Mastering Outbound Strategies: Thibault’s 12-Year Expertise

Welcome to today’s edition! Today, we’re thrilled to spotlight Thibault, a seasoned B2B sales and marketing expert with over 12 years of experience, and now the Co-founder of Reachly, a B2B lead generation agency which focuses on helping businesses grow through innovative outbound strategies. In this edition, explore his insights on personal branding, LinkedIn outreach, and the future of B2B sales, including the rise of video and authentic content.

Who is Thibault? 

Thibault is a French professional with over 12 years of experience in B2B sales and marketing. He began his career in door-to-door sales in France and later moved to Asia, settling in Bangkok. He has worked at various startups and companies like Taboola and Agoda. Thibault is now the Co-founder of Reachly, helping B2B companies generate leads through outbound systems.

What is Reachly?

Reachly is a B2B lead generation agency that helps growing companies acquire more leads through outbound systems. By leveraging LinkedIn outreach, cold email campaigns, and content marketing, Reachly offers automated solutions nurtured by their SDR support. Their proprietary REACH™ process optimizes lead generation efforts, enabling businesses to focus on securing qualified meetings and closing deals.

Why LinkedIn is the Best Outbound Channel for B2B Sales:

"People are starting to use LinkedIn almost like a professional Instagram or Twitter."

• Largest B2B Database: LinkedIn offers the most up-to-date data on professionals, companies, and decision-makers, making it easier to target the right people for outreach.

• Personal Branding: The shift towards personal branding allows business owners and professionals to build trust. Regular posts and engagement make brands more recognizable and approachable.

• Social Media Platform: LinkedIn blends social networking with professional outreach, allowing for more personable interactions compared to cold emails.

• Ease of Use: LinkedIn automation is simpler and less technical to set up than email campaigns, and given the social network aspect of the platform, LinkedIn offers higher reply rates than emails.

• Content-Driven Inbound Leads: Unlike email, LinkedIn allows users to post content like how-to guides, which can generate inbound leads from an engaged audience.

• High ROI: For example, one founder reported generating 5–7 qualified leads per week by spending just 15 minutes daily on LinkedIn posts.

Thibault’s Strategies for Outbound Sales: 

"We’ve got to lead with value... What value can we give to these people?"

• Optimize LinkedIn Profile:

  • Profile as a Landing Page: Ensure your LinkedIn profile clearly communicates who you are, your expertise, and how you can help others. Think of it as a landing page designed to convert visitors.

    • Example: Use a professional profile picture and add a banner that highlights your unique selling points (USPs) or recent successes (e.g., “Helping B2B SaaS Companies Generate 5x More Leads Through Outbound Strategies.”).

    • Social Proof: Add testimonials or case studies (e.g., “Helped XYZ company book 25 meetings in 3 months”), which visitors can easily see when they check your profile.

    • Call-To-Action (CTA): Place links to your website or portfolio in your profile summary and job descriptions (e.g., “Click here to learn how we can help you scale your lead generation”).

• Lead with Value:

  • When starting an outreach sequence, it’s important not to immediately ask for a sales call or pitch your services. Instead, offer something valuable to the recipient.

    • Example: “Hi [Prospect Name], I was reviewing your website and noticed a few areas where you could improve your page load speed, which could help boost your conversion rate. Would you like me to send over a quick guide on how to optimize it?”

    • Another Example: For a prospect running a SaaS company, you might say, “I put together a list of 10 companies in your industry that could benefit from your product. Should I send it over?”

• Multi-Channel Approach:

  • Using multiple channels (email, LinkedIn, etc.) increases familiarity and trust with prospects. This approach ensures that your name and brand appear repeatedly in front of the prospect, making them more likely to respond.

    • Example: After sending two emails, follow up with a LinkedIn connection request. Once they accept, engage with their posts and send personalized LinkedIn messages.

    • Email + LinkedIn Sequence:

      • Start with two emails offering value (e.g., a list of potential leads or website optimization tips).

      • Send a LinkedIn connection request, referencing your previous emails.

      • Follow up with a LinkedIn message: “Hi [Prospect Name], I sent you some insights via email. Would love to connect and explore how we might work together!”

• Testing & Refinement:

  • Thibault stresses the importance of testing different messaging templates to find what resonates best with your target audience.

    • Example: One email could lead with “I noticed your website could use faster load times,” while another leads with “I’ve compiled a list of 10 companies currently using your competitor’s software.” After testing, refine your messaging based on which subject line or content performs better.

• Building Trust Through Consistency:

  • Thibault emphasizes the importance of consistent, valuable interactions to build trust with prospects.

    • Example: Regularly post valuable content on LinkedIn (e.g., “5 Tips to Boost Your LinkedIn Engagement”) and engage with your prospects’ content. By regularly appearing in their feeds, prospects will become more familiar with you, making them more likely to respond to your outreach.

How B2B Founders and Commercial Leaders Should Leverage Content to Generate Leads:

"The more you post on a daily basis, the more the algorithm is going to show you to a network."

• Develop a Content Plan: Focus on building awareness first, followed by engagement, and finally case studies to showcase results.

  • Example: Start by sharing your background, why you started your company, and personal hurdles you’ve faced.

• Share Personal Stories: Personal stories perform better on LinkedIn than technical guides or case studies.

  • Example: Share a story about overcoming a challenge in your startup journey.

• Provide Tools and Resources: Share valuable, actionable content that your target audience (ICP) can use.

  • Example: “Top 7 Tools to Improve SEO Performance for Your Business.”

• Be Consistent: Post regularly to maximize reach and engagement through LinkedIn’s algorithm.

Emerging Trends Shaping the Future of B2B Outreach

"I strongly believe that in like four or five years from now, everyone's going to have a personal brand."

• Cold Outreach Will Become Harder: Email platforms like Outlook and Gmail are tightening spam filters, making it difficult for cold emails to reach inboxes. This trend will push businesses to explore alternative outreach strategies.

• Rise of Personal Branding: More CEOs, founders, and commercial leaders will build personal brands as buyers prefer purchasing from recognizable individuals over faceless logos.

  • Example: Companies generating over $10M annually will likely have strong personal branding to drive sales.

• Video Content Dominance: Video, particularly vertical formats, will become central on LinkedIn, following trends from platforms like TikTok, YouTube, and Instagram.

  • Example: LinkedIn may introduce a dedicated video feed in the future.

• Webinars and Podcasts: These formats will continue to grow, providing valuable content and lead generation opportunities.

  • Example: Thibault’s company is considering hosting webinars for clients to leverage the growing popularity of video-based content.

Advice for Founders to Prepare for Future Trends:

“Start posting now, start recording content, start putting your thoughts down on paper and trying to translate that into LinkedIn posts."

• Start Building Personal Brands Now: If you don’t have one, begin by observing competitors and replicate what works with your own style.

  • Example: Post regularly on LinkedIn, record content, and develop your unique voice.

• Leverage Resources on LinkedIn: Use available guides to craft engaging posts that drive interaction.

• Differentiate Yourself: Focus on a unique selling proposition (USP) and highlight a distinct point of view to stand out from competitors.

  • Example: Avoid generic content; be authentic and offer a unique perspective on industry topics.

We hope Thibault’s insights into personal branding, LinkedIn outreach, and the future of B2B sales have provided you with actionable strategies to enhance your lead generation efforts. His emphasis on building authentic connections, leveraging video content, and staying consistent in your outreach underscores the evolving landscape of B2B marketing. Stay tuned and subscribe HERE for more expert strategies and stories from leaders shaping the future of B2B sales.