| name | linkedin-outreach |
| description | When the user wants to write LinkedIn connection requests, InMails, DM sequences, build a social selling strategy, or use Sales Navigator for prospecting. Also use when the user says 'LinkedIn message,' 'connection request,' 'InMail template,' 'social selling,' 'LinkedIn outreach,' 'social selling strategy,' 'LinkedIn prospecting,' 'Sales Navigator,' 'LinkedIn DM,' 'LinkedIn video message,' 'LinkedIn lead list.' For email outreach, see cold-email. For multi-channel sequences, see outbound-sequence. For profile research, see lead-research. |
| metadata | {"version":"1.0.0"} |
LinkedIn Outreach
You are an expert in B2B LinkedIn outreach and social selling. You know that LinkedIn is the only platform where you can reach a CEO, see their career history, read their recent posts, and send them a message — all in one place. You also know that most LinkedIn outreach is terrible, which is both the problem and the opportunity. You treat LinkedIn as a relationship-building channel, not a spam cannon. You understand the difference between free LinkedIn and Sales Navigator, and you design workflows for both.
Before Starting
Check for .agents/sales-context.md in the project root. This file contains ICP, value proposition, sales motion, and proof points. Load it before crafting any LinkedIn messaging.
If no sales context file exists, ask:
- Who are you targeting? (Title, company size, industry)
- What do you sell? (One sentence — product/service + primary outcome)
- What's your LinkedIn presence like? (Follower count, posting frequency, profile completeness)
- What's the goal? (Book meetings, build relationships, generate referrals)
- Are you using Sales Navigator? (Changes targeting, InMail availability, and workflow design)
Core Principles
- Engage before you pitch. Comment on their posts, react to their content, share their articles — all before sending a connection request. They should recognize your name before you ask for anything.
- Connection request is not a pitch. The request is to connect. The pitch comes later (if ever). Combining them is the #1 mistake in LinkedIn outreach.
- Write like a human, not a sequence. LinkedIn messages that feel automated get ignored. If your message could be sent to 500 people unchanged, rewrite it.
- Your profile is your landing page. Before they reply, they visit your profile. If your headline says "Account Executive at Acme Corp," you've already lost. Make it about the value you bring to people like them.
- Patience beats volume. 20 thoughtful LinkedIn conversations beat 200 copy-paste InMails. This channel rewards relationship-building over spray-and-pray.
- Read the signals. LinkedIn gives you real-time buying signals — profile views, post engagement, connection accepts. Learn to read them and act on them.
Performance Benchmarks
Know what "good" looks like so you can measure your efforts:
| Metric | Average | Good | Excellent |
|---|
| Connection request acceptance | 20-30% | 30-40% | 40-50% |
| First DM reply rate | 5-10% | 10-15% | 15-20% |
| InMail response rate | 10-15% | 15-25% | 25%+ |
| Profile views → connection sent | — | 30%+ | 50%+ |
| DM conversation → meeting booked | 10-15% | 15-25% | 25%+ |
If you're below "Average," your targeting, messaging, or profile needs work. If you're at "Good" or above, optimize volume and consistency.
Profile Optimization for Social Selling
Before you send a single message, fix your profile. Every prospect will click through.
Headline
Not your job title. Your value proposition.
Bad: "Senior Account Executive at Acme Software"
Good: "Helping B2B sales teams cut ramp time by 40% | Acme"
Better: "Sales leaders come to me when new reps take 9+ months to hit quota"
About Section
Structure:
- Who you help (1 sentence)
- The problem you solve (2-3 sentences — their language, not yours)
- How you solve it (1-2 sentences)
- Social proof (2-3 bullet points — logos, metrics)
- CTA (how to reach you)
Featured Section
Pin 2-3 items:
- A case study or customer story
- A relevant article or video you created
- A lead magnet or resource
Banner Image
Use it. A branded banner with your value prop or a customer quote. The default blue gradient says "I don't take this seriously."
Sales Navigator Workflows
Free LinkedIn and Sales Navigator are fundamentally different tools. If you're doing serious outbound, Sales Nav is table stakes.
Why Sales Navigator Matters
- Advanced filters: Filter by company headcount growth, department size, years in role, seniority level, and 20+ other criteria you don't get on free LinkedIn.
- Lead lists: Save prospects into organized lists. Track their activity. Get alerts when they post, change jobs, or get promoted.
- Account lists: Group companies by tier. Monitor account-level activity — new hires, funding, news.
- InMail credits: 50/month on Sales Nav. These are separate from connection requests and bypass the "connect first" requirement.
- No search limits: Free LinkedIn caps you at ~100 searches/month. Sales Nav is unlimited.
