LinkedIn Outreach Campaigns
Personalized outreach where your buyers already spend their time, run at a pace that protects your account.
What it is
This is a structured LinkedIn program: connection requests, personalized messages, and follow up sequences designed to open a real conversation with a decision maker, not fill their inbox with something they'll report as spam.
LinkedIn has one advantage no email campaign can match. The prospect can see who you are. A profile with a real face, a coherent history, and a few posts that suggest you understand their world does a quiet amount of work before your message is even opened. That is also the catch: the channel rewards patience and punishes volume, and most companies get the ratio backwards.
We run it as a relationship channel with a structure behind it. Targeted connection requests, messages written for a specific segment, follow ups paced like a person sent them, and volume kept well inside the limits that keep an account healthy.
Who it's for
- B2B companies selling to buyers who are active on LinkedIn, especially in SaaS, IT, and professional services
- Teams who want a relationship first channel to run alongside email
- Companies trying to build some executive visibility while they build pipeline
- Founders whose personal profile carries more weight than the company page
How LXP delivers it.
Build a target list of decision makers who match your ICP.
Write personalized connection requests and message sequences. No generic templates.
Run outreach at a pace that protects account health and keeps deliverability intact.
Track engagement and hand off warm replies for qualification.
Refine messaging based on how people are actually responding.
How the work actually gets done.
The detail behind the five steps, for the version of you that wants to know what you are paying for before the first call.
Targeting past the job title filter
Sales Navigator makes it easy to build a list of five thousand people with the right title and almost no chance of buying. We narrow it using the filters that correlate with fit: headcount, growth, technologies in use, recent role changes, and activity that suggests the person is engaged rather than dormant on the platform.
Seniority needs a judgement call too. Going straight to the C suite in a large enterprise usually gets you routed to someone two levels down, so it is often better to open with the person who owns the problem day to day and let them bring their executive in. In a company of eighty, the founder is the right first message.
The profile does half the work
Before any outreach starts, we look at the profile the messages will come from. A headline that describes who you help rather than your job title, a banner and about section aligned with the offer, and a short run of posts that show relevant thinking. Prospects check. A thin profile turns a good message into a suspicious one.
This is why we work inside your account or a dedicated one we set up for you. Any connection built, any conversation started, and any follow that comes out of it stays with your business rather than disappearing when an engagement ends.
Cadence, and why the pacing is not laziness
Connection requests go out in controlled daily batches, well under the platform ceiling. The request itself either carries no note or a short one, depending on what is testing better for that segment, and the real message comes once the connection is accepted, when it appears in a normal inbox rather than an invitation queue.
The first message does not pitch. It gives a reason for the connection and invites a response. Follow ups are spaced over weeks rather than days, and each one adds something: a relevant observation, a piece of work worth reading, a question with an easy answer. Three or four touches across a month feels like a person being persistent. Three touches in a week feels like a bot and gets reported as one.
Running it alongside email rather than in parallel
Prospects don't experience channels separately. When a profile view, a connection request, and an email land within the same fortnight, familiarity builds and reply rates on both channels improve. Run as two disconnected campaigns, the same touches read as being hassled by two different people from one company.
So the sequences are planned together. A profile view before the first email. A connection request after the second. A LinkedIn message when the email thread goes quiet. Every touch assumes the prospect has already seen the last one, which is also why the copy never repeats itself across channels.
What success looks like
A growing base of engaged connections and a steady stream of conversations that turn into qualified meetings.
How the engagement runs
Run on a monthly basis with an agreed daily connection and message volume that stays inside safe limits. Sequences are yours to approve, all activity happens in an account you own, and reporting covers acceptance rate, reply rate, and meetings by segment.
Questions we get asked.
Won't this come across as spam to my prospects?
It shouldn't, because it isn't run that way. Messaging is personalized per segment and the cadence is paced to feel like it's coming from a person, because it is.
Do you use my LinkedIn account or your own?
We work inside your account, or a dedicated one we set up for you, so any relationship that builds is under your name.
How does this fit with email outreach?
The two are sequenced together. A prospect might see a LinkedIn touch and an email land close together as part of the same coordinated campaign.
Is there a risk of getting my account restricted?
There is if a campaign is run carelessly, which is why volume stays under the platform limits, activity is spread through the day rather than fired in a burst, and acceptance rates get watched. A falling acceptance rate is usually the first sign that targeting has drifted, and we slow down and fix it rather than push through.
Do we need Sales Navigator?
For most ICPs, yes. The filtering and list building are meaningfully better, and it is a small line item next to the cost of working a poorly targeted list.
Should outreach come from a founder or a sales profile?
Founder profiles generally get higher acceptance and reply rates, especially when selling to other founders or to executives at smaller companies. In enterprise, a clearly labelled sales or partnerships profile is often the more honest fit and performs just as well.
What kind of reply rate is realistic?
It moves with the market and the offer, so anyone quoting a fixed number is guessing. What we can say is that acceptance rate and reply rate are reported weekly by segment from the start, so you see the real numbers for your market rather than an industry average.
Works well with.
Ready for a pipeline that doesn't depend on luck?
Tell us who you sell to and we'll show you what the first ninety days of structured outbound would look like for your team.