LinkedIn Sales Prospecting 2022: Message Templates + 3 Tools

LinkedIn is the biggest B2B database with +700 millions members. You can use it easily find and contact with any decision maker.

There are so many possibilities that it can be hard to know where to start.

Linkedin prospecting is actually a lot of work. You need to target your audience with the right filter, get contact details, build the right message templates…

And then you got tons of linkedin automation tools to help you scale your process

But once you all the process, you will be impressed by the results

linkedin sales prospecting

The goal is of this article is to show you everything you need to know about linkedin sales prospecting and linkedin prospecting automation.

Here is what we’ll cover:

  • What Is LinkedIn Sales Prospecting?
  • Why you Should be Using Linkedin for Sales Prospecting?
  • 4 Things You Should Do Before You Start Prospecting on Linkedin
  • 4 Tips to Write Linkedin Prospecting Message that Get Replies
  • 3 Linkedin Prospecting Tools To Scale Your Lead Generation
  • 5 Linkedin Prospecting Message Templates for your campaigns

Let’s dive in

What is Linkedin Sales Prospecting?

Linkedin Prospecting encompasses all activities relating to the identification and outreach of potential customers on Linkedin.

linkedin prospecting steps

Linkedin Sales Prospecting is composed of 3 steps:

  1. Find leads using Linkedin search engines
  2. Find contact details (emails and phone numbers)
  3. Copywriting (how you write your linkedin messages

Then you use Linkedin prospection automation to scale this process (using tools to automate messages sendings and follow-ups for example)

Master all these steps and you’ll be able to generate dozens of meeting every week.

But first, let’s see why cold prospecting on linkedin is so important for your business.

Why you Should be Using Linkedin for Sales Prospecting?

Here are a few statistics on linkedin sales prospecting:

  • 40% of users connect on linkedin everyday.
  • 81% of B2B marketers consider it the best B2B lead generation channel
  • 75% of marketing executives think is the best place to learn new things

From my personal experience, I have always observed higher reply rate on Linkedin compared to email.

The cool thing about linkedin is that you combine sales prospecting and content creation really easily.

Inbound and Outbound make a killer duo when you are using linkedin for prospecting. I will show you exactly how to combine them.

That’s how you will get the best results.

Bu first, let’s see the things you should absolutely do before your you start prospecting with linkedin.

5 Things Should Do Before You Start Prospecting on Linkedin

It’s better to begin with best practices in mind so you don’t waste your first weeks of linkedin sales prospecting doing the basic errors.

I have made all of this errors myself, so If can avoid you to waste your time by doing the sames, that would be victory.

Before your learn how to use linkedin for sales prospecting, here is what you need to do:

1. Optimize your Linkedin Profile for Sales Prospecting

You only have one chance to make a good first impression.

Before you send any message on linkedin, you need to work on your linkedin profile.

Indeed, this is the first thing people will see when you will send them a connection request

optimize linkedin profile for linkedin sales prospecting

Make sure to optimize at least the elements that are visible on the connection request.

However, the person you want to connect with is really likely to check your profile to dig a little bit into how you are.

So you definitely want to:

  • detailed you value proposition visually on your banner
  • have a nice profile picture
  • clear headline
  • showcase your best posts
  • detail your value proposition in the About Section
  • Give details about your job experiences

Think about your linkedin profile as a landing page.

Someone should understand what’s your value after 3 seconds on your profile.

sales prospecting with linkedin profile

2. Learn to use Linkedin Search for Prospecting

You need to send the right message to the right people.

A good targeting makes 80% of sales prospecting with linkedin.

linkedin b2b prospecting with search

LinkedIn Basic provide a basic set of filters you can search your prospect with:

  • Job title
  • Keyword
  • Location
  • Company
  • School
  • Industry
  • And Much more…

If you want to get good results with linkedin B2B prospecting, this skill is a must have.

Lucky for your, here is a complete tutorial on how to use linkedin basic search and booleans (wait, what is this word?? Answer below)

Even if you have the best linkedin sales messages, you won’t get the results if you don’t know how to build qualified lead list.

Take the time to really master linkedin search before sending any message.

3. Boost your Linkedin Prospecting with Content & Personal Brand

If you already know the person sending you an invitation on Linkedin, you are obviously much more likely to accept

That’s why personal brand & awareness can help you increase your acceptance rate on LinkedIn.

For example, every time someone signup to Evaboot, I add them on LinkedIn.