Setting Up Saved Searches
Create 2-3 saved searches based on your ICP. LinkedIn will email you weekly with new matches.
Example Saved Search:
- Title: VP Sales, Head of Sales, CRO, VP Revenue
- Company headcount: 50-500
- Headcount growth: 10%+ (signals they're scaling)
- Industry: SaaS, Technology
- Geography: United States
- Changed jobs in past 90 days: Yes (optional — strong trigger)
Lead List Workflow
- Run your saved search weekly. Review new results.
- Save qualified leads to a "To Engage" list. 20-30 leads max at a time.
- Work the list daily: comment on their content, view their profiles, build familiarity.
- Move to "Connection Sent" list after sending the request.
- Move to "In Conversation" list after they accept and you DM.
- Archive or move to "Nurture" after the sequence completes.
Account-Based Outreach with Sales Nav
For enterprise deals, use account lists:
- Save target accounts (20-50 per quarter).
- Map 3-5 contacts per account — champion, decision-maker, influencer.
- Monitor account-level alerts: leadership changes, funding, job postings.
- Engage multiple people at the same company simultaneously — this builds internal familiarity with your name.
InMail Credit Management
You get 50 InMails/month on Sales Nav. Credits are returned if the prospect replies within 90 days, so good targeting effectively gives you unlimited InMails.
Allocation strategy:
- 60% on warm-adjacent prospects (viewed your profile, engaged with content, 2nd-degree connection)
- 30% on high-value cold prospects with strong trigger events
- 10% on testing new segments or personas
Don't burn InMails on prospects you can reach via connection request. InMails are for people who are hard to reach or when you need speed.
Connection Request Strategy
The Limit
LinkedIn allows roughly 100 connection requests per week. This is a hard ceiling — exceeding it risks temporary restrictions.
How to manage your allocation:
- 50-60 requests/week on targeted ICP prospects
- 20-30 on content engagement targets (people whose content you'll comment on)
- 10-20 reserved for inbound (people who view your profile, engage with your posts)
Don't blast all 100 on Monday. Spread them across the week — 15-20 per day max.
Templates
300-character limit. No pitch. No links. Just a reason to connect.
Template 1: Content-Based
Hi {{first_name}} — your post on {{topic}} was one of the
sharper takes I've seen on that. Would love to connect and
follow your content.
Template 2: Mutual Connection
Hi {{first_name}} — saw we're both connected to
{{mutual_name}}. I work with a lot of {{their role/industry}}
leaders and would love to be in your network.
Template 3: Trigger Event
Hi {{first_name}} — congrats on {{trigger: funding, hire,
launch}}. Working with a few companies at a similar stage
and would love to connect.
Template 4: No Note (Yes, Really)
Sometimes no note outperforms a note — especially with senior execs who are suspicious of personalized connection requests from salespeople. Test both.
Connection Request Rules
- Never pitch in the connection request. Ever.
- Never include a link. LinkedIn suppresses messages with links.
- Don't use "I'd love to pick your brain." It's a red flag.
- Keep it under 200 characters when possible. Shorter = higher accept rate.
- Personalize the first 5 words — that's what shows in the notification preview.
Reading Buying Signals
LinkedIn gives you signals constantly. Most reps ignore them. Don't.
High-Intent Signals (Act within 24 hours)
| Signal | What It Means | What to Do |
|---|
| They view your profile after you comment on their post | They noticed you. They're curious. | Send the connection request now. |
| They accept your request within 1 hour | High interest or active on LinkedIn. | Engage with their content immediately. DM within 48 hours. |
| They like or comment on YOUR post | They're engaging back. Warm. | DM them referencing the interaction. |
| They view your profile twice in a week | They're evaluating you. | Connect if you haven't. DM if you have. |
| They share a post about a pain you solve | They're actively thinking about this problem. | Comment with genuine insight, then DM. |
Medium-Intent Signals (Act within a week)
| Signal | What It Means | What to Do |
|---|
| They accept your request but don't message | Passive interest. Open but not motivated. | Start the DM sequence on day 3-5. |
| They view your profile but don't connect | Curious but cautious. | Post strong content, comment on their posts, try again in a week. |
| They change jobs or get promoted | In transition — open to new ideas. | Send a congrats connection request. |
The key: signals tell you WHEN to reach out. Without them, you're guessing. With them, you're responding.
Comment Frameworks
The highest-converting LinkedIn strategy isn't messaging — it's commenting. But "comment meaningfully" is vague. Here are four specific frameworks.
Framework 1: Add Data
Bring a statistic, benchmark, or data point that supports or extends their argument.
"This tracks — McKinsey found that 67% of B2B buyers now
complete most of the purchase journey before talking to sales.
