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    LinkedIn connection request messages for B2B sales

    LinkedIn works best as the warm-up for a call or an email, not as a pitch channel on its own. In Nousu's data, personalised connection requests to verified ICP contacts were accepted 34% of the time, and a prospect who accepted was about twice as likely to take a call from the same SDR within 30 days.

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    Quick answer

    A LinkedIn connection note should give one honest reason to connect, mention something specific to the person and contain no pitch. Keep every note under 200 characters so it fits on any account, and save the business conversation for after they accept.

    LinkedIn limits how long a connection note can be, and the limit is lower on some free accounts, which also get only a few personalised notes a month. Every note below fits in 200 characters.

    How to use these templates

    Every {{placeholder}} marks something you must research or write yourself. Replace all of them before you send, and if you cannot fill one with something true and specific, pick a different template.

    The names mean the same thing on every page: {{first_name}} and {{company}} are always the prospect and their business, {{your_name}}, {{your_company}} and {{your_phone}} are always you, and {{their_phone}} is the number you called them on.

    Each email ends with {{signature}} and {{opt_out}}. {{signature}} is your full name, role, company, website and phone number. {{opt_out}} is one plain line. On a cold email: If this isn't relevant, reply "no thanks" and I won't contact you again. In an ongoing conversation it can be quieter: Prefer not to hear from me? Reply "unsubscribe". Keep both in every commercial email, including short follow-ups.

    Rules for connection notes

    The note is a reason to accept, not a reason to buy. A pitch in the connection request is the fastest way to be ignored, and a pattern of ignored or reported invitations can restrict your account.

    • One specific reason: a shared group, a post, a mutual connection, a common market.
    • No links, no calendar invites, no product names.
    • Write as yourself, with your real name and role on your profile.
    • Wait at least a day after they accept before sending a business message.

    After they accept

    Thank them, then either start a genuine conversation or call. A good sequence is accept, a short thank-you message, a call within a few days and an email that references both. The multichannel cadence shows where LinkedIn sits, and the Sales Navigator playbook covers list building and saved searches.

    The templates

    Each template has subject lines, the body with placeholders, when to use it, why it works, three variants, common mistakes and a compliance note.

    The connection note

    Message

    Hi {{first_name}}, I work with {{target_role_plural}} in {{industry}} and your post on {{topic}} was spot on. Would be good to connect.

    When to use it

    As the first touch on LinkedIn, or a day before your first call to the same person.

    Why it works

    It gives a specific, flattering-but-true reason to connect and asks for nothing. The shared context makes the acceptance feel natural.

    Variants

    Short

    Hi {{first_name}}, we're both in {{shared_group_or_market}}. Would be good to connect.

    Formal

    Hello {{first_name}}, I work with {{target_role_plural}} across {{industry}} and would welcome the opportunity to connect.

    Aussie-direct

    G'day {{first_name}}, saw your take on {{topic}}, good stuff. Keen to connect.

    Common mistakes

    • Pitching in the note.
    • Using a template so generic it could go to anyone.
    • Sending notes to people outside your ICP to grow numbers.

    Compliance note

    LinkedIn messages are electronic messages too. A connection note with no commercial offer is low risk; treat later business messages like email: identify yourself honestly and stop when asked.

    The post-accept message

    Message

    Thanks for connecting, {{first_name}}. Out of interest, how is {{company}} handling {{topic}} at the moment? We see a lot of {{peer_group}} approaching it in quite different ways.

    When to use it

    One to three days after the person accepts your connection request.

    Why it works

    It thanks them and asks a genuine question about their work, which starts a conversation rather than a pitch. Their answer gives you the reason for your call.

    Variants

    Short

    Thanks for connecting, {{first_name}}. How are you finding {{topic}} at {{company}}?

    Formal

    Thank you for connecting, {{first_name}}. I would be interested to hear how {{company}} is approaching {{topic}}, as we are seeing a range of approaches across {{peer_group}}.

    Aussie-direct

    Cheers for connecting, {{first_name}}. Curious, how are you lot tackling {{topic}}? Seeing heaps of different approaches out there.

    Common mistakes

    • Sending a calendar link straight after they accept.
    • Pasting your cold email into a LinkedIn message.

    Compliance note

    If they ask you not to message them, stop on LinkedIn and on every other channel, and record it on the contact.

    24 LinkedIn messages you can copy

    Replace each {{placeholder}} with something true and specific. If you cannot, pick a different message.

    Connection notes: shared context

    1. Hi {{first_name}}, we're both in the {{group_name}} group. Would be good to connect.
    2. Hi {{first_name}}, {{mutual_name}} and I worked together on {{topic}}. Thought it'd be good to connect.
    3. Hi {{first_name}}, saw you'll be at {{event_name}} too. Would be good to connect before it.
    4. Hi {{first_name}}, we both work with {{industry}} businesses in {{city}}. Keen to connect.
    5. Hi {{first_name}}, fellow {{shared_background}} here. Would be good to connect.
    6. Hi {{first_name}}, I spend most of my week talking with {{target_role_plural}} in {{industry}}. Would be good to connect.