Results: 60% acceptance rate

For the outbound campaign, the acceptance rate is at 30-40%

You can see here the importance of timing and relationship.

So what’s the link with creating content on LinkedIn?

Well, each time you make a post, LinkedIn will show it to:

  • First, your personal network
  • Your 2nd circle if you had some success
  • 3rd circle if it goes viral
prospecting using linkedin personal brand

If your LinkedIn post reaches thousands of people every time, you’ll be likely to reach the people you will invite in your future outbound campaigns.

They may be like : “oh this face looks familiar” and accept your request.

You may also reach people you have already contacted who will get back to you after seeing your post

So if you want to transform LinkedIn prospecting into one of your main channel of acquisition, be sure to post great content as well.

That’s will help your prospecting efforts.

4. Be aware of Linkedin Limitations

You need to know the rules before playing the game

Your Linkedin account can be banned if you go beyond the limits imposed by Linkedin.

When prospecting using linkedin, make sure to stay under these limits:

  • Send 150 linkedin message/day (reduce activity on weekends)
  • Send 100 connection request per week

There are ways to bypass weekly invite limit on linkedin though. You can see them in the video just below.

Know that you are aware of linkedin prospecting limitations, let’s see how to stay under linkedin’s radar while you prospect on linkedin.

5. Prepare you Account for Linkedin Prospecting Automation

If you’re just getting start with linkedin prospecting, there is two thing that need to do.

Step #1: clean up old connection requests

If you're sending out a ton of connection requests but nobody accept them, Linkedin will start thinking you are spammer.

2 solutions to this:

  1. Target the right people and send good connections request (so a maximum get accepted)
  2. Delete all your connection request old than 3-4 weeks.

To delete your old connection request, go to My Network > Manage.

how to withdraw linkedin connection request

Then click on Sent > Withdraw

delete linkedin request for sales prospecting

The less pending connection requests you have, the more you’ll stay under Linkedin’s radar.

Step #2: Warmup your Linkedin Account

Second thing you should if you’re just getting started is warm up your linkedin prospecting account.

Finally, the best LinkedIn prospecting tips we can offer are to warm up your account and start using the right LinkedIn automation tools.

If you go from 2 messages and 5 connections to 150 messages and 60 connections daily. LinkedIn might notice you are using linkedin prospecting tool.

how to warm your account for linkedin sales prospecting

Here is linkedin warm-up checklist you can follow for the first week:

  • Only send a few manual connection requests per day 
  • Only connect with people you have mutual connections with (2nd degree connection)
  • Send personalized notes so a high percentage of your request get accepted

You have now completed all the checklist and you are ready to start prospecting on linkedin!

Let’s see how to craft the best linkedin prospecting messages for your campaigns.

How to write Linkedin Prospecting Messages that Get Replies?

If you scale something that doesn’t work, it will create a mess.

That is why before doing any automation on Linkedin, you need to learn how to write the perfect linkedin prospecting messages.

If you just getting started, do things that don’t scale. Start by writing message manually. Once you see that the manual approach work, you will be able to scale with confidence.

Let’s see how to skyrocket your reply rate on Linkedin.

  1. Common Mistakes with Linkedin Prospecting Messages
  2. Linkedin Prospecting Messages Best Practices
  3. Linkedin Prospecting Tips on Follow-ups
  4. Know the Right Copywriting Templates

1. Common Mistakes with Linkedin Prospecting Messages

We all receive really bad linkedin prospecting messages everyday.

I've made a wrap-up of some of the worst I received to show why you shouldn't do if you want to be using linkedin for sales prospecting.

Error #1: asking for a meeting right away

Have you ever walked up to someone at en event and ask for a meeting without even introducing yourself?

I guess not. People tends to forget that real life interactions and message interactions follow the same rules.

linkedin prospecting messages

Try start a start a conversation. Build a relationship and get to know your prospect before asking for something.

Time is value. You must have a clear reason why your prospect should give you this value.

Error #2: Long and Painful to Read Messages

Yeah. You know what am talking about. THIS.

linkedin prospecting messages template

Again. Time is value. Why would I spent 5 min reading this text that looks completely boring.

Don’t put all your pitch in the first message. Only say the essential. You will have the chance to tell the rest him you get a meeting.

Error #3: Unclear Proposition Value

The 3rd most common mistake I see I unclear proposition value.

linkedin sales messages

Take the time to work on your proposition value. How can you sum up clearly the value you can bring to your prospect in just one sentence?

