Social Selling When Your Buyers Aren't Active
In this brief dialogue, the speakers discuss how to maximize social selling effectiveness when target buyers are not active on LinkedIn. They argue that marketers should broaden their focus beyond a single buyer persona to include the entire buying circle—senior sales leaders (SVPs, CROs), enablement teams, BDRs, and AEs—to generate top‑of‑funnel exposure. They explain that high‑quality LinkedIn content can still reach inactive buyers through "dark social" channels such as text messages, Slack, and WhatsApp, where the content is reshared and drives traffic back to the original post. The conversation stresses that the key performance metric should be post views rather than likes or comments, because most leads come from lurkers who consume content silently. Finally, they introduce the "surround sound" approach: by saturating the broader network, even senior executives who don’t normally engage on LinkedIn may be prompted to reach out, as illustrated by a CEO inbound after his own CEO followed the speaker on LinkedIn.
