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Crushing B2B Sales with LinkedIn

Discussion in 'Advertising, Marketing, Social Media' started by EarlOfChina, Dec 26, 2018.

  1. EarlOfChina
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    EarlOfChina Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    Want to CRUSH it selling B2B on LinkedIn?

    I certainly do.

    Right now LinkedIn is the single biggest opportunity for B2B sales.

    What I'd like to share is a strategy I have developed recently whilst starting to build a brand new business from the ground up. It's still relatively early days, but so far this strategy has been producing contacts and opportunities beyond my wildest dreams.

    The strategy that I am laying out below won't work for everyone. It is dependant on you having a good product/service that people actually want - and having some level of budget for acquiring new customers. Also - to be clear, I do not represent any of the products or services I mention below.

    So - what is the strategy?

    First, let me give you a bit of context. I am running a B2B service business in a very specific industry. Each client is worth a minimum of $30,000 per year. Even if I had to spend 10% of that to acquire the client, I'd be very happy (though I am not expecting to spend anywhere near that).

    The strategy at a high level is simple. I want to get in front of as many of the decision makers as possible and stay in front of them. I want to be in a position where THEY approach ME to discuss working together, rather than the other way around.

    So here goes.

    1) Finding The Right People

    The first step here is bringing in a stream of new, targeted leads on a daily basis. Top of the funnel shiz.

    Let's use the example that we want to connect with owners of Accountancy firms in the US.

    We'd do a search using the "All Filters" option to really dial it in:

    _ceo____Search___LinkedIn.png

    So, options I have on the filters are:

    - 2nd & 3rd Connections Selected

    Screenshot 2018-12-26 at 22.14.35.png

    - USA Selected

    Screenshot 2018-12-26 at 22.15.14.png

    - Accountancy Industry Selected

    Screenshot 2018-12-26 at 22.15.39.png

    - Title Dialed In

    You may have others but I generally search: owner OR CEO OR managing director OR founder OR co-founder

    Screenshot 2018-12-26 at 22.16.40.png

    Once you do this you will see that LinkedIn comes up with almost 16,000 results. That'll keep you busy for a while

    2) Connecting With The Right People

    The next part of the strategy is about regularly connecting with these people. I aim to send anywhere from 50-100 connection requests per day.

    I like to send a custom connection request that is as personal as possible. For my example it might be something like:

    Hey NAME,

    How's the weather today in CITY NAME?

    I thought it would be worth us connecting as we are both working in the accounting world!

    Speak soon,

    Earl


    Now, there are various options for doing this - here are the options available to you:
    • Do it yourself, manually, every day. Time-consuming, but free.
    • Hire an intern or a student to do this for you.
    • Hire a LinkedIn marketing firm to do this for you. I can recommend a couple.
    • Use a tool like Linked Helper. Though I believe this may be a little "grey-hat".
    3) Video Message Those Who Connect

    Ok, so this is where things start to get interesting. A certain percentage of these people, who are LITERALLY your target audience, are going to accept your connection request.

    Our aim here is simple. We want to start a dialogue with these people AS WELL AS take a HUGE opportunity to stay in front of them for months to come.

    Enter DUBB. This is an awesome video message platform that I fell in love with the moment I came across it.

    What it allows you to do is quickly record a video message for someone, directly from your chrome browser (or even from a phone app).



    But the KICKER here, is that you can embed PIXELS into the page that plays the video

    Do you see what we are about to do here?

    The next step is simple. When someone accepts your connection request, we are going to shoot a very short video with DUBB and sent it to them via LinkedIn. They will then click to watch the video, and be put onto your retargeting audience! Personally, I collect a retargeting audience primarily using the Facebook Pixel, but also LinkedIn pixel.

    I would make the video message super soft and friendly. ACTUALLY take a look at their profile, take a look at their business, and give some useful thoughts. Don't try to sell at this stage, deliver value best you can, with no expecations.

