Discover folk - the CRM for people-powered businesses
LinkedIn drives 80% of B2B social media leads—yet most teams treat it like a digital rolodex instead of a full-blown revenue engine.
A Linkedin go-to-market strategy turns every profile view into measurable LinkedIn lead generation, not just vanity metrics. Missing a clear plan leaves ad spend leaking into zero-ROI outreach. This guide lays out every tactic needed to transform LinkedIn into your primary revenue engine.
What Is a GTM Strategy on LinkedIn?
Every go-to-market (GTM) strategy maps how you bring a product or service to customers. On LinkedIn, it’s the step-by-step plan that turns your company page, content, ads, and outreach into predictable revenue.
👉 A LinkedIn GTM strategy is the orchestration of positioning, messaging, content, paid tactics, and personalized outreach—built around your ideal customer profile—to generate, nurture, and convert B2B leads directly on LinkedIn.
A GTM strategy on Linkedin:
✔️ Aligns marketing, sales, and product teams behind shared goals.
✔️ Prevents scattershot posting, wasted ad spend, and “spray-and-pray” outreach.
✔️ Enables measurement at every touchpoint: from profile views to closed-won deals.
1. Defining Your Audience & ICP on LinkedIn
- Knowing who to target is the single biggest driver of GTM success. On LinkedIn, your Ideal Customer Profile (ICP) guides every piece of content, connection request, and ad dollar.
What Is an ICP on LinkedIn?
Your ICP is the composite sketch of a prospect who:
→ Has the budget to buy
→ Faces the pain you solve
→ Can decide or influence a purchase
→ Fits your growth and support model
💡 Why it matters? Focusing on an accurate ICP reduces wasted outreach by up to 50% and boosts
conversion rates by 30%.
Finding & Tagging ICP on LinkedIn
- Sales Navigator Saved Lists: Create lists by industry, headcount, and geography.
- Boolean Search Strings: “(title:("Head of Sales" OR "Sales Director") AND industry:"Information Technology")”
Segment Your ICP Tiers
Example of ICPs segmentation based on size and ARR (Annual Recurring Revenue).
2. Profile & Page Optimization
Your profile and company page are the first touchpoint in your LinkedIn go-to-market strategy. Nail these, and everything else falls into place.
Personal Profile Optimization
Start with your headline: make it an outcome statement.
❌ Before: “Growth Strategist at {{Company}}”
✔️ After: “Pipeline Booster • 3× Qualified Leads • LinkedIn GTM”
In your About section, lead with the problem you solve, not your bio. For example:
“Most SaaS teams lose 60% of ad spend on scattershot outreach. I help scale MQLs by 40% in 90 days through targeted LinkedIn lead generation.”
Company Page Optimization
Your company page needs to mirror your profile’s precision. Lead with a two-sentence positioning that combines what you do and for whom.
“Our {{product}} is built for B2B teams on LinkedIn. We help companies accelerate pipeline growth by up to 40% quarter over quarter.”
Then decribe your core modules in narrative form. For instance:
“Our {{feature}} pulls LinkedIn data directly into your CRM—no manual entry needed—while automated outreach sequences trigger precisely when intent signals hit your pipeline.”
End with a single, bold CTA: “Start Free Trial” or “Book a Demo.”
3. Building Your Content & Engagement Engine
Your content isn’t collateral—it’s the engine that drives awareness, nurtures relationships, and fuels pipeline growth. On LinkedIn, you need a mix of formats, a reliable cadence, and genuine two-way engagement.
Strategic Content Mix
Start by mapping your ICP’s journey:
Awareness → Consideration → Decision (and 💸)
Align each stage with content formats:
→ Long-Form Articles (bi-weekly): Deep dives into pain points, how-to guides, and customer success stories.
→ Carousel Posts (weekly): Five to seven slides with actionable tips or mini case studies. These drive 3× more engagement than text alone.
→ Short Videos (1–2 per week): 60-second demos of your process, client testimonials, or quick “pro tips.”
→ Newsletters (monthly): An email-style feature delivered via LinkedIn that builds an owned audience. Include curated links to your latest resources and invite feedback.
Ready-to-Use Linkedin Content Calendar
Consistency beats perfection. Build a 4-week calendar that balances formats and themes.
Genuine Engagement
Publishing is half the battle—engagement turns views into conversations.
- Comment with Insight: Spend 10–15 minutes daily responding to posts in your niche groups. Always add a data point or question, not just “Great post!”
