Hi 👋 welcome to this edition of our bimonthly briefing, where I'm unpacking a major trend, topic, or important news item in B2B.

Briefing Summary

May the 4th be with you!

  • Sellers make the mistake of treating LinkedIn like any other channel. It requires a different approach – one that differentiates between buyers, their preferences, and stage in the buyer's journey.
  • The real Jedi Mind trick happens when you Obey Vampire Sales: don't pitch unless invited.
  • There are two key messaging styles that top-performing reps use when going direct: Learning & Development and Passion.
  • Direct is just one of the many tools at your disposal to use LinkedIn to its fullest power. Don't forget about using comments, content, and events to your advantage.

"You must unlearn what you already have learned."

Ah, Yoda. A classic quote from our little green friend in The Empire Strikes Back, and appropriate for today's topic.

The main mistake I see is sellers treat LinkedIn as-if it was any other sales channel. Got a phone? I'll cold call you. Got an email address? I'll cold email you. Got a LinkedIn profile? I'll cold DM you.

Starting with a pitch is a mistake. It's time to unlearn it because: