Attracting and retaining Software-as-a-Service (SaaS) users is competitive. With over 1 billion members, LinkedIn is a powerful platform for SaaS companies to promote their tools and build awareness.
Despite LinkedIn’s potential, promoting your software there requires a targeted approach. Using structured sequences of touchpoints can increase conversion rates by personalizing outreach and nurturing leads over time.
This article will cover how to create an effective LinkedIn promotion sequence for your SaaS and capitalize on this essential digital marketing channel.
What is the SaaS LinkedIn Sequence?
A SaaS LinkedIn sequence is a series of customized messages sent via LinkedIn to targeted prospects over time with the goal of generating awareness, interest, and eventually conversions for a SaaS (software-as-a-service) tool or platform.
The key characteristics of a SaaS LinkedIn sequence include:
- Personalized Messages: Each message in the sequence is customized to the recipient based on their role, industry, company, and interests. Generic “one-size-fits-all” messages are ineffective.
- Educational Content: The focus is on providing value by educating prospects on relevant topics versus overt product pitches. This builds trust and credibility.
- Drip Approach: Messages are sent in a strategic sequence over days or weeks, with each message moving prospects further down the sales funnel.
- Lead Nurturing: Prospects are nurtured through multiple touchpoints over time until they are sales-ready. This takes persistence and understanding each prospect’s journey.
- Conversion Focus: While awareness and traffic generation are goals, the ultimate metric of success for the sequence is conversions into free trials, demos, or paying customers.
Compared to general social media marketing and offline events, SaaS LinkedIn sequences provide a more automated, targeted, and measurable approach to promoting B2B software tools and generating pipeline.
The multi-touch drip methodology also converts at a higher rate by building relationships with recipients over time.
Why is SaaS LinkedIn Sequence Useful?
Using a structured SaaS LinkedIn sequence offers several unique benefits that make it a useful marketing tactic, especially for achieving goals like lead generation, subscriber growth, and sales conversion:
- Cost-Effective: Paid LinkedIn ads and sponsored content can be very expensive. An organic, targeted outreach sequence provides similar exposure at little to no cost.
- Turn Cold Leads Hot: LinkedIn messaging allows you to reach prospects that have not opted into marketing emails or ads to warm them up through valuable, non-promotional touchpoints over time.
- Increased conversions: Nurturing prospects through multiple relevant touchpoints rather than a single blast message can 3x+ conversion rates from initial awareness to sales.
- Start Conversations: An outreach sequence often leads to back-and-forth dialogue where you can answer prospects’ specific questions and provide helpful recommendations even if they don’t convert initially.
- Brand Building: Consistently sharing educational and helpful content on LinkedIn through sequences establishes your brand as an authority in your niche.
Overall, SaaS LinkedIn sequencing achieves critical marketing objectives like lead gen, subscriber acquisition and revenue growth more effectively than most other channels due to its highly targeted, metrics-driven, relationship-based approach.
What Businesses Should Use SaaS LinkedIn Sequence?
The businesses and industries below stand to benefit the most from implementing targeted SaaS LinkedIn sequences as part of their marketing approach:
- Enterprise SaaS Companies – Winning major enterprise deals often requires lengthy sales cycles spanning 6-12 months. LinkedIn sequencing can nurture these large accounts through the complex decision-making process via consistent, personalized messaging.
- Niche B2B Software Firms – Without huge marketing budgets, niche tools rely more on direct outreach. LinkedIn provides access to highly-targeted contacts interested in specialized capabilities that generic ads may never reach.
- Information Security Tech – Cybersecurity buyers are notoriously difficult to reach because they avoid identifying themselves to avoid attacks. InMail sequences enable anonymous two-way dialogue where prospects feel safe sharing needs.
- Developer Platform Tools – There are over 40 million software developers and engineers on LinkedIn looking for solutions. Sequences help developer tools grab attention and provide relevant value to these time-scarce experts.
- API & Cloud Service Providers – API/cloud prospects require extensive technical education across multiple stakeholders before purchasing. Sequences enable the multi-touch nurturing this audience needs.
The common thread is that B2B software/SaaS tools with considered purchase processes lend themselves well to the sustained nurturing and metrics-based optimization of LinkedIn sequencing.
Buying cycles beyond a month long indicate unaddressed knowledge gaps a sequence can systematically fill.
Best Practices for SaaS LinkedIn Sequence
When creating and executing a SaaS LinkedIn Sequence, following best practices is crucial for success, while being mindful of common pitfalls.