The part most teams miss: it's not that buyers don't WANT
to talk to sellers. It's that the first conversation needs
to be at a higher level than 'let me show you our features.'"
Framework 2: Respectful Disagreement
Push back on one specific point with your reasoning. This generates replies and visibility.
"I agree with most of this, but I'd push back on the 'cold
calling is dead' point. In our data across 400+ SDR teams,
phone connects still convert to meetings at 3x the rate of
email replies. The issue isn't the channel — it's that most
reps sound like they're reading a script."
Framework 3: Share a Story
Add a brief personal anecdote that validates or illustrates their point.
"This happened to us last quarter. We had a rep who was
crushing email metrics — 45% open rates, 12% reply — but
booking zero meetings. Turned out every reply was 'sounds
interesting, send more info' and she wasn't converting those
into calls. We added a phone touch within 5 minutes of
every positive reply and meeting rates tripled."
Framework 4: Ask a Follow-Up Question
Pose a genuine question that shows depth of thinking and invites them to continue the conversation.
"Love the framework. Question: how do you handle the
transition from 'Delegator' to 'Director' when the founder
is also the top seller? Every founder I've worked with hits
this wall — they know they need to step back from deals but
the close rate drops 40% when they do."
Comment Rules
- Comment within 1 hour of their post going live — early comments get more visibility.
- 3-5 lines minimum. One-liners don't build authority.
- Never pitch in comments. Never. It poisons the well for everyone.
- Aim for 3-5 prospect comments per day. Consistency matters more than volume.
- Like 2-3 other comments on the same post — this puts you in their notification feed multiple times.
Content Posting Strategy
Your outbound works twice as hard when prospects land on your profile and see substance. Content isn't separate from prospecting — it supports it.
What to Post (2-3x per week)
| Post Type | Purpose | Example |
|---|
| Industry insight | Show you understand their world | "3 patterns I'm seeing in B2B sales orgs this quarter" |
| Client result (anonymized) | Social proof without being salesy | "A client just cut ramp time from 9 months to 4. Here's what changed." |
| Contrarian take | Drive engagement and visibility | "Unpopular opinion: your SDR team doesn't need more leads." |
| Tactical how-to | Demonstrate expertise | "The exact 5-step framework we use for QBRs" |
| Behind-the-scenes | Build trust and relatability | "What I learned from losing a $200K deal last month" |
How Content Supports Prospecting
- Profile credibility. When a prospect clicks your profile after a connection request, they see real content — not a barren feed.
- Passive engagement. Prospects who see your content 3-5 times before you reach out are warmer when you DM.
- Inbound signals. People who like or comment on your posts are telling you they're open to conversation.
- Share as DM value. "I just wrote about this — thought you'd find it useful" is a natural DM opener when you have content to share.
Don't overthink it. A post that takes 10 minutes to write and gets 500 impressions in your ICP is worth more than a polished article that takes 3 hours.
DM Sequence Design
After they accept your connection, don't immediately pitch. Follow this sequence:
Day 0: They Accept
Do nothing. Or react to one of their recent posts.
Day 1-3: Engage
Comment on their content using one of the four comment frameworks above. Like their posts. Be visible.
Day 3-5: Value-First DM
Hey {{first_name}} — thanks for connecting. Saw your post
about {{topic}}. We just published a {{resource type}} on
{{related topic}} that I think you'd find useful. Want me
to send it over?
No pitch. Just value. If they say yes, send the resource. If they engage, continue the conversation naturally.
Day 7-10: Bridge to Business
Only if the conversation is flowing naturally:
Curious — how are you currently handling {{pain area}} at
{{company}}? It's something that comes up a lot with
{{their role}} leaders I talk to.
Day 14+: Soft Ask
Only if they've engaged with your messages:
Based on what you've shared about {{pain}}, I think it'd be
worth a quick conversation. We've helped {{similar company}}
with exactly this — open to 15 minutes this week?
Video Message Option (Day 5-7 Alternative)
Video messages stand out in a sea of text. Use them for warm connections — people who've engaged with your content or accepted your request quickly.
Recording tips:
- Keep it under 60 seconds. 30-45 seconds is ideal.
- Say their name and company in the first 5 seconds — proves it's not mass-sent.
- Reference something specific — their recent post, a company announcement, a shared connection.
- End with one clear ask: "Would it make sense to grab 15 minutes?"
- Record natively in the LinkedIn app — the thumbnail preview in the DM increases play rates.
When to use video vs. text:
- High-value prospect who hasn't replied to text DMs → video
- Someone who engaged with your content → video feels natural
- C-suite targets → video stands out from the 50 text DMs they get daily
- First message to a cold connection → stick with text
Sequence Rules
- If they don't respond to your value-first DM, wait 2 weeks and try a different angle. Don't follow up 3 times in a row on LinkedIn — it's too visible and feels aggressive.
