Happy to connect: what is LinkedIn outreach and how to do it right

LinkedIn outreach is the direct line to decision-makers that many companies are overlooking. Here’s how to do it right, without sounding like a spammer.

This may come as a surprise, but around 80% of B2B leads are generated through LinkedIn - a platform that’s quietly become the backbone of professional networking.

What started as a simple place to connect with colleagues has evolved into a powerhouse for business opportunities. For those who know how to navigate it, LinkedIn offers a world of untapped potential, with endless chances to connect, engage, and grow. The secret is understanding how to use it strategically, and that’s where the real value lies.

Discover how to take full advantage of Linkedin outreach to secure meetings, close deals, and build lasting partnerships.

What is LinkedIn outreach?

LinkedIn outreach is the modern equivalent of a cold call, offering a direct path to key decision-makers without the need for unnecessary small talk. You can send direct messages (InMails or connection requests), striking up conversations that matter, and skipping the gatekeepers who never return your emails.

Done right, increases visibility, credibility, and engagement with the right audience. It’s a way to position yourself or your business as a valuable resource rather than just another sales pitch in someone’s inbox. Done wrong, it’s just another unread message in a cluttered inbox.

Benefits of LinkedIn outreach

Here are the key advantages that make LinkedIn outreach a powerful tool.

Direct access to decision-makers

Generic contact forms often lead to dead ends. With LinkedIn outreach, you can bypass the gatekeepers and engage directly with decision-makers who have the power to drive real change for your business. It could be a CEO, a department head, or a key stakeholder – you're engaging with the people who have the authority to take action.

Higher response rates

Cold emails often struggle with low response rates, getting lost in the clutter of overflowing inboxes. In contrast, LinkedIn messages can deliver response rates up to 3x higher, thanks to their direct and conversational tone, as well as the platform's professional context.

Personalization at scale

With the help of smart automation tools, you can personalize your outreach at scale, ensuring each message feels tailored and authentic. These tools let you customize messages based on details like the recipient’s role, interests, or recent activity, all while automating repetitive tasks. This enables you to maintain a human touch without spending hours crafting each message individually.

Multi-touch engagement (aka drip messaging)

Effective outreach doesn’t rely solely on a single message. Multi-touch engagement is essential. Instead of stopping after one attempt, the strategical follow up gives you the advantage of building deeper connections over time and stay top of mind - without overwhelming your prospect. These repeated, thoughtful interactions build rapport and increase the likelihood of a positive response.

LinkedIn outreach: how to do it right (and why it works)

Here’s our method, step by step:

1. Define the ideal prospect

Before sending a single message, we narrow down who actually needs to hear from you. We segment by industry, job title, company size, and even specific pain points. This ensures every message lands in the right inbox.

2. Craft a targeted campaign

Whether it’s promoting a new service, securing demo calls, or building partnerships, each outreach campaign is designed with a clear goal in mind. We align messaging and timing to maximize engagement.

3. Personalize connection requests

A generic "Let’s connect" won’t cut it. We personalize every connection request based on shared interests, mutual connections, or recent activity. A well-crafted request increases acceptance rates and sets the stage for a real conversation. In fact, studies show that personalized LinkedIn messages can achieve response rates up to 300% higher than traditional cold emails.

4. Follow up strategically

Once a connection is made, we don’t rush into a sales pitch. We start with a value-driven message, like sharing an insight, a resource, or a relevant question. Follow-ups are spaced out to keep engagement natural without feeling pushy.

5. Handle objections like a pro

We anticipate common pushbacks, such as "Not interested," "Too busy," "No budget", and respond with tailored messages that keep the conversation open. Instead of forcing a sale, we position your offer as a solution worth considering.

6. Keep the relationship warm

Not every lead is ready to buy immediately. We stay in touch with valuable follow-ups, content sharing, and periodic check-ins, keeping your brand top of mind for when the timing is right.

7. Automate without losing the human touch

Using smart automation tools, we create structured outreach sequences that feel personal by dynamically adapting to each recipient’s profile. For example, we integrate data from previous interactions, recent LinkedIn activity, and shared connections to craft messages that resonate. This approach ensures that every outreach feels like a natural continuation of an ongoing conversation, not just another generic sales pitch.

8. Track and optimize

Every campaign is monitored in real time. We analyse response rates, tweak messaging, adjust timing, and refine the strategy to improve results continuously. If something’s not working, we fix it fast.

Responsible LinkedIn outreach: avoiding blocks

LinkedIn has strict, but undisclosed, limits on the number of connection requests and messages a user can send. These thresholds vary depending on the account’s activity, engagement, and reputation. If you exceed them, your account may be restricted or even temporarily blocked. To avoid this, it’s crucial to:

• Monitor engagement – If response rates drop, slow down outreach.

• Prioritize quality over quantity – A well-crafted message to a targeted prospect is worth more than dozens of generic requests.