Here are key points to consider:
Best Practices:
- Define Clear Objectives: Start with clear goals for your sequence, such as lead generation, brand awareness, or direct sales. This helps in crafting a focused strategy.
- Understand Your Audience: Research and understand your target audience, including their pain points, needs, and industry trends. This ensures your messages resonate with them.
- Personalize Your Approach: Customize your messages for each recipient based on their profile, interests, and needs. Personalization increases engagement and response rates.
- Use a Multi-Touch Strategy: Implement a sequence that includes various touchpoints — connection requests, InMail messages, follow-up emails, and content sharing. This builds a narrative and keeps your audience engaged.
- Provide Value in Every Interaction: Share insightful content, industry trends, and useful information rather than just pitching your product. Value-driven content positions you as a thought leader.
- Optimize Your LinkedIn Profile: Ensure your LinkedIn profile and your company’s page are professional, up-to-date, and reflect your brand effectively.
- Monitor and Adapt Based on Analytics: Regularly review LinkedIn analytics to understand what’s working and what’s not, and adjust your strategy accordingly.
- Be Consistent but Not Overbearing: Maintain a consistent presence on LinkedIn but avoid spamming your contacts. Too many messages can be counterproductive.
Common Pitfalls:
- Generic Messaging: Avoid sending the same generic message to everyone. Lack of personalization can lead to low engagement.
- Over-Promotion: Focusing too much on selling your product rather than providing value can turn potential leads off.
- Neglecting to Follow Up: Failing to follow up with interested prospects can result in missed opportunities. Timely follow-ups are key.
- Ignoring LinkedIn Etiquette: Being too aggressive or not respecting professional boundaries on LinkedIn can harm your brand’s reputation.
- Lack of a Clear CTA: Not including a clear call-to-action (CTA) in your messages can leave prospects unsure about the next steps.
- Inconsistent Messaging: Inconsistent messaging across different communications can confuse prospects about your offer.
- Not Leveraging LinkedIn Features Fully: Failing to utilize all relevant LinkedIn features, like groups, articles, or recommendations, can limit the effectiveness of your sequence.
By adhering to these best practices and avoiding common pitfalls, businesses can create a SaaS LinkedIn Sequence that effectively reaches and engages their target audience, driving meaningful results.
Examples of SaaS LinkedIn Sequence
Here are three detailed examples of SaaS LinkedIn Sequences, each tailored to different contexts or objectives. Each sequence contains five messages with specific subject lines, content, and calls-to-action (CTAs).
1. Sequence for HR Software Promotion
Objective: To promote a new HR management software to HR professionals.
Message 1: Connection Request
- Subject: “Connecting HR Innovators”
- Content: “Hi [Name], I’ve been following your insightful contributions in HR groups. I believe in connecting with forward-thinking professionals like yourself. Looking forward to sharing ideas!”
- CTA: Implicit CTA to accept the connection request.
Learn how to create this template:
Message 2: Introduction & Value Proposition
- Subject: “Revolutionizing HR with [Software Name]”
- Content: “Thanks for connecting, [Name]! I noticed your interest in HR innovation. Our new tool, [Software Name], streamlines HR processes using AI. Could I share how it might benefit your team?”
- CTA: “Would you be open to a brief informational chat?”
Learn how to create this template:
Message 3: Follow-Up with Article
- Subject: “Transforming HR Workflows”
- Content: “Hi [Name], I thought you might find this article on AI in HR interesting. It aligns with what [Software Name] offers. Any thoughts?”
- CTA: “I’d love to hear your perspective on this.”
Learn how to create this template:
Message 4: Offering a Demo
- Subject: “Experience the Future of HR”
- Content: “I appreciate your insights, [Name]. How about experiencing [Software Name] firsthand? I’d be happy to arrange a personalized demo for you.”
- CTA: “Can I schedule a demo for you this week?”
Learn how to create this template:
Message 5: Closing & Feedback
- Subject: “Your Thoughts on [Software Name]?”
- Content: “It was great showing you [Software Name], [Name]. I’m curious, what did you think? Any features that stood out?”
- CTA: “Could we discuss any potential fit for your team?”
Learn how to create this template:
2. Sequence for Financial Management SaaS
Objective: To introduce financial management software to small business owners.
