The truth is that your highest-intent prospects are already on your website. But because most visitors won’t convert on your website, you can use LinkedIn to reach them instead.
The B2B social platform is by no means a replacement for cold calling. But it’s where buying conversations start, where deals get influenced, and where decision makers spend their time – and where you should be, too.
And if you can combine slick LinkedIn outreach skills with website visitor insights, you’ll build a strategy that will help accelerate engagement, shorten sales cycles, and prioritize reps’ time where it matters most.
“LinkedIn is like a live database of professionals ready to engage if approached authentically,” explained Tom Happé, founder of True Leads, in a webinar.
First, Make Your Profile Appealing
Before you do anything on LinkedIn, you should make sure your own profile gives the very best first impression.
For sales professionals, it’s not just an online resume; it’s a personal branding tool that can attract the right prospects and open doors to meaningful conversations. If your profile doesn’t reflect who you are and the value you bring, you could be missing out on connections and opportunities.
Make sure your profile has the following:
- A professional photo and a clear banner that helps people align you with the company you’re working for.
- A headline that speaks to the problem you’re trying to help prospects solve. For example, instead of Senior Account Executive at Salesforce, you could say something like ‘Driving revenue growth for B2B companies by turning disjointed sales processes into predictable pipelines’.
- A summary section that helps people understand more about who you are and how you can help.
- A featured section with a case study, demo video, slide show of client results, a testimonial, or something else to show social proof.
Outreach To Website Visitors First
Every website session on your site represents real interest. After all, few people browse B2B websites for fun.
Those buyers who are researching your solution, pricing, or resources are already giving you early signals, long before they fill out a form.
This kind of first-party data is the closest you’ll get to seeing which accounts are warm right now, and website visitor identification tools like Lead Forensics are how you can tap into these insights.
Once you can see which companies have visited your website, you can align them to your ICP and reach out to the most relevant prospects through your LinkedIn account.
But don’t just send them a connection request and a cold pitch. Take time to build a relationship, whether that’s adding a supportive or interesting comment to one of their posts or sending a short, personalized message that signals awareness and value.
Modern prospecting on LinkedIn is about being informed and targeted and is rooted in real intent.
Avoid These Common Mistakes
Too many teams treat LinkedIn like a marketing tool when in reality, it’s a frontline sales channel.
When you get LinkedIn outreach right, it becomes an always-on engagement engine. But the mistake that’s often made is relying on automation or delegating activity to the marketing department alone.
It’s sales leaders who should own their business’ LinkedIn activity.
Your reps should be tracking who engages with your brand and who returns to your site after seeing a post. And they should know which decision-makers are checking your product pages.
That’s because when they act on those signals fast, they’re first to the conversation and more likely to win the sale.
It’s not just for small businesses, either; we’ve seen enterprise deals close off the back of a well-timed, human LinkedIn message triggered by a site visit. It’s not a theory; it’s a tactic that’s repeatable.
What Does an Effective LinkedIn Outreach Flow Look Like?
To get started with LinkedIn outreach, you need to define your high-intent pages. These are usually pages about pricing, solutions or demo requests.
Prioritize the businesses that view those pages first. For each business, find 2-3 relevant decision-makers on LinkedIn – but don’t blast every person at once. Instead, pick the one that aligns best to your typical buyer and reach out to them.
It works well if you send a connection request and reference something specific, whether that’s recent activity, company news, or an industry trend you’ve noticed. Be sure to skip the sales pitch at this stage.
If your connection request is accepted, you should follow up with something helpful, which could be a resource, a short POV, or a question that shows you’ve done your homework.
Build your relationship on LinkedIn by interacting with their content. That means commenting where relevant or sharing insights that reinforce your authority in the space. The goal isn’t to “warm them up”, it’s to stay relevant until they’re ready to engage.
This all gets you into a great position for when they next visit your website.
Develop a Process That Builds Over Time
If you commit to LinkedIn outreach and do this consistently, you’ll start to build real momentum that can help fill your sales pipeline.
When you fuel your targeting with website visitor data, your outreach becomes more focused and effective, ensuring you’re investing your energy in the leads that matter.
Plus, more connections mean more reach. As your LinkedIn network grows with ideal prospects, your content reaches a wider, more relevant audience. Each new connection amplifies the impact of your posts, comments, and messages.
This creates a compounding value where each interaction builds on the previous. A connection today could become a conversation next month and a closed deal a few months down the line.
Not already using Lead Forensics? Book a demo to start your free trial and overhaul your LinkedIn outreach.
