LinkedIn has become the primary platform for B2B sales outreach. With over 900 million professionals, it's where your prospects spend their time. But with everyone using LinkedIn, how do you stand out?
The Current State of LinkedIn Outreach
Let's be honest: LinkedIn is noisy. The average professional receives:
- 10+ connection requests per week
- 5+ InMails per month
- Countless messages from sales reps
Most of these messages are ignored. But the ones that get responses share common characteristics.
Connection Request Best Practices
Your connection request is your first impression. Make it count.
What Works
Personal and Specific:
"Hi [Name], I noticed you're the [Role] at [Company]. I've been following [Company]'s growth and would love to connect."
Why it works: Shows you've done research and have a reason to connect.
Value-Focused:
"Hi [Name], I saw [Company] just [specific event]. I share insights on [relevant topic] and thought you might find them valuable. Would love to connect!"
Why it works: Offers value upfront, not just asking for something.
Mutual Connection:
"Hi [Name], I see we both know [Mutual Connection]. I'd love to connect and share insights on [relevant topic]."
Why it works: Social proof and common ground.
What Doesn't Work
- Generic messages: "I'd like to add you to my network"
- Immediate sales pitches
- No personalization
- Asking for something in the connection request
InMail Best Practices
InMails are expensive, so make them count. You have 300 characters to get attention.
The Structure
- Hook (First line) - Grab attention
- Value (Middle) - Why they should care
- CTA (End) - Clear next step
Example: Funding Signal
Hi [Name],
Congrats on [Company]'s Series B! I've helped similar companies scale their sales after funding rounds.
Would you be open to a quick call this week?
Why it works:
- Personal (references their news)
- Relevant (connects to their situation)
- Clear ask (low commitment)
Example: Job Change
Hi [Name],
Saw you're now [Role] at [Company]—congratulations! I work with [Role]s at similar companies and thought you might find this valuable.
Would you be open to connecting?
Why it works:
- Acknowledges their move
- Shows understanding of their role
- Low-pressure ask
Message Timing
When you send matters:
- Best days: Tuesday, Wednesday, Thursday
- Best times: 8-9am, 12-1pm, 5-6pm
- Avoid: Mondays, Fridays, weekends
Response Rates by Approach
Based on our data:
- Personalized connection request: 35-45% acceptance
- Generic connection request: 10-15% acceptance
- Personalized InMail: 25-35% response
- Generic InMail: 5-10% response
The difference? Personalization.
Common Mistakes
1. Too Salesy Too Soon
Bad: "Hi, I have a product that can help you..."
Good: "Hi, I noticed [specific thing]. I thought you might find this interesting..."
2. No Personalization
Bad: "Hi, I'd like to connect with you."
Good: "Hi [Name], I saw [Company] just [event]. Would love to connect!"
3. Asking for Too Much
Bad: "Can we schedule a 30-minute demo call?"
Good: "Would you be open to a quick 15-minute chat?"
4. Ignoring Their Profile
Bad: Generic message that could go to anyone
Good: References something specific from their profile or company
The Follow-Up Strategy
LinkedIn follow-ups work differently than email:
- After connection: Wait 2-3 days, then send a value-add message
- After InMail: Follow up once after 5-7 days with new angle
- After response: Move to email or calendar booking
Tools and Automation
While personalization is key, tools can help:
- Signal detection - Know when to reach out
- Profile research - Find personalization points
- Message templates - Start with proven frameworks
- Response tracking - Learn what works
The 2025 Playbook
Here's what's working in 2025:
- Video messages - Stand out with short video intros
- Voice notes - Add personality to your outreach
- Content sharing - Share relevant articles/insights
- Event-based outreach - Connect around conferences/events
- Community engagement - Comment on their posts first
Measuring Success
Track these metrics:
- Connection acceptance rate - Target: 40%+
- InMail response rate - Target: 25%+
- Meeting booking rate - Target: 10%+
- Response time - Faster is better
The Bottom Line
LinkedIn outreach in 2025 is about:
- Personalization - Show you've done research
- Value-first - Give before you ask
- Timing - Reach out when signals appear
- Persistence - Follow up strategically
- Measurement - Track what works
Master these, and LinkedIn becomes your most powerful prospecting channel.
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