This Week in Social Selling
Welcome to Edition #17 of the Social Selling Synopsis! This week, we’re tackling a challenge that every high-performing team faces: Creating Social Selling Synergy Between Sales and Marketing.
When sales and marketing work together, magic happens. But in most organisations, these teams operate in silos—resulting in missed opportunities, inconsistent messaging, and a lot of wasted effort.
This edition is about bridging the gap. By aligning on shared goals, leveraging tools for collaboration, and building a follower acquisition strategy that benefits both personal and company brands, you’ll amplify your social selling success.
Social Selling News & Trends
1️⃣ Follower Growth for Company Pages is a Team Effort
A recent LinkedIn report shows that 78% of buyers are more likely to engage with sales reps who actively share content aligned with their company’s brand messaging. Growing your company page’s followers isn’t just marketing’s job—it’s a shared responsibility that starts with sales reps aligning their personal brands with the company.
BSG’s Take:
"Your company’s page isn’t just for ‘marketing fluff.’ It’s the front door for your audience—and your posts are the welcome mat."
2️⃣ Personal Brands Drive Corporate Brands
LinkedIn data reveals that posts from employees’ personal profiles generate 8x more engagement than posts from company pages. Salespeople who align their personal content with the company’s goals play a massive role in building brand trust and visibility.
BSG’s Take:
"Think of your personal brand as the ‘human’ side of your company. When your content aligns with the company’s values, you’re not just selling—you’re leading."
Tools of the Week: Troni & Jet, LinkedIn Live Inviter
To align sales and marketing efforts while growing your company’s LinkedIn followers, these tools can make a big difference:
1️⃣ Troni – Building Relevant Followers for Company Pages
Troni helps sales and marketing teams work together to grow relevant followers on LinkedIn company pages. It’s designed to help you identify, target, and engage with the right audience.
Key Features:
Follower Targeting: Identify key audiences to follow your company page based on engagement and demographics.
Team Collaboration: Sales and marketing teams can align on campaigns and share efforts seamlessly.
Analytics Dashboard: Track follower growth and see what’s working.
BSG’s Take:
"Growing followers isn’t just about vanity—it’s about creating a relevant audience that trusts your brand. Troni makes that process feel intentional, not accidental."
2️⃣ Jet, The LinkedIn Live Inviter App – Driving Registrations to Events
Hosting LinkedIn Live events? The LinkedIn Live Inviter app helps you drive registrations by leveraging your team’s personal networks.
Key Features:
Event Invites at Scale: Easily send event invites to your network without spamming.
Team Collaboration: Coordinate event promotion across the sales and marketing teams, to ensure the most relevant contacts and active pipeline attend.
Personal Touch: The app ensures invites feel personal and relevant, increasing acceptance rates, as it’s coming from those they know, like and trust.
BSG’s Take:
"LinkedIn Live events are goldmines for engagement, but only if the right people show up. This tool ensures your invites don’t get ignored."Want to Learn More: Drop me a DM to learn more about these new tools, about to hit the market by storm.
Pro Tip of the Week: Aligning Sales and Marketing for Social Selling Success
Here’s how to create synergy between sales and marketing:
1️⃣ Collaborate on Content Creation
Sales teams know what buyers care about. Marketing teams know how to craft compelling content. Bring these insights together to create posts, videos, and campaigns that resonate.
2️⃣ Align on Goals
Set shared KPIs that benefit both teams, such as follower growth, engagement rates, or pipeline influence.
3️⃣ Use Employee Advocacy to Amplify Content
Encourage sales reps to share company content from their personal profiles, adding their own perspective. This humanises the brand and increases reach.
BSG’s Take:
"Here’s the thing: Reposting or copy-pasting company posts doesn’t work. If you’re not putting it in your own words (as your own post), it’ll get lost in the noise. And that’s not just a waste of your time—it’s a waste of the brand’s time too. Use your voice, or don’t bother."
4️⃣ Co-Host Joint LinkedIn Live Events
Combine expertise by hosting LinkedIn Live events where marketing provides structure, and sales delivers insights.
BSG’s Take:
"Capitalise on the opportunity, and invite your own network, don’t rely on Marketing to get your precious contacts there-use tools like Jet to make it easy and save time."
5️⃣ Celebrate Wins Together
Share success stories of how collaboration drove engagement or influenced pipeline. It reinforces the value of working as one team.
Success in Action: Aligning Sales and Marketing to Drive Growth
Meet Emma, a marketing manager, and Tom, a sales rep, who worked together to grow their company’s LinkedIn followers by 30% in one quarter.
Here’s how they did it:
1️⃣ Joint Content Planning: They held weekly meetings to brainstorm content ideas that appealed to both prospects and current followers.
2️⃣ Employee Advocacy: Tom and his team shared Emma’s curated posts with personal insights, increasing reach and engagement.
3️⃣ Event Promotion: They used the LinkedIn Live Inviter app to drive registrations for a joint webinar, leveraging both of their networks.
The Results?
A 30% increase in relevant followers on the company page.
300+ registrations for their LinkedIn Live event.
5 meetings booked directly from attendees who engaged during the event.
BSG’s Take:
"Emma and Tom didn’t just work in silos—they worked in sync. Their success proves that when sales and marketing collaborate, everyone wins."
Community Spotlight (From the Field)
Reader Q&A: “How do I get my sales team to share content without it feeling forced?”
BSG’s Response:
"Make it easy. Provide pre-approved content, but encourage them to add their voice. The more personal it feels, the more likely they are to share. Or make it easy for everyone and ask me, and I’ll train you and your team!"Actionable Tip: Create a content and story library with options for reps to share, and set up regular team huddles to discuss what’s working.
What’s Coming Next Week
Next week, we’re diving into Optimising Your Social Selling Routine. Learn how to structure your day to balance commenting, content creation, and outreach effectively.
Until next time, remember: Sales and marketing don’t just work better together—they win together. Align your efforts, and the results will speak for themselves.
Catch you next week,
The Bearded Sales Guy
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