Complementary Acquisition Strategies

Complementary Acquisition Strategies

LinkedIn Sales Navigator (B2B)

Why LinkedIn for B2B?

LinkedIn has 1 billion members including 65 million decision-makers. It is the premier B2B platform for:

  • Identifying the right contacts by job title and company
  • Sending direct messages (InMails)
  • Publishing content to establish your expertise

Sales Navigator: key filters

Filter Example
Job title CEO, Marketing Director, CTO
Company size 11-50 employees
Industry Technology, Restaurants, Real Estate
Location United States, California
Keywords "SaaS", "e-commerce", "fundraising"
Recent change New position in the last 90 days

Connection strategy

graph TD
    A[Targeted search<br/>Sales Navigator] --> B[Visit profile]
    B --> C[Connection request<br/>+ personalized note]
    C -->|Accepted| D[Value message<br/>No pitch!]
    D -->|Interest| E[Meeting proposal]
    C -->|Ignored| F[Follow-up InMail<br/>After 7 days]

Connection message example

Hi {{firstName}},

I saw your post about [topic] — very insightful, 
especially the point about [specific detail].

I also work in [related field] 
and would love to connect.

Have a great day!

Rule: the connection request is NOT a pitch. It is a human introduction.

Google Ads (B2B and B2C)

Search: capturing intent

Unlike Meta Ads (push marketing), Google Ads Search captures users who are actively searching for a solution:

Aspect Meta Ads Google Ads Search
Approach You target people People find you
Intent Low (interruption) High (active search)
Format Visuals, videos Text
Best for Awareness, B2C Conversion, B2B

Structure of a Search campaign

Campaign: [Service/Product]
└── Ad Group: [Keyword theme]
    ├── Keywords: [keyword list]
    └── Ads: [ad copy]

Keyword match types

Type Syntax Example Triggers
Broad keyword accounting software Any related search
Phrase "keyword" "accounting software" Contains the phrase
Exact [keyword] [accounting software] Exact search
Negative -word -free Excludes that term

Tip: start with exact or phrase match to control your spend, then expand to broad match once your negatives are well defined.

Writing a Google Ads ad

Headline 1 (30 char): SMB Accounting Software
Headline 2 (30 char): Free 30-Day Trial
Headline 3 (30 char): 2,000+ Business Clients

Description 1 (90 char): Simplify your accounting with our all-in-one solution.
Quotes, invoices, automatic reports.

Description 2 (90 char): Rated 4.8/5 by our users. Support included.
Get started in 5 minutes.

SEO and Content Marketing (B2B and B2C)

Organic acquisition

SEO is the most cost-effective acquisition channel in the long term:

Channel Initial cost Recurring cost Time to results
SEO High Low 3-6 months
Google Ads Low High Immediate
Meta Ads Low High Immediate
Cold Email Medium Medium 2-4 weeks

Content strategy for lead generation

graph LR
    A[Blog article<br/>SEO] --> B[CTA in article<br/>Download a guide]
    B --> C[Landing page<br/>Form]
    C --> D[Lead captured<br/>Email marketing]
    D --> E[Nurturing sequence<br/>Conversion]

Content types by funnel stage

Stage Content type Example
TOFU (awareness) Blog posts, educational videos "How to prospect in 2025"
MOFU (consideration) Guides, webinars, case studies "The complete guide to cold emailing"
BOFU (decision) Demos, free trials, comparisons "Lemlist vs Apollo: which tool to choose?"

PhantomBuster: LinkedIn Automation

Use cases

PhantomBuster lets you automate LinkedIn actions:

Phantom Action Usage
LinkedIn Search Export Export search results Build a prospect database
LinkedIn Profile Scraper Extract profile information Enrich your data
LinkedIn Auto Connect Send connection requests Expand your network
LinkedIn Message Sender Send messages Automated prospecting

Limits and precautions

  • LinkedIn quotas: max 100 connection requests / week
  • Ban risk: do not automate more than 50 actions / day
  • Quality > Quantity: personalize every message
  • Compliance: check LinkedIn's Terms of Service regularly

Acquisition channel comparison

Channel Cost / Lead Volume Quality Difficulty B2B B2C
Cold Email $1-10 Medium High Medium Yes No
LinkedIn $5-30 Low Very high High Yes No
Meta Ads $2-20 Very high Variable Medium Limited Yes
Google Ads $5-50 High High High Yes Yes
SEO $0.5-5 Very high High Very high Yes Yes
Places API < $1 High Medium Medium Yes No

Building a complete acquisition stack

Recommended B2B stack

1. Sourcing      → Google Places API + LinkedIn Sales Navigator
2. Enrichment    → PhantomBuster + Hunter.io
3. Outreach      → Lemlist (email) + LinkedIn (social selling)
4. CRM           → HubSpot / Pipedrive
5. Long term     → SEO + Content Marketing

Recommended B2C stack

1. Advertising   → Meta Ads (primary) + Google Ads (intent)
2. Landing page  → Webflow / Unbounce / your website
3. Capture       → Meta Lead Forms / On-site forms
4. Nurturing     → Brevo / Mailchimp (email marketing)
5. Retargeting   → Meta Pixel + Google Remarketing
6. Long term     → SEO + Organic social media