Message 1: Connection Request
- Subject: “Uniting Business Leaders”
- Content: “Hello [Name], I admire your work in [Industry] and would love to connect with fellow innovative business leaders.”
- CTA: Implicit CTA to accept the connection request.
Learn how to create this template:
Message 2: Pain Point & Solution
- Subject: “Simplifying Your Financial Management”
- Content: “Hi [Name], managing finances can be challenging for growing businesses. Our tool, [Software Name], makes it easier. Interested in how it can save you time?”
- CTA: “Let’s talk about streamlining your financial processes.”
Learn how to create this template:
Message 3: Sharing a Case Study
- Subject: “Success Story: Streamlined Finances”
- Content: “I wanted to share a case study of how [Software Name] helped a business in your sector. It might resonate with your current challenges.”
- CTA: “Would you like to explore similar possibilities for your business?”
Learn how to create this template:
- Case study LinkedIn message
- Testimonial LinkedIn message
- Customer story LinkedIn message
- Reviews LinkedIn message
Message 4: Offering Free Trial
- Subject: “Try [Software Name] for Free”
- Content: “Experience the difference with [Software Name]. We’re offering a free trial specifically for business owners in [Industry].”
- CTA: “Ready to start your free trial?”
Learn how to create this template:
Message 5: Feedback Request
- Subject: “Your Experience with [Software Name]”
- Content: “Hope you’re finding value in the [Software Name] trial, [Name]. Do you have any feedback or questions?”
- CTA: “Would you like a call to discuss your experience?”
Learn how to create this template:
3. Sequence for Educational Platform Promotion
Objective: To promote an online educational platform to corporate training managers.
Message 1: Connection Request
- Subject: “Building Learning Networks”
- Content: “Hi [Name], I see we share an interest in corporate training excellence. Let’s connect and share insights!”
- CTA: Implicit CTA to accept the connection request.
Learn how to create this template:
Message 2: Introducing the Platform
- Subject: “Elevate Corporate Learning with [Platform Name]”
- Content: “Thanks for connecting, [Name]! [Platform Name] offers unique e-learning solutions for corporations. Could this be what your team needs?”
- CTA: “Interested in a brief overview?”
Learn how to create this template:
Message 3: Sharing Testimonials
- Subject: “What Others Are Saying About [Platform Name]”
- Content: “I thought you might be interested in how [Platform Name] has transformed corporate training for companies like yours. Here are some testimonials.”
- CTA: “Would love to hear your thoughts!”
Learn how to create this template:
- Case study LinkedIn message
- Testimonial LinkedIn message
- Customer story LinkedIn message
- Reviews LinkedIn message
Message 4: Offering a Webinar Invitation
- Subject: “Exclusive Webinar on E-Learning Trends”
- Content: “Join our webinar to explore the latest in e-learning. It’s a great opportunity to see [Platform Name] in action.”
- CTA: “Can I reserve a spot for you?”
Learn how to create this template:
- Webinar invitation LinkedIn message template
- Event invitation LinkedIn message template
- Networking event invitation LinkedIn message template
Message 5: Final Follow-Up
- Subject: “Your Thoughts on Enhancing Training with [Platform Name]”
- Content: “It was a pleasure having you at our webinar, [Name]. How do you see [Platform Name] fitting into your training strategy?”
- CTA: “Could we discuss integrating our platform into your training program?”
Learn how to create this template:
These sequences illustrate how the SaaS LinkedIn Sequence can be adapted to different industries and objectives, using targeted messaging and strategic CTAs to engage prospects effectively.
How to Create Your Own SaaS LinkedIn Sequence
Structured LinkedIn sequences are proven to drive SaaS conversions, but creating a nurturing multi-touch campaign requires strategy.
This guide will walk through a simplified five-step framework to make LinkedIn outreach scalable, from identifying targets to personalizing content sequences to measurement and expansion using platforms like Voila Norbert.
1. Identify Goals & Audience
Before constructing messages, establish clear marketing objectives. Common goals include generating sales-ready leads, expanding brand reach, or increasing product demo sign-ups.
While broad awareness helps, targeted outreach drives the highest conversion. So, research your ideal customer profile in depth first.
Identify key titles like Chief Technology Officers, industry verticals such as higher education or financial services, company sizes, tech stacks, and frequent pain points.
This buyer persona understanding will allow you to craft content addressing your best-fit prospect’s specific interests and needs.
For example, if aiming to attract startup founders dealing with limited development resources, share tips for outsourcing and scaling technical teams rather than generic industry commentary.
