Introducing: The summer of social selling

3 min read By July 4, 2022 No Comments
image shows a beach, on the beach are a giant smartphone and computer screen, the screens show a linkedin homepage and a linkedin profile

When summer comes round that can only mean one thing: vacation time! And guess what? With your end-users and partners away, your pipeline has ground to a halt. Fear not, help is on the way – and it looks better than a 90s Hasselhoff in tiny trunks.

This summer we’re going all in on social selling. Teaching you the tactics to grow your pipeline poolside.

What is social selling?

What is social selling? According to LinkedIn:


Social selling is about leveraging your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals. This sales technique enables better sales lead generation and sales prospecting process and eliminates the need for cold calling. Building and maintaining relationships is easier within the network that you and your customers trust.”

No. More. Cold. Calling.

Social selling is ultimately a sales technique. But one that everyone in your organization can take part in – and benefit from. There needs to be support. Buy-in from the C-suite. Coworkers to hype up content. A marketing team to create relevant, shareable assets.

image shows three dark blue blocks with circles, within the circles are percentages. Each block relates to one of the statistics about LinkedIn.

image source

Which platform should I choose for social selling?

While there is much success to be gained from Facebook, Instagram, Twitter, Reddit – the list goes on – there is one that really stands out.


If you have been living under a rock, you may only know LinkedIn as the place to go when you’re in between jobs. Since it opened its publishing platform in 2014, and redesigned its interface in 2017, LinkedIn has grown exponentially as a place to share content.

piechart that shows how LinkedIn far suppasses Twitter, Facebook, and others as a Traffic generator for B2B blogs and sites



5 quick stats about LinkedIn

  1. There are currently 830 million users on LinkedIn.
    Even better, 40% are monthly active users who log in every day!
  2. There are 58 million businesses registered on LinkedIn.
    So you could say you’re in good company. Chances are you’re already one of them.
  3. 59.1% of LinkedIn users are aged between 25-35, with a further 17% aged 35-54. Did someone say ICP?
  4. There are 61 million senior-level influencers and 65 million decision-makers on LinkedIn. #nobrainer.
  5. LinkedIn is 277% more effective at generating leads than Facebook and Twitter.


Graph by Hubspot that shows in three columns which social media company has the highest lead generation. From lowest to highest Twitter, Facebook, and LinkedIn.


Why social selling makes sense for B2B and the channel

If you’re anything like us, you’ve been spending a lot of time on LinkedIn lately. Whether you’re in sales, marketing, channel management, social selling on LinkedIn is hot.

Aside from the usual suspects like Gary Vaynerchuck, Neil Patel, and Simon Sinek, each industry has its niche speaker. Business owners love Justin Welsh. Marketers worship Dave Gerhardt. For demand-gen tips, you go to Chris Walker.

This is especially true on LinkedIn, where employees have an average of 10x more first-degree connections than a company has followers.

It’s not just personal profiles that are gaining clout. Business pages are becoming ever-more successful through LinkedIn. Especially SaaS companies like Gong, Drift, and Crossbeam. The social network is a vast ocean for attracting new partners – and as an extension their customers.

Putting your company out there will help you in terms of

  • Partner recruitment
  • End-user reach
  • Brand image
  • Demand-gen strategy

How can I leverage social selling with my partners?

Over the coming weeks, we will share best practices from LinkedInfluencers, analyze some of the top brands, and of course showcase how our own customers are mastering the LinkedIn game.

Follow along and learn how to start leveraging social selling with your partners.

Cassandra Pizzey

Cassandra Pizzey

A Channexteer since 2021, Cassandra has been copywriting for the past 10-years, broadening her horizon as content marketer since entering the B2B SaaS industry. Connect with Cassandra on LinkedIn for more.

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