You won't believe how B2B marketing is shifting – here are 5 ways to land more deals

When I got this gig, my editor said, “Les, you can write about anything you want. We want you to lean into your experience as a founder, but we’d prefer you not to do hot takes.”

Totally reasonable request, but guess what?

I have a hot take… #rebel

So, here it is, the hot take that might get me fired… 😅

LinkedIn is low-key blowing up as the premier B2B deal-making platform.

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And I don’t mean using LinkedIn to find who your ideal prospects are and then emailing them a million times, I am talking about LinkedIn DM deals are happening.

I know what you’re thinking… “LinkedIn was always the B2B platform. “

Yes and No. Deals happened on Twitter… excuse me, X.

That said, things on X have been weird lately.

And while this article has nothing to do with that platform, this context is essential. I’m noticing a migration of “Gurus” and “Thought Leaders” to LinkedIn.

With that, the feel of the content is changing.

For example, do you know that TikTok-style video where the creator is cropped on top of an image or video? Yeah, I’ve seen a lot of that on LinkedIn recently.

If you still have no idea what I’m referring to, connect with me on LinkedIn, and I’ll show you.

I also see a lot more Twitter gurus aggressively posting on LinkedIn. But more importantly, deals are happening.

On top of that, LinkedIn has introduced several new features, like a dedicated section for your services and the ability to go live to your audience all geared towards helping business professionals grow and thrive.

But I know what you’re thinking… “LinkedIn is so disingenuous, no way deals get done.” But that, my friend, is your opportunity to stand out.

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You can do this by creating content that’s unique, thoughtful, and authentically you.

In a world full of people using jargon and fancy tech speak, speaking to your audience like a human and not a robot will immediately make you stand out.

And whatever you do, don’t use AI to create your content. 

Your coworkers may not tell you, but I will: AI content is lame, and we all know you used it…

Use AI to assist, not as a crutch. Lean into your personal experience.

LinkedIn, at the time of writing this, has over a billion users and is still growing.

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Lots of opportunities for you to scale your B2B product or service.

You may be thinking, “Les, this is an amazing story, but how can I use this in my business to sell my product or service?” Don’t trip, my friend. I got your back like a chiropractor. Before we get into how to grow an audience, I want to share what you should avoid at all costs.

And that’s sliding into people’s DMs like a weirdo with your ME ME ME content…

Don’t do it.

I promise no one wants to be approached like that.

Instead, create so much value and help your audience with the problem they need solved, and they will come to you.

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Getting clients to come to you ready to buy is far easier than convincing someone to buy. So, growing your audience is 100000% the way to go when it comes to closing deals.

That said, here are 5 hacks to help you grow your LinkedIn audience in 2025.

These hacks are soooooooo good they will feel illegal.

1. Time zone hacking 🌍

Repost your content six hours after your initial post to capture engagement from different time zones. The reality is, that not everyone uses the platform at the same time, so reposting your content 6 hours later is a great way to show it to users who may have missed it the first time.

2. Repetition, repetition 📢

Post frequently on the same topic. I know what you’re thinking… wouldn’t that become repetitive? I promise it won’t! For example, you learn a new word, and then you see or hear it repeatedly in different places.

It’s not that the word has become more common it’s just that your awareness of it has increased. It’s called frequency bias. So, on that same token, posting more often will help you get noticed and build your authority on your subject. It’s literally science; don’t argue with me. 😤

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3. Be you 🫵

I can’t stress this enough. Just be you. Share your personal experiences and insights. I know I touched on this earlier, but don’t outsource to AI, and don’t try to shortcut the process either.

I know it sucks, but this is something you need to do to ensure long-term success. Again… just be you and don’t sound like a robot or a square (that’s what the kids these days call people who are lame😩).

4. Go live 🎥

Growing your personal brand or closing deals is all about creating a human connection. In order to get things done, people need to know, like, and trust you. Going live allows your audience to get to know you the real you. Unscripted and unfiltered.

Now it’s time for the ultimate hack. Once you have created amazing content, how do you grow and get these deals done? 

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5. Engage with your audience 🤝

Not sure if you knew this, but LinkedIn is a social platform, so you gotta be social… a shocker, I know. But for real, engaging with people on the platform is probably one of the fastest and most underused ways to grow your audience.

But I warn you (and I’m going to sound like a broken record here)… be you. Don’t comment with something generic like “great post”… yuck. Put some thought into it, speak in the same way you would with a friend, and BE AUTHENTIC!

The most challenging part of your journey will be posting into the void when no one listens. But trust me on this: Keep going and one day they will catch on and realize you’re the best thing since sliced bread.

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There you have it, 5 steps you can start implementing today to help you grow your audience and ultimately close some deals.

😇 Hope this helps, I’m rooting for you.

P.S. 📩 Want more data-driven marketing insights? Sign up for my free newsletter, No Fluff Just Facts. I share what’s working in the world of digital marketing, the latest trends, and the occasional pep talk to keep you inspired. If this sounds like your jam and you wanna be besties forever, click here to sign up. It’s totally FREE!