Define the profile of your perfect customer and build sequences customized to them.
2. Map out Sequence Story Arc
Once you know your audience, map the narrative arc for each prospect that will move them from initial awareness of your brand down the funnel towards conversion.
Generally 4-5+ touches work best over a 2-4 week period to nurture cold contacts while retaining mindshare. Consider what content types make sense at each funnel stage – e.g. industry overview reports spark initial interest while product demo sign ups indicate readiness to buy.
Space out messages 2-3 days apart at the start and 3-4 days in between later to avoid overwhelming recipients.
Vary subject lines while retaining familiarity and summarize previous messages to maintain context across each sequence.
Most importantly, ensure your arc answers prospects’ questions at each level while advancing them closer to your KPIs from high-level education towards bottom funnel calls-to-action once sufficient trust has been built.
3. Develop Personalized Content
Personalization is key – copying the same generic sequence to prospects indicates lack of effort and relevance. Before hitting send, research the background of each recipient and company.
Then customize subject lines using their name/company and including relatable specifics on issues they likely care about per their role and industry.
Structure the content within messages to educate first rather than overtly pitching. For example, share insider tips for evaluating alternatives to their current solution based on context you’ve gathered.
Or provide guides detailing how similar companies addressed challenges the prospect faces. This educational approach builds credibility and relationships.
Only after you’ve provided tangible value via personalized insights should you suggest a product demo or free trial. By teaching first, you’ll link your tool with assistance rather than disruption.
4. Track Interactions & Optimize
Once your initial sequences go out, diligently monitor performance. Within LinkedIn and your associated CRM, assess open rates, content download rates, click-through rates, and conversion rates per message.
Identify high traction elements earning responses or advancing prospects as well as areas missing the mark.
Look at how sequence pathing and timing affects outcomes. Then optimize based on these insights, doubling down on subject lines, content assets, follow up timings that gain traction while reworking or removing lower performing components.
Consider branching your sequence via A/B testing to send different content to prospects based on previous reactions. Keep a constant feedback loop of measurement and iteration to maximize results.
Demonstrating lift across KPIs from sequence testing builds buy-in to scale efforts to more recipients. Here is a 150-word write-up of the final step to expand and scale a LinkedIn sequence:
5. Expand & Scale
Once your messages convert at a satisfactory rate, expand distribution. Identify additional matching accounts and contacts through buyer intent data tools and grow your outreach list exponentially to widen your funnel’s mouth.
To handle the increased volume, use tools like mail merge and Voila Norbert to inject personal details while automating sendouts based on templates which maintain customization.
Also equip sales to kick off sequences by providing training on ideal prospect profiles and sample opening messages they can initiate manually or via automation if inbound leads match target attributes.
Expanding through activation across the revenue team while leveraging automation to handle higher throughput can create a scalable engine driving pipeline and revenue via LinkedIn without proportionally growing costs.
How ProfitOutreach Helps You Create SaaS LinkedIn Sequence?
ProfitOutreach offers a comprehensive suite of tools and features to assist in creating effective SaaS LinkedIn Sequences.
Here’s how it can help:
- Automated Personalization: ProfitOutreach automates the process of personalizing LinkedIn and cold email outreach campaigns. It uses real prospect data to tailor each message, ensuring a high level of relevance and engagement with your target audience.
- Customizable Sequences: The platform enables users to build tailored sequences for various purposes, such as promoting a SaaS tool. You can choose between preset sequences for beginners or customize your own for more control. This flexibility allows you to craft sequences that align perfectly with your specific outreach goals.
- Data-Driven Approach: ProfitOutreach leverages LinkedIn data, website information, and user preferences to create sequences. This data-driven approach ensures that each message in your sequence is informed by relevant and up-to-date information about your prospects.
- Variety of Templates and Best Practices: The tool provides a range of email and LinkedIn message templates, each accompanied by a document containing best practices. This feature helps ensure that your outreach adheres to high standards, improving your chances of success.
- Customization and Adaptation: With ProfitOutreach, you can edit emails, replace templates, or remove messages from your sequence, allowing for on-the-fly customization. This adaptability is crucial for responding to the dynamic nature of outreach campaigns.
- Comprehensive Support: ProfitOutreach provides articles and guides to help you utilize your sequences effectively. This support is invaluable for both new and experienced users, ensuring you get the most out of your outreach efforts.
