Outbound Strategy
6 min read

LinkedIn for B2B Sales: 7 Proven Tips for Social Selling

Harness the power of LinkedIn for B2B sales with 7 expert tips to level up your social selling strategy, from organic prospecting to using LinkedIn's best tools!
Kevin Warner
Founder & CEO
Relevant Posts

Looking to generate B2B sales? LinkedIn is the answer. With its vast network of professionals, LinkedIn is a goldmine for social selling. In this blog, we will explore why LinkedIn works so well for B2B sales and how you can leverage it to boost your social selling strategy. From building brand awareness to effortlessly generating leads, LinkedIn has it all. We will guide you through the process with 7 proven tips, including prospecting on LinkedIn, optimizing your profile for B2B sales, using premium services like InMail and Sales Navigator, publishing your own content, and networking in different groups.

How to Use LinkedIn for B2B Sales in 7 Steps

LinkedIn now has 900 million members worldwide. With a few tips and tricks, you can boost your social selling strategy and start reaching a wider audience today. Begin by optimizing your profile to highlight your expertise. Expand your network by connecting with relevant individuals and companies in your industry. Join groups, engage in discussions, and establish yourself as a thought leader. Utilize advanced search to target specific industries and job titles. Personalize outreach messages and share valuable content on your feed. By following these steps, you can harness the power of LinkedIn for effective B2B sales.

1. Optimize Your Profile for Sales

It is always best to leave a good first impression once prospects get curious enough and land on your LinkedIn profile. Start with the basics: make your profile public. Next up are your photos. Select a profile photo that is professional yet approachable. Your background image is a prime attention-grabber that shows the company you represent or the product/service you sell to your target audience.

Next is your headline. A captivating headline is targeted and should tell prospects how you help them while also touching on the benefits of your product/service. You can also customize your LinkedIn URL for increased accessibility and alignment with your professional identity.

Your profile summary should be prospect-centric, so make it about them and how you can help them. And just like any sales pitch, adding media makes your content more appealing. Try to include unique content that adds even more value to the product or service you are selling. For a B2B salesperson, this can include testimonials, presentations, and white papers, to name a few.

2. Prospecting and the Sales Navigator Tool

LinkedIn provides an abundance of opportunities for sales prospecting and lead generation. With its advanced search filters and vast network, this social media platform allows sales professionals to connect with potential leads in a highly targeted manner. Using the LinkedIn Sales Navigator tool enables sales teams to effectively manage their leads and streamline the prospecting process.

The "Advanced Search" feature lets you search for leads using specific and detailed search criteria. These leads can then be saved to lists for future follow-up purposes. Additionally, you have the option to receive email notifications whenever members meet these specified criteria.

When you try to connect with people on LinkedIn, you will notice a sidebar called "People Also Viewed" on the right side of their profile. These are the profiles that viewers have also looked at and have similar job titles and industries too. This nifty tool gives quick and relevant insight into your prospect's network - potentially leading you to additional prospects or influential decision-makers involved in the purchasing process.

3. Investigate Potential Clients and Their Organizations

LinkedIn is a robust platform that lets sales professionals investigate potential clients and expand their client base. Advanced search filters allow you to refine your target audience by industry, company size, and job title. Targeting your audience accurately gives you valuable insight into crafting more personalized messages. Everyone knows a canned message when they see one. With a bit of research, you drastically reduce this risk and display your dedication to forging valuable partnerships.

Once you find an ideal prospect, take the time to map out their organization. Find out the different departments, teams, and decision-makers to get a good grasp of who to contact. Pick the top 2 or 3 stakeholders for B2B sales and plan your personalized outreach.

4. Use the Social Selling Dashboard

LinkedIn's Social Selling Index is a must-have for sales professionals looking to enhance their social selling strategy. This dashboard, available to all LinkedIn users, offers in-depth insights into your social selling effectiveness and provides personalized recommendations for improvement. By leveraging the power of this tool, you can track and analyze your engagement, LinkedIn connections, and content performance, allowing you to optimize your social selling efforts effectively.

Your SSI score is graded based on 4 criteria:

  1. Establish your personal brand: LinkedIn urges you to craft an engaging LinkedIn profile, which serves as the foundation of your LinkedIn presence. Additionally, it is essential to consistently share posts. It is recommended to start with one post per week if you have not previously shared any content.
  2. Find the right people: LinkedIn is a social networking platform that encourages regular interaction with others for business reasons. Engaging in activities such as regularly searching for contacts, sending connection requests, and accepting relevant connections into your network will please LinkedIn's algorithm. It is beneficial to consistently expand your network, even if you are not on LinkedIn solely for sales purposes.
  3. Engage with insights: LinkedIn pays attention to your actions on the platform, such as viewing Live videos, interacting with other people's posts, leaving comments, and mentioning individuals. The more you engage, the higher your score will be. Try to comment on at least one or two posts each weekday to optimize the algorithm.
  4. Build relationships: This is a mix of how you are building your LinkedIn relationships. By engaging in two-way dialogue with industry experts and utilizing the platform to cultivate your business relationships, LinkedIn will assign a high score to your efforts.