    4) Run Ads Against This Audience

    Personally I primarily run Facebook ads, as I am extremely familiar with the platform. However, I reckon LinkedIn is a good bet too. I am playing with it at the moment and may have more insights as time goes by.

    There are 3 kinds of ads I am running at the moment to my retargeting audience:

    1. General promo videos - I am giving myself the goal of creating multiple promo videos throughout the year, plus creating multiple cuts of each one to split test.
    2. Showcase videos & images - These will be ads that just showcase the work you are doing for other clients. I post these at LEAST weekly on social media anyway, so I run them to my retargeting audience too.
    3. Mega value - I really subscribe to the idea of giving your best information away for free, and then having people pay for ACCESS to you. So, I think that creating this kind of content can really build you and your business as an authority and show that you absolutely know what you are doing.
    Make sure you have got a good call to action on these - ESPECIALLY on #1, so that people can easily buy / get in touch / request a quote / whatever it might be.

    5) Build Relationships & Nurture Them

    It's all about relationships. Make sure you respond to LinkedIn messages quickly. You reply to comments on your ad. You answer people's questions. Nurture the relationships, bring value where you possibly can. People will like you, trust you, and buy from you.

    In Conclusion

    This method is bringing me some FANTASTIC opportunities right now. I expect to generate 6 or 7 figures in revenue this year using this as my primary method for finding new clients for my service business.

    However, this is still early days with this technique. It's going to need refining, plus, frankly. I don't have all of the answers. I bet there are people reading this who have creative ideas to make this strategy even BETTER.

    I am kind of excited to see if anyone here ends up trying this method. Perhaps you will have some feedback and ideas?

    Can't wait to chat with you all and answer any questions you may have.

    Praying this helps some folks here, as this forum has been such a huge source of inspiration and guidance for me over the years.
     
  2. Thomas Baptiste
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    This is real helpful man. As someone who is new to LinkedIn, and social media in general, I appreciate the guidance. With projects like these that deal with a large number of people, I'm interested to know how you manage client expectations. Also, do you build up a large network first or do you operate by the 80/20 principle?
     
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  3. EarlOfChina
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    EarlOfChina Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    Hey Thomas, I am really sorry but I do not understand your question in relation to my post.

    Could you perhaps rephrase or elaborate?
     
  4. Thomas Baptiste
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    My apologies. I got the answer after a re-read.

    You operate in a very specific niche.
    You mention that the strategy is developed for them to pay for access to you. These are CEOs we are talking about, with their own agendas and business goals, so I was a bit confused with the numbers (50-100 connections a day), and the difficulty in maintaining contact with those who are converted.
     
    Kingsta likes this.
  5. jpanarra
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    I give you big props for coming up with this.

    The video is a really nice touch because it allows you to show your personality and how approachable you are as opposed to a 'salesy' faceless pitch. I wonder if that'll work for cold email as well, embed a video of you talking to them about their website, might even be faster than a cold call and convert better.

    The video approach will separate you from the 'flood' of sales pitches I've gotten on linked in. It has gotten pretty bad lately over there and I just avoid it in general.

    I'm going to bookmark this strategy and start using this. I already have B2B sales strategies for twitter, Reddit, and Facebook. This will be a nice addition to the portfolio.
     
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  6. EarlOfChina
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    EarlOfChina Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    As I mentioned this is very much the top of the funnel. They won't all connect with you. Those that do won't all watch your video. You don't have to be in hand-to-hand combat with every single person constantly. That is the beauty of using the retargeting. You can make sure that your content and updates are always in front of them.

    Make sense?

    Glad you like it!

    Dubb works great for email. You can use it directly in Gmail and it even embeds a cool little gif of the video into the email.

    Please do post your results in this thread once you have tried it!
     
  7. Chapas
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    This is amazing! Thank you very much for this post. I will definately try it in January. Will keep you updated about results :)
     
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  8. PizzaOnTheRoof
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    I’m very interested in your Reddit strategy. I’ve always found it very difficult due to the anti-marketing mindset most of the users have.
     
