Archives: 18 January 2022

the best time to post on LinkedIn

The Best Time to Post on LinkedIn for Maximum Engagement

Reading Time: 3 minutes

Posting content on LinkedIn can be powerful tool that can help you grow your business, reach customer and close deals – but if you’re not posting at the right time, it might not be working as well as it could be.

If you’re not posting content on LinkedIn yet and this is part of your initial research, here’s a video I made that might help you with getting started:

The act of posting is fairly straightforward. There are two ways to share content on LinkedIn: you can either link to external content, like your own blog or YouTube video; or you can post natively to LinkedIn by writing a blog directly in LinkedIn Pulse, or uploading video directly to your feed. As with most social platforms, it seems that native content is preferred in the algorithm. Don’t worry too much about this, though. If your blog is on your website, it’s best to share it direct from there. Remember to never copy and paste your content into LinkedIn – this will hurt your SEO!

Ok, enough fluff, let’s get into it…

Best days and times to post on LinkedIn

A good starting point here is to get into the mind of your ideal customer, the end reader or viewer for your content. Think about when they are using LinkedIn and have the time to engage with what you post.

According to a study performed by Sprout Social, the best days to post are Tuesdays to Thursday, with the highest engagement coming between 10am and noon:

This makes sense in context. On a Monday, people are usually getting back into the week, catching up with the weekend’s correspondence and kicking off their projects for the following days. On a Friday, people are wrapping up their work (or they have one eye on the weekend!).

Where this becomes a little more complicated, is when you factor in time zones. The beauty of social media is that you can reach customers all around the world. It may even be the case that a large portion of your users are based in another country. For example, most Lix users live in the USA, whereas we’re in the UK. If I post content at 10am UK time, it might be 4am – 6am for my US audience. It’s better for to me to post at the tail-end of the high engagement, at say 2-3pm, so that I can maximise my engagement in the both the UK and the US at the same time.

If you’re not always available to post content at these times, check out this short piece I wrote on LinkedIn automation tools and content scheduling – this can help you to prep your work and have it post at at time that suits you.

In short – the key to finding the best time to post on LinkedIn, is to think like your customers! Put yourself in their shoes and adjust for time zones. I hope that I’ve been able to give you some insight into when it’s best to post on LinkedIn. I know that everyone has their own schedule, but if you can stick to these guidelines, your posts will likely reach a wider audience and generate more engagement than they would otherwise.

b2b sales

B2B Sales: Simple Steps to Success

Reading Time: 7 minutes

B2B sales can be daunting, especially if you’re just starting out. When a problem seems large and daunting, my trick is always to break it down. Which is exactly what this blog will do for you. Sales is part art, part science. If you can nail the processes, focus on your customers and get into the right mindset, sales success awaits.

So, whether you are a budding salesperson embarking on a new path, or a seasoned pro looking for some inspiration, stick with me and together we will take on the task ahead! With that said, let’s get stuck in.

Understand your customer

B2B Sales

Whether you are a business owner, b2b sales rep or b2b marketer, if your job is to sell then you understand the importance of determining exactly who you want to sell to.

I’ve put this step first, because getting into the mindset and understanding the needs of your prospects will form the bedrock of your sales. After all, good sales is about building relationships and helping someone to solve a problem. To solve a problem, you must first understand it!

If you’re working for a company with an established audience, then deep dive into the customers you already have. Talk to them, meet with them. Look at what they buy and when.

When you’re starting from scratch with a new product, it’s all about market research. Go to where your potential customers are and learn all you can about them. How do they currently solve this problem? How much do they spend? Who are the market leaders?

You should also determine what factors might prevent these people from buying your product or service. Are there too many requirements for them to remember or use your item? Does it offer enough benefit over other options?

These questions are important because they can help you to really get into the mindset of your prospect. When you know this information and really understand your clients, you can reach out to them with a truly solid pitch to try your product or service.

Here’s a whole blog on creating your ideal customer profile, if you want to learn more!

Solve their problem

B2B Sales

Whether you are selling a software subscription, or providing business services, your prospect needs your help to solve a problem. Keep this in mind throughout the sales journey. Your goal should not be to close a deal and gain some commission, but to help them solve this problem.

If you can demonstrate to your prospect that you can alleviate them of this problem and make their lives easier, or more fruitful, half the battle is won. This can take a few different forms, depending on the market and position that you’re in.

A B2B sales rep in an SME or above will often have a team working around them, including (usually) a marketing person or persons. When this is the case, often the top of your sales funnel will feature content (blogs, white papers, webinars…) to educate and inform. By the time a lead reaches the sales team, the prospect should be aware of exactly how you can solve their problem and it’s your job to convince them that your firm is the one to do it.

Smaller teams, startups and solopreneurs have to wear all these hats at once. If you own the entire sales journey from first contact to close, then its your job to educate and inform. If this applies to you – never fear! Your superpower is your ability to connect with your clients, one to one. There is no passing between teams, they will have you and only you to focus on.

If you’ve taken the time to understand your customers, demonstrating how you can solve their problems will be much easier. If you’re struggling with this step, go back to step one and start again!

Be human and tell stories

B2B Sales

Human beings are wired to respond to storytelling. For many thousands of years we have passed on our histories, cultures, thoughts and feelings via the medium of storytelling. It’s a very powerful tool.

The power of storytelling in sales is demonstrated in case studies and testimonials. A well-crafted case study or testimonial will have your prospect putting themselves in the place of the featured client. Imagining themselves having the positive experience, imagining themselves having their problem solved by you and your business.

The problem with case studies and testimonials is that people might skip over them, not having time to read a thousand words or watch a video. This is where you come in. Tell your prospect that story, make it comes to life. Use your energy and enthusiasm to help a story connect. Build that mental bridge for your customer by highlighting the similarities between the case study subject and themselves.

It’s all too easy to get stuck in the habit of selling with jargon and using price charts. This is especially true in B2B sales. For some reason, so many us forget that even business to business, is actually human to human. If you get on a call, or send an email to Apple, or Google, or whoever if may be – you’re not talking to that company. You’re talking to the human at the other end of the line!

Of course there’s a right time for both, sometimes a smattering of jargon shows your client that you know the industry terms, and crunching numbers works for some buyers. Use your intuition to know what works and when. If you’re new to selling, this is a skill you will develop over time.

Your brand and your stories are what make you unique. What experience do you want people to have when they think of you?


B2B Sales

If you start a new job, or begin selling a new product, and you get everything right first time – congratulations, you’re the first person in history to do so.

A good salesperson, marketer or entrepreneur is always experimenting, honing and perfecting their craft. That may not be a conscious effort for many. Lots of us do this every day without realising it. My advice to you however is to make this. a conscious effort. Try new things, work out new approaches and record your results.

Think of it like working out. Only measuring the outcomes, like how fast you ran a 5k or how much weight you lifted, will only take you so far. It’s understanding the factors that lead to these outcomes – how much sleep did I get? What did I eat? – that will take you to the next level. It’s the same with sales. If the only thing you’re measuring is meeting’s booked, or deal’s closed, you will hinder your progression. Understand the factors that went into both successful and unsuccessful pitches. What worked? What didn’t? Take notes, lots of notes, and review them. Over time you will have a playbook to follow that works for you specifically.

Be memorable

B2B Sales

The real magic of sales lies in forging connections. See yourself as someone who engages and builds relationships. The salesperson who engages, educates and guides will always be more successful. Every interaction is a two way street, a conversation. It’s about engaging with, rather than talking at, your clients.

I have been on the receiving end of hundreds of pitches. I remember perhaps a dozen of those. The ones I remember, are the ones that engaged with me. In fact, some of those salespeople I have connected with on LinkedIn and still talk to from time to time!

Asking questions and really listening to the answers is your superpower when it comes to building rapport. When people feel heard and understood, then open up. When they open up, you can find common ground. Also – and this is important – remember what they say to you! If you don’t have a great memory, reach for that notepad. Ask them about the holiday they told you they were going on. Check in on them if they say they’re off sick. Once again – remember that you’re both human!

Choose words carefully

Words are powerful. Using the wrong one at the wrong time, can provoke a negative emotional response – often subconsciously for the receiving party.

This excellent Forbes article details some words that you should try to avoid and is well worth a read. I was guilty of using these words far too often. Words like “just” – a word that diminishes whatever comes next, or “I’ll try”, demonstrating a lack of confidence in your ability.

It can be tough to do this during a conversation when you’re in full flow, but over time it will become second nature. Start by being more careful with the words you use in emails – this will train your brain to make better choices!

Focus on your customer

If I were to sum up all of the advice given in this blog, this is it. Focus on your customers.

Understand who they are and what they need. Solve their problems. Engage with them. Be memorable. Understand what works for them and what doesn’t. Choose words that inspire them.

If. you can shift your mindset away from chasing a sales and towards helping your customers to succeed, then you in turn will succeed.

Now – get out there, and put this into practice! Good luck and happy selling.

linkedin automation

LinkedIn Automation: The Who, What & How

Reading Time: 5 minutes

LinkedIn is one of the most effective channels for B2B marketing and lead generation. With 800m+ users and 33m+ companies listed, it’s the digital networking event of your dreams! With so many users and companies though, it can be a lot to manage. That’s where LinkedIn automation can help you to save time, increase productivity and eke the most out of this powerful B2B sales tool. In this article, I’ll explain what LinkedIn automation is, how to automate different tasks on the platform, and how to maximize your activity on LinkedIn.

Looking for something in particular? Use these links to skip to the right section:

Automated Content Posting

Lead Generation: Emails

Lead Generation: Contact Numbers

Connections & Messages

Data Gathering

LinkedIn Automation

Automating LinkedIn can come in many different forms. You can automate posting content, sending connection requests and messages – even data collection & lead generation. Let’s look at some of the most popular LinkedIn automation applications and our favourite tools for each.

Automated Content Sharing

If you’re using LinkedIn for B2B marketing, or even building your personal brand, you’re likely sharing content regularly. If you’re not – it’s time to start! LinkedIn is a great place to share content and have it reach your target audience.

