Prospecting New Leads

A Marketing team spent $200k on conferences & events in 2025. I had to ask, "Which conferences actually drove revenue?" Crickets… A total of 18 conferences in 2025 & they had no idea which one’s actually performed. They knew how many badges they scanned. They knew how many "leads" they collected. But they had zero clue which events turned into actual pipeline. Here's what we found when we dug in: 1. The follow-up was a disaster. Most leads sat in a spreadsheet for 2-3 weeks before anyone touched them. By the time sales reached out, the prospect had already moved on or talked to a competitor. The few that did get followed up quickly? Way higher conversion rates. Like 4x higher. Turns out timing matters. A lot… 2. They were measuring the wrong things. Success was "we scanned 250 badges." Not "we booked 15 qualified meetings" or "we generated $200K in pipeline." So they kept going to the same conferences every year because it felt productive. Even though half of them generated nothing. 3. There was’t a good events/conference system. Their system was: Sales Reps send a picture of conference badges to a slack channel —> Marketing team looks them up in their data tool —> adds the data to a spreadsheet —> Review the spreadsheet after the event, fill out any missing data (that you can remember) —> Manually Upload to CRM There’s way too much room for human error there. So here's what we helped them change using Popl: ✅ Enriched the contact/company data (with business email, cell phone #, etc..) while on the floor ✅ Automatically tagged every lead with the event/conference name, lead qualifiers, voice to text notes, & overall attribution data so we could actually track ROI & the quality of leads ✅ Sent an automatic follow-up email so prospects heard from us while we were still top of mind ✅ Automatically pushed this data to their CRM Result? Same budget. Half the events. 3x the pipeline. The problem isn't that events don't work. It's that most teams treat them like one-off activities instead of a repeatable system. If you can't tell me which conferences drove revenue last year, you're flying blind. And if you're waiting weeks to follow up with leads, you've already lost. Start getting the ROI from conferences with Popl: https://hubs.la/Q0406J2m0

is the traditional B2B roadshow dead? no, but it needs life support. over the past decade, I've watched companies pour millions into events with diminishing returns. the problem isn't face-to-face connection. it's using yesterday's playbook in today's multi-channel world. the highest-performing B2B companies follow this three-phase framework: before: build momentum through strategic targeting and multi-channel outreach before anyone walks through the door. during: create experiences that extend far beyond the physical venue through hybrid design and real-time content. after: convert momentum into revenue with sophisticated follow-up systems that actually drive pipeline. our clients implementing this approach have transformed their results. with one single campaign: ↳ pilot generated 100+ high-quality leads and saw 132% LinkedIn engagement surge ↳ elation lighting achieved 500% increase in impressions and won a prestigious industry award all in one trade show ↳ aeroflow healthcare achieved 47% higher acquisition at 34% lower cost bottom line: the companies gaining market share are treating roadshows as integrated campaigns rather than isolated moments. remember: face-to-face still matters, but only when it's part of a seamless journey that matches how today's B2B buyers actually make decisions. #b2bmarketing #b2bpr #gtm #eventmarketing #roadshow #cmoinsights

Your ICP is not a persona slide. It's a lot of things. But the first thing it is? A scoring system. Can't score a company 0 to 100 on fit? Then you don't have an ICP. You have an opinion. Here's how to build one today. Step 1. Score your best customers. Open your CRM. Top 20 accounts. Not biggest logos. Best behavior. Rate each one, 1 to 5: Revenue. Velocity. Time to impact. Feature depth. How easy they are to work with. Multiply. Sort. Your top 20% just showed you what ideal looks like. Step 2. Find the pattern. What do those top accounts have in common? Firmographics. Industry, size, geo. Technographics. What tools they run. Signals. What happened before they bought. 5 to 8 attributes that keep repeating. That's your scoring criteria. Step 3. Weight it. Not everything matters equally. Industry match might be 25 points. Revenue range 20. Tech stack 15. Signals 15. Here's what most people miss. Different customer types need different weights. A TripAdvisor rating predicts buying behavior for a small restaurant. Means nothing for a PE-backed chain. Multiple segments? Multiple weight models. Score out of 100. Step 4. Tier your list. Tier 1 (80+): Looks like your best customers. Tier 2 (50 to 79): Good fit. Some gaps. Tier 3 (below 50): Not now. What you do with each tier is a different post. This one is about the score. Now the hard part. The smaller you are, the narrower tier 1 should be. At €1M ARR you don't need 5.000 tier 1 accounts. You need 50. But at that stage you have less data. Maybe 15 customers, not 500. Your model is more hypothesis than proof. That's fine. Start with 10. Iterate every quarter. Step 5. Validate across the whole journey. Your scoring model is a hypothesis. Here's how you prove it. Map these cycles per tier: MQL to SQL time. SQL to Win time. Win to Onboard time. Time to first impact. Time to full impact. Those are your actual validation cycles. If tier 1 accounts move faster, onboard smoother, and reach full impact sooner, your model works. If not, adjust the weights. Check every quarter. Homework: pull your top 10 customers. Score them. What do the top 5 have in common that the bottom 5 don't? That's your scoring model v1. ← Previous: https://lnkd.in/e49kzxXS Next → https://lnkd.in/eHXJunHT

