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Amine is La Growth Machine's content manager. He is responsible for the blog content, covering topics related to prospecting, LinkedIn, growth hacking, and lead generation in general. Apart from writing awesome articles, you can find him creating bizarre cocktails or listening to podcasts while cooking. A psychopath, I know 😱

Cold outreach is a strategy that B2B companies are very much in favor of today. Its effectiveness is formidable, and it’s one of the most direct methods of contacting the right people in a company.

The explosion in the number of users and active people on LinkedIn in recent years has also largely contributed to making this type of strategy one of the most powerful levers for driving sales growth.

Over the past two years, the platform has also seen a significant 20% increase in membership.

On paper, the principle is simple: find the contact details of a B2B lead who matches your persona, send them a message highlighting the benefits of your service/product, and that’s it.

Subject: Would you like to create your own website?

Hello,

I find your company very interesting, do you need websites, we’ve been around for 10 years and make all kinds of websites, from the simplest to the most complex, plus we’re experts in customized sites. If you need a site, please reply to this message.

Thank you!

This is an example of a message to be avoided at all costs. It may seem caricatural, but I personally receive these messages at least once a day.

Why do you need lead generation?

Lead gen is a devilishly effective technique, but the devil is in the details.

As the vast majority of entrepreneurs and salespeople who have tried this exercise can testify, the results are not always there.

Behind the apparent simplicity of these techniques lie a host of subtleties that need to be mastered to get the results you’re looking for.

In this article, I will give you a list of the prerequisites, hacks, and techniques one of LGM’s best clients, Kahea.io an expert outbound agency, uses for their lead generation.

These lead generation strategies are our top performers in 2024. In particular, they will enable you to:

  • increase your reply rate.
  • increase your conversion rate.
  • take a more personalized approach.
  • save time.
  • increase your sales.

Let’s go! 😉

Technique 1: Focus on granularity

The most common mistake Kahea encounters when working with a new customer is a lack of segmentation.

Expert Tip 🧠

When we offer a service or product that can be used by any type of company or sector, we’re naturally tempted to want to address everyone in the same way. Nothing could be more counterproductive.

It’s important to bear in mind that each business sector or segment will have its own codes and, above all, its own problems, otherwise known as “pain points“.

This notion of pain points must be at the heart of all your reflections. The more “painful” the problem for your prospect, the more he’ll be tempted to pay for someone to solve it.

So it’s vital to put the right issue at the center of your sales pitch and sales funnel, to get maximum attention and conversion.

The level of granularity you bring to your segmentation will have a direct impact on your results.

Example 🔍

it is sometimes better to run a campaign of 20 or 30 leads with an ultra-tailored message than a large campaign with an overly “vague” approach. This may seem counterproductive, but it gives you two clear advantages:

  • A better conversion rate
  • Better management of your market since don’t exhaust your lead potential too quickly.

La Growth Machine offers a wide range of sequencing and customization options:

Hello {{firstname}}, thank you for accepting me on here!

Just a quick message to see if you’re open to a meeting at {{identity.companyName}}, I’ve been following your news {{customAttribute1}} and {{customAttribute2}} and I’m sure we’ll be able to help you with {{identity.customAttribute1}}.

I saw that you’re located in {{location}}, so we’re very close, why don’t we discuss it over coffee?

Have a great day!

This is an example of a LinkedIn message you can use. 🙂

So don’t hesitate to exploit them to the full by creating sales “silos”, in which your “icebreaker”, your pitch, your promise, your references, etc. will be as personalized as possible, making your contact very relevant.

Example 🔍

Let’s say you run a digital agency. Your ‘A’ segment is SMBs with an eco-responsible positioning, your ‘B’ segment is luxury brands that make cosmetics, and your ‘C’ segment is large corporations in the health technology sector.

Now imagine that you contact a prospect from segment C, i.e. a large corporation whose DNA is health and technology, with a pitch that is either too general, B2C and luxury oriented (segment B) or eco-responsible (segment A).

Your pitch certainly doesn’t evoke a solution to a pain point that could be his, and you probably don’t respect the codes of his milieu. If so, you’re likely to be rejected.

I therefore advise you to create silos adapted to each segment:

  • the creation of a database with the greatest possible depth of segmentation (e.g. founders and CEOs of luxury real estate agencies, min. 10M sales, min. 5% recent headcount, Paris intra-muros).
  • an adapted sales pitch focused on a relevant and specific pain point.
  • sales support (landing page, video, pitch deck, etc.) adapted in the same way.
  • the use of variables proposed by La Growth Machine to make the pitch hyper-personalized.

Automate your LinkedIn outreach with La Growth Machine
Try for free

Technique 2: Control your bandwidth

It’s important to understand that the LinkedIn algorithm won’t let you make hundreds of visits and invitations every day.

If you try to exceed LinkedIn’s limits, it may penalize you with a more or less disabling “block”, preventing you from using your account further. You’ll then have to change accounts to continue campaigns, which can quickly become a pain.

As explained above, I recommend that you create the most accurate databases possible.

It’s better to contact a few ultra-qualified people every day, rather than trying to “machine-gun” hundreds of poorly-targeted people.

By spending time on the quality of your leads upstream, you’ll spend less time dealing with useless appointments, incongruous situations and blocks in your favorite network.

Good to know 💡

Here’s a step-by-step guide to segmenting and targeting your leads with La Growth Machine :

La Growth Machine allows you to import your searches directly from Sales Navigator, so the strategy is to create a list as pure as possible before adding it to your campaigns and letting La Growth Machine enrich the contact details of the prospects concerned.

Expert Tip 🧠

Don’t skimp on the “NOT”/Exclude operator in your Boolean searches, by excluding all unnecessary companies or job titles, you’ll get very clean databases with a minimum of waste.

