Best of LinkedIn: Social Selling CW 23/ 24

Over the past two weeks LinkedIn’s voices in Social Selling converged on a common theme: buyers reward credibility and relevance, not volume. Practitioners sharpened outreach tactics, questioned traditional KPIs, and tested just‐enough AI to scale personalised engagement – signalling a decisive shift from activity‐led to impact‐led social selling.

Date

June 20, 2025

Social Selling

Thomas Allgeyer

Methodology: Every two weeks we collect most relevant posts on LinkedIn for selected topics and create an overall summary only based on these posts. If you´re interested in the single posts behind, you can find them here: https://linktr.ee/thomasallgeyer. Have a great read!

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Personal Branding & Influence

Sellers who post from personal profiles, not logos, see up to 10× reach and 2× higher buyer trust. Voices stress consistent thought leadership to attract both prospects and talent
B2B influencer programmes deliver outsized ROI by accelerating buying cycles; success hinges on aligning creator expertise with business narratives
The Social Selling Index remains useful only as a directional guide; influencers recommend pairing it with qualitative feedback on authority and relationship depth

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Prospecting & Outreach Tactics

“Ask for interest, not time”: shifting first touches from meeting requests to value prompts can double reply rates
Comment‑first engagement and “warm‑up” connection sequences outperform cold DMs; daily discipline – adding leads, nurturing with tailored content, and timely follow‑ups; still differentiates top performers
Channel choice matters: LinkedIn DMs win when the buyer is active on‑platform; cold email still converts when messaging is hyper‑segmented and insight‑rich
Enterprise sellers credit record‑size deals to relationship‑building threads rather than complex tech stacks – proving authenticity scales revenue

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Buyer Psychology & Trust

B2B buyers scrutinise authority signals before engaging; social proof, shared values, and demonstrated expertise outweigh brand logos
Addressing explicit pain points while creating aspirational outcomes remains the fastest path to “why now” urgency
Ghosting is universal; persistence paired with personalised relevance re‑opens stalled conversations more effectively than discounting

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AI & Automation

AI‑assisted warm‑up sequences lift multi‑channel email success by up to 280 percent, yet pure‑play AI SDR models struggle to replace human rapport
Content leaders warn of AI‑generated feed fatigue; human‑voiced insights and original POVs are cutting through noise
Prompt‑engineering workshops and GPT‑powered advocacy pilots show early promise, emphasising practicality over hype

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Metrics & Performance

The legacy SSI score is increasingly viewed as backward‑looking; experts advocate composite dashboards mixing reach quality, pipeline contribution, and relationship strength
Case studies highlight low‑engagement polls that still generated warm leads – underscoring that surface‑level likes are a poor proxy for opportunity creation
Modern measurement blends incrementality, attribution, and media‑mix modelling to guide budget reallocations toward high‑impact buyer touchpoints

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Strategy & Thought Leadership

First‑mover advantage on LinkedIn remains real: firms capturing category mindshare early face lower acquisition costs as competitors arrive
Community‑first positioning blurs B2B / B2C lines, unlocking wider influence pools and peer advocacy
Sales leaders re‑frame stagnation as a product‑market‑fit issue, urging tighter loops between go‑to‑market feedback and roadmap decisions
July masterclasses announced – covering personal branding, content strategy, social selling hacks, and corporate influencing; signal growing professionalisation of the discipline
Deal‑orchestration platforms gain traction in complex enterprise sales, promising clearer stakeholder alignment and shorter cycles

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