Error #4: arguments not backed up with data

Your prospect don’t know you. So you need to build trust.

We can’t take the words of someone you don’t know for granted. You need to provide data and concrete example on what you can provide.

Here is an example of someone that says that he has worked with business similar to mine. It will be better to add the names (if it’s even true, which is not so sure)

bad example of linkedin prospecting message

He then says he had great success with business similar to mine. Success is a broad work. What are the results that you achieved?

example of a linkedin message not backed up with data

Don’t say something you can prove. If you say you can do something. Give proofs.

2. Linkedin Prospecting Messages Best Practices

Here are my best tips for linkedin prospecting messages. First, do the opposite of what we have just seen in the last part.

  1. Don’t try to close the deal right away. Create a conversation.
  2. Write short messages and add space between the paragraphs.
  3. Tell your proposition value in one sentence
  4. Backup your sayings with data or use cases.

if you want to improve your chance to generate leads with linkedin, Here is what I think is a good structure for your messages (this message had 28% reply rate which is a decent score).

best linkedin messages for sales

Part #1: Reason for outreach (or icebreaker)

First things that pops in your prospects heads when they see your message:

  • Who are you?
  • What do you want?
  • Why am I even reading this?

I think it’s a good idea you start by explaining why you think starting a conversation between the two of you is relevant.

write icebreakers for you linkedin messages

Just explain in simple words why it’s a good idea to start talking. You can mention:

  • something your prospect did,
  • a post he published
  • a news about his company

Anything that could make you think that your prospects may find value in exchanging with you.

Part #2: A question to qualify you lead

The first goal of a linkedin prospecting messages is not to get a meeting. It’s to qualify your leads.

Are you willing to take a meeting with someone not qualified? I guess not.

So you need to ask a question whom answer will immedalty let you know if continuing the conversation with this prospection is relevant.

linkedin prospecting message template

So separate your Linkedin outreach in 2 steps:

  1. Ask to your lead if he has the problem you are solving
  2. If he does, ask for a meeting
linkedin prospecting strategy

Really keep in mind that prospecting is not seling, prospecting is qualifying.

If you know for sure that your prospect has a problem you can solve, selling will be much easier.

Part #3: Explain why you ask this question

You need to help your prospect understand why you are asking this question to him.

Most of the time, it will be that you have seen many people like him struggle with the same challenges.

back up your linkedin prospecting message with data

This part is about reinforcing your legitimacy to contact your prospects.

Your prospect needs to think that you are here for a really good reason

Part #4: Good Reason to Reply

You need to give your prospect a good reason to reply.

What’s in it for him?

No need to give too much details here. Personally I like to say to I have the solution without telling too much.

People want their problem solved. How you solve it is a detail. If they are really feeling the pain of the problem you can solve, they will reply.

3. Linkedin Prospecting Tips on Follow-ups

“Money is in the follow-ups”

Following up is the very important step when you are doing linkedin sales prospecting. It’s rare to have a significant number of replies with the first message.

People are busy and may not reply to your first message. Even if it’s good.

Here a few guidelines to respect for your follow-ups.

Tips #1: Don’t Repeat Yourself

When you are using linkedin to generates leads, make sure to add value every time you send a follow-up.

Most of people simply repeat their proposition value and ask for a meeting again.

There is no added value for the lead in this type of follow-ups.

follow up on linkedin

In this message, the person ask for a meeting whereas the prospect has not even shown interest for the proposition value yet.

Tips #2: Always Bring Value

Instead of just repeating your proposition value, try to bring new arguments on the table.

You can for exemple send content you created on the topic to show your expertise.

How to send follow-ups on linkedin

This is a good follow-up to me. The “please have a look” is a little bit pushy but a link to a relevant content is provided to show expertise in the field.

Tip #3: Leverage your existing clients

Client testimonials are gold for following up.

Sending a video is even better because that will allow your prospect to discover who you are and to start creating a relationship without you.

good example of a linkedin follow up

It also show proof that you are legit business and you already created value for similar people.

Ok so now you know how to write linkedin prospecting messages and follow-ups.

Let’s this how to scale these techniques with the right linkedin prospecting tools.

3 Linkedin Prospecting Tools To Scale Your Lead Generation

Once you know how to write messages and you start getting replies, you may want to scale your approach to generate more meeting. Here is 3 Linkedin prospecting tools to help you achieve your goal.

