Best of LinkedIn: Social Selling CW 23/ 24

Social selling is moving from visibility tactics to integrated GTM infrastructure. LinkedIn is increasingly used to build trust, capture buying signals, coordinate outreach, activate employees and creators, and strengthen discoverability across AI-shaped buyer journeys.

Date

June 17, 2026

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!

Listen to our podcast

If you prefer listening, check out our podcast summarizing the most relevant insights from Social Selling CW 23/ 24:

Social Selling Systems

LinkedIn shifts from activity channel to structured GTM workflow across targeting, signals, outreach and CRM follow-up
Tiered account strategies gain traction, with LinkedIn used for precision engagement and cold email for scale
Comment-led selling emerges as a warm-up and qualification layer, linking engagement signals to better-timed outreach
Tool stacks such as Clay, Sales Navigator, HeyReach and Smartlead are positioned as orchestration layers, not standalone solutions

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Authority & Content Strategy

Content strategy moves from volume and virality toward focused expertise, clear positioning and buyer relevance
Profiles are increasingly treated as conversion assets, with stronger emphasis on landing-page logic and visible credibility
High-performing content relies on concrete client wins, clear use cases, sharp hooks and specific commercial context
AI-assisted writing creates efficiency, but authentic experience and buyer-specific language remain key trust drivers

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Employee Advocacy

Employee advocacy becomes a core visibility lever as company pages alone struggle to carry B2B reach
Strong programs prioritize confident employee voices, practical guidance and topic clarity over corporate templates
Senior experts and sales teams are positioned as important trust builders when enabled with examples, guardrails and strategy
Advocacy success is increasingly linked to business outcomes such as replies, conversations and pipeline influence

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Creator Economy & Partnerships

LinkedIn Creator Marketplace stands out as the key platform development for B2B creator-brand collaboration
Creator discovery becomes more structured through filters for topic relevance, audience signals, content examples and engagement
BrandWorks strengthens LinkedIn’s push into professional creator partnerships and brand-led content development
Creator monetization expands through BrandLink, Top Voices 360, Advice Sessions and LinkedIn Learning revenue options

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Paid Social & Amplification

Paid social shifts toward amplifying proven organic content rather than launching isolated ad campaigns
Thought-leadership ads gain relevance as founder, expert and employee content becomes a stronger paid distribution input
Strong campaign guidance focuses on tight ICP targeting, controlled audiences, UTM tracking and conversion infrastructure
Creative execution favors sharp hooks, simple visuals, buyer language and landing-page journeys over direct calendar pushes

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AI, Algorithms & Discoverability

AI increases content volume, making human expertise, specificity and credible viewpoints more important
LinkedIn visibility is increasingly linked to generative engine optimization and discoverability in AI-generated answers
Coordinated expert content across people, pages, SEO and comms strengthens brand authority in professional search contexts
Algorithm guidance favors focused expertise, credible engagement and consistent narratives over broad reach tactics

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New Products & GTM Tools

LinkedIn Creator Marketplace introduces new infrastructure for matching B2B creators with relevant brands
LinkedIn BrandWorks supports brands in developing stronger content and creator partnership strategies
FirstTouch connects LinkedIn actions with HubSpot workflows, segments and dashboards to improve sales execution visibility
Kondo positions itself as a productivity layer for prioritizing and managing LinkedIn DM conversations

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Strategic Implications

Social selling is becoming a coordinated GTM operating system across content, signals, advocacy, outreach and CRM
Competitive advantage shifts from posting frequency to disciplined execution, credible voices and buyer-relevant timing
B2B teams need integrated workflows that connect expert content, employee visibility, creator trust and precise follow-up
The strongest social selling organizations will combine human credibility with AI-enabled research, structure and scale

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