Looking to get started with LinkedIn content – or just up your content game? Here’s a video I made showing you how:

If you are sharing content regularly, then you’ll know that the time at which you post has a big impact on your reach and engagement. The more engagement your post receives early on, the better it fares with the LinkedIn algorithm… this then means it gets seen by more people, receives more engagement and so on. This is how virality works!

On the flip side, if you post at a low-activity time when not many people are online and ready to engage, your post will likely not have great reach. Without going too deep into posting times (that’s a blog in itself!) here’s my tip: think about when you’re free to use LinkedIn, when your ideal customer is around and adjust for time difference. For example, if you’re UK based like me, but you have users in the USA, it’s a good idea to post later in the day. The US is around 4-6 hours behind the UK, so posting at lunch will help you to reach the lunchtime UK crowd and the pre-work US browsers. Posting in the evening will reach the UK commuters on their way home while catching the US during their lunch break.

It’s not always possible to make yourself available at all hours of the day to post your content. That’s where LinkedIn automation comes in. Automated content posters will allow you to prep your post, crafty your company, insert your hashtags and schedule your post for the time that suits you.

In my opinion, the best on the market is Buffer. They’ve been leaders in the field for many years now and their service keeps on improving. Plus, you can use Buffer to schedule content for other channels too.

Lead Generation

Full disclosure, this is the Lix blog so I will be talking about Lix here, but don’t fear. Where a competitor does something better, I will recommend them instead! This blog is all about helping you to choose the best option for you. With that in mind, let’s break them down and dive in…

Automated Lead Generation: Emails

LinkedIn is jam-packed with lead gen potential. Millions upon millions of professionals, all neatly-listed with their job title, organisation, education… It’s like Yo-Sushi for salespeople!

Reaching out to prospects on LinkedIn is one thing (and we will get to that soon!) but what if you want to find and export their email addresses? That’s where something like Lix comes in. In short, the Lix tool will find, test, verify and export 98% accurate email addresses for LinkedIn prospects in minutes. Here’s a short (40 second) video showing you just how quick and easy it is:

Automated LinkedIn lead generation in just a few clicks

If you want to know a bit more about how it works, I’ve written a blog on LinkedIn emails that explains everything! If you’re ready to try it out then sign up at and get 50 free emails every single month.

Automated Lead Generation: Contact Numbers

Cold caller, as opposed to a cold emailer? Then Lix isn’t the tool for you (I told you I’d be honest!). When it comes to finding phone numbers, you can’t do better than ZoomInfo. Their database of contact numbers is unrivalled and they’ve been industry-leaders in this field for a very long time.

ZoomInfo also offer email addresses – so why go with Lix instead, I hear you ask? Really it comes down to price and speed. ZoomInfo is the market leader and they charge a hefty (but justified) price to match. It also takes a long time to get set up and running. If you’re a large organisation and can afford the time and money, go for it. They offer a ton of other cool features too!

Automated Lead Generation: Connections & Messages

I will start this section with a warning. Although this can be a great way to expand your network and generate leads, automating your connections and messages is the riskiest of all the methods on this list. It is really easy for LinkedIn to detect what you’re doing and they will stop you wherever possible. That doesn’t mean you can’t do it, but exercise some caution. With that said, let’s move on.

Even if you’ve never automated your connections and messages before, you’ve certainly experienced the receiving end. Those connections you get that come with a message, followed by a second and third message that feel a little robotic? Those have likely been automated. The reason they’re so easy to spot, is that they’re often not very well executed. My tip, if you’re going to try this particular flavour of LinkedIn automation, is to go lightly. Perhaps send connection requests with a broad opening message, then follow up with those who accept personally. Automated responses, especially when they’re not associated with triggers (if person says X, reply Y) just come off as robotic and insincere.

If you must try such a tool, then the best out there is probably Octopus – but be warned, I used it and my account was temporarily limited by LinkedIn for doing so.

Data Gathering

LinkedIn is a treasure trove of data. Whether you’re in marketing or business intelligence, competitor research or academia, there are millions of data points to seek and extract.

The two best tools on the market for this are Lix and Phantom Buster. The difference between the two? Speed and ease of use. Phantom Buster have been around a little longer than us and do offer a few data points that we don’t, but getting setting up is a little complicated and it will take some time to get started.

Data gathering with Lix works in much the same way that lead gen does (see above). Just perform your search, add your filters and export!

LinkedIn automation can help you stay connected with your network, grow your audience, and save time. This guide has outlined the basics of automating LinkedIn so that you can get started doing it yourself. If you have any questions about automating your LinkedIn account, leave them in the comments below!

B2B Sales Funnel

How to Create a B2B sales Funnel

Reading Time: 6 minutes

A B2B sales funnel is a visual representation of the customer buying journey. It helps companies to understand their customers and how they progress through the sales process. A typical funnel starts at the top with the broadest audience, moves on to those who are interested in your business’s products or services, then narrows down further to qualified leads and finally, prospective customers.

Understand your funnel

  • Know your funnel:

    The first step to creating a B2B sales funnel is to understand what a funnel is in the first place. A B2B sales funnel is essentially a process that takes your prospects from being unaware of you or your product/service, through various stages until they become customers.

The shape of your B2B sales funnel will vary depending on how you want it to look and what steps your customers take. For some, it will be marketing-driven and heavy on content. For others, it’ll begin and end with the sales team doing outreach and closing deals. Here’s a typical sales funnel:

A typical sales funnel (from
  • Understand why your team needs one:
    Funnels are useful because they allow marketers and salespeople to track their leads as they move through different stages of engagement with their brand or product/service. They also help organisations understand where there are opportunities for improvement. If you can figure out where your funnel has a leak, you focus on improving those specific areas.
  • Measure what matters most:
    Having a funnel in place allows you to segment your data, with each stage of the funnel having its own metrics to track. In breaking your data down this way, you can identify which metrics matter most. Are the people who read your blogs most likely to convert? Best get more blogs out, or improve the reach of your current work. Do cold emails work better than calls? It’s time to ramp up your cold outreach!

Develop buyer personas

A buyer persona (also known as an Ideal Customer Profile) is a fictional character that represents your ideal customer. It helps you to understand your customer better, and it helps you create better content—from landing pages to sales pitches. If you’ve never created one before, it can be daunting at first, but the payoff is worth it.

You don’t have to wait until after the initial meeting or conversation with a prospect in order to get started on this process; developing buyer personas can help guide your conversations from the very beginning of any interaction with customers or clients.

With your persona in place, it’s time to start marketing (and selling!) to that persona…

Develop a content strategy

Content strategy is the process of planning, creating and distributing content. If content is part of your funnel, this is needs to become an essential component of your marketing plan.

The goal of a content strategy is to create a cohesive marketing message that resonates with your audience, increases brand awareness and drives conversions from prospects into paying customers.

Content strategy includes:

  • Creating editorial calendars for video production, blog posts, articles, social media posts and more
  • Defining which topics are most relevant to your business sector or industry – then creating content that addresses those topics in an engaging way that helps you connect with potential customers

Lead magnets can generate new leads

A lead magnet is an incentive offered to potential buyers in exchange for their contact information and/or email address. This can take the form of an ebook, webinar, or other valuable piece of content that you create specifically for your target market (and which they’re not likely to find elsewhere).

Lead magnets are nothing new, they have been around since the dawn of online marketing. By now, users now the deal – they’re aware of the fact that by signing up for your webinar, or downloading your eBook, they’re likely to be contacted. With so many companies contacting them daily, their guard is naturally up. You need to really offer demonstrable value in order to overcome this hurdle. A half-assed lead magnet will yield no results!

  • Include incentives:
    If you want your lead magnet to be effective, it needs to be attractive enough to encourage people who would otherwise ignore or delete it without a second thought. This means providing value through information that helps them solve problems they have and/or helps them save time or money in some way. While this can mean more than just creating something new from scratch—you could also repackage existing resources into something more appealing—it’s important not only that you make sure there are benefits but also that these benefits aren’t lost on readers because they’re buried under layers upon layers of fluff text or poorly-written copy (which will turn people off faster than any other mistake).

Find ways to distribute your content

Now that you’ve got your lead magnet or other content pieces ready, the next step is distribution. This is often easier said than done. If you already have popular marketing channels, like a great mailing list, high traffic blog or socials with great engagement – these are your first stop! If not, it’s time to get creative. Think about your ICP hang out, what spaces do they occupy and how can you best reach them? Advertising your lead magnet can sometimes be a good option, but be aware that you’re playing a long game with ROI.

Here are some common methods for content distribution:

  • Email marketing
    Whether your own mailing list, or one that you can get your content onto (either by paying for a slot, or perhaps exchanging a share for share with somebody) emails are a great way to distribute content. An engaged list, being sent relevant content, will reap rewards.
  • Cold email
    Content can be a great way to open a cold email conversation with a prospect. Asking someone to read a blog, or watch a video, is often an easier ask than requesting a call back! Just be sure to follow the correct protocol for cold emailing and keep the content super relevant to the receiver.
  • Social media marketing ( including Facebook ads, Instagram ads etc)
    If you’ve already got social channels with plenty of engagement – great! Those users are your first port of call for distribution. Those engaged brand-advocates will often share your content for you, plus their likes and comments boost your content via the social channel’s algorithm. It’s a win-win. If you don’t have social channels with enough traffic, you can opt for ads. My advice if you’re new to ads, is start small with experiments and then hone in on what works.
  • Search engine optimization (SEO) & link building:
    This is a mammoth topic for me to sum up in a paragraph! If you’re reading this, you likely either know some SEO or have someone on your team that does. If not, great reading! SEO is the slowest option of those listed, but it is both free and powerful. Once you begin to rank for a term, you’ll reap rewards. The sooner you start, the better!

Send those leads down the funnel

This point is where the collaboration between sales and marketing becomes super important. There is no use in marketing filling the hopper with potential leads that never make it to the sales team – there’s also no use in sales team talking to unqualified leads from marketing.