1. Use Linkedin Sales Navigator for Sales Prospecting

If you are serious about making Linkedin prospecting your main lead generation channel, you need LinkedIn Sales Navigator.

how to use linkedin sales navigator for prospecting

LinkedIn Basic search is good but won’t be a fit to scale your linkedin prospecting:

First, search results are limited to 1000 results (100 pages of 10 results)

linkedin prospecting search result limitation

Second, there is monthly search limit depending on your linkedin activity Linkedin activity.

This is what Linkedin call commercial use limit.

commercial use limit on linkedin

If you use the Linkedin search a lot you are likely to see this pop up and not be able to perform any Linkedin search until the end of the month.

With Linkedin Sales Navigator:

  • You have unlimited search
  • You have much more filter to build targeted lead list

LinkedIn has absolutely no interest into transforming the basic search engine into a high performing tool because…They want to buy the Sales Navigator.

We explain everything in our complete sales navigator tutorial but basically you target people on:

  • job title
  • location
  • keywords in profile
  • industry
  • company size
  • seniority level
  • and many more…

2. Export Data & Find Emails for Linkedin Prospecting

Once you are happy with the search results, the process is quite simple.

First, you will need a Chrome Extension to extract your search results into a CSV and get the emails of your prospect.

These feature are not provided by Sales Navigator but you can totally do that with Evaboot.

Evaboot is a linkedin prospecting software that will help you extract, clean and filter your lead lists so you can create super qualified lead list in one click.

Here is a tutorial:

3. Automate Linkedin Prospecting with LaGrowthMachine

Once you get the data, you will need a linkedin prospecting tool to automate your messages and follow-ups.

I have tried many and LaGrowthMachine (LGM) is the linkedin sales prospecting tool that I have come across.

Automated linkedin prospecting can save a huge amount of time to your Sales team. Here is how:

Instead of sending all the email yourself, you can design prospecting scenarios in which all the messages are already automated.

LGM is really interesting because it allow to launch multi-channel sequences using:

  • Email
  • Linkedin
  • Twitter

Using several channel can multiply your reply rate up to 3 time.

Once you have built your email list with Evaboot, simply import the CSV on LGM.

how to import a linkedin lead list on linkedin prospecting tool

Match the column with data field that LGM expects.

Create an audience for your leads

how to create an audience on linkedin prospecting tool

Your audience is created!

Now let’s design your outreach campaign.

Click on the Campaign icons then “Create campaign”.

how to launch a campaign on linkedin prospecting tool

You can choose among the templates or design your own funnel.

linkedin prospecting campaign template

Once your sequence steps are defined, you can start working on the copywriting of your messages.

You can personalize your messages with the custom variables you have imported with your CSV:

  • first name
  • company name
  • Website
  • Etc…

how to use custom variable in your linkedin prospecting messages

The tool will automatically replace the variables with data that is in your file for the defined leads.

Here is an example:

linkedin prospecting message with custom variable example

Once your campaign is launched, you get access to a wide range of KPI to monitor your performances.

Here is an example of results I get using this tool:

how to get statistics on linkedin prospecting

You know have all the skills to start prospecting on linkedin efficiently.

In case you need some inspiration to get started, here are 5 linkedin prospecting message templates you can start using for your first campaigns.

4 Linkedin Prospecting Message Templates for your campaigns

Here are 4 linkedin prospecting messages examples that give good results.

Feel free to take inspiration from them remember to always customize them for your audience.

  1. Linkedin Prospecting on your Post Commenters
  2. Linkedin Prospecting on competitors’ Post Commenters
  3. How to use Linkedin for prospecting event attendees
  4. How to use Linkedin for prospecting group members

1. Linkedin Prospecting on your Post Commenters

We talked about how building a personal brand can help you with linkedin sales prospecting.

This strategy is simple. If you have a content that you know your audience will be interested in:

  • Describe the content in a post
  • Ask people who want this content to comment your post

First, the more comments you post gets, the more viral your post will be. So this strategy push the Linkedin algorithm to show your post to a maximum of people.

I have followed this strategy for a post that get 730 comments.

linkedin prospecting on post commenters

The second step is contact all the people that commented your post to send them the content and start a conversation

For that, you will need to extract all post commenters into a CSV.

