Battle tested LinkedIn Organic Playbook

Every CXO can relate to these:

“Hey CEO Let me tell you about my awesome product” (Hard cold sell)

“CMO Your posts are really good.” (generic 1 touch)

“Let’s get on a call and fix these issues I see on your website” (Cold sell harder than the iceberg that sunk titanic)

They’re all honestly just…

And obviously, they don’t get our time

LinkedIn is easily one of the most important channels for ABM

Organic outreaches can be as impactful and complimentary to your paid ads

Here’s a 1-1 ABM playbook of Paul, an ABMer in an Adtech major, who uses LinkedIn effectively as part of their ABM efforts.

Paul knows ABM is all about the long and waiting game and plays accordingly.

Step 1:

He handpicks contacts from his Target account

He doesn’t directly go for the close in the first few interactions. Which is more than I can say about most LinkedIn outreaches.

Step 2:

He sends a connection request to them and reaches out - typically a few days after they accept.

The first touch is around the “Thanks for connecting”, “Glad to get connected” lines Just a slight warm-up activity

Pro-tip: Do not write long notes in the connect request. Blank ones fare better in terms of responses.

Step 3:

He then goes on to following the prospect posts and engaging with ones that he finds to be interesting or relatable

Step 4:

And when he comes across an excellent post, Paul DMs the author and asks a question related to the post

Paul also shares posts relevant to the prospect that he comes across too.

Note: Keep it authentic and ensure it doesn’t elicit a one-word response!

{Really hoping your messages and comments aren’t like Buzzo’s}

Step 5:

Once the prospect is sufficiently warmed up, he invites them in for a podcast, webinar, or an event.

Paul sees a high response rate as their podcast is long running

An intro call is set up. Paul brings his sales director too to this call where introductions are done

Step 6:

For the podcast, questions are structured to discover prospect’s challenges and problems that Paul’s offering can solve well.

Pro-tip: Research Research and Research more to identify impactful questions.

Step 7:

Podcast is recorded and published

After the recording, Paul makes sure that some time is set aside for them to talk about work.

Because the sales director now knows the prospect’s pain points, he is able to plug-in their offering in the most optimal manner to get prospect interested enough.

Step 8:

If the prospect agrees - in most cases, they do - they book a sales meeting from here.

And that’s how you dominate LinkedIn organic!

If you would like to see more such practical ABM insights, follow my CEO on LinkedIn