In summary, ProfitOutreach streamlines the creation of personalized, data-driven SaaS LinkedIn Sequences, offering a range of customizable options, templates, and integration features to enhance the effectiveness of your digital marketing campaigns.
Conclusion
As competition for business software users intensifies, SaaS brands must leverage targeted outreach capabilities like LinkedIn sequencing to cut through the noise.
By taking an educational, metrics-driven approach, SaaS marketers can nurture prospects across multiple touches calibrated to individual recipient needs.
This leads to higher quality leads, customer retention, and revenue growth. To scale personalized sequences fast, solutions like ProfitOutreach provide the templates and automation to reach wider audiences.
Implementing an optimized LinkedIn sequence is a proven way to boost conversions across the SaaS sales funnel.
The key is creating value-driven connections with potential users early and consistently. Start crafting your sequence today to realize the power of sequenced SaaS LinkedIn outreach.
Frequently Asked Questions (FAQs) about SaaS LinkedIn Sequence
Here are some common FAQs about SaaS LinkedIn Sequences with answers:
What is a SaaS LinkedIn Sequence?
A SaaS LinkedIn Sequence is a series of strategically planned LinkedIn messages aimed at engaging and converting potential clients for SaaS (Software as a Service) products. It involves personalized messaging, multiple touchpoints, and leveraging LinkedIn’s features to build relationships with the target audience.
How does a SaaS LinkedIn Sequence differ from other LinkedIn marketing strategies?
Unlike general LinkedIn marketing, a SaaS LinkedIn Sequence is specifically tailored for promoting SaaS products. It focuses on personalized, multi-step communication that nurtures potential clients through the sales funnel, utilizing LinkedIn’s professional network for targeted outreach.
What types of businesses should use a SaaS LinkedIn Sequence?
This strategy is most effective for B2B SaaS providers, tech startups, consulting firms, and any business offering software solutions to professional audiences. It’s particularly beneficial for industries where LinkedIn is a primary platform for professional networking and business development.
What are the key components of an effective SaaS LinkedIn Sequence?
An effective sequence includes targeted and personalized messaging, a multi-step approach (like connection requests, informative content sharing, follow-ups), use of LinkedIn’s specific features (InMail, content posts), and regular analysis and optimization based on performance metrics.
How can I measure the success of my SaaS LinkedIn Sequence?
Success can be measured through engagement metrics (like message open rates, responses), conversion rates (number of leads converted into customers), and overall ROI. LinkedIn also provides analytics tools to track the performance of your outreach efforts.
What are some common mistakes to avoid in a SaaS LinkedIn Sequence?
Common mistakes include using generic, non-personalized messaging, being overly promotional, neglecting to follow up with interested prospects, and failing to provide value in your communications. Also, inconsistent messaging and not respecting LinkedIn etiquette can negatively impact your strategy.
Can small businesses or startups effectively use SaaS LinkedIn Sequences?
Absolutely! SaaS LinkedIn Sequences are scalable and can be highly effective for small businesses and startups. These organizations can leverage personalized, targeted outreach to connect with potential clients and industry leaders, often with a smaller budget than larger-scale marketing campaigns require.
How does ProfitOutreach enhance the creation of SaaS LinkedIn Sequences?
ProfitOutreach automates and personalizes LinkedIn and cold email outreach campaigns. It helps in crafting sequences based on real prospect data, offering customizable templates, integration with various platforms, and providing insights and best practices for optimal outreach strategies.
What is the ideal length for a SaaS LinkedIn sequence?
4-7 touches over 2-4 weeks is optimal. Enough frequency to nurture leads without overwhelming them.
Should the messages focus on my product or helpful content?
Approximately 80% should provide value through content. The remaining 20% can mention your offering.
How personalized should each message be?
Fully customized based on the recipient’s role, company, interests. Generic outreach faces very low engagement.
What metrics indicate my sequence is performing well?
Open and click-through rates above 25%, increased site traffic and conversions per message sent.
How can I scale my sequences beyond manual efforts?
Leverage tools like mail merge, Voila Norbert, and triggers to automate personalization across audiences.
How do I adapt my approach to different customer segments?
Create segmented lists and customize sequence content, offers and calls to action based on user personas.
Should I reuse the same sequences indefinitely?
Continually test new content and sequences to improve performance over time across different themes.
How can I make my sequences compliant?
Include opt-out links, adhere to anti-spam laws, and obtain consent where required.
