Overview
In La Growth Machine (LGM), your leads’ personal emails are automatically enriched during campaigns.
If you're doing B2B outreach, you definitely don’t want to contact leads on their personal email addresses… but you can use them for something much smarter: retargeting on LinkedIn, Facebook, or Google Ads.
This article explains when personal emails are useful, what retargeting is, and how to set up a workflow with La Growth Machine + Zapier to unlock a new acquisition channel.
Key benefits:
Respect B2B outreach norms by avoiding cold messaging to personal emails.
Reuse personal emails to build custom audiences on LinkedIn, Facebook, and Google Ads.
Retarget highly qualified leads you’ve already identified as part of your ICP.
Increase conversions by combining retargeting ads with outreach (email / LinkedIn).
Reduce ad spend thanks to smaller, more precise, highly effective audiences.
Understanding the use of personal emails
When are personal emails actually useful?
Personal emails matter in two specific situations:
Recruiting
You’re a recruiting agency or an internal HR professional.
You want to reach people on their personal email, not their work address.
Retargeting
You use these emails to run ads targeted to your audience.
They can be used on LinkedIn, Facebook, and Google Ads to build custom audiences.
Outside these cases, using personal emails for B2B outreach is a bad idea because:
The lead may see it as irrelevant and ignore you.
Worse, they may find it intrusive or inappropriate, killing any chance of a future conversation.
Why you should avoid cold emailing personal addresses in B2B
If you reach out to a B2B prospect via their personal email:
They won’t immediately relate your message to their professional context.
They may feel “tracked” or watched.
Your chances of starting a real business conversation drop drastically.
In short: keep personal emails for retargeting (and recruiting), not cold email.
What is retargeting?
Acquisition vs. retargeting
Retargeting is a way to run online ads, just like acquisition — the difference is precision.
Acquisition
In an acquisition strategy, you create a broad audience on LinkedIn / Facebook using filters like:
Interests
Job title
Age
etc.
Then you build an ad set tailored to this group.
You’re selling to people who might be interested in your product/service.
Retargeting
Retargeting is much more accurate:
You already know exactly which prospects you want to reach.
You show ads to them because they’ve interacted with your brand or are already part of your target.
Two ways to identify leads for retargeting
1. Track your website traffic with a pixel :
Using a tracking pixel (Facebook, LinkedIn, etc.), you can:
Add every visitor from your site into a retargeting audience.
Target them later with relevant ads.
This is:
Precise
Interest-based:
They visited your site.
They didn’t buy (yet).
You can then:
Share more details about your product/service through ads.
Bring them back to your site to convert them.
2. Identify leads yourself and build custom audiences :
This method is even more precise:
You manually identify leads.
You push them into custom audiences on Facebook / LinkedIn / Google Ads.
You need matching data such as personal email, first name, last name, etc.
This is exactly the method you'll use with La Growth Machine.
Doing retargeting with La Growth Machine
A new channel to activate your leads
When doing outbound with La Growth Machine:
You first identify leads on LinkedIn to build your audience.
You only import leads who match your ICP — the ones you actually want to sell to.
Your audience is clean, precise, and segmented.
Then:
Every lead who accepts your LinkedIn connection request
And whose personal email gets enriched by La Growth Machine
(often the email they use to sign in on Facebook, LinkedIn, Instagram, etc.)
These leads can now be retargeted via ads.
Possible workflow examples
You can build multiple workflows from here.
1. Run ads before your outreach
Push leads into a custom audience at the start of your campaign via Zapier.
Run branding or product ads for a few weeks.
Then contact them by email or LinkedIn.
Result:
They’ve likely seen your ads already.
They recognize you or your brand.
Conversions become significantly easier.
2. Retarget leads who didn’t reply
Retarget prospects who didn’t respond to your campaign.
Keep engaging them on LinkedIn and/or Facebook via ads.
Wait a few months, then reach out again.
This helps you:
Stay present in their world.
Benefit from multiple brand impressions before re-engaging.
Why custom-audience retargeting is so powerful
The main advantage of retargeting with custom audiences:
You identified these leads yourself.
You know they fit your ICP.
Because you're so precise:
Your audiences are small.
Your ads are effective.
And the costs are often much lower.
Using Zapier to target leads on Facebook
Prerequisite : retrieve your API key to connect LGM to Zapier
To connect your La Growth Machine account to Zapier, retrieve your external API key.
Open LGM → All settings.
Go to Integrations & API → API and copy your external API key:
Important: Store this key securely — don’t share it publicly. It allows external tools to connect to your LGM account.
Create your zap step-by-step
Setting up your Zap in Zapier
Go to Zapier and create your zap following the next steps :
Facebook custom audience activation threshold
Good to know: A Facebook custom audience becomes active with just 10 people.
Even with a small number of high-quality leads, you can:
Launch targeted campaigns
Test messages and creative
Optimize your performance quickly
FAQ
Can I use personal emails for B2B outreach?
Can I use personal emails for B2B outreach?
Technically yes, but practically it's a bad idea.
In B2B, a personal email often feels intrusive or inappropriate. Prospects may ignore you or get annoyed — shutting down any chance of a future conversation.
Use personal emails instead for retargeting or recruiting.
When are personal emails actually useful?
When are personal emails actually useful?
Two main cases: recruiting, to contact candidates on their personal addresses. Retargeting, to build custom audiences on LinkedIn, Facebook, or Google Ads from leads you’ve already identified.
Why is retargeting more precise than standard acquisition?
Why is retargeting more precise than standard acquisition?
Acquisition targets people based on generic filters (job title, age, interests…).
Retargeting targets people you already know: they've visited your website, or you’ve identified them and added them to a custom audience. The result: more relevant ads and higher-performing audiences.
How does La Growth Machine help with retargeting?
How does La Growth Machine help with retargeting?
La Growth Machine identifies B2B leads from LinkedIn, enriches their personal emails once they accept your invitation and lets you send them automatically into custom audiences through Zapier
This turns your outbound efforts into a highly targeted retargeting channel.
How many leads do I need to launch a Facebook custom audience?
How many leads do I need to launch a Facebook custom audience?
On Facebook, a custom audience becomes active at 10 people.
Even if that’s small, it’s enough to start running tests on a highly qualified segment.
You can then expand the audience as more leads sync from LGM through your Zap.