It’s important that leads are nurtured through the process, hitting the correct steps and being gently pushed in the direction of a close. Here are three ways of doing that.

It’s important for sales and marketing to sit down together and decide at what point in the journey, leads are considered qualified. Everything up until that point, is marketing’s domain. It’s their responsibility to provide and deliver upon a strategy to nurture users down the funnel, to the point of qualification. Then, they’re passed to the sales team to begin the closing process. The steps required for each team to do their job will not be alien to either! Driving traffic and generating interest should be bread and butter to a b2b marketer, and closing is the driving force of sales. The funnel simply serves as a framework to join these forces together.

It’s never too soon to start working on your sales funnel.

It’s never too soon to start working on your B2B sales funnel. You can begin now by identifying the steps of your sales process, from prospecting through closing. From there, you’ll need to determine how much time each step takes, who will do them and how much they cost or earn for you.

You can then create a rough outline of what each step looks like and determine how much time each one takes (i.e., what happens in step two). After that, you’ll need to determine whether that’s enough information for someone at the next level down—or if there are more details needed at this stage before proceeding with the next actionable item listed in their pipeline management software (PMS).

With the right sales funnel, you can ensure that your company is well placed to find and close customers who may be looking for your solutions to their problems. Provide a seamless journey for your leads to follow, execute the steps well and you will increase the number of deals you close.

Ideal Customer Profile

Creating your Ideal Customer Profile

Reading Time: 5 minutes

The idea of creating an ‘ideal customer profile’ may sound a little off-putting at first. After all, why would you want to limit your business? Surely the more customers you have, the better! But this isn’t about excluding people from your business. It’s about understanding who is most likely to buy from you and how you can best serve them.

Get to know your customer.

The first (and most important) step in creating your ideal customer profile is getting to know your customers. Once you know who your ideal customer is, it becomes much easier to figure out what they need and want. And when you can see the challenges they face and their budgets, it becomes easier to create marketing campaigns that target them directly.

Here’s what we’ll cover:

  • Why knowing your customers is so important
  • How you can find out about them
  • The importance of knowing the needs, wants and challenges of your target audience

Determine benefits and value.

Your product or service has a purpose. It provides something that your customer needs and/or wants, and it does this in a way that is different from other products or services. So, what are the benefits, and how do they make things easier for your customer? What is the value of your product or service?

It’s important to think about what you can offer that no one else does. If you don’t have anything unique like this, then why should anyone buy from you? What is standing between them and buying from someone else who already has it? That’s where your USP (Unique Selling Proposition) comes in!

What are the common challenges?

The first step in creating your Ideal Customer Profile is to look at existing customers and see what problems they have. This can be done by surveying existing customers, or talking with them in person or by phone.

When you hear about these challenges, make sure you understand them fully. You might think that one customer’s problem is another customer’s opportunity—but it isn’t! For example, if a customer tells you she wants to be able to book appointments online and then pick them up in store later that day, that could mean she wants to avoid spending time on her schedule than if she had an appointment scheduled for the next week (and maybe even more). But if another customer mentions being frustrated when he has an appointment planned for tomorrow but gets stuck in traffic on the way there and misses his appointment entirely? That’s something different entirely; it means he needs better transportation options so he can be safe getting to those appointments!

Where can you find them?

Now that you know what your ideal customer is, it’s time to find them. This can be done in many ways, but let’s take a look at some of the most popular:

  • Social Media

    In addition to being one of the best ways for brands and companies to interact with customers (because it lets them better understand their needs), social media is also where many potential clients spend most of their time online—and therefore where they might be looking for solutions like yours! When it comes to B2B, LinkedIn will always be king. With 80m+ users and 50m+ companies (and growing!), it’s the largest database of potential customers ever to exist! Plus, the powerful LinkedIn search allows you to really pinpoint those in your ICP. You can also use a tool like Lix to export LinkedIn data and find email addresses for your customers, once you’ve found them. Great for research and outreach!

  • Events

    Events are a great way to find and meet your target audience. Now that Covid restrictions are easing, live events are slowing opening up again – alternatively online events can be just as fruitful. Again, LinkedIn is a great resource – head to the search bar, search your chosen topic and hit the ‘events’ filter!

What is your budget range?

When you start to create your ideal customer profile, think about how much money you want to make. The more expensive your product or service is, the fewer customers you’ll be able to affordably serve.

Before you can even think about how much money customers should pay for your product or service, though, make sure that they’re willing—and able—to pay it. If they don’t have any money at all (or if they have so little that they can’t justify spending even $10 on something), then charging them $100 would be pretty ridiculous. You’ll either turn them away entirely or end up with very few sales anyway—neither scenario is good for business!

Who is involved in the decision making process?

  • Who is involved in the decision making process?
  • The decision maker
  • Anyone else involved in the process (e.g., decision makers’ boss, someone who works with them)
  • What is their role?
  • What is their budget and timeline?
  • What are the pain points they are experiencing that you can help solve?
  • What does success look like for this customer or client and their business?

Personality types.

Personality types are a great way to help you identify your ideal customers. The most common personality types are introverts and extroverts, but there are others as well.

  • Introverts
  • Extroverts
  • Sensors (observers)
  • Intuitives (idea people)
  • Thinkers (cognitive)
  • Feelers (emotional)

The majority of people fall into one or more of these categories. If you don’t know which one(s), ask yourself: “Do I tend to be more of an observer or an idea person? Am I more concerned with logic than feelings? Or do I value both equally?” This will help you develop a better understanding of who your ideal customer is by determining what type of personality they have and how they think about things in general.

Check out the competition.

To start, you need to know who your competition is. If there are other companies in your industry, what are they doing? What are their strengths and weaknesses? How do they market themselves? What do they say about their customers, products and employees?

The answers to these questions will give you a clearer picture of how to set up the ICP for your business.

Target the right person, with the right message, at the right time.

While you may be interested in selling to everyone, the reality is that not every single person will have a need for your product or service. Therefore, it’s important to spend time identifying who your ideal customer is and why they are a good fit for what you offer.

When you take the time to identify your ideal customer, it allows you to target the right people with the right message at the right time. When you’re able to do this effectively, it can help improve sales by 10x!

We hope this information will help you build your own ideal customer profile, so you can spend more time marketing to those who are ripe for buying. Are there any other tips that have helped you create buyer personas? Let us know in the comments!

Cold Email

Cold Email: The Complete Guide

Reading Time: 18 minutes

Cold email can be daunting. Finding leads, crafting copy, warming up your server, navigating GDPR… It’s easy to see why many people avoid it all together. The thing is, cold email has been proven time and time again to be on the best ways to find new customers, meet influencers, get PR, gain backlinks and generally grow your network. This guide is here to give you all the tools and confidence required to cold email like a pro. We will cover:

👆 Use these links to navigate the guide & bookmark this page for later!

Cold Email Fundamentals

Whether you’re sending ultra-personalised emails to potential investors one-by-one, or mass mailing every CEO in London, there are some cold email fundamentals that should form the foundation of your outreach. Get these right, and the rest will fall into place. If you only digest and implement one portion of this guide – this is should be it it!

  • Keep it brief
  • Personalise
  • Give Credentials
  • Demonstrate Value
  • Call to Action

Keep it brief

The average office worker receives 121 emails per day. For those in decision-making roles that number is likely much higher. Think about the emails you receive daily. When you open one up and see a wall of text, is your first thought “yay, lots to read”? Probably not! Don’t waffle, keep it short, sweet and to the point. Brevity is key.


The degree to which you can personalise will depend on the volume of outreach. If you’re working with a short list of prospects, take the time to research your prospect and personalise every single email. Reference an article they wrote, a podcast they were on, a previous investment they made… Show that you know this person and that your outreach is relevant to them. If you’re doing outreach at scale there are still ways to personalise. Separate your prospects into relevant groups and write specifically for them. This could be job title, location, industry etc. Talk about the challenges / news / industry changes relevant to them and their group. Simply using a merge tag to include their name will not cut it!

Give Credentials

Why should this person trust you, or listen to your pitch? Strong credentials are a great way to cut through the noise of a busy inbox. Referencing clients you’ve helped that your prospect will know and respect is a great option. Otherwise perhaps use a qualification, or thought leadership pieces that you feature on… Know your audience and think about what will demonstrate your trustworthiness to them.

Demonstrate Value

How will your proposal benefit this person? Will it save them time or money? Perhaps help them to grow their business? This step is where a lot of cold emails fail. Don’t talk about features, talk about benefits. A classic example of benefit-based copywriting is this iPod ad from Apple:

Apple could have easily rambled on about megabytes of storage space, but customers don’t care about the inner workings. Think about the individual’s desired outcome for your product or service and sell that outcome.

Call to action

Another common mistake is not providing a clear call to action. Do you want the recipient to reply to the email? Watch a video? Book a call? Tell them! My advice here is to provide a low-friction action at this step to get the first ‘yes’. Trying to close a deal in the first email rarely works (if ever). Often, asking for a call can be high-friction too. Asking them to respond to a simple question, or watch a video, for example, will be easier. Again, put yourself in the shoes of the person receiving this email. Do you jump on Zoom with cold emailers you’ve never spoken to before? Probably not.

Jump to our templates to see this in action!

Campaign Prep

Before you start crafting copy and workshopping subject lines, you need to establish the audience, purpose and method for your campaign. It’s important to decide what exactly you want to achieve, what metrics you will track, what success looks like and how you want to approach the outreach itself.

Research audience size

If you’re reading this, it’s likely you have an audience in mind for your campaign. The first step for campaign prep is to ascertain exactly how many prospects are out there. As we know, cold emailing a list of 10 will be very different to outreach for a list of 10,000.

Set goals

It’s easy to skip this step and assume that the goal of each email is to close a deal – whether that’s making a sale, booking a call, gaining a backlink etc. While that may be your overall purpose, it can help to take step back and set goals for the steps along the way. It’s unlikely that you sales journey looks like this:

Email sent → Deal closed

Setting response rate targets, for example, helps you to hone in on what copy, which subject lines, times of day etc. work best. Your first email is initiating a conversation, not closing a deal – so target and optimise for that!