- @Mention Prospects & Partners: When sharing case studies or articles, tag collaborators or clients to spark notifications.
- Polls & Questions: Weekly polls on industry trends draw 5× more engagement. Use the results as fodder for your next article.
Mix Live & Interactive Formats
- LinkedIn Live: Host a 30-minute Q&A or demo each month. Promote it two weeks out to maximize sign-ups.
- Events & Webinars: Create an Event on LinkedIn, share a pre-event agenda via carousel, then follow up with recording links and a gated PDF.
4. Paid Campaigns & Lead Gen Forms
When your organic reach plateaus or targeting key accounts, paid campaigns plus on-platform Lead Gen Forms become your most reliable growth drivers in a LinkedIn go-to-market strategy.
Sponsored Content: Drive Qualified Traffic
Promote high-value assets—whitepapers, reports, or webinars—to precisely defined audiences. Sponsored Content on LinkedIn yields an average conversion rate of 6.1% across formats, outperforming most paid channels
💡 Pro Tip: Use a clear, benefit-oriented headline (“3× Pipeline Velocity Blueprint”) and an eye-catching image or short video. Link clicks should land on a dedicated resource page or gated asset that mirrors the ad’s promise.
Lead Gen Forms: Capture Without Drop-Off
Rather than sending prospects off-platform, attach LinkedIn Lead Gen Forms directly to your ads. These forms auto-populate fields with profile data—name, email, company, job title—so completion rates soar to 10–15%, compared to a 4% average on standalone landing pages.
💡 Pro Tip: Keep fields to three or four critical items (name, email, company, job title). Craft a concise offer statement: “Download the Ultimate GTM Checklist.” Use a thank-you message to deliver next steps or a secondary resource link.
Why Combine Paid & Lead Gen Forms?
✅ Immediate Scale: Reach thousands of ICP profiles in minutes.
✅ Low Friction: Auto-populated fields boost form completions.
✅ Full-Funnel Tracking: Every lead stays on LinkedIn, feeding straight into your CRM.
Sponsored Content vs. Lead Gen Forms
5. Capturing LinkedIn Leads & Fueling Your GTM Pipeline in 2 Steps
Turning discovery into deals starts with capturing every qualified connection from LinkedIn and feeding them into the right workflows in your CRM.
Step 1: Save Prospects
Use Sales Navigator to build targeted lists of your ICP:
- Saved Searches: Automate alerts for job changes, funding rounds, or new hires.
- Custom Lists: Group prospects by account tier or buying signal.
These lists keep high-value names at your fingertips—and ready for instant capture.
Step 2: Auto-Capture with CRM Integration
Whenever you view or message a prospect:
- Start your folk CRM free trial
- Download folkX Chrome Extension for Linkedin
- Click your folk’s browser extension to pull LinkedIn profile data—name, company, title, email—directly into a new record.
- Push leads to folk CRM + Automatically enrich data (job title, email address, etc.)
- Apply tags like Tier 1 – Funding Signal or Outbound Sequence so each lead carries context.
This ensures no manual export/import: every lead lands instantly in your pipeline.
6. Outreach Sequences with Sales Navigator
A disciplined outreach cadence turns cold connections into engaged conversations. Sales Navigator empowers you to automate multi-touch sequences that respect prospect workflows, boost response rates and feed qualified leads directly into your pipeline.
Ready-to-Use 7-Touch Sequence
Rather than a single InMail, layer seven tailored touches over three weeks. Here’s a high-impact framework for you!
Personalization at Scale
→ Dynamic Fields: Auto-insert name, company, recent funding, or mutual connections.
→ Behavior Triggers: Advance sequence when they view your profile or engage with a post.
→ Shared Groups & Events: Mention a common group or attended webinar.
→ Value-First Messaging: Lead each touch with insight or resource—never a hard sell.
The equation is pretty simple: The more personalized your outreach is, the best your results will be.
Conclusion
By now, you’ve seen how a comprehensive LinkedIn go-to-market strategy—spanning optimized profiles, content engines, precision paid tactics, multi-touch outreach, and advanced engagement formats—delivers predictable, high-quality pipeline at scale. The key is relentless measurement, continuous iteration, and alignment between every LinkedIn activity and your revenue goals.
Ready to put this into action? Map out your roll-out roadmap, assign ownership for each tactic, and kick off your first campaign today. With these strategies in place, LinkedIn transforms from a social network into your most reliable B2B revenue channel.
Discover folk CRM - Like the sales assistant your team never had
