your list?
a. Start with the most important filters are Keyword, Title, Industry, Company Size,
Geography, and LinkedIn Activity.
b. You may or may not use other filters, but the 6 above are the ones that you’ll generally use
every single time. Additional filters can help you drill down further and get creative to identify
new opportunities.
c. This is an iterative process. Your first keywords/filters you try will be a GUESS of “what
search criteria do I THINK will work to populate a list of ideal clients?” There’s 2 Quality
Control methods you can use assess whether you need to continue tweaking your search
criteria
i. Quality Control Method 1: Size of the list.
1. If too big (50K+) then you probably aren’t specific enough
2. If too small (Under 100) then maybe you were too specific - but maybe not, it
depends how specific of a person / company you are looking for.
3. NOTE: There’s no exact science behind “the list is too big or the list is too small”.
Generally speaking, aim for a list between 500-5,000 people. That’s a good
sweet spot of specific but not crazy specific. Again, if you are selling something
very specific to a very specific type of person / company, OR if you are really
trying to drill down.
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ii. Quality Control Method 2: Scan 10-20 profiles.
1. Go click on actual profiles of at least 10 people. Do the majority or all of them look like they
could potentially be a good candidate for your offer? Ideally, at least 75-80% of them look
like they could be a good fit. DON’T overthink this, just take a quick look in order to get a
general feel.
3. Save that list in Sales Navigator and be sure to follow a consistent naming scheme.
a. Here’s what I recommend
i. Title format: “Name of who created it - Industry - Title - One more point that
differentiates this from other lists”
4. IF Manual Outreach
a. Research each profile, eliminate bad fits, and note personalization points onto a
spreadsheet.
b. Like at least 2 posts or comments if they have any, and add at least 1 thoughtful comment
on any of their posts or comments.
c. Send a connection request.
5. IF Automated Outreach
a. Nothing else to do - you’re ready to upload this list into a LinkedIn Automation software
tool like Expandi.
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STAGE 2:
MESSAGE
(GENERATING LEADS)
Objective:
To connect with your ideal prospects on LinkedIn, start a conversation, and book meetings with
the prospects who are interested in your offer.
In this stage, you’ll be writing your messaging sequences and sending them out to each
prospect!
Where does this take place:
LinkedIn Chat (for all of your connections)
LinkedIn InMail (you can send 15-25 InMails per month with a pitch, to people who you aren’t
connected with).
Desired Outcome:
A consistent flow of positive replies and leads for you to follow up with and book meetings!
Once you’re seeing good results, you know you have something good that you can continue,
refine, and scale.
Validated targeting and messaging. Once you’re seeing good results, you know that the target
audience and messaging is working, which is very important information for your business.
These are the 2 key elements of a successful outreach campaign. You can take these
learnings and apply them towards your marketing channels as well.
Positive reply = someone who didn’t say no, and might be interested but isn’t a “Lead” yet
Lead = someone who’s interested in your service and expressed that they want more
information or to continue the conversation.
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STEP - BY - STEP PROCESS
Overview:
1. Write your messaging sequence
2. Begin messaging each prospect on the list
a. If Manual - you’ll do this directly 1-1
b. If Automated - you’ll upload your messaging sequence into Expandi
3. Track your #’s in the KPI sheet along the way!
1. Write your messaging sequence
a. Choose a sequence formula (How many messages do you want to send)
i. We recommend 4 emails over 2 weeks
ii. Email 1 - Opening Message
iii. Email 2 - Follow up 1 - simple bump
iv. Email 3 - Follow up 2 -different angle / benefit to Opening Message
v. Email 4 - Follow up 3 - Bump & either A) restate why you reached out or B) try a
different angle, potentially a breakup email
b. Write your template messages for your outreach sequences! It should be a series
of templated messages, and you’ll customize certain parts (Prospects name, company,
whatever else is relevant, and your personalized icebreaker)
i. An effective email or message is just like a recipe. It’s important to know the key
ingredients and how they can come together!
ii. Below is a 4 step framework of copywriting to use while writing your own cold emails,
and the framework can also be applied in your other marketing communications
(video script, blog, LinkedIn outreach etc)
1. [Personalized First Line]
2. [Their Problem And Or Goal]
3. [Solution / Results / Possibly a USP or Proof Why Should They Believe Me?]
4. [CTA] *test hard, soft, and conversation starters.
c. Refer to the pro-tips for messaging down below for extra secret sauce!
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d. Quality control
i. Read your messaging out-loud to see if it sounds awkward or too lengthy. It should
sound short, sweet, and conversational.
e. You can skip this entire step if you’re using an existing messaging sequence you wrote in
the past that worked well. If so, still double check the existing sequence before you use it, to
see if there’s any adjustments to be made with the new list of prospects in mind.
2. Start the conversation - send the first message each prospect on the list
a. If Manual - you’ll do this directly 1-1. Simply to your saved list of prospects, and send
connection requests/opening messages!
Send a connection request to prospects from your list
Engage with their profile. Right fter sending the connection request, engage with their
recent comments/posts. Do the 3-2 method. Like 3 of their recent posts or comments on
other peoples posts, and leave 2 genuine comments on their posts or their comments on
other peoples posts.
