If you’re tired of sending cold emails into the void, or sifting through lists full of dead ends, this guide is for you. We’ll walk through exactly how to use Linkedin Sales Navigator to find real B2B leads—people who might actually want what you’re selling. No fluff, no “growth hacking,” just a step-by-step playbook that actually works if you put in the time.
Why Sales Navigator? (And What to Skip)
Sales Navigator isn’t magic, but it’s the best tool for finding B2B leads who aren’t just random names scraped off the internet. You get advanced filters, up-to-date info, and a way to cut through the noise—if you use it right.
But here’s the thing: Sales Navigator won’t do the work for you. It won’t write your messages, book meetings, or close deals. It’s just a tool. The rest is up to you.
Skip: - Automated connection spamming. It’s lazy and usually gets you ignored or flagged. - Buying lists. Most are garbage or wildly out of date. - Chasing vanity metrics—profile visits don’t pay the bills.
Focus on: - Building targeted searches that fit your real buyer. - Personalizing outreach (seriously, 30 seconds extra goes a long way). - Iterating when things don’t work.
Let’s get into the actual steps.
Step 1: Nail Down Your Ideal Customer Profile (ICP)
If you don’t know who you’re looking for, you’ll waste time. Spend 10 minutes now, save hours later.
Ask yourself: - What industries buy from you (and which don’t)? - What company size makes sense? (Too small = no budget, too big = endless red tape) - Who’s the buyer? (Titles, departments, seniority) - Any must-have tech, locations, or other details?
Write this down, even if it feels obvious.
Pro tip: Don’t get too broad. “Any company with 10+ employees” isn’t an ICP, it’s a wish.
Step 2: Set Up Your Sales Navigator Account the Right Way
If you’re new to Sales Navigator, don’t just click around. Set up your preferences so LinkedIn feeds you better recommendations.
- Go to your Sales Navigator settings.
- Plug in your ICP: company size, industry, geography, job titles.
- Save a few “ideal” companies and leads. This teaches the algorithm what you want.
Skip: The “lead recommendations” LinkedIn serves up at first. They’re usually too broad.
Step 3: Build Laser-Focused Lead Lists
Now the real work starts. Use Sales Navigator’s filters to zero in.
Key filters to use:
- Company headcount: Avoid the extremes unless they fit your ICP.
- Industry: Be specific. “Technology” is too broad—try “Information Technology & Services” or “Computer Software.”
- Seniority level: Skip “Entry” unless you sell to interns.
- Title: Use boolean searches (e.g., ("VP Marketing" OR "Head of Marketing" OR "Director of Marketing"))
- Geography: If location matters, don’t skip this.
- Current company, past company: Great for targeting customers of competitors.
- Posted content/Active on LinkedIn: More active profiles = higher reply rates.
To ignore: “Years in current position” or “school attended” unless you have a niche reason.
How to save time: - Save your search. Update it every week. - Build separate lists for different buyer types if you cover multiple ICPs.
Step 4: Scrub and Prioritize Your List
Not every “lead” is actually a lead. Before you hit connect, do a quick check.
- Look for empty profiles. If someone hasn’t updated their profile since 2017, move on.
- Scan for obvious mismatches (e.g., consultants, students, or recruiters if you’re not selling to them).
- Prioritize by:
- Mutual connections (easier intros)
- Activity level (posting, commenting)
- Company fit (your ICP)
Pro tip: Quality > quantity. A list of 50 solid prospects beats 500 randoms.
Step 5: Personalize Your Outreach (Really)
Here’s where almost everyone blows it. “Hi {First Name}, I see we’re both in tech!” is white noise.
What works: - Reference something in their profile or recent activity. - Mention a mutual connection (if you have one). - Keep it short: 2-3 sentences max. - Be direct about why you’re reaching out, but don’t pitch on the first message.
Example:
“Hi Sarah, I saw your post about scaling SaaS onboarding. We work with a few similar companies and I had a quick question—mind if I connect?”
What to skip: - Walls of text. - Generic value props. (“We help businesses achieve their goals!”) - Automated tools that blast everyone with the same message.
Step 6: Track, Test, and Iterate
You won’t get it perfect on the first try. That’s normal.
Set up a simple spreadsheet or use your CRM to track: - Who you messaged - When you messaged them - How many replied - Who booked meetings/calls
Every week: - Note which messages got replies. - Drop what didn’t work (or tweak your approach). - Refresh your lists—people change jobs, companies grow, priorities shift.
Pro tip: Don’t overthink it. A/B test your messages, but don’t get lost in the weeds. Aim for steady improvement.
Step 7: Warm Up Leads Before the Pitch
If your only interaction is a cold pitch, your odds drop fast. Instead, warm things up.
Ways to do it: - Like or comment on their recent posts (genuinely). - Share relevant content with a note (“Thought you might find this useful…”). - Engage in group discussions or comment threads they’re active in.
This takes a bit more time, but your reply rate will go up.
Skip: Fake flattery or forced engagement. If it feels awkward, don’t do it.
Step 8: Move Conversations Off LinkedIn (When Ready)
Once someone’s interested, don’t linger in DMs forever.
- Suggest a quick call or meeting.
- Offer value up front (“I can share a quick teardown of your onboarding flow if helpful…”)
- Send a Calendly link or propose a few times.
If they ghost, don’t chase endlessly. Move on and keep your list fresh.
Step 9: Don’t Fall for Common Pitfalls
- Automation overload: LinkedIn’s cracking down. If you use tools, keep volume low and always personalize.
- Over-promising: Don’t claim you’ll “10x their pipeline” unless you actually can.
- Neglecting your own profile: People will check you out. If your profile is a ghost town, fix that first.
Summary: Keep It Simple, Keep Improving
Sales Navigator is powerful, but only if you use it with discipline. Get clear on who you want, build focused lists, personalize your outreach, and track what works. Don’t try to automate everything or chase every shiny new tool. Start small, iterate, and you’ll find the leads that actually matter.