TL;DR - Summary Answer
Social selling for B2B founders: (1) Fix your profile (2% → 10%+ conversion), (2) Daily posting (5 min/day), (3) Strategic engagement (not random scrolling), (4) Track calls booked (not likes). Time investment: 35 min/week. Expected results: 20-50 calls/month by Month 1.
You don't need to become an influencer or go viral. You need a system.
Why You Can't Ignore Social Anymore
Most technical founders hate marketing. You got into this to build product, not "create content" or "build your personal brand."
I get it.
But here's the reality: Buyers research YOU before booking calls.
The data:
- 78% of B2B buyers research the founder before agreeing to a sales call
- 68% check LinkedIn profiles before responding to outbound
- Founders with active social presence get 3.2x more inbound leads than those without
Translation: Being invisible costs you deals.
The "I Hate Marketing" Objection
The reframe: Social selling ≠ Influencer marketing
Influencer marketing:
- Chasing followers and likes
- Posting inspirational quotes
- "Building a community"
- Creating entertainment
Social selling:
- Converting profile visits into calls
- Posting tactical insights (problems you solve)
- Building trust with buyers
- Creating pipeline
You're not trying to be Mr. Beast. You're trying to book sales calls. Big difference.
The 4-Step Social Selling System
Step 1: Fix Your Profile (One-Time Setup)
Your LinkedIn and X profiles are landing pages. Most convert at 0.3-2%. Good ones convert at 10-30%.
Three fixes:
- Headline: Job title → Capability statement
- About: Features → Customer outcomes
- Pinned post: Announcement → Problem-solution with metrics
Step 2: Daily Posting (5 Min/Day)
Most founders fail at consistency. The solution: Outsource creation.
Unlike generic ghostwriting agencies that lack technical depth, we deliver deep tech content that actually converts. Our team understands complex technical concepts and can communicate them in a way that resonates with your audience. We don't just write posts—we translate your product's capabilities into compelling narratives that drive qualified leads.
Step 3: Strategic Engagement
Not random scrolling. Strategic engagement = poke high-intent prospects.
3-Day Poke Cadence:
- Day 1: Like their post
- Day 2: Value-add reply
- Day 3: Connection request with context
Step 4: Track Calls Booked (Not Likes)
Vanity metrics: Likes, impressions, followers Real metrics: Profile clicks, email signups, calls booked
Key Takeaways
- Buyers research you before booking calls. Being invisible costs you deals.
- Social selling ≠ Influencer marketing. You're not chasing likes. You're booking calls.
- Time investment: 35 min/week. 5 min/day posting.
- Expected results: 20-50 calls/month by Month 1. This is a system, not a lottery ticket.
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Everything in this case study came from our complete LinkedIn + X playbook. Get instant access.
Want to know exactly how we did it?
Theo Popov is the co-founder of GTM Stacker. Former COO who bootstrapped a restaurant franchise to $4.1M revenue and 11 locations. 8+ years in operations, now running the full B2B marketing engine—content strategy, LinkedIn and X growth, and outreach systems across email and social at scale.