Why? Because then, you won’t look like so much of a stranger by the time you
message them! They’ll have seen your name multiple times and you’ll have built some
rapport + familiarity with the prospect, which makes them more likely to accept your
connection request and more likely to respond to your opening message
Send an opening message to prospects from your list who have already accepted your
connection request
b. If Automated - you’ll upload your messaging sequence into Expandi and then officially
launch the campaign!
3. Follow up with prospects who didn’t reply.
a. In step 2, you’ll have sent your first message. Some people will reply, some won’t. You’ll need
to go back and follow-up with people who didn’t reply. Good news is - you already wrote
your templated follow up messages, so this step is quick. Wait at least 3 days and send your
2nd message in the sequence, wait another 3+ days and send the 3rd, and so-on. Follow the
sequence formula you choose.
b. Recommended to do your weekly follow ups in a batch all at once to save time.
Meaning, don’t send follow ups randomly - Sit down 1x per week and send appropriate
follow up messages with all prospects who haven’t yet replied. Grouping this work all in one
session will save you time.
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4. Update your stats
a. Track your inputs and outputs in the KPI sheet along the way
b. Track your new “leads” in your CRM.
i. As soon as someone replies with interest, create a new deal in your CRM tool (we
recommend pipedrive), so that you can keep track of all potential opportunities and
ensure nothing slips through the crack. Organization is crucial in sales.
Do not skip this step. Build the habit of tracking your potential deals.
PRO TIPS
The B2B Outreach Playbook and Sequence is where you’ll find training, formulas/frameworks,
and tips for writing effective messaging. Start there, and below are a few extra pro-tips for
messaging.
Keep it simple!!! Remember, you’re just talking to another person.
Put yourself in the other person’s shoes. How would you feel if you received the message you are
about to send?
YOU, not I. Keep the focus on the Prospect and their Problems. The more you talk about yourself
and your company, the less you will sell. Prospects don’t care that much about you/your company
until further in the conversation. Look at your message - does it contain more I’s and We’s than
You’s? If so, it needs to be edited.
When writing new templates, write it to an actual prospect. It makes it easier when you have a
person in mind to send it too.
Read your template aloud - this will help you see if it sounds conversational and natural, or akward/
robotic and needs editing.
Quality first, but don’t forget about quantity. Aim for high volume! Sales is a numbers game.
If you get creative and have fun with it!
Loom videos
Screenshots of anything you found about their business that you wanted to show them
Cold Calls
Humor in your copy
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Omnichannel approach
You can message these same leads over email, social, or even cold call. This is also a great
idea for any good leads you’ve had conversations with, that stopped answering on LinkedIn -
pick up the conversation elsewhere!
Show that you aren’t a robot
One of the most important things about B2B cold outreach is writing copy that looks
conversational and not automated. The person should feel you wrote this just for them, and
you had a legitimate reason for reaching out. Nobody wants to feel like just another number
on some list in an automation tool.
Higher Value Clients require more thoughtful messaging
Take the extra time with these prospects
Focus on Value, not features, not benefits.
Remember, you are selling the next step - not your product. You should never overload a prospect
with information about what you do. The goal is to pique their interest enough to speak further
and eventually book a consultation call. Jason bay says this best “Don’t prospect to make a sale,
prospect to start a conversation”
3-6 sentences maximum. Keep all messaging short and sweet
Cut all the fluff. Eliminate any filler words or length vocabulary, so the copy is short and easy to read.
Imagine you were sending it to a 10 year old - would they understand it?
We have plenty of frameworks & templates in the B2B outreach playbook, but generally speaking
these are the core components of good opening message/pitch.
Icebreaker
Problem
Solution
Credibility
CTA
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STAGE 3:
CONVERT
Objective:
To convert your leads into appointments on the calendar. Follow up with the qualified prospects
who were interested and responded, and move them to the next step in the sales process -
scheduling an appointment with you or the Closer!
Where does this take place:
LinkedIn Chat (If using LinkedIn)
Desired Outcome:
Booked appointments on your calendar (or the sales reps calendar)
Once you’re seeing good results, you know you have something good that you can
continue, refine, and scale.
At least 30% LTA (Lead to appointment ratio) Meaning, at least 1/3rd of the people who were
interested actually book a call in with you.
STEP - BY - STEP PROCESS
Overview:
Monitor your inbox for new replies to your messaging
Follow up with hot leads promptly to schedule consultation calls.
Re-engage old leads who replied with interest but the conversation died out.
Track your #’s in the KPI sheet along the way!
Record the “lead” in your CRM, to keep track of all the potential clients who you’re in
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How to execute:
1. Monitor your inbox for new replies to your messaging
a. Add into your daily routine to check your inboxes/campaigns for new leads, so that you can
respond promptly. Just take 5 minutes a day to check this, and leave time after for following
up, if there’s leads.
2. Follow up with new leads promptly to schedule consultation calls
a. “Prospect to start a conversation, don’t prospect to make a sale”. Your goal isn’t to make
a sale over email, nor is it to answer a million questions that an interested prospect may have.
The goal of prospecting is to get leads, which you’ll have a detailed conversation with later.
