SM Agency

SM Agency

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SM Agency is a full-service digital agency specialising in creating emotional experiences through marketing. We rely on the newest neuroscientific methodology and technology which allow us to get +97% precision in audiences’ emotional understanding and +250% campaigns performance growth. Our experienced team helps brands of any nature connect with customers at a deeper level and get the most out of their marketing campaigns.

LinkedIn is a great source of leads and clients. But it isn’t always easy to generate good results, especially if you don’t know the exact steps to follow.

So, in this article, we are going to break down for you the best marketing strategy for high qualified LinkedIn lead generation. Make sure you read until the end to gather the whole information and start getting higher results as soon as possible.


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This strategy is for anyone who uses LinkedIn as a sales tool in any industry, whether you use it for lead generation or even to sell.


Do not send sales pitch messages straight away


Like most of the people on LinkedIn, we get sales pitched every single day on the platform. I don’t know if it’s your case, but you might be using that technique as well. And at what cost? It doesn’t work much, does it?

So, we are going to be critiquing all of those sales messages as it’s important that you understand why they're bad and where people go wrong and why they don’t get success with their sales pitches.

First of all, as we are sure that you get many pitch messages on LinkedIn, you know the feeling that they generate, especially when you get a lot of them.

It’s like “There it is, another one who wants to sell me something…Let’s skip it.”

That happens because you, as everyone else, don’t like to be sold, especially when you don’t see the value of the offer and you feel that the message you are reading is just a copy and paste one that has been sent to hundreds, or even thousands, of other people.

So, if that is what you experience with similar messages, why bother using the same strategy?

We know it could be time-consuming, but marketing and sales are all about building relationships based on mutual interest. It has to be a real win-win scenario.

But even if it could seem time-consuming, it’s much more worth it to approach LinkedIn under this perspective and create a lower number of personal connections that will bring you business, rather than sending thousands of messages that will bring you nothing.

And we are sure you agree with us on this point, don’t you?

So, to get even clearer on this topic, as this is truly crucial to understand to stop using a strategy that doesn’t work well at all on LinkedIn, we want to make a couple of examples of messages that you don’t have to send.

“We're part of the same LinkedIn query…straight to the pitch”

“Your business success is important to us… straight to the pitch”

“Businesses like you need… straight to the pitch”
And we could continue for a while making examples.

All these messages miss personality, on top of the fact that they go straight to the sales pitch. They miss a very important thing that, even if it’s through a digital platform, is fundamental – the human component.

It goes like this: “Other similar businesses might have problems or might need something. But what about me? You don’t actually know me, and you are offering me what? You don’t know what business needs but you’re coming here offering me a solution to a problem you don’t even know I have. Waste of time. Let’s skip”

Do you know what we mean?

Those messages clearly show that the person who sent them didn’t do any research about the business. They don’t know what the business does and how it is doing.

Said this, let’s dive into the good marketing practices for LinkedIn lead generation that truly works.

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Research the business


The first thing you should be doing is detailed research. First of all, LinkedIn allows you to filter prospects for the industry, job role, location, company size, activity on LinkedIn, and more.

This means that you can really narrow down the best prospects to contact.

Secondly, once you have the list of people, you should research them and their companies.

You have to understand if the company has the budget to buy what you offer. This should be the very first filter at this point and if they are working on the solution you are about to offer.

So, you can go to their website or research them on Google. Just gather the information that will help you understand if they would be good clients.

After this, do some deep research on the pain points the business has and that your product r service will help them with.

What you offer might be beneficial for multiple reasons. But what is the exact reason that the business you are about to message would decide to become a client?

This is a very important key part to make your pitch more personal and bespoke to the business you are talking with.


Send personal messages


Behind any business there are people. And the messages that you are about to send will be received by a person.

So, first of all, as mentioned above, the first messages must not be about pitching the prospect. Focus on building relationships first. The information about the business you collected in the previous point will be extremely useful at the right moment when you’ll make your pitch.

But first, let’s make people be open to listening by building a good relationship based on trust.

So, to send a more personal message that will stand out from all the others that the person you are sending it to receive on a daily basis, get actually to see who this person is, what they do, what they are interested about.

You can check their LinkedIn profile, and maybe their Instagram and Facebook account as well to see what they share and find something that goes in line with what you like.

Remember; you have to begin a nice conversation between two people who will need to trust each other first to then be open to speaking about business opportunities between them.

So, at this point, the moment you send the connection invitation, you can add a message that goes like this:

“ Hey, Anne, I have just seen your recent Instagram post about awesome evenings. I too am looking forward to reading a good book in front of the fire.”

We are just making it up, but you can see the point, aren’t you?

This message means that you have taken the time to see what the person is interested in and you actually share the same. And this is a great starting point to get the person to accept the invitation and be more open to reading your future messages.

We always recommend going over a few messages about the topic you bring in in the first message to make the conversation a very personal level.

After this, you can start introducing the pain points their business has as people will be more open to listening to what you’re about to say.

So, you could send a message like:

“I was on your Facebook profile earlier and could see you're leaving a lot of money on the table. Would love to share some ideas in the next few days. Speak soon.”
Now, this message doesn’t go for a pitch but it still set very clearly the direction you’re taking the conversation.

The bottom-line? People won’t feel you are selling them something and you’ll get a positive response with most likely people inviting you to speak over the phone or on an e-meeting.

Meaning, you have collected your qualified warm lead.

And of course, in the phone conversation, you’ll use the information collected about the business to share ideas that can help them by using your product or service as the best solution.

Alright, now before we move on with the next LinkedIn lead generation marketing strategy, have you ever thought about how much you should invest in marketing to generate constant business growth? Click the button below to calculate the ideal marketing budget you should allocate for higher visibility, engagement, and profit.

How much should you invest in Digital Marketing?

Feed your audience with valuable content


Also, don’t forget that LinkedIn is still a social network – meaning that it mainly runs around content shared and the engagement it generates.

So, once you connect with potential prospects, if you share valuable content that provides help and leverages you as an authority in your field, people will see it and interact with it.

And the great benefit of this is that first of all people might want to speak with you making themselves the first step and asking you how you can help them with the problems they have.

And if they weren’t ready to convert when you first connect with them, if they continuously see your content, they will keep you in mind and most likely contact you when they are ready to move forward.


If you need help with your LinkedIn lead generation and marketing to grow your business in terms of visibility, engagement, and profit, contact us today and speak with one of our digital marketing experts to see how we can build the bridge between the point you’re standing at right now and your goals.

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