Hey there,

Welcome to Qualified, where I share the five best LinkedIn posts I read each month.

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LinkedIn is full of amazing content, but there’s also a ton of noise. I spend hours every month finding the best posts so you don’t have to.

POST ONE

Marketing is a future-function. Activities don’t impact revenue immediately.

But how long does it take?

Dreamdata co-founder, Lars Grønnegaard Hansen, shared data that shows it takes up to 24 months!

That’s about the same amount of time an early stage startup has from raising a round to needing to raise the next round. Gotta think long-term and short-term in parallel.

↳ LINK ONE

POST TWO

Here’s how Morgan J Ingram would build a b2b influencer strategy to hit pipeline goals:

• SMEs: Identify 1-3 long-term partners to be the face of content. To find them, ask your customers who they respect.

• Strengths: Find the content delivery mechanism that your SME is best it. Could be video, could be written content.

• Short-Term: Find ambassadors for specific product announcements to get results faster.

↳ LINK TWO

POST THREE

Chris Walker says to stop thinking about influencer partnerships like affiliate deals or an alternative to advertising.

Instead, find Key Opinion Leaders (KOLs) that have audience and influence, and love using your product.

Build deep, long-term partnerships with KOLs. Do content with them. Cognism does this well IMO.

↳ LINK THREE

POST FOUR

If you drew a Venn diagram of what influences customers, and where marketers spend money, the overlap would be tiny.

Peep Laja shared data on where revenue leaders start their vendor research process. Here were the two most interesting findings:

• 42% start by looking into specific companies rather than a category search. This shows the power of demand creation and creating memorable content consistently.

• 71% of marketing leaders turn to trusted peers directly to determine who gets in the consideration set. This shows the power of networking and community engagement.

↳ LINK FOUR

POST FIVE

Gartner says organic search traffic will decrease 50% by 2028 because of generative AI.

What should marketers do?

Kieran Flanagan says they need to completely rethink how they approach marketing.

Based on the data Peep shared in the post above, I think they should think about demand creation content and personal community building.

↳ LINK FIVE

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