LinkedIn Outreach can feel like a bit of a minefield. If you’re running a B2B campaign, one of the first questions you’ll hit is:
‘Do I send a connection request or an InMail first?’
It might sound like a small choice, but trust us, it makes a big difference. The way you break the ice often decides whether you spark a genuine conversation or just get ignored in someone’s inbox.
At StraightIn, we’ve worked with hundreds of companies across industries worldwide, and we’ve tested both approaches over and over. We know what works, what doesn’t, and how to consistently get results.
So, what’s the smarter play? In this guide, we’ll break down the pros and cons of each method, when to use them, and how personalised outreach can help you connect with the right people, time after time.
What’s the Difference Between a LinkedIn Connection Request and InMail?
If you’re serious about LinkedIn outreach, understanding the tools at your disposal is step one—and it can make or break your lead generation efforts. Two of the most common options are connection requests and InMail messages, and while they might look similar on the surface, they work in very different ways.
LinkedIn Connection Request
Think of this as your digital handshake. A connection request is LinkedIn’s built-in way to grow your network. You can send up to 100 requests per week, and you’ve got the option to add a short, 300-character note to introduce yourself.
Once someone accepts, the real value kicks in—you can message them as much as you like, at no extra cost. This makes connection requests one of the most powerful (and budget-friendly) tools for ongoing lead generation.
Want tips on making your requests stand out? Check out our previous blog:
LinkedIn InMail
InMail is a premium feature, available only if you’re using LinkedIn Premium or Sales Navigator. Instead of waiting for a connection, InMail lets you message people directly, even if you’re not in their network.
You’ll have a limited number of InMail credits each month, depending on your plan, but you can send much longer messages (up to 2,000 characters). This can be a great way to deliver more context, pitch value quickly, or reach senior decision-makers who might not be accepting many new connections.
Want to make the most of your InMails? Take a look at our earlier blog:
Both options have their strengths, but they’re not interchangeable.
A well-timed connection request can build relationships for the long term, while a carefully crafted InMail can cut through the noise when you need to get in front of the right prospect fast.
The real key is knowing when to use each one to support your outreach goals and how to combine them into a strategy that consistently drives quality lead generation.
Pros of Connecting Before Messaging for B2B LinkedIn Outreach
At StraightIn, we usually recommend starting with a personalised connection request before diving into a message. Why? Because in B2B outreach, it just works better and here’s why:
1. It Builds Trust First
LinkedIn is, at its core, a professional networking platform. People expect connection requests, but they don’t always expect cold sales pitches.
When you start with a simple, personalised invite, it shows you’re interested in connecting as a peer rather than pushing for a sale. That small difference builds trust and makes prospects more likely to engage with you down the line.
2. It Feels Natural
This is how LinkedIn was designed to be used. Sending a connection request is the digital equivalent of walking up to someone at a networking event, shaking their hand, and saying hello.
It’s a softer, friendlier first step that opens the door to conversation without the pressure of a sales agenda. Done right, it doesn’t even feel like “outreach”—it feels like networking.
3. It’s Free and Scalable
Unlike InMail, connection requests don’t cost a thing. You can send up to 100 per week, and while that limit keeps you focused, it’s more than enough to build a steady flow of new conversations.
The best part? Once you’ve built the habit of sending them consistently, the results compound over time. At StraightIn, we help clients maximise these limits with smart prospecting and daily activity so they’re always reaching the right people.
4. You Unlock Ongoing Messaging
Here’s where the real magic happens. As soon as someone accepts your request, you’ve got unlimited messaging with them for as long as you’re connected.
No credits, no restrictions. That means you can take your time—follow up when it feels natural, share relevant content, ask meaningful questions, and nurture the relationship without worrying about running out of outreach opportunities.
In short, connection requests create long-term conversations, not just one-off touches. And in B2B LinkedIn outreach, those ongoing conversations are exactly where the biggest opportunities come from.
Cons of Connection Requests First in B2B LinkedIn Outreach
Connection requests are one of the best ways to start conversations on LinkedIn, but they’re not perfect. As with any outreach strategy, they come with a few challenges you’ll need to work around:
1. You’re Limited to 300 Characters
Three hundred characters isn’t a lot of room to play with. You’ve got to introduce yourself, show relevance, and spark curiosity, all in two short sentences. That’s easier said than done. If your note feels generic or overly salesy, it’ll get ignored.
At StraightIn, our account executives and managers specialise in writing these micro-messages, so they sound human, personal, and worth responding to. It’s about finding the balance between professional and approachable in just a handful of words.
2. You Need the Prospect to Accept
Here’s the catch: your whole strategy depends on the other person clicking “Accept.” If they don’t, you’re stuck. You can’t follow up, and you won’t even know if they saw your invite or simply ignored it.
That’s why precision matters. The better your targeting, timing, and message, the higher your acceptance rate. Our team uses advanced search filters, activity signals, and even job-change alerts to connect with people when they’re most likely to be receptive.
3. Poor Quality Can Trigger Platform Limits
LinkedIn keeps a close eye on user behaviour. If too many of your connection requests go unanswered, they may flag your account and restrict how many more you can send. It’s their way of keeping spam out of the platform and protecting the user experience.
