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1. Target list.
We map the companies and roles that buy from you, then build a list of named people, usually a few hundred, chosen for fit rather than size.
LinkedIn outreach for Irish B2B and construction firms
WDI runs LinkedIn outreach for Irish B2B companies, with construction and the trades as our main sector. We find the people who actually buy what you sell, send them a short, personal connection request, follow up two or three times over a few weeks, and handle every reply until an interested buyer is booked into your calendar. LinkedIn runs alongside cold email, so the same buyer hears from you in two places without being spammed in either.
Book a free sales auditWritten by Jack Doherty, WDI. Last updated 27 October 2026
What LinkedIn outreach is, and when it works
LinkedIn outreach is direct, one-to-one messaging to named decision makers: a connection request with a reason to talk, then a short run of follow-ups. It is not LinkedIn ads and it is not posting content.
It works best when your buyers are on LinkedIn and easy to identify by title and company: commercial directors and estimators at main contractors, development managers at developers, contract managers at facilities management companies, procurement leads at manufacturers. It works less well for buyers who barely use LinkedIn, which is why we pair it with email.
How we run a LinkedIn campaign
2. Profile.
We check the profile that sends the messages and suggest changes, so a buyer who clicks through sees who you are, what you do and who you do it for.
3. Connection requests.
Around 20 to 40 personalised requests a week, well inside LinkedIn's limits, each with a reason to connect that fits that person.
4. Follow-ups.
Two or three short messages over two to three weeks. No pitch decks, no long paragraphs.
5. Replies.
We read and answer every reply, log interested ones in your CRM and book the meeting straight into your calendar.
6. Reporting.
You see requests sent, acceptances, replies and meetings, so you know what is working.
LinkedIn and cold email together
Most of our campaigns run LinkedIn and cold email side by side. Email reaches more people each week; LinkedIn puts a face and a profile to the name. A buyer who has seen your name on LinkedIn is more likely to open your email, and the other way round. We keep the two in step so nobody gets the same message twice on the same day.
LinkedIn outreach for construction and trade firms
Irish construction runs on relationships, and the people who award packages are a small, named group. LinkedIn is a practical way to get in front of them before the tender lands rather than after. We run LinkedIn outreach for subcontractors, specialist contractors, suppliers and service firms selling to main contractors, developers, local authorities and facilities managers.
Summit Scaffolding
Summit Scaffolding went from pricing around €250k of work a month to around €1m a month compared with a year earlier, and started talking to two developers it had no previous relationship with. Figures are work quoted, not revenue won.
Keith
Summit Scaffolding
“From €250k to €1m”
WDI: What would you say has been the most important thing for you guys so far?
Keith: I would say the marketing end of things has been huge. It has really opened up doors that I didn't know were closed. It's kind of opened up my own eyes. Marketing, I would say, has been huge for us.
WDI: So would you say it isn't just driving revenue, it's also attracting top talent to Summit as well?
Keith: 100%.
WDI: Before we started running outbound for you, how were you getting new business?
Keith: A couple of different ways. Originally there's CIS, Construction Information Services, which we have online, and you would target projects that are at contract stage, because that's where the scaffolding comes in. It would mostly be on myself, reaching out to existing clients: you have a job coming up? Then there's retention of the same clients, and word of mouth. A lot of my time would have went into that. That's where there's so much value in someone like yourselves. You're hiring somebody to do a job, so it gives you time to actually work on the business again. You need to be able to strategise, and then have someone create the sales, and you can manage those sales.
WDI: So you're working on the business, not in it.
Keith: Yeah. I'm working on the strategy of where we want to grow. I know the direction. I know how much sales we need in and what market we're in, but I don't have the time to go and get them.
WDI: You said you're pricing around a million euros of work every month now. Where were you last year?
Keith: I would say probably 25% of that at best, and it was coming in more sporadic than that. It was inconsistent, to be fair. Now the flow is just there. You're nearly picking and choosing. If your head is stuck making phone calls, ringing around, you're going to miss all that. You need to be a free thinker to be able to do all that.
WDI: There's a contractor listening who relies on word of mouth, has had consistent business for the last few years, but doesn't do any outbound. What would you say to them?
Keith: Get off the fence. Jump straight in. You've nothing to lose. It's all gain. If you haven't grown by now doing what you're doing, it's not going to change. So you need to change something.
What you need to give us
- Who your best customers are now, and which ones you want more of
- Access to a LinkedIn profile we can send from, usually a founder or director
- Your calendar link, and who takes the meetings
- An hour at the start to agree the message and the target list
LinkedIn outreach versus a sales hire
A business development hire takes months to recruit and ramp, and spends much of the week on admin. Managed outreach starts within about two weeks of agreeing the list and message, and your team only spends time on buyers who have said yes to a conversation. Many clients use us to fill the calendar so a sales hire can focus on closing.
Common questions
Around 20 to 40 personalised connection requests a week per profile, plus follow-ups to people who accept. That keeps the account well inside LinkedIn's limits and keeps every message personal.
Usually a founder or director at your company, because buyers want to talk to the business, not an agency. We agree the wording with you before anything goes out.
Campaigns usually start within about two weeks of agreeing the list and message, and first replies tend to arrive in the first few weeks after that. It depends on your market and offer.
No. We run direct, one-to-one outreach to named people. Ads are a different service.
Neither is better on its own. Email reaches more people; LinkedIn adds a face and a profile. Most of our clients run both.
Construction and the trades are our main sector, but we run LinkedIn outreach for other Irish B2B firms too, including manufacturing, industrial services and professional services.
Want to see who we would target for you on LinkedIn?
Book a free sales audit and we will show you the list we would build and the message we would send.
Book a free sales audit