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LinkedIn is no longer just an online résumé. It’s a powerful sales tool—if you know how to use it. I sat down with LinkedIn expert Brynne Tillman, co-author of The LinkedIn Edge with Jeb Blount, to talk about what’s new, what’s working, and how sales pros can use LinkedIn with confidence and integrity.
The Good, the Bad, and the Ugly of LinkedIn Right Now
The good news? LinkedIn is going all in on AI—ethically and effectively. Sales Navigator now makes pre-call planning stronger than ever. You can walk into meetings armed with relevant insights and data.
The bad? LinkedIn is cracking down on bots and automation. That’s uncomfortable for people who leaned on shortcuts, but the reality is—bots are spammy. If you’ve ever been hit with a dozen cookie-cutter messages after posting, you know why this cleanup matters.
The best news? The core of LinkedIn hasn’t changed. You can still leverage your network and social proximity to connect with the right people. Relationships remain at the center of sales.
The Seven Sales Navigator Searches Every Seller Needs
Sales Navigator is one of the most underutilized tools on LinkedIn. Brynne outlined seven searches every rep should save:
- Your Base ICP Search – The broadest view of your ideal customer profile.
- ICP + First-Degree Connections – Who in your network already fits?
- ICP + Second-Degree Connections – Your warmest path to new opportunities.
- ICP Job Changes (Last 90 Days) – New roles often mean new priorities.
- ICP + Posted on LinkedIn – Active voices who are more likely to engage.
- Account Search by ICP – Company-level insights, including revenue filters.
- Accounts + First-Degree Connections – The overlap of companies and relationships.
These searches help you stop “random acts of social” and create a focused prospecting methodology.
Triggers vs Buyer Intent
Too many sellers wait for someone to visit their website before they call it “buyer intent.” That’s a mistake. Buyer signals show up long before that.
Think in terms of triggers: job changes, promotions, or a new executive hired to make an impact. These moments open the door to conversations.
Then look for intent signals: following your company page, viewing employee profiles, or departmental growth and reductions. Each of these hints at shifting needs—and an opening for you.
Breaking Through the LinkedIn Message Pile
If you’re like me, your LinkedIn inbox is filled with pitch slaps—people reaching out without building trust. The key to breaking through isn’t sending more messages; it’s slowing down.
Brynne calls this “slow prospecting.” Instead of pushing your pitch, nurture relationships over time:
- Engage 10 times more than you post.
- Use social proximity to secure introductions.
- Leverage second-degree connections for warm credibility.
When you slow down your outreach, you speed up your outcomes.
Fast vs Slow Prospecting: Both Work
One of the highlights of Brynne’s book with Jeb Blount is how they approach prospecting differently. Jeb pushes fast prospecting—moving quickly to convert. Brynne champions slower, trust-based outreach.
Both work. The right approach depends on your market, your product, and your style. What matters most is choosing the path that fits your sales cycle and executing with focus.
Final Word
LinkedIn is evolving, but the fundamentals remain: build trust, engage with purpose, and leverage your network. Whether you prospect fast or slow, the key is clarity, consistency, and credibility.
If you want to go deeper, check out Brynne and Jeb’s book The LinkedIn Edge. And remember—LinkedIn isn’t about more activity. It’s about the right activity.