I warmed up a prospect for 3 months on LinkedIn before our first call. They signed a £75K deal in 3 days. Modern selling demands a new approach: cold outreach fails, warm relationships win. Think about it... That prospect had consumed 47 of my posts. Watched my videos. Read my articles. Engaged with my content. By the time we jumped on that first call? They already trusted me. They already knew my approach. They already understood the value. I didn't have to sell them. They'd already sold themselves. Here's my framework for turning content into closed deals: 👇 1. Build trust at scale BEFORE the pitch Stop spraying and praying with cold messages. Start building relationships through value. Each post builds trust. Your insights mark credibility. Stories create connection. Your content is doing the heavy lifting while you sleep. 2. Let buyers self-educate on THEIR timeline Modern buyers don't want to be sold to. They want to discover solutions themselves. ↳ 70% of the buying journey happens before they talk to sales ↳ They're researching you before you even know they exist ↳ Your content is either attracting or repelling them Give them what they need to make informed decisions. 3. Recognize the REAL buying signals Forget MQLs and SQLs. Think about PQLs (product qualified leads) Here's what actually matters: - Multiple engagements across different posts - Bringing colleagues into the conversation - Asking specific, detailed questions - Moving from public comments to private messages These aren't leads. These are pre-qualified buyers. 4. Keep momentum BETWEEN meetings Here's where most deals die: The 167 hours between your calls. While you're chasing other prospects, your buyer is: ↳ Getting cold feet ↳ Talking to competitors ↳ Forgetting why they were excited Smart sellers stay present even when they're not there. This is where tools like Consensus come in. They let buyers explore demos on their own time. Answer their questions at 10 PM. Share materials with their team. Stay engaged between touchpoints. It's how you keep social selling momentum right through the demo stage. https://lnkd.in/ePVWw-Bi 5. Close with confidence, not pressure When trust is already built? When value is already proven? When buyers are already educated? Closing feels natural, not like a battle. The best deals I've ever closed felt inevitable. Because the relationship started months before the opportunity. Here's what this approach delivers (in my experience): ✓ Significantly faster sales cycles ✓ Much higher close rates ✓ Bigger deal sizes (pre-sold = less negotiation) ✓ Happier customers (they chose you, not the other way around) Stop thinking of social selling as "nice to have." Start treating it as your primary sales strategy. Your next big deal isn't in your CRM. They're scrolling LinkedIn right now. What content are you creating to catch them? #ConsensusPartner

The best way to become an excellent social seller is by not selling. If you’re connected to folks with an enviable social presence, you’ll notice that they rarely use their platform to sell. Instead 👇 They talk about the problem their product or solution solves. They talk about their passions that are unrelated to what they sell. They share expertise and inspiration. They invite their followers to attend free webinars or download free resources they’ve created. They create a community that trusts them and their opinion. I understand that many of you have social selling metrics to hit in the form of InMail’s sent or connections made. 👉 How can you hit your sales metrics without selling? Making deposits in DMs, engaging with content or commenting. For sellers in frontline roles, I encourage you to post at least once a week consistently. ❌ Post does *not* mean resharing content from your company. ✅ It does mean, at least once a week, sharing a thought, a story, or a bit of advice. If you’re reading this and thinking, “no, absolutely not Leslie”. Posting is not in the cards. Set a target for engaging with other posts relevant to your ICP. ❌ Engaging is *not* hitting the like button or voting in a poll. ✅ Engaging is leaving a funny, educational, or thoughtful comment. If you are not ready for posting or commenting, use LinkedIn DMs & InMails. ❌ Direct outreach is *not* connecting with as many prospects as possible in order to spam their inbox. ✅ #SocialSelling in the DMs does mean you need to lead with deposits before making asks. Deposits [or gives] should always be valuable & relevant. Deposits can look like offering to make an introduction, sharing a free ungated resource, delivering a non-obvious insight or sending a link to an article that you thought they’d appreciate. To get the attention of the modern B2B buyer, you need to #EarnTheRight to their inbox. TL:DR Stop selling. Replace those selling activities with a focus on creating content, engaging with the community, and keeping the buyer at the center of what you do by leading with valuable deposits before asks. What can you do tomorrow to become an excellent social seller? -- Enjoyed this post? Click here 👉https://lnkd.in/gJSJkUq3 to hit follow & ring my 🔔 for more

