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Engaging on LinkedIn: Five Strategies for Sales and Marketing Leaders

by Kristina Jaramillo  |  
July 8, 2015

Most marketing and social media professionals do not have a LinkedIn marketing or social-selling strategy aligned with revenue objectives.

Yet, strategy is the biggest difference between a B2B sales or marketing team that drives demand and enjoys consistent revenue opportunities and one that just has a presence and lots of connections it does not engage with.

Unfortunately, most marketing leaders and social media professionals on LinkedIn do not have a LinkedIn strategy. Jay Baer of Convince and Convert agrees: In a recent blog post, he expressed alarm at the number of B2B organizations and agencies jumping into social media platforms to take advantage of audience acquisition—and falling into the trap of thinking through a tactical prism instead of a strategic one.

You see, they have a shopping list of tactics that need to be completed, but there's little or no thought behind the connections they're making:

  • No thought on what happens after that connection is made (how are they're going to turn that prospect into a client?).
  • No thought about the content they're posting and how it's going to position them (if they did, they wouldn't be posting updates on the LinkedIn content platform that do not differentiate them.)
  • No thought about the discussions they're creating and how they're going to get a prospect to move from the discussions to their blog or website to learn more.
  • No thought about what happens after they get the prospect to their blog or site.

In short, there is no strategy for integrating LinkedIn into their everyday sales and marketing activities and programs; and, more important, there's no social media marketing strategy that's aligned with their revenue objectives.

Here are five strategies that sales and marketing leaders need to think about when engaging on LinkedIn.

Strategy 1: Your Social Media Presence

Look at your LinkedIn profile. Did you really take a strategic approach to creating it?

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Kristina Jaramillo is managing partner and chief LinkedIn strategist at, which helps tech companies, professional services firms, and other B2B organizations generate leads and opportunities using LinkedIn.

LinkedIn: Kristina Jaramillo

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  • by Kevin Wed Jul 8, 2015 via web

    What a great article Kristina! Love how in-depth you go on each strategy.

    I completely agree that organizations must have strategies for engaging prospects on LinkedIn...However I'd love to point out that your strategies may also transcend over other communication channels.

    We're certainly seeing Twitter take off as a professional network and when marketing & sales teams have a strategy for driving engagement across all of their primary communication channels - Email, LinkedIn and Twitter - the effects can be incredible.

    Twitter can be great way to get noticed while LinkedIn helps you nurture those relationships on a deeper level. Thanks again, look forward to more posts like this!

    Kevin Hurley

  • by Caroline Schor-MacDicken Thu Jul 9, 2015 via web

    Great recommendations. Thanks for the concrete examples and creative thinking!

  • by Mary Beth Tue Mar 22, 2016 via web

    Just joined MarketingProfs last month. This article reinforces my decision to sign up. Thank you!

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