I’ve spent years helping B2B teams turn content into measurable pipeline. What I’ve learned is that LinkedIn isn’t a magic lead machine by default — it’s a channel that rewards a repeatable, strategic content system. Below I share the exact 6-step content plan I use with enterprise sales teams to turn LinkedIn posts into consistent, qualified leads.
Understand who you’re writing to (clarify ICP & buying group)
Before you write a single post, I define the Ideal Customer Profile (ICP) and the buying group within an enterprise account. For enterprise deals, you rarely sell to one person — you sell to a committee. That means your content must speak to multiple personas: a procurement lead, a technical evaluator, a finance stakeholder, and an executive sponsor.
I create a short persona matrix with the following columns: role, top 2 pains, top 2 metrics they care about, trusted sources, and typical objections. Keep this as a living document and reference it every time you plan content. When I see posts that try to appeal to “everyone,” they appeal to no one — and engagement + qualification drop off fast.
Step 1 — Own a signature content theme (positioning + repeatability)
Pick a single, defensible theme that aligns with your product’s value and the ICP’s urgent priorities. This becomes your content “north star.” Examples: “reducing cloud cost for regulated enterprises,” “speeding time-to-value for data platforms,” or “governance-first generative AI adoption.”
Why a single theme? Because repetition builds credibility. If you’re known for one theme, your posts become mini-campaigns that compound. I recommend 60–70% of your content stay on theme, 20% be supporting content (case studies, customer quotes), and 10–20% be personal or company culture posts to humanize the brand.
Step 2 — Map content types to buyer journey stages
Every LinkedIn post should have a purpose related to a stage in the buyer journey: Awareness, Consideration, Decision, or Retention. I use a simple mapping:
For enterprise sales, prioritize Consideration and Decision content in your cadence because these are the posts that move committees toward a demo and a formal evaluation.
Step 3 — Systematize formats and cadence
Consistency wins. I design a weekly content calendar with repeatable formats so your audience knows what to expect. A typical pattern I use:
Alternate longer-form articles or LinkedIn Newsletter issues twice a month. Short videos (60–120 seconds) perform well for technical audiences — use them to demonstrate a product micro-feature or explain a metric. I also schedule a monthly “ask me anything” live session or an industry roundup to invite direct interaction.
Step 4 — Craft posts that qualify as they engage (tactical post anatomy)
Each post should do three things: grab attention, deliver value, and surface intent signals. Here’s the anatomy I use for high-converting posts:
Why this matters: the CTA should help your SDRs prioritize follow-ups. A comment like “we’re seeing network egress” is a higher-intent signal than “interesting.”
Step 5 — Turn engagement into a structured outreach funnel
Organic engagement is the first filter. I equip sales with playbooks that translate post interactions into tailored outreach. Here’s a shared workflow I implement between content, marketing, and sales:
For example, if someone comments “we're struggling with cloud egress,” the SDR reply could be: “Thanks — curious if cost is primarily egress or idle instances? I helped a similar team cut egress spend 35% — happy to share the framework in a 15-minute call.” That specificity drives responses.
Step 6 — Measure the right metrics and optimize weekly
Vanity metrics lie. I track metrics that align to pipeline creation and velocity:
Run a weekly 30-minute content-sales sync to review these metrics. If qualified comments are high but demos are low, revise your CTA and outreach script. If demos convert poorly, adjust your case study content to address the typical objections raised in comments.
I also A/B test hooks, format length, and CTA wording. Small changes (e.g., asking for “role and timeline” vs. “email for a demo”) can materially shift the lead quality mix.
Finally, remember that enterprise sales require patience and persistence. LinkedIn is a long game: the posts build reputation, the interactions create ownership, and the playbook turns that warm interest into predictable pipeline. I’ve seen teams double qualified leads within three months by applying these six steps and enforcing tight handoffs between content and sales.