Map the journey

Too often I see people jump headfirst into a cold email campaign with no plan for what comes next – what happens if they don’t reply? Better yet – what happens if they do? Mapping the journey (sometimes referred to as a ‘flow’) is a really important step in your preparation. Plan your initial response, your follow ups, your closers. Never hit a point in your campaign in which you don’t know what to do next!

Building an email list

A cold email campaign won’t go very far without an email list! Before we get into this, it’s important to state that Lix is a b2b email finding tool and I will be talking about that in this section.

There are other tools out there that do this, but Lix offers more free emails (50 a month!) with an accuracy to match or surpass the others. If you have a favourite tool you like to use, please feel free to do so (give ours a try though, it is free and easy to use 😁).

There are two primary ways to find email addresses for your cold prospects – using an email finding tool (like Lix) or doing it manually. Which option you choose will be down to time and budget.

Manual email finding (free)

If you’re operating on a tight budget, or have a ton of time, you can sometimes find an email address manually with some sleuthing. Some people will have an email address listed on their LinkedIn, some will be displayed on a company website. This all depends on the type of person you’re reaching out to. Those in high-demand (decision makers, generally) will be less likely to have a email address listed publicly, though.

If your list is small enough to do prospect emails manually, I’d advise signing up for a free Lix account and using your 50 free emails. It’ll save you a day’s work (at least) – valuable time you could spend writing copy and doing research!

Automated Email Finding

Finding, testing and verifying email addresses for outreach used to be a slow and expensive practice. Now you can find thousands of verified emails every single day using a tool like Lix (other tools are available, but why would you ever need them when Lix is right here? 😁).

The majority of such tools work off of LinkedIn, for a very good reason. With 800m+ users and 33m+ businesses, LinkedIn is the largest store of publicly available b2b data in history – and it grows every day. Anyone who is anyone is on LinkedIn and they very helpfully provide their name, company name and the link to their website – the building blocks of email discovery.

If you’re interested in all the techie details on how we do this, read here. Want to just see how it works in practice? Watch this 40 second video:

Another great thing about LinkedIn for email list-building is the powerful search. You have a ton of great filtering tools at your disposal with which to hone in on your ideal audience. If you’re using Lix for your list-building, you can export searches into projects – helping you break your lists up, or collaborate on your list with colleagues anywhere in the world. Here’s a video on how that works, too.

List Separation

Now you hopefully have your list full of email addresses to reach out to, it’s important to break this list up into personalisation groups if you haven’t already done so. Personally, I like to separate a batch of my most-prized prospects for some ultra-personalisation, then group the others as per the cold email fundamentals (above).

Depending on your list size, it’s likely you won’t be sending all these emails at the same time, too. When cold emailing it’s important to ‘warm up’ your server by gradually increasing sending volumes (more on this later – I have a chart for you to follow!). Consider this when separating your lists – who should receive the first batch? Do you want to test your subject lines / copy against your least-likely prospects first? These are all things to consider before sending!

How to mail merge

Now you have a list of prospects to reach out to, it’s time to send those emails. If you’re working off a large list, you’ll need to find a way to mail merge. You can either use a mail merge tool (paid) or one of the methods that allows you to mail merge right from you preferred inbox (free). As always, the paid options do come with some benefits – including some tools for regulating sending, tracking etc. that are very useful when running cold email campaigns. They’re also easy to use and set up, whereas the free options do need a little work to get started. That said, sometimes we need a free option to get things off the ground and test the efficacy of an idea, so let’s start there.

Free mail merge for Gmail (with Google Sheets)

TLDR: Create a template in Gmail & pull recipient data from Google Sheets

This method allows you to create an email template in Gmail, which is then populated by data from a Google Sheets document. You can either read on for my guide, or go straight to the source and hear it from Google.

How it works:

You’ll need Gmail (Google Workspace is preferred due to sending limits) and Google Sheets for the data spreadsheet.

The easiest method is to use a copy of the sample spreadsheet from Google as it has the columns and script set up and ready to go.

Step 1: Enter your data

Once you’ve copied Google’s sample spreadsheet, you can set about editing the data within the columns. Add in the recipient email addresses, names etc. Please note that if you change the name of any of the columns, you will need to head to Extensions > Apps Script and edit the code (this is not advised unless you know what you’re doing!).

Step 2: Create your template

Create a draft email in Gmail as normal. Use the column names in curly brackets (this is called a merge tag) for customisation. For example:

Hi {{First name}}

Will pull through the corresponding first name for each person.

Step 3: Start sending

In the menu bar for your spreadsheet you see ‘Mail Merge’ click this and then ‘Send Emails’. If you don’t see the Mail Merge option, refresh your page.

You will be prompted to authorise the pre-loaded script – do so. Then, repeat the process (Mail Merge > Send Emails).

Enter the subject line for your emails and click OK.

Free mail merge for Outlook (with Excel & Word)

The process for Outlook & Excel is similar to Gmail & Google Sheets – the data is stored and pulled from Excel, to populate an email. The main difference is that this time, the email copy itself is in Word, rather than the email client itself. Here’s how it works:

Step 1: Prepare your data

Open a new Excel workbook and enter the identifying data (email, name etc.) as column titles. Ensure these are properly formatted for the correct data type. If you’re not an Excel whizz, here’s a guide from Microsoft.

Step 2:

Open Word and click Tools > Mail Merge Manager, Word’s Mail Merge Manager will give you a step by step guide for setting up your document.

When it’s time to enter your content, use the column names in curly brackets (this is called a merge tag) for customisation. For example:

Hi {{First name}}

Will pull through the corresponding first name for each person.

The example {{First name}} will only work if that is what you’ve named your column. These tags must correspond with the column names in your Excel workbook.

Step 3:

The Mail Merge Manager will ask you to ‘Select Recipients’. Choosing ;Use Existing List’ will allow you to select the Excel document you made earlier.

Next, click on ‘Preview Results’ – check that the emails and data columns match up and all looks correct. If so – hit ‘Finish and Merge’ and check your sent mail folder in Outlook!

Mail Merge Tools


Mailmeteor is designed to work with your Gmail account, and it currently the best-rated mail merge tool on the Google Marketplace. Where Mailmeteor is an improvement on the free Gmail method above, is in the added extras that improve things like deliverability and tracking.

For example, Mailmeteor makes it easy to add attachments, allows you to schedule your campaigns, import HTML email templates and collaborate with teammates. With plans from $9.99 per month, it’s worth giving this service a try if you’re going to be sending regular campaigns from your Gmail account!


Like Mailmeteor, GMass works with your Gmail account & Google Sheets to send mass email campaigns.

GMass has the added bonus of having an in-built email verifier tool too (this isn’t needed if you use Lix for your prospecting though, as we do this for you!).


Outreach and tools like it are a little pricier than the previous options, because it is so much more than a mail merge tool. Outreach is a sales engagement tool – a class of software that assists with organisation, automation, integration, sending cadences and much more.

If you’re serious about cold campaigns, consider a tool like Outreach!

Tools NOT to use

I had to add this section in because it’s a mistake I see people making all the time. Please do not use email marketing platforms, or customer engagement platforms, like Mailchimp and Hubspot for your cold outreach. Firstly, it goes against their terms of service. Secondly, you will be flagged for spam and kicked off the platform very quickly.

These tools are not made for cold outreach and should not be used under any circumstances.

Cold Email Templates

Now we know the foundations of cold emailing, how to prospect and the basics of mail merging – let’s dive into some cold email templates. As we’ve covered, there is no one-size-fits-all cold email. The template you use will change depending size of the list, the amount of research you can do for each person and so on. Here are my 5 favourite templates, with examples, that you can use for different situations.

The Authority-Builder

This is a great template to use when mailing totally cold, large lists. When it isn’t possible to research each individual on your list and you don’t have an intro to reference, you need to lean on your authority.

Remember – keep it relevant! By referencing a credential that is relevant to your recipient, you still achieve some level of personalisation. This is all about showing them that you understand their role and have the credentials to provide a solution to their problems.


David is a sales representative for an SME selling medical instruments to private surgeries. There are 1,000 potential prospects for his product in the UK and personalising each email is not possible. However, David can group his prospects by job title (some large practices have dedicated buyers, in smaller surgeries it may be the lead GP), or by region, practice size etc. David’s credential, is that he works with a market-leader in this sector. The email he sends might look like this:

Subject: We’re helping Spire keep up with rising demand

Hi [First Name],

I head up sales for Example Healthcare, specialising in diagnostic equipment. As Chief Physician, I understand you’re the person to speak with regarding purchasing decisions.

Our clients at Spire are reporting an 81% increase in new patients since the pandemic and many surgeries are struggling to keep up with demand. That’s why we’re preparing complete diagnostic kits, especially for local private surgeries.

If you let me know your preferred address, I can put a brochure in the mail for you today.

Best wishes,


Brief – 5 sentences

Personalised – Shows an understanding of the recipient’s role and industry challenges

Credentials – Reference to a large client

CTA – Low-friction, initiates a conversation and invites a follow-up

You can play around with this template and add in whatever credentials / authority-builder works for you and your list. Perhaps it’s a metric you achieved for a client, or a positive case study. Think about the USP you have that will cut through the noise and show a prospect that you’re the one to trust.

The Time-Saver

This again is a great template when you’re going in cold. If you don’t have a ton of credentials to shout about – perhaps you’re a new product or service – the time-saver template allows your product to do the heavy lifting. This template is all about focusing on the positive outcome for the end user.


Beth has recently started a new marketing agency. She has a ton of experience, but as the business is new there’s little in the way of case studies or credentials to shout about. What Beth does know, however, is that SMEs are spending up to 16 hours a week creating content and posting it on social media. Beth’s proposal is to take that work off of their hands, saving them a ton of valuable time. She has broken her list up into industries and niches, in order to add some personalisation to her emails.

Subject: In just 10 minutes I’ll explain how I can save you 16 hours a week

Hi [First Name],

My name is Beth, and I’ll keep this quick.