    Connection notes: their content or news

    1. Hi {{first_name}}, your post on {{topic}} made a point I hadn't seen put that way. Keen to connect.
    2. Hi {{first_name}}, congrats on the move to {{company}}. Would be good to connect.
    3. Hi {{first_name}}, enjoyed your comments on {{topic}} in {{author_name}}'s thread. Keen to connect.
    4. Hi {{first_name}}, saw {{company}} is expanding into {{new_location}}. Exciting move. Would be good to connect.
    5. Hi {{first_name}}, listened to you on {{podcast_or_event}}. The bit on {{topic}} was useful. Keen to connect.
    6. Hi {{first_name}}, congrats to the team on {{company_news}}. Would be good to connect.

    Connection notes: around a call or email

    1. Hi {{first_name}}, I tried you by phone earlier about {{topic}}. Thought I'd connect here too.

      Send the same day as a missed call.

    2. Hi {{first_name}}, I sent you a short note about {{topic}} last week. Would be good to connect here as well.
    3. Hi {{first_name}}, good to speak earlier. Connecting so you have my details.
    4. Hi {{first_name}}, looking forward to {{meeting_day}}. Connecting so you can see who you're meeting.

      Send after booking; it can help show rates.

    Messages after they accept

    1. Thanks for connecting, {{first_name}}. What's taking up most of your time at {{company}} this quarter?
    2. Thanks for connecting. Curious how you're finding {{topic}} since {{trigger}}?
    3. Thanks, {{first_name}}. I wrote a short note on {{topic}} for {{target_role_plural}}. Happy to send it over if useful.

      Only offer something you can send straight away.

    4. Thanks for connecting. Would a quick call next week make sense, or is {{topic}} not on the radar?

    Follow-up messages

    1. Hi {{first_name}}, I'll try you on the phone {{day}} about {{topic}}. If there's a better time, let me know here.
    2. Hi {{first_name}}, sounds like now isn't the time for {{topic}}. Mind if I check back in {{month}}?
    3. Hi {{first_name}}, is {{topic}} something you look after, or should I speak with someone else in the team?
    4. Hi {{first_name}}, I won't keep messaging. If {{topic}} comes up, I'm an easy message away.

    Spam Act checklist for every template

    Australian B2B email is legal and regulated by the Spam Act 2003. Before you send any template on this page, check these four things.

    Australian cold calling and Spam Act rules
    • Consent. You need express consent (they agreed) or inferred consent. For B2B, consent can be inferred where a work address is conspicuously published, the message is relevant to the person's role, and there is no statement that they do not want unsolicited messages.
    • Identification. Every message clearly identifies you and your business, with contact details that stay accurate for at least 30 days after you send it.
    • Unsubscribe. Every commercial message includes a working opt-out, which must be actioned within 5 working days and keep working for at least 30 days after sending.
    • No harvested lists. Do not use address-harvesting software or lists built with it. A bought list does not come with consent.

    Calls in the same cadence follow different rules: wash Australian numbers against the Do Not Call Register and call within permitted hours. New Zealand and Singapore recipients are covered by their own laws, summarised on the template library hub. This is general information, not legal advice. AU, NZ and Singapore rules

    FAQ

    LinkedIn connection messages: questions

    Practical answers from SDR managers who run outbound every day.

    Still have questions?

    Book a 30-minute call

    One specific, honest reason to connect and no pitch: a shared group, their post, a mutual connection or a common market. Keep it under 200 characters.

    LinkedIn sets the limit and it differs by account type, with lower limits and a monthly cap on personalised notes for some free accounts. Writing every note under 200 characters keeps it usable on any account.

    For people you have already spoken to, a blank request is fine. For cold prospects, a short, specific note usually gets more acceptances than none.

    In Nousu's data, personalised connection requests to verified ICP contacts were accepted 34% of the time. Generic requests to loose lists will do worse.

    One to three days later, with a short thank-you and a genuine question. Do not send a pitch or a calendar link straight away.

    Commercial LinkedIn messages are electronic messages, so apply the same principles as email: honest identification, relevance to their role and stopping when asked. This is general information, not legal advice.

    It works best alongside calls. In Nousu's data LinkedIn took about 240 messages per booked meeting, against 77 cold calls, but connected prospects were about twice as likely to take a later call.

    Related templates and guides

    Sales Navigator playbook

    Searches, lists and outreach rhythm

    Calling vs email vs LinkedIn

    Which channel books meetings

    Multichannel cadence

    LinkedIn, calls and email together

    Multi-channel outreach

    LinkedIn and email around the phone

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