Iurii Znak's Linkedin Analytics

If you could focus on one thing to improve the outcomes of your outreach in 2025, I’d bet on precision targeting. Because here’s what I’ve started noticing from our outreach campaigns lately: The shift from treating your ICP like a monolith to using audience signals is what drives the results. What I mean is: Your ICP is just the starting point. Not the complete picture. Two VPs of Marketing who match your ICP perfectly on paper can be in completely different buying journeys. To understand these journeys, you should invest in awareness. When you do it, you gather valuable signals. These signals reveal genuine intent and readiness to engage. Think: → Profile and website visits  → Content engagement (likes, comments, shares)  → LinkedIn Insights Tags and ad engagement  → Company page follows and inbound connection requests  → Content subscriptions (blog, newsletter, video, podcast)  → Recent prospect activity (hiring, job changes, promotions) Each of these signals reveals something powerful about your prospect's current challenges and priorities. Something you can use to start a conversation that prospects deem worthy. Investing time upfront in awareness content and tracking these signals isn't an extra expense. It's a strategy that typically delivers:  → Higher response rates  → Shorter sales cycles  → More qualified opportunities  → Greater campaign ROI For instance, when a prospect follows your company page after engaging with content about sales AI agents, you have a natural opening to discuss that challenge. So, the question isn't whether you can afford to invest in awareness. It's whether you can afford not to. What do you think?

“Social selling is just traditional outreach with content sprinkled on top.” Not even close. Because social selling flips the script entirely: Build credibility first, chase leads second. Most sellers have heard about using LinkedIn for business, yet 70% still use it to talk about themselves rather than help their audience. Meanwhile, the quiet buyers (the ones who actually matter) are scrolling through, noticing who consistently shares valuable insights versus who's just pushing for a demo. There are four things I’d focus on to get closer to a “social selling” mindset: → See content as your trust-building tool, not just another marketing task → Use your personal brand to open doors to your company's solutions (people trust faces, not logos) → Spot which prospects are already showing interest before you reach out → Start conversations only after you've shown your expertise through helpful content The smartest B2B teams today get it: in a crowded market, being trustworthy beats being loud. They've stopped asking "How can we reach more prospects?" and started asking "How can we become the clear choice when prospects are ready?" Today, people don't go for the brand they see most often. They choose the one they trust as the expert. Would you feel better about a brand if they focused on becoming that trusted voice first?