I’m a Social Media Marketing expert and founder of Example Agency, and I know businesses in [insert niche] are spending up to 16 hours a week writing content and posting on social media.

Could I have ten minutes of your time next week for a personalized demo that’ll demonstrate to you how I can own your content and social media, freeing you up to work on your business?

Either let me know a time that works for you or book a convenient 10 minute slot in my calendar: [calendar app link].

I look forward to hearing from you,


Brief – 5 sentences

Personalised – Referring to the recipient’s industry niche

Credentials – Demonstrated expert knowledge of the time challenges these companies face

CTA – Low-friction, 10 minute call

The Researcher

In the last two examples, we’ve looked at options for large lists, where deep research isn’t possible. This template, then, is for the opposite situation. Those prospects for whom you can research and draw from their work, or activities. If you have a large list to contact, it can sometimes be a good idea to separate perhaps 10-20 top prospects to do this kind of research on while using a different template for the others.


Anna is a startup founder looking for investors. Her goal for this campaign is to book calls with potential investors so she can pitch her idea. Anna has researched investors in her space and crafted outreach for each one individually. Email #1 is going to Elizabeth, who has invested in similar companies previously:

Hi Elizabeth,

I just heard your interview with Jason Calacanis on This Week In Startups, it was really inspiring to hear you talk about your goals for the sustainable tech companies you invest in.

My startup, EcoTech, helps Data Centres offset their carbon emissions. I currently have NTT and Verizon signed and 5 more major data centre operators interested.

Our pitch deck is attached, if you have 5 minutes I would really appreciate it if you could reply with a few lines of feedback.

Best wishes,


Brief – 4 sentences

Personalised – Immediately demonstrates knowledge of the recipient

Credentials – A short summary of current success

CTA – Low-friction ask – just a few lines of feedback.

Of course, yours will vary depending on the research that you do!

Pain-Agitate-Solution (PAS)

This is a classic copywriting technique that you can apply to your cold email outreach. I’m sure you can probably guess how it works from the name! The aim is to highlight a pain point your prospect is feeling, agitate that pain point by describing how this is negatively affecting their business and then – you swoop in and provide the solution. Let’s use Lix, for this example.


Alfie is the co-founder of a SaaS startup that uses AI to find email addresses from LinkedIn searches. He wants to sell subscriptions to users in the cyber security space, as he knows they do a lot of cold outreach to prospect lists. He knows that reps in large firms are spending up to 33% of their time prospecting, when they could be selling.

Subject: Your reps spend 33% of their time prospecting, when they could be selling

Hi [First Name],

As a sales leader for [Company Name] I know that lead generation must be a huge time drain for you and your team. According to Forbes [link] the average rep spends 33% of their time building prospecting lists – time they could be spending on building relationships and closing deals.

I’m the founder a company called Lix and our mission is to give your team that time back. Our AI email-finder can turn LinkedIn searches into clean, verified email addresses; ready for your reps to reach out and do what they do best – selling!

You can try it today with 50 free emails and 1,000 rows of data [link] – or book in a call with me and I’d be happy to demo it for you [calendar link].



Brief – 5 sentences

Personalised – Mentions the company and the specific challenges faced by the receiver

Credentials – Uses trusted source (Forbes) to back-up statement

CTA – Two options, a free trial (low-friction) or a demo

The Personalised Video

This is a relatively new, but very powerful tool for cold emailing. It’s such a hot topic, I have a whole blog on personalised video for cold email. In it, I tell the story of a cold email I received from a CRM giant in which there was a video of the rep looking at my website and explaining, using examples from my site, how their tool could help me. It fits all the criteria for a good cold email – it was certainly brief, ultra-personalised! For a full guide to how to create videos for cold emails, please do read the blog.

I’m using myself again for the example, because I have an example video for you!


Alfie, the cofounder of the SaaS tool we looked at earlier, has separated 10 top targets from his prospect list that he really wants to book a call with. In order to cut through the noise, he’s going to make a personalised video for each of them.

Subject: [Your Company Name] & [Their Company Name]

Hi [First Name],

I made you a quick video (60 seconds), click here to watch:

Plus here’s a case study that shows how we helped [Company] achieve [outcome]: [link]

You can try it today with 50 free emails and 1,000 rows of data [link] – or book in a call with me and I’d be happy to demo it for you [calendar link].



Brief – 3 sentences and a short video

Personalised – As personalised as it gets!

Credentials – Uses their own site to establish credibility

CTA – Two options, a free trial (low-friction) or a demo

Here’s a great infographic on the anatomy of a great sales email from IRC Sales Solutions that you can save and refer back to when writing cold emails:


This is a hot topic in the world of cold email and for good reason. Many people rush into cold emailing gung-ho and send way too many emails, or do outreach from a brand new email address, or spam people with poorly-targeted emails… and get marked as spam. If that happens enough times, you domain can be ‘blacklisted’ and your overall deliverability will tank. This will put an end to not only cold email campaigns, but it could even affect day to day business emailing with current clients and suppliers, etc.

It’s not just about reaching inboxes, either. It’s about reaching the right area of the inbox. The Gmail users among you can attest to the fact that an email in your ‘Promotions’ tab probably doesn’t get read.

How does it work?

In simple terms, when an email is sent it has to go through various checks and tests before it reaches someone’s inbox. Your email server (and often your service provider) perform these checks in order to protect you from malware, spam and all other manner of nasty things.

These checks include things like:

  • Email Content

The content of your email can sometimes flag spam filters. This happens for various reasons, including using too many links, abusive language, spam trigger words and more. Hubspot have a great blog listing 394 spam trigger words. Avoid these!

  • Domain history

Sometimes referred to as ‘reputation’. If you are flagged or reported for spam, or you try to send too many emails too soon, are blacklisted or send too many bouncing emails – this will affect your reputation.

How do I maximise deliverability?

This topic is a whole ‘nother blog in itself, but there are some very simple steps you can take that in most instances will be enough to protect you.

  • Warm up your outreach

The max number of emails you can send in a day will vary by email client – for example a standard Gmail account can send a max of 500 emails in a rolling 24 hour period. A Google workspace account allows you to send 2,000 per 24 hours, but please bear in mind this includes all emails for your organisation!

Even if you are using a Google workspace account with a 2k daily limit, it’s not a good idea to try sending 2,000 emails in the first day. Especially if your domain is brand new! Instead, start small and build up gradually.

For a brand new account, start very small. Perhaps 10-15 non-cold emails per day for a few weeks, then slowly add in those cold emails. It’s frustrating, but less so than getting blacklisted. There are also some crucial technical steps you need take in getting your DNS set up – I’ll talk about those in the next section.

For an aged account, I would advise starting with 100-200 per day and adding the same amount daily until you hit around 1,000 a day, max. Some guides tell you to go up to the full 2,000, some say less. Personally, I’ve had the best results sticking at 500-800 per day.

  • DNS set up

DNS stands for domain name system – I won’t get into too much boring detail (but you can read this great Quora thread if you want to know more), essentially having your DNS configured correctly lets the receiver’s email server know that you email and domain are linked and trustworthy.

There are three DNS record types – SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail) and DMARC (Domain Message Authentication Reporting and Conformance). Until recently, DMARC was optional and only really used for large businesses. However, Microsoft recently announced that any email without DMARC will go to spam.

Setting these up will differ depending on your email client. Here are some guides for Google Workspace & Outlook:

Google Workspace

Outlook / Office 365

  • Don’t spam

Seems obvious, right? This is the simplest step and often the hurdle people fall at first! If you follow the cold email fundamentals and list building protocols set out in this article, you will be fine. The most important points to remember are to keep your emails brief, don’t include attachments or images in your initial messages and only send emails to targeted individuals.


GDPR (General Data Protection Legislation) dictates the way companies are allowed to store, use and process personal data. It was introduced back in 2018 in order to protect consumers from unscrupulous spammers and give them back control of their data. Similarly, CCPA (California Consumer Privacy Act) offers similar protections to the residents of California. The rules and their application to cold emailing are largely similar. The good news is that neither prevent you from sending cold emails – so long as you stick to the rules.

Sending cold B2B emails is legal under both GDPR & CCPA, you just need to meet certain requirements. The foundational principle is thus – the service or product you’re offering must be beneficial to the individual or company that you’re contacting.

These laws don’t exist to stop people from connecting with each other and offering useful services – it’s there to stop spam. As long as you’re choosing your prospects correctly and offering something that can make their lives / jobs / businesses better, you have a case for cold email.

With that base covered, the next step is to consider the use, storage and communication of said-use. Make sure that somewhere in your email you are letting the recipient know how their data is used and that they can remove their data from your list at any time. Also, don’t store their data for longer than is necessary. If a prospect hasn’t replied within 30 days, remove their data from your system. This rule applies more to GDPR (CCPA doesn’t have any strict rules about storage time) but it’s still good practice!

The biggest difference between GDPR & CCPA is that GDPR applies to all businesses, of all sizes, whereas CCPA only applies to large companies that fit the following criteria:

  • They must be a ‘for-profit’ organisation, NFPs are exempt
  • 50% of more of their annual revenue must arise from the sale or use of personal data
  • That annual revenue must be more than $25m
  • They process data of 50,000+ individuals, household, or devices

Now, that’s not to say that if you don’t meet these criteria you should ignore the rules set out here. You should always put yourselves in the shoes of the recipient. You don’t like being spammed – so don’t spam!

If you follow the above steps, there’s nothing stopping you from sending legitimate-interest cold emails under GDPR & CCPA.

LinkedIn Influencer Marketing: The Definitive 2022 Guide

Reading Time: 13 minutes

LinkedIn influencer marketing is being under-utilised by B2B marketers. We’re on a mission to change that.


In recent years, influencer marketing has grown into an essential part of every B2C marketer’s toolkit. The ability to leverage a trusting audience, pre-built by an influencer, lures in marketers like a moth to a flame. For many of us though, the phrase ‘influencer marketing’ conjures images of perma-tanned reality TV stars peddling protein shakes on Instagram. While this may be true, I certainly wouldn’t advise asking the cast of Love Island to promote your B2B product or service. So, how can us B2B marketers get in on the influencer action? With LinkedIn influencer marketing.


