We’ve just won the Greater London Enterprise Award for Best Personalised B2B Outreach & SME Growth Specialist 2025, and needless to say we’re incredibly proud!
At a time when business development is full of templated outreach and generic messages, we’ve chosen to treat people like people, not numbers.. and it’s working.
So, what makes this strategy so effective?
Over the last four years, we’ve helped our clients attract better-fit clients who stick around for the long term.
Here are the 4 biggest things we’ve learnt along the way:
1. You can’t fake personalisation
Every agency says they personalise, but most don’t.
True personalisation isn’t just “Hi [First Name]”, or pointing out that you both went to the same university two decades apart.
It’s taking the time to genuinely understand your audience’s pain points and the way their industry actually operates. Only then can you start a conversation that actually feels like it was meant for them.
It’s important to understand that personalisation like this isn’t always scalable in the traditional sense, but that’s exactly why it works.
So while most businesses lean on fully automated, ‘plug-and-play’ LinkedIn outreach campaigns…we’ve learnt to use automation only when it helps, not when it harms.
2. Results matter, but the process matters just as much
For us, it’s not just about delivering outcomes, it’s about how you get there.
We don’t preach to get it right 100% of the time, but by treating every LinkedIn project as a true partnership, and by creating space for regular feedback, we make sure communication stays open. That openness makes all the difference in achieving the best possible results for each client.
Growth feels very different when you’re working with people who treat your business like their own, who are willing to listen, and who genuinely care about your brand and the bigger picture.
So if you’re thinking about your next growth move, ask yourself: do I just want numbers, or do I want a journey that feels collaborative and built to last?
3. LinkedIn is always evolving
What works on LinkedIn today won’t always work tomorrow.
A one-size-fits-all approach might deliver results for a short while, but LinkedIn’s algorithm is constantly evolving. If your strategy stays rigid, it will eventually stop cutting through.
That’s why it’s so important to regularly review:
– Your content
– Your commenting strategy
– Your approach to direct messaging
The businesses that see results on LinkedIn are the ones willing to adapt and test. The idea is to keep refining what works, and dropping what doesn’t. That mindset should sit at the heart of your strategy.
4. Lead with value
If you want your audience to commit – especially if you’re offering a higher-ticket product or service – they need to trust you first.
A generic, unpersonalised sales message sent 30 seconds after connecting will very likely get ignored.
The better approach? Always put yourself in your audience’s shoes.
Whether you’re posting content, leaving comments, or sending direct messages, ask yourself: would this feel valuable to me?
Think about it like face-to-face networking. You wouldn’t walk up to someone and pitch straight away, you’d build rapport. Online, it’s easy to skip that step because you’re not physically in front of your audience and it can feel like there’s less accountability. But in reality, it’s more important than ever.
When you lead with value, trust follows. And with trust, the opportunities will start to take care of themselves.
5. Commenting is your unfair advantage
We’ve learnt that warm leads won’t come from direct messaging alone, they also come from people seeing you show up, consistently, in conversations they care about.
By adding thoughtful comments on your prospects’ posts (or the posts of people they’re following), you create familiarity and trust without having to pitch. That way, when you next decide to send them a more targeted message, it already feels a lot warmer.
And there’s an added bonus: LinkedIn’s algorithm is designed to favour this type of networking. When it sees you engaging with others in your target audience, its algorithm is far more likely to show your own content in their feed.
So by using the platform as it was intended – to build genuine relationships – you’re getting a sizeable advantage over your competitors.
Final thought
These lessons are exactly why this recognition means so much to us.
Winning awards is great, but the second we start thinking we’ve made it, we’re done.
We win because we’re always testing, learning, and improving. We care deeply about the quality of what we put out, and we constantly ask ourselves:
- Would I reply to this message?
- Would I respond to this comment?
- Would I get value from this post?
If the answer’s no, we go back to the drawing board.
We didn’t start this agency to become the biggest. We started it to be the best at what we do.
This award is a nod that we’re on the right path. Here’s to more human-led marketing. And to more wins, together 💪
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