If you’re a SaaS founder looking to rapidly grow the adoption rate of your product, then LinkedIn automation is an excellent way of booking demos effortlessly.
We see this in action with real-world examples like HG Insights, who used a targeted approach, and Dux-Soup to book sales demos and meetings with new prospects—resulting in $1.56M in new revenue.
We’re going to share the strategy that’s working for them so you too, can scale your SaaS business quickly and easily.
All you need to book SaaS demos are two tools:
✅Sales Navigator
✅Dux-Soup Turbo or Cloud (depending on whether you want to run it from your infrastructure or Dux-Soup’s)
You can get a free 30-day Sales Navigator subscription from LinkedIn, and a 2-week Dux-Soup Turbo trial, allowing you to try this out for free.
Once you’ve installed Dux-Soup, follow this process to start booking your SaaS demos.
Identify your ideal customer profile
I know, it’s obvious, right? We don’t want to waste time going after the wrong prospects. So, if you’re struggling with who your ideal customer profile is, ask yourself:
1. Who uses my SaaS tool already?
2. What sectors are they in?
3. What size of companies?
4. Who signs off the decision? What is their title/role?
5. Where are they based geographically?
6. Can I find them on LinkedIn?
If you can’t find them on LinkedIn, you’re in the wrong place with this article so you can stop right here. But, if you can (and you can test this out with a quick LinkedIn search), let's run a search.
Find your list of ideal customers on LinkedIn
If you have Sales Navigator, you can use their 40+ search filters, combined with Boolean (AND/NOT/OR) and Regex searches, to build a pretty accurate list of targets. Check out this article on how to search and filter for more advanced capabilities.
Start with low-hanging fruit. This may be:
- Potential customers within the network of your existing partners or connections,
- People who have already engaged with your content or your competitor’s content
- People engaging in discussion on the challenges you help to solve
As long as you have a list of target profiles, you can run automated LinkedIn outreach campaigns to the entire list with Dux-Soup.
Optimize your LinkedIn profile
This is an important step because when you engage with someone on LinkedIn, the first thing they do is look at your LinkedIn profile. Here are some profile tips:
1. Make your photo stand out. A colored background works well, as does a friendly face - so make sure you’re smiling.
2. Add a banner that states how you help people. Your top 2-3 USPs will give an instant indication of what you can offer
3. Add a CTA (call to action). If you’re a SaaS company, this could be to book a demo.
4. Make your ‘about’ section interesting to your ideal client. If you’re targeting Financial Directors, talk about the different ways you help other Financial Directors. Include your value proposition here, as it is one of the things a potential buyer will look at first.
5. Ask your network for recommendations, which will help your profile look more authentic.
Your connection acceptance rate will depend on the relevance of your LinkedIn profile to your target audience. Here are some great LinkedIn profile tips that are still relevant today.
Lead with strong content
When creating your campaign messaging, you’ll want to lead with strong content. Consider how you can add value to your prospect rather than how you can get a sale from them. Make the content as tailored as possible to your target audience.
This is the part that most LinkedIn users find the most challenging. But don’t worry, we’ve got your back here as below, we share a campaign methodology and messaging that Target Connect uses to generate LinkedIn sales demos and appointments for their clients. They have generated over 2500 meetings that have generated over $1 million in sales.
When using this campaign approach, you’ll need to swap out the content within the [brackets] with a relevant URL or text. We have included the Dux-Soup merge tags for the First Name fields so you can copy them straight in, but just make sure you swap out anything in the [brackets].
Campaign approach
Using Dux-Soup Turbo or Cloud, go to your drip campaigns and create a new campaign. You can select whether to use LinkedIn, Sales Navigator or Recruiter as your platform to send and receive messages, making it easy to keep all of your messages in one place.
Create a new campaign using this campaign approach:
Three profile visits
Schedule these at irregular intervals to look as organic as possible. These will alert a prospect that you are looking at their profile and start to raise awareness
Send a connection request
If you send a note with your connection request, make sure it is targeted and personalized to maximize acceptance rates. Here are some examples:
- Hi _FN_, looking to connect with others in the [industry] space to keep up-to-date. Can we connect?
- Hi _FN_, I noticed you discussing [topic]. It’s important for me too, it would be great to connect.
- _FN_, I came across you in the [LinkedIn group name] group, I’td be happy to connect.
- _FN_, I liked your post on [topic] and share your point of view. It’s a nice piece.
- Hi _FN_, looking to connect with people who work with [technology name].
Two additional profile visits
To create further awareness
Follow-up message #1
Building on the theme established in the connection request, include a clear call to action, which could be to download a case study or insights report. Here’s an example:
Hey _FN_, I’ve seen some awesome use cases around automation/AI coming from people I’ve been chatting to in the industry. I summarized the best ones in a document - I thought you might be interested in taking a look. [link to article]
Profile visits
To maintain awareness and serve as a gentle reminder
Follow-up message #2
The purpose of the follow-up message is to reinforce the initial engagement with further value-driven content. Another article or invitation to an event or webinar can serve nicely here. Here’s an example:
_FN_, my automation/AI lead gen document has been so popular, and I’ve had so many questions on the topic that we decided to run an event on the [date] on ‘How to Harness AI and Automation in Your Lead Generation Process’. I’d love you to join. Here’s the registration link and more details:[URL]
Profile visit – to ensure visibility before the final outreach to drive the demo meeting.
Follow-up message #3
This is where you want to aim for the close. When booking SaaS demos, a calendar link to make the booking process as streamlined as possible will help. Here are a couple of examples:
- Hi _FN_, happy to jump on a call and walk you through how [our tool] generated $1.6 million in new revenue for someone in the [industry] sector. You could use the same approach for your business. Here’s a link to my diary so you can book straight in.
- Hi _FN_, happy to share how a user in the [industry] sector is booking 100 meetings a week with senior decision-makers in enterprise organizations if you want to jump on a quick call with me. Here’s my calendar to book a time.
Final follow-up message #4
Highlight this as a final message to remind them of your offer, but point out that you won’t continue to message them. If they aren’t interested, then you’re better off moving on to the next prospect. Here’s an example:
- Hey _FN_, just checking whether you want to jump on a quick call so I can show you my approach to booking meetings. Here’s the link again [diary link]. No worries if not, I completely understand if this isn’t of interest. 😊
When finished, your Dux-Soup campaign will look like this and run over a 28-day period:
The icing on the cake
Now we’ve given you a ready-to-use playbook for booking SaaS demos, you can use our free trial and try this out for free. We don’t even ask for a credit card, so you have nothing to lose.
Why not give it a go and see how many demos you book?