Why LinkedIn Influencer Marketing?


LinkedIn is the largest professional social network in the world, with a whopping 690 million users and counting. The platform has been on a steady growth trajectory since their acquisition by Microsoft in 2016, for a cool $26.2 billion. Microsoft’s investment into the business has reaped dividends, with LinkedIn’s membership growing 52% in just four years. 


In early in 2020, as I’m sure you know, the world went into lockdown. The coronavirus pandemic led to an unprecedented wave of people working from home. In fact, you might be reading this from the comfort of your home office right now, for this very reason. The rise in home working set off an explosion in LinkedIn’s engagement rates. In fact, LinkedIn saw its largest jump in DAU (daily active users) since 2011.


Amongst those users, from the casual to the committed, there are the individuals that we marketers dream of getting in front of: the decision makers. According to LinkedIn’s own stats, 61 million LinkedIn users are senior-level influencers and 40 million are in decision making positions.


Let’s take a moment to step back and consider this. We have at our fingertips, the largest business network in history. LinkedIn is an audience of nearly 700 million people and among them, tens of millions of decision makers. This is an unprecedented opportunity for B2B marketers. One that we have of course been leveraging for some time. I would argue however, that we have not been utilising LinkedIn marketing to its full extent. As marketers we run ads, content campaigns, perhaps even cold outreach; all the while LinkedIn influencer marketing remains largely untapped…


LinkedIn Influencer Marketing: Teamwork


As marketers we seek two things: an audience to speak to, and buy-in from that audience. Influencers can give us both of those things at the drop of a hat. They have spent years cultivating a persona, engaging with their followers and establishing themselves as a source of information and inspiration. Yes, even the reality TV stars on Instagram and the dancing teens on Tik-Tok.


The Lure of Influencers


In bygone years marketers and advertisers had to create and manage long-running campaigns to build brand recognition with their audience. Hoping that their efforts along the way cultivated some kind of relationship between brand and consumer. Social media has done away with that in a relative heartbeat. We don’t need to shoehorn emotion, connection and trust into 60 second ads, spaced out and repeated over years. Audiences can feel like they know, and therefore trust, influencers within a matter of weeks. Through photographs, captions, story posts, live videos, podcasts, Q&A sessions… The opportunities to build those connections are seemingly endless.


There is of course another important layer to the influencer marketing cake: it is social. Although there is a huge clue in the name ‘social media’, us marketers can often forget this fact when trying to sell via social platforms. We may be there to sell, but users are not there to buy. They are scrolling through their feed, interacting with their friends and consuming media related to their interests. It’s not SEM, where there is clear intent to buy, or researching buying, a product. You are interrupting their flow with your ad or message. Do you think the user would rather have their flow interrupted by an advert from a business they don’t recognise… or a recommendation from a person they know and trust?


With this in mind, it’s easy to see the power of influencer marketing, and therefore LinkedIn influencer marketing. You are leveraging not only their audience, but trust and social connection. Something that would otherwise take you many years (and thousands of dollars) to build for yourself.


This powerful combination presents us with a massive opportunity. We have a thriving social-professional network, with millions of decision-making users and, if you know where to look, a plethora of influencers ready to promote your products.


LinkedIn Influencers


LinkedIn influencers have established themselves as thought-leaders in their field. Their written content, videos, perhaps even just witty status updates have earned them thousands of fans. Their posts reach the coveted top spots within the LinkedIn feeds of not only their followers, but also those connected to their followers.


LinkedIn influencer marketing is also largely untapped market. How often do you see B2B influencers pushing products on LinkedIn? It happens, but it’s not nearly as large a phenomenon as it is on Instagram and Tik-Tok. If those platforms are anything to go by, we are just a few years away from saturation. As with any new marketing trend, the time to get involved is now.


The early adopters will reap the most rewards. Much like the early days of Facebook pages, and the ease of follow/unfollow at the dawn of Instagram; this trend will become saturated and ROI will gradually decrease. We may reach a point where, much like Facebook, the only way to really reach an audience is pay-to-play. You don’t want to look back in three years and kick yourself for missing the boat.


Influencer Campaign Preparation


Before we delve into the specifics of tracking down influencers, we need to prepare our campaign. As a marketer or solopreneur you will already understand the importance of good prep and solid tracking.


Media, Location, Duration


Setting up a LinkedIn influencer marketing campaign is not much different to any other marketing campaign. There are a few extra things to consider, including the media used, the location of the post, duration and so on.


There are a number of factors that will contribute to your choice of media, including your chosen influencer’s preference.


Where possible, I advise opting for video.


A massive 84% of buyers say they were persuaded to purchase after watching a brand’s video. Since launching native video (uploaded directly to LinkedIn) back in 2017 engagement rates have rocketed.


Within LinkedIn there are three locations you could opt to post your content, whatever it may be:


  1. The Influencer’s Feed
  2. Within a Group
  3. On your Company Page

Of the three, I would generally advise the first option, so that you can really leverage the trust and audience your influencer has built up. Groups can command excellent engagement but promoted posts are generally blocked by group admin. Some marketers advise posting on your company page to build better brand recognition, but unless you have a huge following there, I wouldn’t bother.


There is no use throwing time and money at a LinkedIn influencer marketing campaign if you cannot track what works and what doesn’t. Depending on what your desired outcome is from this campaign (clicks, email signups, conversions) there are numerous ways to track. You may wish to send users to a designated landing page, with messaging that matches the content pushed out by your influencer for a seamless customer journey. This is time consuming and perhaps not the best option for your initial test. An easy way of tracking is simply adding UTM parameters to whatever links the influencer may share – this should make it easier to separate out the clicks, visits and conversions from a specific source. You can use Google’s UTM builder for free.

LinkedIn Influencer Marketing: Metrics

With your campaign idea in mind and your method for tracking results prepped – it’s time to find those influencers!

How to Find LinkedIn Influencers

If you’re familiar with LinkedIn you will probably know that they curate their own list of influencers by invitation only. There are a few hundred of these ordained influencers, including the likes of Melinda Gates, Mike Bloomberg and the ubiquitous ‘Gary Vee’. If you have the kind of budget required to hook one of these big fish, go ahead. For those high-profile targets approaching them via LinkedIn, or even by email, is probably not going to yield results. I would be incredibly surprised if Mike Bloomberg is checking and responding to his DMs on LinkedIn. Your best bet for an upper-echelon influencer like that is to approach their publicist or agent and go from there.

“Now if you’ll excuse me Spiderman, I must go check my LinkedIn messages…”

My guess is that if you’re reading this, you’re either marketing for an SME or you’re a plucky entrepreneur at a startup looking to make your mark. In which case, your pockets likely aren’t deep enough to pay Gary Vee to speak 7000 words a minute about you in a LinkedIn influencer marketing video. Never fear. There are thousands of influencers, thought leaders and LinkedIn populists out there ready to spread your message for a fraction of the cost.

Let’s dive into how we can unearth them before moving onto how to approach.

Get Targeted

Before we can begin our search, we need to think about our selection criteria. My suggestion here is to start with the end result and work backwards.

For example if I wanted to sell LIX subscriptions, I would start by identifying a vertical. I know that LIX offers the ability to export LinkedIn Company Data, and I know that there are four primary verticals that tend to buy this tool: B2B marketers, salespeople, investors and recruiters. This time around, I’d like to target marketers.

Now we have our niche, let’s think about numbers. Begin by thinking about how many individuals you will need to reach with this campaign in order to convert your desired number. I estimate that I can convert approximately 3% of all readers / viewers (depending on the media) and I’m looking for 50 signups to test the viability of LinkedIn influencer marketing.  Therefore, I need an influencer in the marketing niche, preferably with interests and content relevant to automation services, with at least 1,500 followers.

With this kind of laser-targeting, we know exactly what we want and what kind of person can deliver on the above. Now, we search…

Find Influencers on LinkedIn

Part of what makes LinkedIn such an incredible tool is its powerful search function. With the right keywords, filters, time and perhaps a helping hand from the LIX LinkedIn Search Exporter you can find relevant profiles, export their data from LinkedIn into a spreadsheet and begin panning for influencer gold!

Continuing our example project, we’re searching digital marketing automation specialists. If we enter that into the LinkedIn search bar and select the ‘people’ filter around 669k results are returned.

LinkedIn Influencer Marketing: Search

I would advise applying some filters in order to not only bring down that number, but also hone-in on your desired influencer. For this campaign, I want to reach influencers based in the UK, so I will filter by location ‘United Kingdom’ which returns 35k results. Then, we can filter by industry. We want somebody currently in the world of marketing and advertising. When I apply that filter, it brings us to a more manageable 6.2k results.

LinkedIn Influencer Marketing: Searching

Now the real work begins. You have two options for sifting through these results: the free option, which is time consuming, but… well, free. Or, you can utilise LIX’s ability to export ‘deep’ LinkedIn profile data (there is a short ‘how-to’ for this feature within our video CV parsing on YouTube!).

Using LIX Deep Profile Extraction will allow you export up to 1k profiles per day, directly in to XLS or CSV. The tool will extract the number of followers a person has directly to your spreadsheet, making it easy to identify influencers within this niche. You can simply sort your results by ‘followers’ within Excel or Numbers and work your way along the top results to discover those who post relevant, engaging content. Voila! You have your list of targets. If your CRM supports CSV or XLS uploads, it’s a good idea to move these potential influencers over for better tracking and organisation.

If you’re opting for the manual method, the end result is the same but you will need to sort through those profiles one by one to find their follower numbers, select the best candidates and copy their details into the list-maker, spreadsheet or CRM of your choice.

When manually sifting through, head to the user’s profile and click on ‘activity’. Here you will find the number of followers, along with a list of their posted content (articles, feed posts etc.). With this information, we can make informed decisions about potential influencers.