Go on Phantombuster and select the post commenters extractor

how to extract linkedin post commenters

Copy Paste the URL of the linkedin post

At the end of the process, you get a CSV with the Linkedin URL and Name of your prospects

Upload the file on your favorite linkedin outreach tool and send a message like this:

Example of “Post Commenters Campaign

Hello <first name>,

You recently commented my linkedin post to get the <name of content>

Here it is: <link>

Hope you will enjoy it! Let me know if you have any questions after reading it.

By the way, I’m curious about why you wanted this content. Do you currently experience <problem you company solves> ?

Best, JB

In this scenario, you want to start the conversation by giving value and then explore your prospects’ challenges to see if you can make a sell.

This is clearly the best linkedin message for sales prospecting.

2. Linkedin Prospecting on Competitors’ Post Commenters

Commenting a post is a great sign of interest for a topic. And all post comments are public!

Why don’t you steal post commenters from a post related to your niche?

Thanks to the linkedin search engine, you can look for post in your niche and extract the commenters.

Simply type your keywords and select “Past week” to be sure people will remember having commented this post recently

how to search for linkedin post for sales prospecting

Just repeat the process describe in the part 1.

Here is an example of results i’ve get with this strategy.

example of linkedin prospecting campaign on post commenters

Here is the message I sent:

Example of “Post Commenters Campaign

Hello <first name>,

I saw that you commented <competitor>‘s post regarding the generation of icebreakers via AI.

I’m doing a webinar with WeClose on the subject next Tuesday 2 p.m.

Here is the link: <your link>

Most of the tools that do this today are English and do not work well on the French.

WeClose’s AI is trained on French so I thought it might be relevant for you 😉

Best, JB

3. How to use Linkedin for prospecting event attendees?

Attending to a Linkedin event is a great sign of interest for a topic.

If some companies in your niche or you competitors create a Linkedin event, you can totally steal all the people who signed up to it.

First, look for event in your niche

How to use Linkedin for prospecting event attendees

Find a event from which you want to extract the attendants

linkedin event search results

You must register to the event if you want to have access to the list of attendees

add to see linkedin event attendees list

You now have access to the list of participants

access linkedin event attendees list

Once you complete these operations, you can now go to Phantombuster and look for “LinkedIn Event Guests Exporter”

how to extract linkedin event attendees

Simply copy-paste the linkedin event URL into the field

You will get a CSV with all event participant information.

You can now import this CSV into LaGrowthMachine and repeat the process described in part one.

Here is an example of a prospecting message you could send after the event.

Many people sign up for event but never show up so make sure to ask if they did participate to the event.

Example of an “Event Attendees Campaign”

Hello {{firstname}},

I’m trying to collect feedback on the webinar {{webinar_name}}.

Did you finally attend to it?

Interested in your thoughts

Best, JB

Wait for a reply


Ok good to know.

I’m organizing a webinar on the same topic in two weeks.

We’ll be talking about {{mention feedback provided}}

Will you be interest to join?

Here is the link: {{event_link}}

You don’t need to start selling your product or event right away.

First, engage the conversation an try to get a first reply to see if this person is a qualified lead.

Once the conversation is engaged and the interested of your prospect validated, it will be much easier to detailed your proposition value.

4.How to use Linkedin for prospecting Group Members?

Being part of a group is a good sign of interest.

It means the person is interested in the topic and want to get content about it or exchange with other people in the community.

Contacting people that are members of some linkedin groups in your niche definitely worth a try.

So how to get them into a CSV?

You can use Sales Navigator to prospect group members, but it is not mandatory.

You can also use the basic search engine and Phantombuster to do that.

Look for a group with the LinkedIn search engine

How to use Linkedin for prospecting Group Members

Join the group by clicking on Request to join

how to join linkedin group for sales prospecting


You will have to wait for the admin of the group to accept your request to go through the next steps. Otherwise this error will show up
warning linkedin group extract

Once you get accepted into the group, look for the Group Extractor Phantom.

Copy paste the URL into Phantom Buster

A few minutes later, you get all the group members into a CSV!

You can now import this CSV into LaGrowthMachine and repeat the process described above.

Here is an example of prospecting message you could send:

Example of “Linkedin Group Members Campaign”

Hello {{firstname}},

I just joined the {{group_name}} linkedin group and I’m reaching out to members to exchange about {{topic}}

Are you still interested in this topic?

I personally {{mention your link with the topic}}

Let me know if you are willing to exchange!

Have a great day,

Best, JB

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