That’s why we don’t just focus on volume. We focus on quality. Every StraightIn campaign is monitored with safety protocols, message testing, and regular reviews to make sure outreach stays compliant, effective, and scalable.
Pros of Using InMail First in B2B LinkedIn Outreach
So, where does InMail fit into the picture? While we don’t usually recommend it as your opening move, it can be a powerful tool when used in the right way, especially if you’re targeting very specific niches or senior-level decision-makers.
You Can Reach Beyond Your Network
The biggest advantage of InMail is that it removes the need for someone to accept your connection request, allowing you to reach 1st, 2nd, and even 3rd-degree connections directly.
Even if they rarely accept new connections, you can still land directly in their inbox. This is especially useful for C-suite executives or senior stakeholders who often have a wall of gatekeepers around them, both online and offline.
2. You Get More Room to Make Your Case
Connection requests only give you 300 characters, but InMail gives you up to 2,000. That’s a huge difference. With that extra space, you can explain who you are, why you’re reaching out, and, most importantly, what’s in it for them.
This makes InMail ideal for more nuanced conversations: think partnerships, investment opportunities, or enterprise-level proposals where a quick one-liner just won’t cut it.
3. Engagement Metrics with Premium Tools
If you’re using Sales Navigator, InMail comes with analytics. You can see open rates, track responses, and use that data to refine your approach. For teams running multiple campaigns, this feedback loop is gold—it allows you to A/B test, learn what resonates, and continuously improve your outreach strategy.
Cons of Using InMail First in B2B LinkedIn Outreach
That said,InMail isn’t without its downsides, and they’re significant enough that we rarely recommend making it your first move in a LinkedIn outreach strategy.
1. It’s Expensive
InMail is a paid feature with limited monthly credits, and if you’re running outreach at scale, those credits disappear fast. The cost can climb quickly, especially if you’re not getting a strong response rate. For startups or SMEs working with lean budgets, it’s often not the best use of marketing spend.
2. Response Rates Are Lower
Here’s the harsh truth: most LinkedIn users are conditioned to ignore InMail. It’s been overused for cold sales pitches, generic recruitment messages, and spammy promotions. Even if your message is genuinely valuable and well-written, there’s a decent chance it will get buried or deleted simply because it came through InMail.
3. You Don’t Get a Second Chance
With a connection request, once someone accepts, you’ve got a permanent line of communication. InMail doesn’t work that way. If your message doesn’t land the first time, that’s it—you usually don’t get a follow-up opportunity. In the world of B2B lead generation, where trust and persistence are key, that lack of a second chance can really limit your results.
When to Use InMail vs. When to Use Connection Requests
So, which is better—connection requests or InMail? The truth is, it depends on your goals, your audience, and how you’re running your outreach.
Here’s how we break it down:
Start with Connection Requests in Most Cases
For the majority of B2B lead generation campaigns, personalised connection requests are the smarter first move. They’re free, scalable, and designed to build trust naturally.
Once a prospect accepts, you’ve got unlimited messaging—giving you the chance to nurture the relationship over time. If your aim is to grow a strong, engaged network and spark long-term conversations, connection requests are the way to go.
Use InMail for Hard-to-Reach Prospects
InMail shines when you’re targeting people who are outside your immediate network, especially senior decision-makers or niche roles that rarely accept new connections.
The extra message length also gives you room to explain more complex offers or partnership opportunities. It’s not ideal for volume, but it can be the right move when you need to get a message in front of someone who otherwise wouldn’t see it.
The Best Outreach Strategies Combine Both
The real magic happens when you use both tools strategically. Start by building your pipeline with connection requests, then use InMail selectively to break through to high-value prospects who are harder to reach.
This balanced approach keeps your costs down, your response rates healthy, and your lead generation consistent.
At StraightIn, we’ve tested both methods across industries and geographies. The takeaway? Connection requests build your foundation, while InMail is best reserved for those targeted, high-stakes opportunities. Together, they form a complete outreach strategy that helps you connect with quality prospects time after time.
The Right LinkedIn Outreach Strategy with the Right Partner
StraightIn specialises in non-automated LinkedIn outreach campaigns that deliver consistent, high-quality B2B leads. We know trying to manage it all yourself can be overwhelming. That’s why we take care of the heavy lifting. From smart prospecting and personalised messages to monitoring, reviving, and re-engaging dormant leads, we make sure your outreach actually works for you.
We’ve supported hundreds of companies across different industries, helping them cut through the noise and take the guesswork out of LinkedIn marketing. Our approach is proactive, agile, and built around your goals. No cookie-cutter templates. No over-reliance on automation. Just genuine conversations with the right prospects.
So, whether you want to grow your network, reawaken stalled leads, or reach senior decision-makers who are tough to connect with, we can help. Partner with us and turn LinkedIn outreach into a reliable lead generation engine that fuels real growth.
Ready to improve your LinkedIn outreach? If you’d like to see how our growth strategies and highly targeted services can transform your LinkedIn presence, get in touch today. Call 0161 518 4740, or email grow@straight-in.co.uk.