Our example search led us to this handsome fellow, with following within our desired range and well-engaged posts. Maybe he’s right for our LinkedIn influencer marketing campaign?:

LinkedIn Influencer Marketing: Target


Another place to search is within the ever-popular LinkedIn groups. There are over 2 million groups on LinkedIn. According to Tech Crunch, more than half of all LinkedIn users are in at least one group.

Within these groups, you tend to find that there are usually a handful of regular posters. They tend receive a good response, with strong engagement on their posts. These are your influencers.  If we return to our example search, we can see that there are 289 groups that match our keywords. The largest groups should command the most engagement, therefore leading you to your potential influencers faster. My advice is to not neglect the smaller groups however – sometimes you can unearth a gem.

LinkedIn Influencer Marketing: Hone

How to Approach LinkedIn Influencers

We have targets in our crosshairs, now it’s time to get them on board. This is not as straightforward as it may seem on the surface. Just because we want to work with them, does not mean that they instantly want to work with us. Remember, these influencers have spent years cultivating an audience and presenting themselves as thought leaders within their field. They will not risk sullying their reputation and standing in the community if they feel that your brand isn’t the right fit, or the product isn’t right for their audience. In order to leverage the trust that influencers have built up with their followers, you need to build trust with the influencer.

Email vs. LinkedIn Messages?

This may seem like an easy choice. We’re already using LinkedIn, so why not just message them there? In reality, it depends on how quickly you’re looking to receive a response.

If you’re a regular LinkedIn user you will no doubt receive dozens of messages every week. Many of which are ‘spammy’ or annoying. Usually they are connected to a connection request (the only way to message a user not within your connections, unless you have a paid version of LinkedIn such as Sales Navigator).

This, I think, is the reason why people put off regularly reading their LinkedIn messages. Personally, I check my emails 10+ times a day and my LinkedIn messages perhaps 2-3 times a week.

Want your message to cut through the noise of LinkedIn and receive a faster response? Find your influencer’s email address and contact them there. If in the last step you used LIX to export data from LinkedIn, you will notice that where a person has listed their email address on their profile, their email address will have been exported onto your spreadsheet. If you’re working manually, head to Google and do your best to find it that way. Happy sleuthing.

LinkedIn Influencer Marketing: Discover

For those of you not in a hurry to receive a response, or struggling to find those emails, LinkedIn messaging is fine. My advice here is to start strong. You’ll notice in your inbox; you get a short preview of around 10 words before opening a message. Make those 10 words count.

Opening with a standard “Hi, I hope you are well” is not going to stand out in a crowded inbox. This is the exactly the kind of message I put off until I cannot stand the notifications any longer. Mainly because I have no idea what is inside. It could be anything from a cold sales pitch, a job offer, or just straight up spam.

What do you think will capture the attention of your chosen influencer?

Here are a few 10-word examples that I’ve used in the past with some success.

Paid promotion opportunity: We would like to work with you…

We’ve identified you as a LinkedIn influencer in ‘X’ field…

Excellent content, we would like to discuss a sponsored post…

These may seem a little impersonal, and they are. These openers on LinkedIn are not designed to build rapport (yet, that comes later). These are designed to grab attention in a stuffed inbox, enticing the influencer to read your message.

You can also use variations of these openers as email subject headers if you choose to contact your influencers that way!


For some of us, contacting and building rapport with people comes naturally – for others, not so much. If you’re the kind of person who listens in to the sales team making calls and thinks “how do they do that??”, this section is for you.

You’ve already grabbed their attention and got them to open the message. All we need to establish now is who you are, what you do and whether they would be interested in learning more about this opportunity. That’s it. At this stage, don’t bog them down with a ton of details, don’t discuss fees or even what the promotion is. Those details can come after you receive your first ‘yes’. Up until the point at which they agree to talk further (your first ‘yes’) you are talking at them, not with them. We need to open up a conversation in which both parties are happy to participate.

Continuing our example, here’s a sample message I would send to our digital marketing & automation influencer:

LinkedIn Influencer Marketing: Message

It’s straightforward and to the point, without being pushy or presumptuous. Another technique that can work well here is referencing what you think makes them the perfect candidate. If they wrote a great blog about your niche, or received a ton of engagement for a post, reference it!

“I saw your blog about automation and thought it was excellent. I especially like your take on setting responsible limits….”

Influencers may put out content in order to win business, but they also like getting good feedback too! Even the least-vain influencers respond well to a little praise.

Some people like to use what is called ‘presumptive closing’. This when you push the person receiving your correspondence into agreeing to a proposition. Something like:

“We want to work with you. I’m calling influencers on Friday, what’s the best time for us to speak – 11am or 1pm?”

I tend to find, however, that influencers receive a lot of messages from a lot of salespeople and are pretty fed up with the pushy approach!

When you have their reply, hopefully saying that yes, they’re happy to discuss; you’re ready to go into details with them.

Now that you have read, absorbed and percolated this information it’s time to go forth and put it into action! LinkedIn is an untapped treasure trove of B2B influencers – get out there and tap it.

Find more blogs from LIX, here.

LinkedIn Emails

LinkedIn Emails: How to find the email address of anyone on LinkedIn

Reading Time: 2 minutes

Looking to find and extract LinkedIn emails? You’ve come to the right place! This blog is going to show you how to do it, give you 50 free email credits to try it for yourself and even explain how it all works.

For those of you who don’t want to read a blog and just want to get started right away – claim your 50 free emails and follow the guide on the Lix dashboard. You can also watch this super quick 46 second video that shows you how it works:

How to extract LinkedIn emails

The first step is of course to head over to LinkedIn. Then, search for the people you’d like to extract emails for. The search function is really powerful and offers great filters. We’ve even got a blog about LinkedIn search if you want some tips on making the most of it!

Now you need a way to find and extract their emails, that’s where Lix comes in. You get 50 free emails and 1,000 rows of search every single month on the Starter plan. Please do claim your free emails and give it a try. It’s really easy to get started – simply install the browser extension and head back to your LinkedIn search.

When you’re ready, click on the Lix browser extension icon and the toolbar will drop down. Simply select how many profiles you’d like to extract, what format you’d like the export in (CSV or Excel) and toggle on “Generate Emails”. Hit the LIX IT button and await your data!

It’s really that simple – LinkedIn emails, exported and ready to use in just a few clicks.

How it works

Lix’s AI-powered email discovery system matches people with companies, companies with domains, domains with emails and emails with formats.

Using this information, it puts together the most likely email address for that individual – and then tests it. Email addresses are run through a variety of tests to assure their validity, including some fairly standard ones (like real-time SMTP checks, MX & A records, DNS etc.) as well as some proprietary secret-sauce tests that allow us to determine if an email address is able to receive mail properly.

The emails that pass these rigorous tests go into the Valid column of your Lix export. If an email address doesn’t pass our tests, we won’t charge you for it.

An email export from Lix has been searched, discovered and rigorously tested before we deliver it to you. All in a matter of seconds. Meaning you can 10x your pipeline with LinkedIn emails, confident in the knowledge that your data is accurate and your emails won’t bounce.

sales intelligence

Sales Intelligence: The Ultimate Disruption

Reading Time: 7 minutes

Sales intelligence has reached a tipping point. The sheer volume of freely available business data, combined with falling entry costs and a change-igniting global pandemic, is proving to be the trifecta of conditions necessary for what I believe is the largest leap forward in sales history.

Let me explain.

Just 33% of a salesperson’s day is spent engaging with customers, with the other 66% being taken up with prospecting, administration and research tasks. If human interaction is the key to sales, then this allocation of time and energy is completely upside down.

That’s a serious problem.

I believe that for the first time in history, we have a solution to that problem – sales intelligence. Imagine, if you will, the salesperson’s ‘second brain’: a processing powerhouse that reps can call upon to carry out these tasks for them. A partner in prospecting, freeing them up to spend more time connecting and less time administrating.

That is what sales intelligence is about to do for sales and it is time for you to make a leap forward… or get left behind.

In order for me to give context to bold claims, allow me to take you on a journey back to the dawn of advertising, a time when marketing and sales lived in technological harmony.

The History of Sales & Marketing

Almost 2,000 years ago, in 1st century CE, a gentleman named Umbricius Scaurus was the Roman Empire’s leading manufacturer of ‘garum’; a luxury fish-based sauce loved by Roman high society. We know all about Scaurus’ and his ancient fish sauce for two reasons: the preservation of Pompeii (thanks Vesuvius!) and Scaurus’ talent for sales and marketing.

During the excavation of Pompeii, archaeologists discovered mosaic advertisements for Scaurus’ garum in his family home and the local market. Advertisements that talked about the quality and pedigree of his particular fish sauce. Urns stamped with the recognisable Scaurus label have since been discovered as far away as modern France.

sales intelligence
This mosaic is in the square of corporations in the ancient Roman port of Ostia

The term ‘marketing’ first appeared in dictionaries much later, during the 16th century, referring the process of selling at market. The term came from merchants, like Scaurus, finding ways to bring new customers to their doors. Customers that could be sold to.

The marketing channels available (mosaics, urns, brass plates, painted banners…) and the point of human interaction – the merchant at their stall – were perfectly balanced. The marketing drew them in, and the merchant closed the deal. Sales and marketing existed in this person-to-person harmony for many centuries.

Until it didn’t.

Merchants and markets fell to the industrial revolution, replaced by general stores and the supermarket. The Gutenberg press gave us the newspaper and with it, print advertising. During the advertising boom of the 1920s, the terms B2B and B2C were first coined, marking a split between the two. 1955 saw the first TV ad broadcast on ITV, the world’s first commercial TV channel.

sales intelligence
The first TV ad: Gibbs S.R. toothpaste, broadcast at 8.12pm on September 22, 1955

The days of the merchant manning their stall was long gone. Consumer goods no longer needed human contact to close the deal. Advertisers could present a product, educate the consumer and convince them to purchase long before they ever stepped into a store.

Person-to-person selling was only required where costs were high and trust building was crucial: b2b and high-ticket items.

