Turning LinkedIn Organic Engagement Into Pipeline: Making Social Selling Work

Social selling isn’t a new idea. But for most GTM teams, it still doesn’t work the way it should. The concept is simple- engage buyers on platforms like LinkedIn where they’re already researching, learning, and signaling interest. But while the intent is clear, execution is often messy. Engagement is scattered. Ownership is unclear. Messaging lacks relevance. And the bridge between a social interaction and a revenue opportunity rarely exists.

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What Is Social Selling?

Social selling is the modern approach to B2B buyer engagement. It’s not about cold DMs or mass outreach. It’s about meeting buyers where they are, in their feeds, in conversations, and during their self-guided research journeys.

On platforms like LinkedIn, buyers are engaging with company posts, liking thought leadership content, and viewing team profiles. These actions are early indicators of interest, but they’re only valuable if GTM teams know how to capture and act on them.

Done right, social selling isn’t reactive; it’s intentional. It connects content, context, and conversations to move buyers through the funnel without waiting for a form fill.

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Why Most Teams Struggle

Buyers today want control. Nearly 75% of them prefer to do their own research before ever talking to a salesperson. That research increasingly happens in the open—through social engagement and content consumption.

Yet GTM systems haven’t caught up. Most teams still operate with lead scoring rules tied to email clicks or webinar registrations, while social signals go untracked and underutilized.

Common pain points include:

• Engagement data is siloed, owned by marketing but not passed to sales
• Outreach lacks context and feels generic or misaligned
• Teams miss the timing window to follow up while interest is high
• Attribution for social efforts is vague or nonexistent

All of this leads to missed opportunities. Valuable intent signals are hiding in plain sight, and teams have no system to act on them.

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How Social Selling Should Work

To fix this, organizations need more than just a new playbook. They need infrastructure that connects social activity to pipeline progression. Social selling should not be a side hustle; it should be integrated into your revenue engine.

That means capturing engagement across organic and paid channels, enriching contacts with context, and delivering that insight into existing workflows, automatically and in real time.

Sales shouldn't be guessing who to reach out to or what to say. They should be armed with the full picture: what content a prospect engaged with, where they are in the funnel, and how best to follow up. This is exactly the problem RevSure set out to solve.

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How RevSure Powers Social Selling

In our latest Funnel Vision webinar, we tackled the “what,” “why,” and “how” of social selling, and showed how to turn digital engagement into real pipeline finally. Jerry Henry and Francisco Garcia showcased how RevSure makes social selling actionable and repeatable for GTM teams.

Here’s what makes it different:

• It captures engagement signals like post likes, comments, and profile views across your company’s LinkedIn presence.
• It enriches those signals with firmographics, funnel stage, and behavioral data from your CRM and website.
• It visualizes the full buyer journey, tying together paid and organic touchpoints, webinar attendance, email interactions, and more.
• It surfaces prioritized leads with AI-generated outreach recommendations from Reli, RevSure’s generative AI copilot.
• It pushes those insights directly into sales workflows via Slack alerts, email digests, and CRM tasks.

The result is a closed-loop system that converts engagement into pipeline, not by chance, but by design.

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See It in Action

If you’re experimenting with social selling or looking to scale your efforts with structure and precision, this webinar is worth your time. In Round Two of the Funnel Vision series, we walked through real use cases, live demos, and audience questions about how to make social selling work in a modern GTM environment. Watch the full recording here below.

Social engagement isn’t fluff. It’s intent. And with the right system in place, it becomes your fastest path to qualified pipeline.