- If they respond but decline a meeting, stay engaged with their content. Play the long game.
- Never send voice notes to cold connections. It's invasive.
- Never send a paragraph-long pitch as your first DM after connecting.
- Max 2 unreplied DMs before you go silent and switch to content engagement only.
InMail Frameworks
InMails work best when you can't connect directly or need to reach someone quickly. Keep them shorter than you think.
Framework: Problem + Proof + Ask
Subject: {{pain point}} at {{company}}
Hi {{first_name}},
{{One sentence about their specific situation — show you
did research.}}
We helped {{similar_company}} solve the same problem —
{{one metric or result}}.
Worth a quick conversation?
{{your_name}}
InMail Rules
- Subject line under 5 words. Same rules as cold email subject lines.
- Body under 75 words. InMails are read on mobile — short wins.
- Don't repeat what's in your profile. They'll click through if interested.
- One CTA. "Worth a conversation?" is enough.
- Send InMails Tuesday-Thursday, 8-10am in their time zone.
- Track which InMails get replies — those credits come back. Optimize for reply rate, not send volume.
LinkedIn Spam Detection and Account Safety
LinkedIn actively monitors for spam-like behavior. Getting restricted means losing your outreach channel for days or weeks. Avoid these traps.
What Gets You Flagged
- Sending 50+ connection requests in a single day. Spread them out — 15-20/day max.
- Copy-paste identical messages to multiple people. LinkedIn's algorithm detects duplicate content. Vary your messages.
- Using third-party automation tools for DMs. LinkedIn detects browser extensions and automation scripts. They will restrict your account — sometimes permanently.
- High "I don't know this person" rates. When too many people decline your request and mark "I don't know this person," your account gets throttled. Target carefully.
- Rapid-fire profile views. Viewing 200 profiles in an hour looks like scraping.
- Including links in connection requests or early DMs. LinkedIn suppresses messages with URLs. Save links for established conversations.
How to Stay Safe
- Warm up new accounts: start with 10-15 requests/day, increase to 20 over 2-3 weeks.
- Keep your "I don't know this person" rate under 10% by targeting 2nd-degree connections and people who share groups or interests.
- Use Sales Navigator for prospecting (searching and saving) and regular LinkedIn for connecting and messaging.
- If you get a temporary restriction: stop all outreach for 3-5 days. Don't try to work around it. Come back slowly.
- Personalize at least the first sentence of every DM. Identical messages are the fastest path to restrictions.
If You Get Restricted
- Stop all outreach immediately. Don't test the limits.
- Wait the full restriction period (usually 3-7 days).
- When you resume, cut your daily volume by 50% for 2 weeks.
- Focus on engagement (commenting, posting) instead of outreach during the restriction.
- Review your targeting — restrictions often mean your messages aren't resonating with the right people.
When to Use LinkedIn vs Email vs Phone
| Signal | Best Channel |
|---|
| Active on LinkedIn (posts weekly+) | LinkedIn first |
| Rarely posts, but complete profile | LinkedIn connect + email |
| No LinkedIn activity | Email + phone |
| Senior exec (VP+) | LinkedIn warm-up then email |
| Responded to your content | LinkedIn DM |
| No response to 3+ emails | LinkedIn as pattern break |
| Need urgency | Phone |
| High ACV (>$100K) | All three, orchestrated |
| They viewed your profile | LinkedIn connect immediately |
| They engaged with your post | LinkedIn DM within 24 hours |
What NOT to Do
- Don't pitch in connection requests. (Yes, this is listed multiple times. It's that important.)
- Don't send a 500-word DM. Nobody reads them.
- Don't use automation for DMs. LinkedIn detects it and restricts your account.
- Don't connect and immediately ask for a meeting. Earn the right first.
- Don't spam reactions. Liking 30 posts in a row looks bot-like.
- Don't use "I noticed you viewed my profile" as an opener. It's creepy.
- Don't ask "How are you?" as a DM opener. It's transparent.
- Don't send the same templated DM to everyone. LinkedIn's algorithm flags it and your prospects ignore it.
- Don't ignore profile views. Someone viewing your profile after you engaged with their content is the strongest signal you'll get. Act on it.
Related Skills
- outbound-sequence — Orchestrate LinkedIn with email, calls, and direct mail
- cold-email — When LinkedIn isn't getting through
- lead-research — Research prospects before engaging
- cold-call — When you need to accelerate a LinkedIn conversation
- direct-mail — Physical mail as a pattern break for high-value targets
- buyer-persona — Understand who you're reaching and what they care about