A chasm had formed, between the old ways of selling and the new.

The dawn of the internet

Web 1.0, the first iteration of the internet, widened this chasm even further. Uptake was slow, at first – new technology always takes a while to reach widespread adoption – but it was coming.

1990 saw the first (albeit limited) search engine: Archie. In 1993, clickable ad banners began appearing on websites. The digital marketing revolution had begun.

sales intelligence
Go and ‘archie it’ doesn’t have the same ring, does it?

These technological advancements allowed marketers and advertisers to do something that person-to-person selling couldn’t match – messaging at scale. The evolution of these technologies gave marketers the ability to push their message out to ever more people. To track, to ‘personalise’ and convert at a scale never before imagined.

At the click of a button, a modern marketer can reach millions of people across the globe, in a matter of minutes.

Marketing technology left sales in the dust.

It’s true that marketing tech can be leveraged to help reps, too. The same channels and tactics exist in B2B lead generation as they do in B2C marketing: PPC, SEO, content marketing, webinars… all drive inbound leads and (hopefully) sales, but if a product or service truly requires person-to-person connection to get over the line, there’s a bottleneck. Salespeople, like all of us, only have so much time in their day, much of which is taken up by admin, research and prospecting.

There’s an important point for us to remember, here. Having a ‘human in the loop’ is not about pushing prospects into a purchase, it’s about building trust and forging personal relationships in a way that marketing alone cannot.

The true magic of sales lives in connection, in those moments where the expertise and intuition of the rep helps to solve a problem for the potential buyer. Where trust is built, and loyalty is won. That is what all truly great salespeople know and strive for.

This poses a question, one that – if answered – could propel sales into a whole new era:

How do we scale personal relationships?

Scaling personal relationships

Salespeople know the bottleneck of time is a problem. Countless surveys and studies show that reps feel hamstrung by unproductive prospecting and stifled by administration. According to one such study carried out by CSO insights, salespeople on average spend just 33% of their day actually talking to prospects, 71% of reps feel they spend too much time doing data entry and 68% of businesses report struggling with lead generation.

sales intelligence

McKinsey’s comprehensive study on Automation and the future of work assessed the “automatability” of over 2,000 workplace activities in 2018 and concluded that over 40% of time spent on sales tasks could be automated.

These statistics are not anomalies. A casual Google search will reveal a multitude of blogs and papers that mirror these concerns. Salespeople (and therefore, the businesses they represent) are being held back from achieving their true potential. Their time, such a precious resource in relationship building, is being squandered on peripheral tasks.

Enter: Sales Intelligence

Sales intelligence (SI) refers to a broad range of tools and technologies designed to enable organisations to find and utilise sales-related data and insights.

In plain English, sales intelligence tools help salespeople find, extract and sort information in an instant: slashing the time required for quality prospecting, research and lead generation.

Better still, where sales intelligence meets sales productivity, these tools relieve reps of the need for monotonous data entry. Robotic process automation (RPA) and artificial intelligence (AI), the primary drivers of SI, have the power to eradicate the time lost to such tasks.

This is it. The salesperson’s second brain. The key to scaling personal connection.

Quality lead generation becomes a source of delight, not stress. Collecting information on prospects, discovering those all-important shared interests, finding contact information, spotting buying signals… all become effortless with the right tools.

There’s a force multiplier effect, here. In freeing your reps from manual prospecting and data entry you don’t just free up the 66% of their day spent on these tasks, you free them from the power drain of even thinking about it.

Imagine a sales team laser-focused on building relationships at 3x the rate they ever could before. A team with more time to spend nurturing, educating and exciting your customers.

For some businesses, this dream is already becoming a reality.

Sales intelligence has been a category on G2 since way back in 2012. Five long years ago, Harvard Business Review told sales leaders that it was time to develop ‘Machine Intelligence’. Some business leaders listened, and those that did, prospered.

Salesforce’s State of Sales (2020) shows that high-performing sales teams are 4.1x more likely to use AI and machine learning applications than their peers. According to Deloitte, 83% of B2B AI-adopters are seeing rapid and positive changes, with 53% achieving moderate benefits, and 30% experiencing substantial benefits.

As you might imagine many of these early adopters were large firms, or rather, firms with large budgets. This is no longer the case. In accordance with Moore’s Law, as computing power increases, it decreases in relative cost at an exponential pace.

Removing cost as a barrier of entry is a key driver for the sales intelligence revolution. Sales intelligence is becoming democratised. Salespeople with a drive to achieve don’t need the financial backing of their organisation. Entrepreneurs and small business owners can now utilise the same technology as the behemoths of business. For anywhere upwards of $40 a month, they can get in on the action.

Salespeople are cottoning on to the fact that the old ways are dying, and a new world of sales technology is upon us. A world in which they can focus on the magic of human connection.

Grand View’s Sales Intelligence industry report indicates that:

“The global sales intelligence market was valued at $2.3 billion in 2019 and is expected to reach $5.6 billion by 2027, growing at a CAGR of 10.5% from 2020 to 2027.”

These figures, published early in 2020, may even be conservative as to the potential for this sector. The Covid-19 pandemic has rapidly accelerated business transformation, in many cases lighting a fire under the (usually molassic) decision making process of large corporations. We’re in an age of flux, where digital change is being implemented at a speed never before seen.

The sales intelligence revolution is upon us. We are at the dawn of a new era and you have to decide as a salesperson, entrepreneur or business leader – will you take the next leap forward, now, or let your fish sauce be forgotten?

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Data Enrichment: What it is, and how to use it

Reading Time: 5 minutes


Back in 2006, British mathematician Clive Humby coined the (now ubiquitous) phrase, “Data is the new oil”. At the time it raised some eyebrows, now of course we know that Humby was right. Companies that know how to capture, refine and utilise data properly are on track for all the wealth and status afforded to those oil rush pioneers of the 1800s; but the parallel runs deeper than simply fame and fortune:


Data, much like oil, is worth far less in its raw state. It too needs to be refined and enriched to reach its true value.

With industries companies increasingly data-driven, knowing how and why to enrich that data is then paramount to success. If you, your company and your team are already putting data to work, it’s time to learn about data enrichment.




Data Sources


It doesn’t work like this


So, what is data enrichment?


Data enrichment is, as the name suggests, is the process of enriching existing data with additional (typically external) data in an effort to support and improve upon what is there. Although the base definition remains the same, data enrichment will of course mean different things to different people depending on their job role, industry and desired outcomes.


For a salesperson, it might mean bolstering the customer information in their pipeline with external data to craft a more complete customer profile; providing them with a better understanding of their potential clients in order to pitch them correctly and close those all-important deals.  


Similarly, for someone in marketing, enriching their CRM data for example will allow them to better identify, segment and market to their chosen audiences. This is especially useful for those in database marketing roles, for obvious reasons!


A study by the ONS showed that 27% of the workforce switch jobs every 3 years, meaning every 3 years more than a quarter of your CRM data becomes inaccurate. Using ReTrace allows you to not only do you enrich the data you have, but also unearth potential leads – because every time a contact changes jobs, they take the relationship you have built with them.


At LIX we work predominantly with LinkedIn data, but where else can you find b2b data?


Source: Kinsta LinkedIn statistics


Data Sources & Providers


We’ve established that in order to enrich your data, you will need external data to enrich it with. There are a huge range of sources for data, from free directories to paid providers. For data scientists and researchers there are tons of free, public data sets out there. Two of the biggest sources for those are Google Public Data and AWS’ Registry of Open Data.


If you’re looking for b2b data to improve sales and/or marketing however, this free public data probably isn’t for you. If you’re looking for information on businesses and people in business, you will more often than not have to pay for that information. With that in mind, let’s run through some popular sources of b2b data.




This might surprise a few of you, but a leading source of b2b data is the credit reporting agency Equifax. The data available leans towards the financial (understandably), but there are plenty of ways to utilise it.


According to their website they can help you to:


  • Segment your customer base using a wide selection of personal attributes


  • Build up a valuable, in-depth view of the risks and opportunities for your business
  • Monitor individuals and businesses for changes, gradual or sudden, that affect their value as customers – such as credit limit changes, CCJs and trends in their financial health
  • Accurately analyse the profitability, purchasing profile, buying behaviour and other predictive characteristics of your existing customers and target marketplace
  • Determine how best to apply your findings to your marketing, lending, collections and other business strategies, to support your corporate objectives
  • Add value for customers with personalized services based on their credit score and financial circumstances


People Data Labs


People Data Labs refer to themselves as The Single Source of Truth for People Data’ a bold claim – but they may just live up to it.

Their database includes “the resumé, contact, social, and demographic information for over 2.5 billion unique individuals, delivered to you at the scale you need it.”


They even offer a free Company or Job Title dataset too. So, if you want to test them out that’s probably the best place to start!




411, a Whitepages company, has been around in some form or another since way back in 1997. Essentially an online extension of the phone book, 411 primarily carries data about individuals and businesses in the US – if you’re looking for someone outside of North America, you may need to look elsewhere.


Their main offerings are:

  • People Search
  • Phone Search
  • Address Search (including reverse address search)
  • Business Search
  • Background Checks


Does anyone in Gen Z know what one of these is?




As you probably already know, LinkedIn is the world’s #1 professional social platform. What you may not know, is that there are almost 800m users on LinkedIn with over 33m businesses. It’s the single largest network of businesses and business professionals… ever!


What’s particularly great about LinkedIn, is that it’s UGG – User Generated Content. It’s in the best interest of businesses and individuals alike to keep their profiles (and therefore, data) up to date. Changed job? You will update your own profile. New hire? LinkedIn will add them to your organisation when they change their ‘current role’ data.


The issue of course is that LinkedIn don’t sell the data on their platform, but that data is public – so unless you want to copy data by hand, what you need is a LinkedIn data extractor, like LIX. Export up to 10,000 lines of data every single day with no risk to your LinkedIn account (give it a try!).

We have more guides, tips and tricks for LinkedIn here

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Supercharge your pipeline with monthly, free, targeted leads. Click here to get started.