It’s 2024, and your LinkedIn inbox is probably fuller than a Tokyo subway at rush hour. Everyone and their dog is trying to sell something.
But here’s the thing – in this noise-filled digital landscape, there’s a secret weapon that most B2B sales pros are completely sleeping on: personal branding.
In a recent episode of B2B Outbound, we had the pleasure of chatting with Sam Winsbury, founder of Kurogo. Sam’s agency has helped over 200 CEOs build their personal brands, and he dropped some serious knowledge bombs about why personal branding isn’t just for influencers and Gary Vee wannabes.
The Wake-Up Call for Sales Professionals
“It’s difficult to outpitch a strong reputation,” Sam pointed out during our chat. This hit me like a ton of bricks. Think about it – when you’re reaching out to prospects, and they’ve already seen your content, already know who you are, you’re not just another cold caller. You’re that person who shared that insightful post about sales acceleration last week.
The Numbers Don’t Lie
Remember that Forrester study showing deals are 67% more likely to close when sales reps thoroughly understand buyer needs? Well, personal branding is your megaphone for showcasing that understanding. It’s your 24/7 salesperson (and trust me, this one doesn’t need coffee breaks).
The “How-To” You Actually Need
Sam shared some game-changing frameworks for building your personal brand. Here’s the real talk:
1. Fix Your Foundation First
First things first – turn on that follow button on LinkedIn. (Yes, I learned this the hard way after months of wondering why my follower count was stuck like a frozen loading bar.)
2. Position Yourself Like a Pro
Here’s a mindset shift that blew my mind. Instead of: “Here are 5 tips to increase your sales”
Try: “We’ve helped 250 B2B organizations improve their lead flow. Here are 5 tips that actually work.”
See the difference? One’s just advice. The other’s battle-tested expertise.
3. The Content Trifecta
Sam breaks content into three types:
- Awareness content (casting a wide net)
- Trust-building content (showing your expertise)
- Conversion content (turning followers into leads)
(Pro tip: Batch produce your content. Spend two hours on Friday writing next week’s posts. Your future self will thank you.)
The Engagement Sweet Spot
Want to know if your content is hitting the mark? Sam says to aim for a 1-2% engagement rate. Anything above 1.5% is solid, above 2% is crushing it. (And here I was, thinking my 0.5% was decent. Ouch.)
The Reality Check
Here’s the kicker – only about 3% of your leads will reach out directly through LinkedIn. The rest? They need nurturing. Think of it like dating – you wouldn’t propose on the first date (well, most of us wouldn’t), and your prospects won’t sign a six-figure deal just because they liked your post.
The 2025 Crystal Ball
Moving into 2025, your personal brand isn’t just nice to have – it’s your competitive edge. When you’re pitching against competitors who all sound the same in that 60-minute meeting, 12 months of thought leadership content could be what tips the scales in your favor.
The Bottom Line
If you’re in B2B sales and you’re not building your personal brand, you’re basically showing up to a gunfight with a plastic spoon. It’s time to level up.
Want to learn more? You can find Sam on LinkedIn (Sam G. Winsbury) – and yes, his content is as good as you’d expect from someone who does this for a living.
