Future-proof B2B LinkedIn Marketing Strategy for 2022 (& Beyond): Close More Sales WITHOUT Tools & Automation

If you run a B2B service business or an agency, LinkedIn is your playground. The goal so far has been to figure out all the clever ways to ‘cheat’ the system: multiple accounts, automation, and direct pitching. You know the drill very well.

Like with most “hacks,” you must constantly chase the next one. With LinkedIn, you’re up against a platform with massive resources and a desire to limit spam, bots, and automation. They want to keep the platform human, and you’re the intruder.

So, keep swimming against the current if you wish to do so, like most engineering-minded folks. Spend hard-earned money on new tools, VPNs, accounts, and technologies that will come out soon.

In my view, it’s a race you can’t win. And if you stop and think about it, it’s also an incredibly dumb race. *(Side note: it’s a race engineering folks have already lost in the email inbox)

Instead of trying to ‘outsmart’ the LinkedIn system, try to work WITH it. In today’s article, you’re going to learn how. Specifically:

  • Why spamming people with automated LinkedIn messages doesn’t work anymore in 2022 (and what kind of strategy works 10X better)
  • What is the step-by-step process for setting up your LinkedIn lead generation funnel
  • How to nail down your list-building and structure your message for maximum results. (detailed video walkthrough)

Let’s first dive into my interview with Fabian, the brain behind Seedo, a LinkedIn B2B lead generation agency, and the “Sniper” method that has wholly transformed results for his clients – and will transform yours if you apply it.

Why Do You Keep Landing ‘Pain-In-Da-Ass’ Clients

If your lead generation/marketing/sales (these are one continuous process ) efforts, for the most part, involve sending massages akin to:

Hey [Name], I thought you’d be interested in this (insert superlatives) service we’re offering. Here’s a scheduling link you didn’t ask for… Oh…and by the way, this is a super limited-time offer. You have 6 hours to buy.

First, let’s consider who would respond to a message like this. There are three possible scenarios (to simplify slightly):

A) someone utterly new to LinkedIn – just recently created a profile. (Okay, how many serious business owners don’t have LinkedIn yet?). 

B) Unsophisticated buyer. (a nice word for cheap). 

C) Someone you caught at the right moment, in a serious time of immediate need. (Rarely happens, but it sometimes does) 

My observation (and Fabian’s) tells me that B is the scenario 80% of the time. Additionally, when you pitch straight off the bat, you frame the entire relationship as purely transactional. As such, you attract “transactional” clients. Ones that, for the most part, care only about the price are hard to work with and will drop you the second a better opportunity comes along.

“Sniper” LinkedIn Lead Generation Method: The Execution

Your LinkedIn Starting Toolkit

The Step-by-Step LinkedIn Outreach Process

  1. Start the outreach immediately because it’ll take a while before they accept connection requests.  
  2. While waiting for the connection requests to be accepted, finish setting up your profile. 
  3. Use this link for a search once you buy the Sales Navigator 
  4. Perform the keyword search    
  5. Add the geography  
  6. Add the position or company size if necessary
  7. Connect with the leads and test various opener message requests
  8. Check the messages you sent and see which message works best

You can check an example search here.

How Many New Connection Requests Can You Safely Send Per Day?

Send only 20 per business day and a maximum of 100 messages per week.

How to Write Your LinkedIn Connection Requests & Structure Your Sequence

How to pitch your offer

From a high-level perspective, the first message is ordinary, non-salesy…something along the lines of:
“Hi, I would like to add you to my network,” etc.”

If you can, personalize by adding the reason you want to connect that’s specific to them as a person.

Tip: Sometimes, no message with a connection request could work better than any generic message.

The second message (after they accept the connection request):

Describe what they do “I see that you do this and that in that company,” then say “I do this & this,” and finish off with some value giving: “Would you be globally interested in [input end value]”?

If you struggle with explaining what you offer in a way that’s easy to grasp and doesn’t require 1-page essay, check out the interview with Jonas Eisert, where he breaks it down into 6 simple steps.

For more detailed instructions check our LinkedIn course chapter in the section “Linkedin connect with your audience“. It contains full video breakdown on how to go from crafting first message to booking a discovery call.

How to Track and Measure Your LinkedIn Results 

Here’s a tracking sheet we use in the Tribal community.

The Lesson

Now at this point, you have a choice. You can either:

a) Keep looking for the next ‘hack’, ‘trick’, or ‘revolutionary technology 

b) Try this strategy for 30 days.

I get it. It seems like someone comes out with the NEXT big thing each month —the ultimate solution to your problems. And I’ve been there too. For example, two years ago, or even a year ago, I used to preach about LinkedIn automation. Why?

Because, at that time, it worked and gave you a competitive advantage. The same story applies to cold email.

Fast-forward to the present day with hundreds of automation tools – cheap and accessible to everyone. There’s no more unfair competitive advantage to be gained from using them. The only competitive advantage is to Zig when everyone else Zags. 

Try the highly unconventional approach of using LinkedIn the way it’s supposed to be used. When you do, let me know how it works out.

Stay connected. Or perish.

Matt Laker

P.S. If topics and reflections like this resonate with you, then it might not be such a horrible idea to join our tribe. Access to more materials is just a tiny part of the benefit. The best insights come from exchanging ideas between founders like yourself – running digital marketing agencies & B2B services. Either on our weekly calls, in Slack group, or privately.

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Old African proverb

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About The Author(s)

Matt Laker

Matt Laker

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