How This AE Built a $1M Pipeline Through LinkedIn (With Laura Erdem)
And the best part? It just takes 30 minutes per day.
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Say hi to Laura Erdem: She’s a sales leader at Dreamdata, and she’s guilty of building a lot of her own pipeline — using LinkedIn. Truth be told, she’s not doing it alone, but together with the team she’s consistently creating content that drives demand.
We invited her to share her playbook, and some practical tips - so other sales teams can start sourcing more pipeline themselves.
4 takeaways from the episode
One thing to tell the team doing social selling: “Nobody cares about you and your company. What they care about is the problems that they’re trying to solve”.
A post is either created to drive awareness or demand — so don’t include CTAs in every post. People skim content, and if there’s a CTA, they scroll on by. Per Laura’s point, her demo videos gets way less engagement, but the people who engage are the right ones.
For relevant profiles engaging with you, Laura likes to wait a bit in reaching out — and when she does, it’s about something a bit different. Ultimately, she’s trying to start a conversation like a normal conversation.
To truly succeed with social selling, you need founders and leadership to support and ideally join the initiative. It’s not just a “sales” or “marketing” initiative.
Skip to the part you care about
00:00 Introduction
01:27 Welcome
02:53 Challenges of Traditional Outbound Sales
05:07 The Shift to Social Selling
05:57 "You're not Gartner"
10:40 How much pipeline? And how do you calculate it?
16:57 Building a Social Selling Playbook
20:32 Getting founder support
23:19 Who to get on the team
24:42 How do we get started
26:39 Figure out the who and the what
28:41 Forget the POV
31:54 And now, book a demo!
37:06 But that deal is mine..
41:25 Laura's secret tricks
45:54 Concluding Thoughts and Final Tips