LinkedIn Outreach SOP

1. Purpose

The purpose of this SOP is to define a structured approach to LinkedIn outreach that builds trust, creates engagement, and drives meetings. Without consistent standards:

  1. Connection requests may be ignored or flagged as spam.
  2. Messaging may appear generic, lowering response rates.
  3. Overuse of automation may harm reputation and lead to account restrictions.
  4. CRM may not capture outreach activity accurately.

This SOP ensures LinkedIn is used effectively as a strategic prospecting channel within the multichannel outreach framework.

2. Scope

This SOP applies to all SDRs and AEs who use LinkedIn for prospecting and engagement.

  • Roles Covered: SDRs, AEs, Sales Managers, Sales Operations.
  • Activities Covered: Profile optimization, connection requests, messaging, content engagement, and CRM logging.
  • Systems Covered: LinkedIn Sales Navigator, CRM, approved LinkedIn messaging templates (Task 23).

3. Definitions

  1. Connection Request – Invitation to connect with a prospect.
  2. Follow-Up Message – Message sent after connection acceptance.
  3. Engagement – Liking, commenting, or sharing a prospect’s post.
  4. InMail – Paid LinkedIn message sent without requiring a connection.
  5. SSI (Social Selling Index) – LinkedIn score measuring outreach effectiveness.

4. Step-by-Step Process

1. Profile Optimization

  • Ensure professional profile photo, headline aligned with value proposition, and about section focused on solving client problems.
  • No unprofessional content or unrelated personal posts on the profile.

2. Prospect Identification

  • Use LinkedIn Sales Navigator filters (industry, title, geography, company size).
  • Confirm ICP alignment before outreach.
  • Export into CRM via integration—avoid manual copy-paste scraping.

3. Connection Requests

  • Limit to 20–30 requests per day.
  • Add a short, personalized note (e.g., “Saw your recent post on SaaS scaling—would love to connect”).
  • Do not include sales pitch in connection request.

4. Messaging Sequence (Post-Connection)

  • Day 1: Thank them for connecting (no pitch).
  • Day 3: Engage with their content (like/comment).
  • Day 5: First message with light value (article, case study, industry insight).
  • Day 8+: Direct value proposition or meeting CTA.
  • Max 3–4 messages total; stop if no response.

5. InMail Usage

  • Use sparingly for high-value prospects who do not accept requests.
  • Message must provide insight or case study, not generic pitch.

6. Compliance & Professionalism

  • No spamming, automated mass-messaging, or irrelevant groups.
  • Maintain alignment with company communication policy (see EPIC 1, Task 5).

7. CRM Logging

  • Log connection request date, message sent, and reply outcome in CRM.
  • Tag lead status as “Connected,” “Engaged,” or “No Response.”

5. Roles & Responsibilities

  • SDRs: Send requests, execute message sequences, log in CRM.
  • AEs: Take over conversations once prospect engages positively.
  • Sales Managers: Monitor LinkedIn outreach effectiveness; coach SDRs.
  • Sales Operations: Maintain templates, track LinkedIn activity reports.

6. Governance, Violations & Consequences

  • Governance Oversight: Head of Sales and Sales Operations.
  • Monitoring: LinkedIn dashboards, CRM logging compliance, SSI score tracking.
  • Examples of Violations:
    • Sending generic connection requests at scale.
    • Using unapproved bots/automation tools.
    • Failing to log conversations in CRM.
  • Consequences:
    • Minor: Retraining.
    • Moderate: Temporary suspension of LinkedIn activity.
    • Severe: Escalation to Sales Leadership, account restrictions, or HR action.

7. Review & Ownership

  • SOP Owner: Sales Operations.
  • Review Cycle: Annual, or sooner if LinkedIn policies/limits change.
  • Approval Authority: Head of Sales.
  • Training & Awareness: LinkedIn outreach best practices to be included in SDR onboarding.
  • Version Control: All updates logged in SOP Register with version, date, and approver.