5. Publish Content with LinkedIn Pulse

If you want to level up your LinkedIn for B2B sales game, look no further than LinkedIn Pulse. LinkedIn Pulse goes beyond traditional social media content with its online news aggregation feed. This feature enables members to share their self-published content directly with their professional network, letting expertise show through relevant and quality content. When done with intention, publishing on LinkedIn Pulse gains you credibility among followers, connections, and potential customers.  

For businesses and thought leaders, this offers a simple and effective method to establish a connection as a majority of businesses already utilize LinkedIn in some form or another. Start by choosing your message. Do you want to:

  • Share insider insights?
  • Strengthen brand presence?
  • Attract recruiters?
  • Earn a spot as a thought leader?
  • Expand your professional network?
  • Or all of the above?

Once you know the reason you are writing, then you can choose your messaging and zero in on your target audience. Your message must be clear and straightforward. To maximize the impact of LinkedIn Pulse articles, you must also optimize them with relevant keywords to ensure they appear in search results. Add a header image using stock photos or a tool like Canva and write your headline.

Headlines are what will make your readers decide if they are interested in your content or not. They must be concise and interesting and use relevant keywords. Adding in numbers, facts, and stats helps build up your authority.

6. Outreach Using InMail

InMail is the premium messaging system within LinkedIn that lets you send messages to any user on the platform, regardless of whether you are connected or not. This feature can be very effective in delivering personalized messages directly to potential leads. As effective as it is though, you must use it very carefully and avoid being spammy. Here are some best practices when using InMail:

Do NOT jump into the pitch. Remember, you want to deploy these messages very strategically to provide real value and build genuine connections. Jumping into the sales pitch makes you lose credibility instantly. What you want to do is to get your prospects curious and asking for more. You need to give in order to receive. Just like in cold calling, you must provide value immediately. You may also choose to include data from research studies, referrals for business connections, articles on industry trends, and much more.

InMail provides an opportunity to prioritize building relationships instead of focusing solely on sales. When you come across your contacts' personal and professional milestones, you can take the initiative and congratulate them for this achievement via InMail. This approach can facilitate deeper conversations that build trust and potentially lead to a sale.

When you notice some messages performing better than others, try saving these messages as templates to keep track of what clicks and doesn't with your prospects. Lastly, include a call to action (CTA) in your message. It is crucial to prompt some form of response or further conversation, whether it is an invitation to discuss further, a question about their business, or general next steps.

7. Join LinkedIn Groups

Find relevant groups where you can connect, network, and expand your potential reach. The thing about LinkedIn groups is that you’re not joining them so you can start pitching. The reason you are joining is to engage with others, share insights, and become a trusted and credible source in the community. Prospecting then becomes more organic and warming up prospects is natural.

Bonus tip: Ask for a Referral

Getting referrals can be challenging, but LinkedIn can simplify the process. When you come across an ideal prospect and you see that they are mutual connections with a satisfied customer of yours, it wouldn't hurt to request an introduction. However, you must handle this with caution. Clearly outline the benefits you can provide to create a compelling reason why they should refer you.

Frequently Asked Questions

What are the benefits of using LinkedIn for B2B sales?

LinkedIn offers a wide network of professionals and decision-makers, aiding credibility and showcasing expertise. Its advanced search features help find potential leads while tools like Sales Navigator streamlines the sales process.

What strategies can I use to establish credibility and build relationships on LinkedIn?

To establish credibility and build relationships on LinkedIn, share valuable industry content, engage with others by commenting and joining relevant groups, personalize connection requests and messages when reaching out to new contacts, and request recommendations to showcase expertise.

How can I leverage LinkedIn groups and communities to enhance my social selling strategy?

To enhance your social selling strategy on LinkedIn, join relevant groups and communities related to your industry and target audience. Engage actively by sharing valuable insights, answering questions, and providing helpful resources. Establish yourself as a thought leader through informative content and active participation. Build relationships with group members by connecting individually and nurturing connections beyond the group.


In conclusion, harnessing the power of LinkedIn for B2B sales and social selling is a game-changer for your business. With its vast network of professionals, advanced search filters, and powerful tools like Sales Navigator, LinkedIn offers unparalleled opportunities to connect with potential leads, build relationships, and drive sales. By integrating these strategies into your social selling approach, you can unlock the full potential of LinkedIn and propel your B2B sales to new heights.

Remember, success on LinkedIn requires consistent engagement, genuine connections, and a focus on delivering value to your audience. So, put these tips into action, adapt them to your unique business needs, and watch as LinkedIn becomes your ultimate ally in driving B2B sales success. Embrace the power of LinkedIn, and the possibilities for your business are limitless. Check out the Leadium blog for more B2B selling tips!

Harnessing the power of LinkedIn for B2B sales and social selling is a game-changer for your business

Get a price
Let's schedule a time for a proper consultation.