You’re trying to get the best of your prospecting actions for B2B? There are several LinkedIn prospecting techniques that can boost your lead generation to the next level. One underutilized tactic is cold messaging – sending a message to someone you don’t know, in the hopes of starting a conversation.

What is cold messaging on LinkedIn? What are the advantages for businesses? How to do it properly?

In this post, we’ll explain what cold messaging is, what are its benefits, and share some tips for doing it well. Stay tuned!

What is a LinkedIn cold message?

LinkedIn is one of the most powerful platforms to get new clients, especially for B2B.

But to maximize its potential, you must know how to use it properly.

A cold message on LinkedIn is a message that you send to someone you don’t know, to start a conversation with one or many prospects.

Exemple of cold message

Basically, it’s a way to reach out to new people that could be interested in your products or services, without being too sales-y.

To do this, you need to have a good understanding of who your target market is and what their needs are. Once you know this, you can start looking for potential prospects on LinkedIn and send them a personalized sales message.

Cold messaging is one of the most underestimated techniques to do LinkedIn lead generation. But when you do it the right way, it’s extremely efficient.

Why should businesses use cold messaging on LinkedIn?

As we’ve just seen above, LinkedIn cold messages are simply a way to do traditional business by reaching out to someone the same way you would have done it by phone or by email.

Except for the fact that it’s happening through LinkedIn.

There are several advantages to using this technique:

  • You can reach out to high-quality prospects that you wouldn’t be able to connect with otherwise. To know more about contacting someone, you can check our post “How to reach out to someone on LinkedIn?” ;
  • You can reach out to an unlimited number of leads on your domain ;
  • It’s a low-cost way to get new customers ;
  • You can start building relationships with potential customers before you even have a product or service to sell ;
  • You can nurture these relationships over time so that when you do have something to sell, they’ll be more likely to buy from you ;
  • It’s also a great way to build up brand awareness.

This is a non-exhaustive list, but you got the idea: LinkedIn cold messaging is a direct way to get new B2B leads without spending a huge amount of money.

But it’s pretty time-consuming, though.

That’s why we created LaGrowthMachine. With our Linkedin Automation tool, you can easily import lists of leads from any source, and build your LinkedIn prospecting sequence in advance to do the same things, in a few minutes instead of days or weeks.

Get 3.5X more leads!

Do you want to improve the efficiency of your sales department? With LaGrowthMachine you can generate on average 3.5x more leads while saving an incredible amount of time on all your processes.

By signing up today, you’ll get a free 14-day trial to test our tool!

Try now for free!

How to do great LinkedIn Cold messages ?

Now that you know what a cold message on LinkedIn is, and why you should definitely do it, let’s find out how to build a proper strategy.

At LaGrowthMachine, we’re sending and reviewing hundreds of cold message campaigns. We’ve been building our very own and homemade process to get the most out of it.

In the next part of this post, we’ll explain to you how you should proceed to improve your performance.

Step1: Make sure your profile is awesome

Your profile is your business card on LinkedIn.

When people receive your message, the first thing they do is to check who you are, by clicking your profile.

adrien profile
Adrien inspires trust with his profile

That’s why it needs to be great! If you want to know more about how to optimize your profile, you can check out our post on LinkedIn Profile.

To ensure your profile is great, you should have a look at this specifically : 

  • Making sure that your profile picture is good quality and recent ;
  • That your headline is interesting and reflects what you do ;
  • That the summary is well written, error-free, and persuasive ;

Step 2: Build your target

The second step is to find the right people to contact. To do this, you need to have a very good understanding of your target market and their needs.

To do this you must :

  • create your buyer persona ;
  • analyze your target habits and behavior ;
  • have a look at the volume for forecasting.

How to create your buyer persona ?

A buyer persona is a semi-fictional representation of your ideal customer. It’s based on market research and real data about your existing customers.

Creating a buyer persona will help you understand your target market better and determine what their needs are. This way, you can create a more targeted sales message that resonates with them.

To create your buyer persona, you need to gather as much information as possible about your ideal customer. You can use surveys, interviews, and focus groups to collect this data.

Once you have all this information, you can start creating your persona.

How to analyze your target behavior?

Now that you know which people you want to target with your messages through LinkedIn, it’s time to analyze their behavior.

This way, you’ll be able to understand how they consume information and what their needs are.

To do this, you need to answer the following questions:

  • What are the main challenges my persona is facing?
  • What are their goals?
  • What type of content do they consume(Blogs, ebooks, webinars, etc.)?
  • How active are they on social media?
  • Which ones do they use?
  • What is their job title?
  • etc…

How to find the volume you want to target with Linkedin?