Your objective is to start a conversation with a qualified prospect and get them interested
enough to move to the next step - a call. When a qualified prospect is interested, ask for the
meeting.
b. There’s a few different types of responses you’ll get - it’s either going to be a YES, MAYBE, or
NO
i. YES
1. Prospect asks “I’m interested, when can you meet??”
a. Book them in for a meeting
2. Prospect gives a vague yes “Yes, I’m interested / Sounds interesting etc” or
tells you a little about their situation, without suggesting to meet.
a. Book them in for a meeting
ii. MAYBE
1. Prospect asks a question like
a. Vague: “Can you tell more more info?”
b. Specific: “Something about how your offer/service works”
c. Price based: “What do you charge?”
d. Objection: They’ll share a concern, and you’ll need to address it and
offer a meeting to discuss further. An objection is a maybe, it’s not
a no. They wouldn’t be emailing you back if they weren’t somewhat
interested.
iii. NO
1. If it’s a clear “no, take me off your list”, then do exactly that and move on.
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c. When a prospect asks you a question, follow this framework
i. Greeting/Acknowledgement
1. “Hey Name, nice to hear from you”.
ii. Vaguely address/answer their question without spilling all the details. Leave
something for their imagination. Beware of information overload.
1. “That’s a great question, we could probably help you with that but it really
depends on the size of your business and your marketing goals”
iii. Re-gain control by asking a question back or inviting them to a call.
1. “With that said, would you like to jump on a call next week to discuss further?
After knowing more, I can give you a concrete answer to that question and we
can decide if a partnership makes sense or not.
3. Re-engage old leads
a. At least once a week, circle back to prospects who replied with interest but never
responded, and message them.
4. Track your #’s in the KPI sheet along the way!
a. Keep this tab open so you can update in real-time
5. Record the “lead” in your CRM, to keep track of all the potential clients who you’re in
conversation with.
a. Keep this tab open so you can update in real-time
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BENCHMARKS
Connection acceptance rate
Average is 34%
Below 10% is poor
Above 50% is excellent
Response rate
Average is 21%
A cold pitch as the opening message can lead to a lower response rate but a higher
quality of leads - it weeds out the people who aren’t interested. As opposed to a
“relationship building” message which will get plenty of responses, and only a few of
them might turn out to be qualified prospects.
Below 10% is poor
Above 35% is excellent
Lead to Appointment rate (How many leads actually book in a call)
Aim for 30%+.
PRO TIPS
“When it’s hot and ready, take it out of the oven” One very important note in sales is to be
proactive and jump on opportunities. Prospects’ interest is very fickle. It’s like a fire that will die out
unless you keep adding wood. They might respond to your email that they are interested and at that
moment- the need is on their mind. BUT, a few days later, they could have completely forgotten, or
got busy with other priorities, or even hired a different company. Time kills deals, moves fast in sales.
When a lead is hot, take action! This is solved by building a daily habit of monitoring your inbox for
new responses and keeping it cleared by the end of the day. So what does this mean?
Respond to new leads daily.
Follow up/re-engage with old leads that have stopped answering frequently.
If you’re speaking with a good lead and they aren’t responding often or the conversation
has died out, reach out to them elsewhere (Social, Email, Call).
Move leads to a booked call as soon as possible. It’s fine to chat a bit and do a little bit of info
gathering/qualifying, but the goal is to turn the lead into a booked call as soon as possible.
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Don’t overload them with information about your solution or company. Remember, you are
prospecting to start a conversation and book a call - not to make a sale. Lightly address any
questions they may ask, and redirect them to booking a call with you/your sales team.
Don’t give up if you get an objection or a no. An objection simply means they are engaged and
have some level of interest! It’s natural the prospect will have some concerns - they barely know you
and your offer at this point. Objections are opportunities to address concerns and build trust, they
are not a reason to give up on the prospect.
TROUBLESHOOTING
If connection acceptance rate is low…
It can only be due to one or a few of the following
Your profile not resonating to your target market
Your profile screams unprofessional
Your connection request message isn’t good
You are messaging people who are not active on LinkedIn
If response rate is low…
Your profile not resonating to your target market
Your profile screams unprofessional
Your copywriting needs to be improved or better adapted to who you are speaking to
You are targeting the wrong people
Your offer needs work or needs to be communicated differently.
If lead quality is low…
Your copywriting needs to be improved or better adapted to who you are speaking to
You are targeting the wrong people
Your offer needs work or needs to be communicated differently.
Your “call-to-action” is appealing to the wrong segment of your target market.
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If leads don’t want to book a call…
Your copywriting needs to be improved or better adapted to who you are speaking to
You are targeting the wrong people
You need to re-word WHEN and/or HOW you ask for the call.
If the leads book a call but show rate is lower than 70%...
You need to re-word WHEN and/or HOW you ask for the call.
Leads are low quality to begin with
Your appointment setting process needs to be optimized (or created)
If the calls that get booked in aren’t generating revenue…
Lead quality could be low
Ineffective sales process or script
Closer needs to improve their skills
Offer isn’t a fit for the target market
Lack of or ineffective lead warm up process
