LinkedIn is the most powerful and underutilized channel for B2B go-to-market teams.
Most marketing strategies still focus heavily on outbound email, SEO, or paid ads—but LinkedIn offers a unique blend of visibility, targeting, and relationship-building that’s hard to replicate anywhere else.
It’s not just a place to post updates. When used correctly, it becomes a LinkedIn demand generation engine.
Want help building a LinkedIn strategy that drives leads, conversations, and pipeline? Schedule a Discovery Call and we’ll help you put structure behind your content.
LinkedIn Is Built for Distribution
The biggest difference between LinkedIn and other platforms is how content spreads.
- Google requires someone to actively search for your content
- Most B2B social media marketing platforms need a large following to get reach
- LinkedIn’s algorithm uses engagement to push posts directly into the feeds of people you’re not connected to, but who match your ideal customer profile (ICP)
If your content resonates, LinkedIn expands your reach automatically.
That means:
- You can build visibility without buying ads
- You can get in front of decision-makers you are not yet connected to
- Your posts can stay active for days, not hours
- You can grow your audience by adding value, not chasing clicks
It rewards relevance and consistency, making it an ideal B2B social media marketing platform for founders, operators, and GTM leaders who want to create a signal in the market.
What to Post (And Why It Works)
My LinkedIn content strategy focuses on simplicity and gaining signal.
Here’s the mix I use:
- Short-form videos that highlight a single idea or insight
- Text posts that teach something useful or share an opinion
- Slides or carousels for frameworks or step-by-step guides
- First-person lessons from actual go-to-market execution
- Industry commentary that adds clarity, not noise
The goal is not volume. It’s relevance.
Everything I post ties back to:
- The work I do
- The problems I solve
- The conversations I want to start
I do not try to be broad or trendy. I aim to be helpful to a specific audience.
Your Network + The Algorithm = Reach That Matters
When you publish consistently, LinkedIn begins to understand who your content is for. That means even people outside your current network will start seeing your posts, especially if they are connected to others who engage with your content.
That turns LinkedIn into an outbound platform with inbound results.
You are:
- Creating awareness inside target accounts
- Building familiarity ahead of cold outreach
- Warming up leads before discovery calls
- Earning credibility without needing to sell
Over time, this LinkedIn demand generation strategy creates a compounding effect. People start to recognize your name. They associate you with specific problems or insights. And when the timing is right, they engage.
Move Your Audience Into Your Own Funnel
Content alone is not the end goal. Every post should have a purpose.
That is why I include clear calls to action that shift the relationship off-platform.
Examples include:
- Directing users to download a lead magnet
- Inviting them to subscribe to a newsletter
- Offering a resource tied to the post topic
- Pointing to a case study, demo, or landing page
- Opening the door to a conversation via DMs or comments
The goal is to take attention from the feed and bring it into your owned ecosystem—your CRM, your email list, or your sales pipeline.
Read More: Why Storytelling Is Key to Your Go-to-Market Strategy
The Real Benefit: Consistency That Builds Pipeline
This LinkedIn strategy for B2B does not require a huge audience.
You do not need to go viral. You do not need to post every day. You need:
- Content that speaks to your ICP
- A consistent publishing rhythm (2 to 3 times per week)
- Clear next steps that move people closer to action
- A feedback loop that turns insights into better messaging
When done consistently, LinkedIn becomes one of the most efficient top-of-funnel channels in your GTM strategy.
Your LinkedIn content strategy should build brand awareness, trust, and authority—before a prospect ever enters your CRM. And when they do, they already know who you are and what you do.
That LinkedIn strategy for B2B shortens sales cycles, increases conversions, and gives your outbound a head start.
Start simple. Stay consistent. Focus on being useful. LinkedIn will do the rest.
Additional Resources
→ My Lead Generation Reading List
$100M Offers by Alex Hormozi
$100M Leads by Alex Hormozi
Expert Secrets by Russell Brunson
The Art and Business of Writing by Nicolas Cole
Founder Brand by Dave Gerhardt
Predictable Revenue by Aaron Ross & Marylou Tyler
The Challenger Sale by Matthew Dixon & Brent Adamson
→ My Sales & Marketing Stack