I just watched a sales rep spend 3 hours crafting the "perfect" LinkedIn message to a prospect who bought from his competitor yesterday The prospect had been posting about their challenges for 6 weeks. Sharing articles about the exact problem this rep's solution solves. Commenting on industry discussions about implementation timelines. But this rep never engaged with any of it. Instead, he was busy perfecting his cold outreach template while his competitor was building relationships in plain sight. This is social selling backwards. Most sales teams treat LinkedIn like an email database with better targeting. They research profiles → craft personalized messages → send connection requests → pitch immediately But social selling isn't about better cold outreach. It's about becoming part of your prospect's decision-making process before they even know they're buying… and just keeping it casual, like a normal human. Here's what the highest-performing social sellers actually do: → They follow prospects months before reaching out → They add value to conversations prospects are already having → They become a trusted voice in their prospect's content feed → They earn permission to have sales conversations When you consistently add insight to someone's posts for 4-6 weeks, your eventual outreach isn't cold anymore. It's the natural next step in an existing relationship. Your prospects are literally telling you their priorities, challenges, and timeline through their LinkedIn activity. Stop treating social selling like fancy cold calling and start treating it like relationship building at scale. How much of your prospect research happens on LinkedIn versus actually engaging with their content? — Enjoy this? 📱 Join our community: https://lnkd.in/e3WAJnft

I do dozens of interviews with top CMOs every year. I always ask what the best performing marketing channel is. And right now everyone is saying events. Post COVID events are back, but also now in an AI world, I think there's a stronger appetite to get out and connect with real people vs. just getting answers from ChatGPT. But: like anything in marketing, running events just because everyone else is doing them is a great way to set money on fire (and still not drive any incremental business). Whether it's a booth at a trade show. A VIP dinner. A 500-person conference. They can all work. They can all flop. The difference: having a real plan and strategy for that event going in. Why do it in the first place? (which continues to be the most important lesson in marketing - what's in it for me? what's the hook? why should people come to our thing?) We talked to two event experts on the Exit Five pod recently Stephanie Christensen and Kristina DeBrito — and here are 5 keys they shared for B2B event success: 1. Pick the right format. Not all events do the same job. Big splash? Go flagship. Want pipeline? Try VIP roundtables. Tiny budget? Host micro-events around existing conferences. Set real goals. 2. “Leads” are not enough anymore. Are you driving awareness? Accelerating deals? Generating pipeline? Define this upfront—or you’ll waste time measuring the wrong stuff. There are more metrics than just "did we get leads from this event" and in today's world leads are tablestalkes. 3. Align your team, bro. Sales and marketing must move in lockstep. Slack alerts for registrations. Sales meeting updates. Leaderboards. It all matters. This is a team effort. 4. Make it memorable. People forget panels. They remember custom pancakes and great venues. Was the food good? Did the WiFi work? Did Oprah show up? Just kidding. Making sure you'r reading. But think surprise and delight, not branded frisbees. 5. Put the work in on the follow up. Events don't close deals - follow-up does. Segment attendees. Create custom offers. Babysit the handoff to sales like your job depends on it. Because it does. You just went shopping and got all these fresh groceries - dont let them spoil. B2B buyers want real connection again. Events can create that. Are you feeling this desire for events? Are you doing events in your business right now? Let me know...