An advanced search on Sales Navigator, using the Boolean principle.

Technique 3: Use video tools and voice messages

A personalized contact is a contact that has every chance of succeeding.

Today, there are many tools available to make your approach much more human, pleasant, and effective:

  • Prepare a video of no more than 2 minutes using tools such as Vidyard or Loom. A video is worth a thousand words, and an oral presentation carries a lot of information and emotion that you won’t be able to convey in writing. Don’t forget that the majority of our purchasing choices – 80% – are based on our emotions, while only 20% are based on reason.

Expert Tip 🧠

Be spontaneous, natural and don’t forget to talk about your prospect (and less about yourself).

  • LinkedIn allows you to send voice messages to your prospects, an alternative to video if you’re not comfortable behind the camera (but it’s worth the effort).

Good to know💡

La Growth Machine allows you to automate these voice messages directly from the LGM Inbox, which not only saves a considerable amount of time, but also significantly increases your returns. Voice messages:

  • add a human touch to the message,
  • allow you to stand out from other requests on LinkedIn,
  • and, above all, increase your response rate by 30 to 40%!

La Growth Machine’s voice message tool.

Technique 4: Multichannel outreach, the key to success

Take advantage of the infinite possibilities offered by La Growth Machine to create masterfully orchestrated lead generation sequences.

First of all, I advise you to consider which channel will be the most promising for the segment you wish to approach.

Are your prospects not very present on the networks? Then opt for an “Email Only” campaign, as you’ll be more likely to get responses. On the other hand, if your target is very active on LinkedIn, then give priority to this channel.

As a general rule, a “cross-channel” LinkedIn Email campaign with LinkedIn as the first step is a “must”, as it multiplies your chances of reaching your prospects.

Expert Tip 🧠

Are you running out of bandwidth because LinkedIn won’t let you do more than a few daily interactions? Create a second campaign, this time with email as the first step, and multiply your reach.

Once you’ve chosen the right channel, all you need to do is define the appropriate orchestration.

The basic settings on La Growth Machine are generally well thought-out, but there may be times when you’d like to take advantage of a greater or lesser gap between each boost.

Example 🔍

You’re going to a trade show in 2 weeks’ time, and you’d like to contact 3O or so highly targeted leads to organize a meeting with them on the spot. Don’t hesitate to speed up the time between each reminder, so you can get a response before the day you leave.

Finally, think of La Growth Machine’s multi-channel possibilities as an opportunity to create multiple “Touch Points” with your prospects, customers and former customers.

Example 🔍

An incoming prospect has contacted you via a form on your site, so don’t hesitate to create a “Trigger” via Zapier La Growth Machine to automatically add them to your networks (LinkedIn, Twitter) and send them a welcome email.

Here’s a complete guide to using Zapier with La Growth Machine.

Zapier is a service that lets you connect various tools together. For example, you can connect typeform (a popular form service for marketing) to La Growth Machine to perform an action once the form has been filled in.

In this example, the lead is added to a campaign after a new entry is created in Typeform

This approach will be greatly appreciated by your prospect, and will be seen as a sign of dynamism and professionalism.

Kahea’s most frequently used sequence.

Technique 5: (Re)Activate your own network

Your LinkedIn network is probably full of little nuggets that you may not even realize you have.

Example 🔍

You know, your friend Sophie, with whom you worked in 2015 and who has evolved a lot in the meantime. She now holds a position of responsibility at Hermès.

Now’s the perfect time to get back in touch with her and organize a professional reunion video. She’ll certainly be delighted to work with you again.

The aim: to retrieve your own network, sort it and create a LinkedIn Only sequence on La Growth Machine to reconnect with them. Success guaranteed.

Hi {{firstname}}! I thought of you recently, what do you say we arrange a quick meet, we surely have a lot of new things to introduce to each other since last time!

{{identity.firstname}}

Technique 6: Use signals of interest

LinkedIn is probably full of signals of interest to your company, but you still need to know where to find them.

Example 🔍

Here’s a possible signal of interest: you’ve just released a great production for a client (a new design, website, scenography…), the client shares this production on LinkedIn, and other people share in turn.

Make a list of all the people and pages that have published your work, get the people who like and comment on posts and contact the ones you find interesting – they’re probably fans of your work and will be delighted to work with you!

Technique 7: Be profitable

For those of you who are interested in all the strategies described above, but don’t have the time, budget or inclination to learn about them, the most cost-effective approach is undoubtedly outsourcing.

Although La Growth Machine is a very easy-to-access, user-friendly tool, it’s not always easy to use it to its full potential, especially if the targets you’re aiming for are in hard-to-reach, competitive or very niche markets.

Over and above the technical aspects, which La Growth Machine makes as simple as possible, there’s a great deal of knowledge you need to know in order to run an effective outbound campaign:

  • copywriting.
  • data scraping.
  • creation of sales tunnels.
  • constant monitoring of the most effective strategies.
  • cRM management
  • management, etc.

If you are in one of the following situations:

  • You’re the founder or CEO of a company and don’t have any in-house salespeople. You’re the best person in the company to talk to and convince prospects face-to-face, but the whole pre-sales process is too time-consuming and complex for you.
  • You’re the founder or CEO of a company, and you’ve recruited a salesperson, but you’d like to improve their productivity and find a way to boost sales, by letting them concentrate on their real added value: talking to prospects and customers.
  • You’re a sales manager and would like to get rid of all the pre-sales work so that you can concentrate on “higher” level issues.
  • You’re a start-up creator and need to scale up

Then choosing a service provider with strong expertise in these areas will save you both time and money.