Automate Linkedin Messages – yay or nay?

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by Sivan

07 December 2023 | 5 min read

As executives, we always try to gain more leads while maximizing limited resources. I’ve realized that while manual prospecting reaches few, automated messages alone seem impersonal. However, recent data shows the potential if done thoughtfully. Studies found that personalized automated messages saw a 78% increase in connection acceptances compared to generic templates. Furthermore, according to research, conversion rates for customized follow-ups grew by nearly 50%.

However, bots that automate LinkedIn messages may be all right. In fact, when done correctly with personalization, it can supercharge sales development. Hear my thoughts on this topic before dismissing the idea outright. I’ll share how crafting automated messages as a relationship builder, not just a System, revolutionized our pipeline.

Incorporating the right automation could provide benefits we’ve been underestimating in this new era of engagement.

Should You Automate Linkedin Messages?

As marketers, automating outreach expands our reach. Yet, it risks seeming impersonal and irritating recipients. So, should we automate LinkedIn messages or not? There is certainly an appeal to automating. Research shows we can contact 5x more prospects this way. 

However, spammy automation understandably frustrates prospects. With prospects receveing hundreds of sales outreaches, how do you stand out? Fortunately, the proper personalization techniques maintain relevance even in automation.

According to Forrester surveys, approximately 90% of buyers prefer human-generated outreach. Therefore, focus automation on personalizing each message. To build rapport, incorporate data like job titles, companies, and shared connections. Tailor message timing using behavior scores. But please, make sure your data is right, since getting funny canned messages could ruin the personal experience. 

Segment recipients and tailor your messages accordingly. Then, automate your follow-ups with recent content your contacts may find valuable, depending on their segment. If your audience interacts with content on a certain topic, make sure your outreach touches the pains that asset raises and ask relevant questions. It would also help qualify the lead and track the right pains for the next steps of the sales lifecycle.  

And of course, don’t stop testing. Test different personalization combinations. Hubspot reported campaigns including 3+ data points see response rates rise over 35%. With testing, find the right balance of scale and personalization for your prospects.

The Tango Between Personalization to Automating LinkedIn Messages

Reaching prospects multiple times is crucial to success. Research shows the average lead requires seven tailored messages before engaging in a sales conversation. Likewise, studies have found it can take over six weeks of continuous contact until someone is ready to meet.

With these timelines in mind, how do modern companies connect with so many potential buyers simultaneously while respecting the personal touchpoints needed? The answer lies in thoughtfully blending automation with data-rich personalization.

We know from Oracle that automated campaigns see a 451% boost in qualified lead interactions when utilizing seven or more personalized details per contact. According to LinkedIn’s reports, tools make this possible at scale by analyzing over ten profile data points the average LinkedIn user shares:

  • Armed with deep profiles, automation solutions can craft customized messages mentioning a recipient’s past employers, professional interests, shared connections, or recent page views at rates up to five times faster than sales reps.
  • Segmentation further enhances relevance, with prospects receiving introductory automated messages featuring five to seven individualized points. As engagement signals occur, follow-ups increase personalized inclusion to an average of eight to ten tailored details.
  • Testing refines this approach, as Hubspot has reported campaigns incorporating three or more personalized elements see response lifts over 50% on average.
  • Strategic automation handles high-volume personalized outreach at scale. By harnessing profiling capabilities and optimizing relevance layers over weeks of contact, tools drive response rates that override typical time constraints of repetitive manual messaging.

Finding the Right Mix:

Finding the right mix in LinkedIn messaging involves a combination of critical factors. Let’s explore them further:

  • Step 1 – Know Your Lead 

Researching and profiling new leads properly sets the foundation for strategic outreach and nurturing. Thoroughly investigating details on a prospect’s current role, challenges, industry interests, and how they were initially sourced will provide key insights to craft the ideal personalized approach. It is even more important when building a old outreach strategy.

When it comes to outreach to inbound leads, however, it is crucial to personalize messages based on the lead source or channel, and their specific pain points, particularly for content leads from webinars, events, or asset downloads. The content they interacted with reveals potential pains. Touching those pains smartly will generate higher win rates. 

Understanding and addressing their needs will greatly enhance the effectiveness of your outreach efforts.

  • Step 2 – Craft Your Sequence According to That Knowledge

The next step in your outreach strategy is to craft the appropriate sequence for each lead source, challenge, asset, or Ideal Customer Profile (ICP). You can effectively reach out with the right message at scale by tailoring your messages to specific segments. 

Additionally, it’s crucial to include 1 or 2 genuine personal messages outside the main sequence and add a few dials to that effort. A call is the most personal touch you can have. Those personalized touches add authenticity and help build stronger connections with your leads.

  • Step 3 – Make Sure Always to Provide Value

The final step in your email outreach strategy is to ensure that every message you send provides value. This can be achieved by offering relevant resources, assets, webinars, or other helpful content that aligns with the recipient’s needs. Not every message has to end with “Let’s jump into a quick call”. Some messages can end with value creation. In general, companies that share value will turn into brands that people want to be associated with.    

Suggested Touchpoint Sequence

Here is a suggested sequence of touchpoints for prospecting and nurturing a lead through emails, LinkedIn messages, and phone calls. Don’t set up your message too far apart, 3 business days buffer is enough. 

LinkedIn connection request 

Some prefer to leave it blank, some prefer to make it personal. Test what’s write for your audience! 

First LinkedIn message right after connection

Answer the following questions – why are you reaching out?  What pains can you solve? Don’t provide a full blown description, leave some room for imagination and curiosity. 

Second LinkedIn message – after 3 days

Refer to your previous note and ask if they received it. No more than one sentence! 

Third Linkedin message – share value:

Do share a guide, whitepaper, webinar you hosted, or research report relevant to their segment’s pain points.

Do not share: case studies, one pagers, or decks. Remember – it’s not about you (yet) it’s about them and getting their attention first!

Forth Linkedin message – direct request

When all the efforts to warm them up are done, it’s time to try the straight-to-the-point approach. Describe your problem and solution in less than 100 words, and ask for a meeting or a intro to the right person. 

There’s No Dilemma: Yay for Automating your Linkedin Messages

Automating your Linkedin messages allows you to connect with prospects at scale and optimize for meeting conversion faster. However, it’s essential to maintain the personal touch when using automation. I suggest utilizing tools that integrate profile data to personalize each automated message. 

The secret to optimizing your outreach efforts is finding the right balance of automation and personalization. 

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