LinkedIn Prospecting: The Complete Guide for B2B Sales

LinkedIn is the best B2B prospecting channel.

But most salespeople use it wrong.

They send spammy connection requests. They pitch in the first message. They wonder why no one responds.

Here's how to do LinkedIn prospecting the right way.

The LinkedIn Prospecting Framework

Step 1: Optimize Your Profile

Your profile is your first impression.

❌ "Sales Manager at XYZ Corp"

✅ "Helping Founders Build Predictable Sales Systems | 50+ Clients"

Step 2: Identify Your ICP

Who are you targeting?

Step 3: Find Your Prospects

Use LinkedIn's search filters:

Pro tip: Save your searches to track new prospects weekly.

Step 4: Engage Before You Reach Out

Don't cold connect. Warm them up first.

1. Like their posts

2. Comment thoughtfully (not "Great post!")

3. Share their content

Do this for 5–7 days BEFORE sending a connection request.

They'll recognize your name when you reach out.

Step 5: Send a Personalized Connection Request

"Hi [Name], I've been following your posts on [topic]. Really resonated with your take on [specific point]. Would love to connect!"

Step 6: Start a Conversation (NOT a Pitch)

Once they accept, don't pitch immediately.

"Thanks for connecting, [Name]! I'm curious—what's the biggest challenge you're facing with [relevant topic] right now?"

Share a relevant insight, case study, or article.

"I've helped a few companies in [industry] solve [problem]. Would it make sense to chat for 15 min?"

Key: Value first, pitch later.

Step 7: Follow Up (Most People Don't)

If they don't respond:

80% of sales happen after the 5th touchpoint.

Advanced Tactics

Tactic 1: Comment on Decision-Maker Posts

Find posts by your ICP. Leave thoughtful comments.

Post: "Struggling with sales team accountability"

Your comment: "We faced this too. What worked for us was weekly pipeline reviews + clear KPIs. Happy to share our framework if helpful."

Tactic 2: Leverage Your Network

See mutual connections?

Ask for a warm intro:

"Hey [mutual connection], I see you know [prospect]. Would you be open to introducing us? I think we could help them with [specific problem]."

Warm intros convert 10x better than cold outreach.

Tactic 3: Post Educational Content

Build your authority.

Post about:

Posting 3–5x/week will get you inbound leads.

LinkedIn Prospecting Scripts

Connection Request (Personalized)

"Hi [Name], saw your recent post on [topic]—loved your take on [insight]. I work with [industry] leaders on [problem]. Would love to connect!"

First Message (Value-Based)

"Hey [Name], appreciate you connecting! Quick question: what's your current process for [relevant area]? I've been researching best practices in [industry] and would love to hear your approach."

Follow-Up (If No Response)

"Hey [Name], I know you're busy! I came across this [article/case study] and thought of you—[reason]. Let me know if you'd find it useful!"

LinkedIn Prospecting Mistakes to Avoid

Mistake 1: Pitching in the First Message

No one likes being sold to immediately.

Mistake 2: Generic Connection Requests

"I'd like to add you to my professional network" → ignored

Mistake 3: Giving Up After 1 Message

Persistence (without being annoying) wins.

Mistake 4: No Clear CTA

Always guide the conversation toward a next step.

Measuring Success

Track these metrics:

If you're below these benchmarks, refine your messaging.

The Bottom Line

LinkedIn prospecting works when you:

1. Build a strong profile

2. Engage before you pitch

3. Personalize every message

4. Provide value first

It's not about spamming 100 people/day. It's about building real relationships with the right people.

Want help building a LinkedIn prospecting system? Let's connect.