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Just a few years ago, LinkedIn was viewed as a digital resume & a place to find a job. But the platform has undergone a bit of a renaissance in recent years.
The (sometimes painful) emergence of the “LinkedIn Influencer” has transformed it into a dynamic space for thought leadership, brand building, and authentic connection, particularly for B2B.
The shift didn’t happen overnight. Influencers like Gary Vaynerchuk paved the way.
More recently, figures from companies like RB2B and the team at Trumpet have harnessed LinkedIn’s potential to build personal brands that amplify their business objectives.
Outside of the B2B realm, personalities like Steven Bartlett from Diary of a CEO & Grace Beverley of Tala have shown how founder-led personal storytelling can drive engagement and trust. Looks like founder & team-led content has made it to the B2B battleground of LinkedIn.
Sales used to rely on cold calls, generic emails, and transactional interactions. Whilst these methods had their time, today most forms of cold outreach just straight-up suck.
The B2B tech sphere has exploded with options, making decision-making cycles longer and more complex. Buyers aren’t just looking for a product; they’re seeking partners they can trust.
Humans are inherently biased toward trusting people they feel they know. Building that trust requires time and interaction.
You wouldn’t invite someone to your birthday party without getting to know them first. The same principle applies in business. Brands alone often fail to engage deeply on a personal level, especially in B2B settings where products can be abstract or highly technical.
Humans are inherently biased toward trusting people they feel they know. Building that trust requires time and interaction.
You wouldn’t invite someone to your birthday party without getting to know them first. The same principle applies in business. Brands alone often fail to engage deeply on a personal level, especially in B2B settings where products can be abstract or highly technical.
Unlike traditional influencers on platforms like Instagram or TikTok—who might gain followers through fashion, fitness, or entertainment—LinkedIn influencers build their following through professional credibility and industry insights. Their online presence is an extension of their career, making authenticity not just valuable but essential.
When someone posts on LinkedIn, they’re not just representing a brand; they’re representing themselves. There’s a higher level of accountability.
Pushing a subpar product or sharing misleading information can have real consequences on a professional reputation. This inherent risk means that LinkedIn influencers are often more selective and genuine in what they promote.
LinkedIn offers transparency that other platforms don’t. You can easily view an individual’s work history, endorsements, and connections.
This visibility adds layers of credibility. If a tech founder with a history of successful ventures shares insights about their new product, their audience is more likely to trust and consider their perspective.
As sales cycles lengthen and buyers become more discerning, the need for trust intensifies. LinkedIn influencers bridge the gap by providing consistent, valuable content that educates and engages their target audience. This ongoing interaction serves as a “soft touch” that warms up potential clients long before a sales call is made.
Traditional cold outreach is increasingly met with resistance. Decision-makers are inundated with generic pitches and spam.
If trust is built through content on LinkedIn, they’re more receptive when direct contact is eventually made. The relationship has already been nurtured through shared insights and demonstrated expertise.
Some companies take this strategy further by encouraging employee advocacy. When team members share their experiences and excitement about their work, it adds another layer of authenticity. It showcases a positive company culture and reinforces the brand’s credibility from multiple angles.
With the rise of LinkedIn influencers, the platform isn’t without its share of superficial or low-value content.
Posts that stretch to connect personal anecdotes to business lessons can come across as forced or cringeworthy. The challenge lies in standing out with genuine, insightful content amid the noise.
The rise of the LinkedIn influencer signifies a fundamental shift in how businesses, especially in the B2B sector, approach marketing and sales.
By leveraging personal brands and authentic storytelling, companies can build deeper trust and foster stronger relationships with their target audience.
This strategy isn’t just a fleeting trend; it’s becoming a crucial component of modern business growth. Companies that recognise and embrace this shift will be better positioned to connect with decision-makers, shorten sales cycles, and drive revenue.
While LinkedIn may sometimes feel overwhelming with its mix of content quality, its evolution into a platform for genuine connection and thought leadership is undeniable.
Looks like it can generate leads, pipeline, and sales too. All hail.
Trust is paramount in today's extended sales cycles, and LinkedIn influencers are uniquely positioned to build it.
Authenticity and accountability differentiate LinkedIn influencers from traditional social media influencers.
Employee advocacy can amplify a company's reach and reinforce its credibility.
Quality over quantity is essential to stand out and genuinely engage with your audience.
Embracing this strategy can lead to significant long-term revenue growth and a stronger market presence.