• Follow LinkedIn’s rules – Avoid aggressive automation that violates LinkedIn’s policies.

• Avoid excessive connection requests – If too many requests are ignored or declined, LinkedIn may flag your account.

• Use a mix of connection methods – Engage with posts, comment on discussions, and send messages to existing connections instead of only sending new requests.

Who should send the messages?

A common question in LinkedIn outreach is whose profile should be used for messaging. Here are the main options:

• Sales team members – Ideal for direct business development. Builds relationships under a real, trustworthy identity.

• Marketing team members – Works well for thought leadership outreach and event promotion.

• Dedicated outreach profiles – Some businesses create separate LinkedIn profiles solely for outreach. While this can reduce the risk to main accounts, it carries a higher chance of being flagged by LinkedIn.

• Company page messages – Available via LinkedIn’s paid solutions but generally less effective than personal outreach.

Using real team members’ profiles is the most effective approach, as it builds credibility and trust. However, balancing volume and authenticity is key to ensuring long-term success.

When choosing who should send the messages, consider the goal of the outreach. If it's sales-related, a business development or sales rep is best. If it’s for brand awareness or partnerships, a marketing professional may be the right choice. Avoid using fake profiles, as LinkedIn actively monitors for suspicious activity and may suspend accounts that violate its policies.

The tech that makes LinkedIn outreach easy

Want LinkedIn outreach on autopilot, without losing the human touch? With the right mix of tools, LinkedIn outreach transforms from a tedious manual process into a streamlined, data-driven approach that gets results. Give these tools a try.

Dripify

This is a powerful automation platform designed specifically for LinkedIn. It allows you to create smart outreach sequences, track responses, and analyse performance while maintaining a personal touch. Ideal for scaling up outreach without compromising quality.

Surfe

Surfe is a user-friendly tool that lets you create message templates with dynamic variables (like first name or company name), making personalized outreach effortless. It’s especially useful for sending custom connection requests and follow-up messages, eliminating the need for constant copying and pasting.

Beyond saving time, Surfe helps avoid common mistakes, such as forgetting to personalize a recipient’s name when reusing your go-to messages. It seamlessly integrates with most CRMs or even a simple Google Sheet, making it a flexible addition to your workflow. While it may not offer deep automation like some advanced tools, it significantly boosts efficiency and ensures more accurate communication.

Dux-Soup

This is one of the most well-known LinkedIn automation tools, that enables lead generation at scale. From auto-visiting profiles to sending personalized connection requests, it streamlines outreach while keeping interactions authentic.

LinkedHelper

LinkedHelper is an advanced automation tool that goes beyond basic messaging. You can build thorough campaign workflows, segment audiences, and create personalized engagement strategies, making LinkedIn outreach both systematic and effective.

The messages that work (with examples)

By now, you probably already realised that the old “Hi, I’d love to connect” does not get replies. Here’s what will get you upfront.

1. Personalized opening line

A message that starts with a reference to the recipient’s work, recent activity, or something you have in common will always stand out. People appreciate knowing that the message is not a generic one. Data supports that: according to a LinkedIn research, a personalized message will increase your response rate by 30%.

Example:
"Hi [Name], I noticed we both attended the [Event/Conference Name] last month. I enjoyed the session on [Topic], and it would be great to connect and share insights on the latest trends in [Industry]."

2. Highlight a common interest or goal

Showing that you understand the recipient’s challenges or objectives makes the message more relevant. Offering a solution or resource that can help them with a specific pain point is powerful.

Example:
"I saw that your company recently launched a new [product/initiative], and I think that our [product/service] could help you streamline [specific process]. I’d love to discuss how we could support your efforts."

3. Providing value right away

People are often cautious about accepting outreach, so it’s important to immediately offer something of value. It could be a helpful resource, industry insight, or a free consultation. The goal is to give before expecting anything in return.

Example:
"Hi [Name], I came across your post on [topic] and thought it was a great perspective. I recently wrote a blog on [related topic] that I think you might find useful. I’d be happy to share it if you're interested."

4. Social proof

Mentioning mutual connections or a relevant company achievement can lend credibility to your message and make the recipient more likely to engage. Mentioning a shared past at the same company in your InMail can increase your response rate by 27%.

Example:
"Hi [Name], I see we both know [Mutual Connection] from [Company]. I’ve been following your work in [industry] and thought it’d be great to connect and explore how we might collaborate on [specific project or idea]."

5. Call to Action (CTA) with low commitment

Instead of directly asking for a meeting or a big commitment, start with a softer CTA that feels less intrusive. This could be something as simple as inviting them to a conversation or sharing a piece of content.

Example:
"Hi [Name], I’ve been following your posts on [topic], and I think it’s great what you’re doing at [Company]. Would you be open to a quick chat to exchange ideas? No pitch, just a friendly discussion!"

6. Gratitude and respect for their time

Always show appreciation for their time and don’t be pushy. A message that feels respectful and considerate of the recipient’s busy schedule will be well-received.

Example:
"Hi [Name], I know you’re likely swamped, so I’ll keep this brief. I wanted to reach out because I think there’s potential for us to collaborate on [specific project]. If you have a few minutes, I’d love to chat whenever it’s convenient for you."

7. Clear value proposition

It’s important to clearly communicate why reaching out benefits the recipient. People want to know what’s in it for them, so focus on how your message or proposal can help them achieve their objectives.

Example:
"Hi [Name], I’m impressed by the work you’re doing at [Company], and I believe that our [product/service] can help you achieve [specific outcome]. If you’re open to it, I’d love to show you how we’ve helped others in your industry."

Avoid these pitfalls (or risk being ignored)

LinkedIn outreach is powerful when done right. But common mistakes can ruin your chances of getting a response. Avoid these missteps:

1. Going straight for the pitch

One of the biggest turn-offs in LinkedIn outreach is launching straight into a sales pitch. While you may be eager to share what you’re offering, remember that no one buys from strangers without a relationship. When a recipient feels like you’re only reaching out to make a sale, they’re likely to hit "ignore" or "delete" without hesitation. Build a rapport first, then, once trust is established, you can present how your solution might add value.

Example of what to avoid:

"Hi [Name], I see that you're in the [industry], and I think our [product/service] could really help you increase your sales. Let’s chat!"

Better approach:

"Hi [Name], I came across your post about [topic], and it really resonated with me. I’d love to hear more about your experience with [related topic] and share some thoughts if you’re open to it."

2. Ignoring follow-ups

The "one and done" approach in LinkedIn outreach is a major mistake. Most successful conversations don’t happen with just one message. Building relationships often requires multiple touchpoints. After sending your initial message, don’t be discouraged if you don’t get a reply immediately. Follow-ups show persistence, but be strategic with your timing and tone. The key is not to be pushy or repetitive.

Example of what to avoid:

One message followed by nothing after no response.

Better approach:

"Hi [Name], just wanted to follow up on my last message about [topic]. If you're interested, I’d love to discuss how we could collaborate on [specific project]. If now’s not the right time, no worries – I’ll reach out again in a few weeks."

3. Sounding like a bot

Mass messaging or automation tools can be lifesavers, but when they result in messages that sound robotic or overly generic, they can ruin the chance for a meaningful connection. If a message feels like a template or a copy-paste job, it’s easy for the recipient to spot it and dismiss it as spam.

Example of what to avoid:

"Hello [Name], I’d like to connect with you and talk about how we can grow your business."

Better approach:

"Hi [Name], I noticed you’re involved in [specific project or initiative], which caught my eye because I’ve been following [related trend/industry topic]. Would love to exchange thoughts on how [relevant topic] is shaping the future of [industry]."

4. Skipping personalization

Personalizing your LinkedIn outreach is essential, but simply addressing someone by their first name isn’t enough. If your message doesn't reference something specific about the recipient, whether it's their current role, a recent post, or something about their professional background, it risks feeling cold and automated. Show that you’ve taken the time to learn about them and that you’re reaching out with purpose.

Example of what to avoid:

"Hey [Name], I'd love to connect!"

Better approach:

"Hi [Name], I came across your recent article on [topic] and found your insights on [specific point] really interesting. As someone who's also passionate about [related subject], I'd love to connect and exchange ideas."

5. Sending generic messages

A generic message such as "Hey, I’d love to connect" doesn’t offer any value to the recipient and will likely be ignored. People want to know why you're reaching out and what’s in it for them. Avoid vague and uninspiring messages. Your outreach should always provide some kind of value.

Example of what to avoid:

"Hi [Name], I’d like to connect with you and discuss ways we can work together."

Better approach:

"Hi [Name], I saw your post on [topic], and it sparked my interest because I’ve been working on something similar with [company]. If you're open to it, I’d love to hear more about your experience and share some resources that could help with [specific challenge]."

6. Being too aggressive

No one likes to feel pressured into a conversation, especially when they’re not ready. Pushing too hard with a direct sales pitch, overly frequent follow-ups, or aggressive CTAs can make your outreach feel intrusive and unpleasant. Let the recipient set the pace, and only move toward a sales conversation when they’ve shown interest.

Example of what to avoid:

"Hi [Name], I really think our [product/service] is exactly what you need. Let’s set up a time to chat next week and close this deal!"

Better approach:

"Hi [Name], I see you’re involved in [industry/project], and I’d love to hear more about what’s currently on your radar. If you’re up for it, I’d be happy to offer some insights or share some resources that I think could be valuable."

Make LinkedIn outreach work for you

LinkedIn outreach is all about starting the right conversations that lead to real opportunities. If you want to transform connections into meaningful business relationships, let’s talk about how we can help you get there.