Content marketing isn’t just about visibility—it’s about building trust, showcasing expertise, and offering value before potential clients even step through your doors. For law firms, it’s essential to focus on strategies that genuinely resonate with your audience. Here are key approaches that have proven successful: 1️⃣ Case Studies: Bring Your Expertise to Life People trust examples of real-world results. Sharing anonymised case studies demonstrates how your firm handles challenges and achieves outcomes. Highlight the problem, your approach, and the resolution. Example: “Our client faced a complex property dispute, but through strategic negotiation, we secured a favourable outcome without going to court.” 2️⃣ FAQs: Answer Questions Before They’re Asked Legal clients often have pressing questions before they commit to hiring a solicitor. Creating FAQ content can position your firm as a reliable and helpful resource. Example FAQs: “How much does a family law consultation cost?” “What should I bring to my first meeting with a solicitor?” Providing clear, direct answers builds confidence and encourages potential clients to reach out. 3️⃣ Gated Resources: Exchange Value for Leads Offering downloadable guides or checklists is an effective way to engage potential clients while growing your email list. Examples of valuable resources: “Top 10 Mistakes to Avoid After a Car Accident” “Your Step-by-Step Guide to Probate” “Understanding Your Rights as a Tenant” This approach not only educates your audience but also identifies prospects who may need your services. 4️⃣ Explainer Videos: Simplify Complex Concepts Legal processes can feel overwhelming to the average person. Short, engaging videos can break down these concepts, making them easier to understand. Topics could include: “What Happens During a Divorce Mediation?” “The Basics of Filing a Personal Injury Claim in the UK.” These videos not only educate but also humanise your firm, building rapport with potential clients. 5️⃣ Build a Content Plan for Consistency Consistency is critical. Posting content regularly on your website and social media channels ensures your audience stays engaged. Create a schedule for blogs, videos, and social posts that align with your target audience’s needs and your firm’s areas of expertise. Content marketing done right doesn’t just attract clients—it creates meaningful connections that keep your firm top of mind. 💬 What content marketing approach has worked best for your firm? Share your thoughts or ask questions in the comments below!

Do you know who you silent salesperson is? The one who can make sure your prospects are already convinced of your product's value before your first conversation. Did you know that prospects are 75% through their buying journey before they ever reach out to sales? By turning LinkedIn into your silent salesperson and providing valuable content, you can significantly shorten the sales cycle. How do you do it? Here is what worked for me: 🎯 Create a 'Content Roadmap’.  Design a series of posts that build upon each other, taking your audience on a journey from awareness to decision. Each piece of content should lead naturally to the next, keeping your prospects engaged and moving forward. ⭐️ Example: Start with a post about a common industry pain point, follow up with a success story, then a how-to guide, and finally, a case study showing measurable results. 🎯Start Social Listening.  Instead of just posting content, actively listen to what your audience is saying in comments, groups, and other forums. Use these insights to tailor your content to address real-time concerns and questions. ⭐️ Example: Notice a recurring question about data security in your industry? Create a detailed post addressing this concern with actionable advice and expert insights. 🎯 Host Live Sessions and Workshops. Go beyond static posts and host LinkedIn Live sessions where you can interact with your audience in real time. Host workshops and give your LinkedIn audience access. Then use these sessions to answer questions, share deep dives into specific topics, and showcase live demos of your product or services. ⭐️ Example: Announce a LinkedIn Live session about "Top 5 Data Management Challenges and How to Overcome Them" and engage with your audience directly. 🎯Leverage User-Generated Content. Encourage your clients to share their experiences and tag your company in their posts. This not only provides authentic testimonials but also expands your reach through their networks. ⭐️ Example: Run a campaign asking clients to share a photo or story about how your product solved a problem for them, offering a small incentive for participation. 🎯 Showcase Case Studies. Highlight success stories from your existing clients. Demonstrate how your product or service has solved real-world problems and delivered tangible results. ⭐️ Example: "Discover how we helped our client reduce operational costs by 30% with our innovative solution. Read the full case study here.” After three years of trial and error, I’m now consistently getting at least one lead every other day, just by leveraging LinkedIn content strategically and creatively. Stay tuned for more B2B sales techniques as we continue this series! P.S. Just when you thought it couldn’t get better, tomorrow’s post will reveal the transformative power of personal branding in B2B sales. Trust me, you won’t want to miss it!

Here’s a mistake I see a lot of companies make before a trade show.  They try to be everything to everyone. They walk into a show with a generic elevator pitch.  They hope people will just “get” what they do.  They use broad language to sound more flexible.  And then they wonder why no one remembers them. Let me tell you what works instead.  Pick one clear ICP for that show.  One message.  One problem you solve that matters most to that audience. If your ideal client at this event is operations leaders at mid-market manufacturers,  everything you say should speak directly to what keeps them up at night.  If your target is packaging decision-makers, your talk track should make them feel like you’ve been sitting in on their team meetings. The goal is not to prove you can help anyone.  It’s to become unforgettable to the right ones. You want someone to leave your booth and say,  “That’s the team that gets us. That’s who we need to talk to.” Not,  “What did they do again?” This is how you move from being seen… to being remembered.  From talking… to converting. Start with your ICP.  Then shape your message.  Then train your team to deliver it with clarity and confidence. That’s how you make a trade show worth it. If your team is prepping for a fall show and the messaging still feels fuzzy, this is something I help sales leaders tighten.    Getting crystal clear on who you’re speaking to and what you’re saying can change everything.