Finding B2B customers on LinkedIn

LinkedIn is one of the most powerful platforms for reaching business decision-makers directly. Used well, it brings awareness and sales meetings; used badly, you become a spam account.

1. Prepare the founder profile

• Headline: say who you help and how instead of a title: "Helping small businesses get paid faster | Founder, X".
• About: describe the problem, solution and who it is for, briefly.
• Featured: customer stories, a demo video, press coverage
• A professional photo and a link to the company page

2. Audience

Define your ideal customer: sector, company size, title and location; see our B2B sales guide. Use search filters to build a small, focused list.

3. Content

Post two or three times a week about your audience's problems:

• Industry observations and data
• Customer stories and lessons learned
• Short guides and checklists

Focus on trust, not selling; see our social media strategy.

4. Connections and messages

• Add a short, personal note to connection requests explaining why.
• Do not pitch the moment a connection is accepted.
• Ask a question or share a useful resource in the first message.
• Keep meeting requests clear and short: "Could I hear about your experience in a 20-minute call?"

Email principles apply to LinkedIn messages too; see our investor email guide.

5. Follow-up

If there is no reply, follow up after a week with something new. Stop after two follow-ups.

6. Measurement

• Connection acceptance rate
• Message reply rate
• Meeting rate
• Meeting-to-customer rate

Review weekly and refine your messages.

Watch out

• Automated mass-messaging tools can breach platform rules and get your account restricted.
• Use personal data lawfully; see our KVKK guide.

Conclusion

Success on LinkedIn comes from a patient, relationship-based approach. For first customers, see our first 100 customers guide.