You can use different methods to find potential prospects on LinkedIn, but the most efficient way is to use advanced search operators.

Advanced search operators are a set of words and symbols that you can add to your LinkedIn search queries to get more targeted results.

For example, if you want to find marketing directors in tech companies in France, you can type “marketing director” AND “tech company” location:France into the LinkedIn search bar.

You can also use Boolean operators such as OR, NOT, and “-” to make your searches even more precise.

Simple search feature in LinkedIn

You can also use LinkedIn Sales Navigator to do that pretty easily and very accurately.

Once you’ve went through these 3 sub steps, you can start building your target list. You can do this directly with Excel or Google Sheets, or if you’re using Sales Navigator, there’s a great feature that allows you to create a list of leads by account or by people.

Step 3: Set up your sales objectives

The third step is to set up your sales objectives. This means that you need to determine what your goals are for each campaign.

Careful here. A good sales objective must be :

  • specific ;
  • measurable ;
  • attainable ;
  • relevant ;
  • Timely.

For example, a good sales objective for a LinkedIn cold message campaign could be to generate 10 qualified leads in 2 weeks.

At LaGrowthMachine, we recommend you to proceed by doing sprint sessions: set an objective for a two-week period, and at the end of these two weeks, assess your results and adapt your strategy accordingly.

Reporting feature in LaGrowthMachine

If you’re using our tool, you’ll have access to a direct live reporting that will help you with tons of things about your performance.

Get 3.5X more leads!

Do you want to improve the efficiency of your sales department? With LaGrowthMachine you can generate on average 3.5x more leads while saving an incredible amount of time on all your processes.

By signing up today, you’ll get a free 14-day trial to test our tool!

Try now for free!

Step 4: Write your sales message

This is the main part of the whole process.

At LaGrowthMachine, we’re observing very different results between campaigns, only because of copywriting skills.

The fourth step is to write your sales message. This is probably the most important part of the process, as it will be the foundation of your entire campaign.

Try to think about how people feel when receiving cold message :

  • they don’t know you ;
  • they probably don’t care about what you’re trying to sell ;
  • they’re already receiving tons of messages everyday from your competitor.

You need to stand out, and the best way to do so is by writing a personalized message.

To you, the best way to do that is by using the “pain point” strategy. This means that you need to find the main challenges your persona is facing and write a message addressing these challenges directly.

For example, if you’re selling a marketing automation tool, you could write a message like this:

Hi John,

I noticed that you’re working as a marketing director in a tech company. I know that it can be very challenging to manage everything on your own and meet all the deadlines.

We’re building up an automation tool that I think you might be interested in. Ok for having a quick chat about it ? :)

Just as simple as that ! Direct, smooth and easy.

Another strategy that works well is the network strategy. If you’re introducing another person that you and your leads both know, that will make the icebreaker much easier.

For example:

Hey John,

I saw you know Sarah? I think you two would have a lot to talk about.

Sarah is currently using our sales automation tool, and I know she’s very happy about it. I was wondering if you were looking for a new software at {{companyname}}?

Thx :)

See ? No selling at all, but still a great way to start a conversation with someone who might be interested in what you’re selling.

Remember that people buy from people they like, so try to be as likable as possible in your messages.

The best way to do that is by being genuine and transparent. People can see through a fake message in less than 3 seconds, so don’t even try to be someone you’re not.

Be yourself, and focus on building a relationship with your leads before selling them anything.

Exemple of sales message we could have reviewed

If you’re using our tool, we can review all your campaigns from the technical set up to the copywriting of all your messages, so you won’t make any mistakes!

Step 5: Test & measure your results

Now that you’ve written your sales message, it’s time to test it !

You need to send out your message to as many people as possible, and track the results carefully.

The best way to do that is by using our tool, as it will give you access to a direct live reporting of your results.

You’ll be able to see :

  • how many people opened and clicked on your message ;
  • how many answered (and didn’t answer) ;
  • how many messages you’ve sent through your campaign.

This way, you can adapt your strategy accordingly.

Bonus Step: Use an automation tool!

If you want to make your life easier, we advise you to use an automation tool like LaGrowthMachine.

It will allow you to do the exact same things:

  • send out your message to as many people as you want ;
  • track your results in live ;
  • adapt your strategy on the go.

But by thousands of messages, and only in a few clicks. Which means much less time spent, and way better results.

In fact, we’re recording 3.5x more leads for people using our automation tools.


That’s it for our guide on how to write a cold message ! We hope you found it helpful and that you’re now ready to start writing your own sales message.

Don’t forget to test different strategies, and to always focus on building relationships with your leads.

And if you want to make things even easier, we advise you to use an automation tool like LaGrowthMachine. You won’t regret it!