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  9. EarlOfChina
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    EarlOfChina Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    YES! That’ll be fantastic!

    What kind of B2B business are you running?
     
  10. Chapas
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    I am starting a little FB Ads agency focusing on Dentists, Chiropractors and Personal Trainers. So far I have had best luck with Personal Trainers. I just started 2 weeks ago and only tried Cold Emailing and Networking so far. You can check out my thread here if you like: EXECUTION - From 0 to Freedom in 3 Months

    If you have any specific advise about the niche I am targetting - then I am all ears. Oh, forgot to say that I am mostly focused on my domestic market. A very small country with less than 6 million people. Looking forward to trying your tactics!
     
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  11. brandothebuilder
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    Great strategy, cant wait to see it take off for you.
     
  12. EarlOfChina
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    EarlOfChina Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    Sounds like this will work great for what you are doing. Keep me posted!

    Thank you! I will report progress here.

    I'm also thinking of making a progress thread for my new business in general. What do you guys think?
     
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  13. Chapas
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    @EarlOfChina

    Really interested in a progress thread. Please start one. Will definitely follow it!
     
  14. EarlOfChina
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    EarlOfChina Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    Awesome! I’ll get something up in the next few days :praise:
     
  15. Timmy C
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    This is great.

    I wonder if this will work for my B2C business.
     
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    Thanks a lot for a great article. I appreciate it a lot.
     
  17. EarlOfChina
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    EarlOfChina Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    Are you able to tell me more about your business? Maybe I can give some thoughts.
     
  18. Timmy C
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    Sure!

    Meal delivery for a mid to upmarket clientele I'm utilising my experience as a chef. All made fresh, vacuum sealed.
     
    Last edited: Dec 31, 2018
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  19. Ankerstein17
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    Hey, thanks for sharing your experience and strategy with LinkedIn B2B sales. Awesome! For any one who is in the b2b space, there is a ton of value here.



     
  20. Nigel B
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    Thanks for posting this, looking to better utilize LI in our Business Intelligence software business. This looks like a good framework to start from. Like you, our customers are high-value, so acquisition cost can be quite high due to LTV in 6-7 digits.
     
  21. Edward C
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    You're absolutely right, it does. The guys that manages the PPC for my service business got me using almost that exact strategy. I was so impressed with it, that I set up an appointment almost immediately.
     
  22. Kaizen502
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    It could be B2B as well if you offer catering for business events with mid to upmarket clientele :)

    @EarlOfChina

    I am not into B2B with my own venture, but I love your idea of using videos. Daniel DiPiazza from Rich20Something used a similar strategy to apply for freelance gigs. I bet this works really well because it really stands out from the mass. Also for an internet service business, it is easy to give a quick review of the potential customer's situation thinking of SEO, web design or IM services that might need improvement.
     
  23. EarlOfChina
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    EarlOfChina Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    NICE! Is this operating only in certain geographical areas?

    Glad you think so!

    YES! I think this will definitely work for you - please let me know how you get on.

    Nice!

    EXACTLY! Or just hitting up busy business people in a certain area who you know are likely to have the $ for your services!
     
  24. ValueGenerator
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    This was extremely helpful and encouraging to say the least. I really appreciate you taking the time to put this together and share with the community. Thank you!
     
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  25. Natural
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    @EarlOfChina Thank you very much for this insight. I think it will be very useful for my b2b service business.

    With this strategy implemented, I think I can increase my revenue with at least 30% this year vs last year because I haven't used Linkedin at all so far. (Did low-mid 6 figure revenue last year).

    I'll give it a go within 2 weeks as well as pre-record 2 videos for my 2 main niches so I don't have to record a video every time I connect with someone. My idea is to talk about their niche, why we might be a good fit, go over my short but value-packed slideshow and show a few case studies relevant to them and then see what happens.

    I do however see the benefit of making a super personal video with each connection but I'm not sure if it's worth the hassle. (My clients are not worth 30k per year) So if that means I lose a few thousands in revenue per year and get to live a little more (freedom) then that's cool with me :)
     
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