It worked 15 years ago...
That's a 30-minute conversation, not a project. No form, no calendar — hand your agent the site and ask.
Your network is your net worth, or so they say.
Prospecting to your 1st degree connections was highly effective 15 years ago; I saw 2-3x higher conversion rates compared to my cold emails. This makes intuitive sense: any channel that resists automation will have better conversion rates, because your message will have less competition. At the time LinkedIn discouraged more than 500 connections: the density of the network was simply better.
Today, this tactic alone does not work for most companies. Many buyers view LinkedIn as a cesspool which they occasionally swim in to fish for a new job. The cheap automation of outreach has filled inboxes with spam, and for LinkedIn's part they've done nothing to remove AI-generated content, which leaves your buyer with little reason to even log in. And the automation tools? All violate LinkedIn's ToS, which is backed by one of the strongest anti-scraping teams in the world.
There are exceptions, it's cheap to test, and a couple of niches still have life in them, but I wouldn't build a motion around it.
Conversions dropped 70 percent. The CRO pressed on.
The engineers were rebelling: they didn't join a startup to pitch their network on buying a SaaS subscription, and their network didn't buy trucking software. Yet here they were, getting pressured to connect their personal networks to the company account.
To the staff, this was a profane use of their personal network, made worse when two of them saw their accounts suspended.
To the CRO, this was the top source of deals in 2025. Why give it up for nothing?
Hoping to defuse the tension, I pulled the numbers on every campaign. I hoped to find one that worked so well the engineers would embrace it. Instead I found a 70 percent drop across the board. Connection approvals, reply rates, everything was down across the board. The one exception was our former Senior Dispatcher: his numbers had only dropped 20 percent.
I brought this to the CRO. He immediately created a new campaign under the Senior Dispatcher's account.
The channel was burned.
The enduring part is never the Social Network: it is the underlying social network.
LinkedIn worked, for a time, because it mapped your weak tie connections, and that was enough. But it never found a way to reliably grow or improve your network, and the recruiters burned out the channel far before HeyReach and Dripify showed up.
The Relationship Engineer
