LinkedIn is an important channel for getting more B2B Sales Appointments.
I invited my good friend Julbert, the Founder and CEO of Abraham Global Marketing, to share some of the best tactics he’s found helpful.
Julbert’s marketing agency specializes solely on LinkedIn, and he is widely known as the LinkedIn guy. He knows his stuff!
Below are some of the key B2B Sales Appointments questions we touched on.
Question: LinkedIn is doing a lot of exciting stuff and I know you do a lot of outbound on LinkedIn. And I know also that a lot of people are doing it the wrong way.
So what have you found to be the one thing that you should think about when you want to get into using LinkedIn to build partnerships or get referrals?
Julbert: I really think when it comes to using LinkedIn period, you’ve got to think about that person you are going after.
You’ve got to first develop a plan, make sure that you have the who, what, why; all those basics first and then you’ve got to customize it.
Because what is happening out there is that people kind of blanket the whole place with one message and hoping someone would respond. And then when nobody replies they are like “oh my god this thing doesn’t work”.
So you really got to go a little deeper with this and think about, okay, what is in for that person that you want to build that relationship or that partnership with.
What are they going to get out of it and what are you also going to get out of it and approach them like, hey John I noticed that you work with X, Y, Z clients.
I’ve worked with similar clients and here is one of our qualities why we’ve been able to help them. I think they may be out changed but we can collaborate, will it make sense to do a call.
The goal is not to only start a conversation but see how you can take it off from there.
Question: I know that it’s always important to find how you can identify something that is of importance for them but do you have a process for that? Because you work with a lot of different customers and a lot of different leads.
What is a system you found to be really effective in terms of finding that “what’s good for them”?
Julbert: One thing that we do, that is our team, we work like you mentioned for a lot of different companies. I’ll give you an example. One of our clients generated 19 leads just last week alone.
So far, I think we’re in the 3rd week and we have 48 for her. And those are not just marketing qualified leads but appointments/meetings.
So these are people who are actually getting on the phone with them. And the way we did that is that our process really starts first with a foundation which is composed of the LinkedIn profile: the messaging of that LinkedIn profile or the person’s profile because it is person to person conversation. So we’re using that person’s personal LinkedIn profile and it’s the messaging, and that’s where we start.
So we make sure that messaging is on point then we really communicate the value added really the selling proposition the person wants to give out to the audience that is going to be reading.
Then, the second step is that we have a sequence of messaging approach, so based on that audience, we focus on their paying, we identify examples and also value-added content that will show that hey you know, there is something valuable that you can use.
And the third piece of that is the research, so it’s really identifying who we are going to reach out to.
That is why we will sell navigator. In sales navigator, there is a tool called lead builder.
The lead builder allows us to identify the right people and also they want that posted on LinkedIn in the past 30 days, they want to know their position in the past 30 days. So we are able to see all that information, the one that really just something new happens in a company.
We put that list together, we identify where there is an opportunity to reach out then we start the reach out process. So you see it is step by step system that we have in place that makes it work for us.
Question: I like the part that you say you build a cadence because one of the things we cherish a lot is follow-ups. But on LinkedIn, it’s pretty different, like how do you build a cadence that is adding value and not becoming really annoying.
Like okay, I got your first message, alright leave me alone I will reply if I am interested. How do you follow up in a way that is personal and not very annoying?
Julbert: That’s a good question. That could be challenging at times, we noticed that it depends on the industry and who we’re going after.
If we are going after a very high-level executive priced client, or a small business, we change our messaging and the number of times and days that we take before we follow up.
Question: I am going to put you on the spot. What is the time you found to be most effective?
Julbert: If there is space, you have the connection invitation then I normally wait 3-5 days later as the first follow up. And then after that, it goes between 15-21 days. So it’s really dripping on them over time.
Now the other piece is that LinkedIn just recently allows us to see people that read your messages and also who is online only there, which is pretty cool. It’s pretty cool from a customer’s point of view but from a marketers point of view, it’s amazing.
So that is a very powerful way to see ok if this person is actually only there, right now at this time, if I reach out to them and they don’t reply back to me, then maybe I should step back and understand maybe what did I say to them.
Is this the right time or can they actually read my message now and then maybe go back to the drawing board?
So okay maybe I need to create a different message that is tailoring more benefits to them and follow up in the next 10 or 15 days.
Question: So, you mentioned 3 main things which I feel encapsulates the conversation we’re having. So make sure you have the foundation right, make sure you have the sequencing pretty solid and do the research.
So Julbert, assuming we have all these variables in place, how do we move the conversation from LinkedIn to a meeting because that’s what we want actually, so how do we do that?
Julbert: That is an art in itself.
So what we’ve seen work for us is that when we ask, we don’t ask the first time we reach out, we ask after the second or the third sequence.
And then when we ask, we normally don’t ask for coffee right away because the person doesn’t know you. They are not going to sit down and have coffee with you.
So we start with let’s do a 10 minute or 15-minute call and let’s see if there is an opportunity for us to chat.
And if they reply to that email that they are open to it then we have like a counter email link that we will send out, so that we can align the counter emails together. So that is how we create those meaningful clients.
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