How to translate LinkedIn content into outbound pipeline

Hey there, Austin here 👋

Welcome to The Pipeline—the newsletter to help scale your revenue team’s creativity.

Founder-led LinkedIn content has been a major pillar in our GTM motion (you can check out my full playbook here). But for a lot of folks who try building an audience, there's often a disconnect between content & revenue.

Today I want to walk you through a crazy simple way to translate engagement into meetings booked. This'll be a quick one.

Let's get into it.

📒 GTM Playbook

How to translate LinkedIn content into outbound pipeline

1 warm outbound play we use to book 80+ meetings per month

LinkedIn content has been a cornerstone of our GTM motion for the past 12 months.

The first sign that Linkedin would work for us was when we announced our Seed round and drove 420 inbound meetings in 48 hours after posting on social. We then ramped up a more consistent motion on LinkedIn going into March of last year.

So 12 months ago, soon after fundraising, we doubled down and started posting daily on LinkedIn. Since then, I've grown my audience from 4.5k to 22K followers.

Here are my LinkedIn engagement stats from the last year:

• 5,920,500 impressions

• 14,493 members reached

• 47,988 profile viewers

This is great. But more than anything, I want meetings booked and pipeline generated with my content. How do we translate content into pipeline?

Simple: we'll use intent signals to inform our automated outbound (powered by Unify, of course 😉).

A few LinkedIn signals we trigger Plays on:

• Profile viewers

• Likes on my content

• Comments on my content

Today, we have someone on our ops team pull this data into a CSV, and then feed it into Unify for email enrichment and enrolling into a sequence. We do this weekly.

Over the coming weeks, we're launching these signals natively in Unify 🚀

Below is one of the automated emails we send (feel free to steal). We send it ~24 hours after the profile view happens.

“Hey {first_name} - Noticed you checked out my LinkedIn profile. I'm here as a resource if you have any questions about Unify.”

This sequence is stupidly simple, but it has crushed. We currently have an 8.2% response rate.

If you're early on in posting, you might be able to get away with doing this manually. Just use the message templates above. But as you grow your audience, trying to piece this together by hand would be a massive hassle.

Neither I nor my growth team has the time to do that. Automated Plays have been a lifesaver.

If your prospects spend time on LinkedIn, these plays are a must for you.

For now, try out this motion. And if you want to use Unify to power this automatically, get in touch here. Hope this is helpful 🙂 

WHAT’S NEW AT UNIFY

We use Unify to automate most of our outbound and are currently generating $40M in annualized pipeline from our own product. Here's the story:

To keep up the momentum after Unify's $12M Series A announcement, Garrett Wolfe from our growth team set a goal to book as many meetings as possible.

Because Unify integrates with key data sources — including 10+ built-in intent signals, CRMs, G2, and more — Garrett had a 360-degree visibility into our warmest prospects.

Garrett uses intent signals to deploy 2 to 3 Plays per week to:

• Send automatic emails and LinkedIn outbound to high-intent users who’ve viewed Unify's website multiple times. 

• Reach out to people opening and clicking our emails or interacting with Austin's LinkedIn posts — on autopilot.

• Point the new business team to the warmest leads with the highest intent so they can cold call them.

As Garrett put it:

"Unify has singlehandedly changed how revenue teams function. I'm our biggest user, and I can't believe how much time the platform saves me. With it, we continue to blow past our pipeline goals."

With Unify, Garrett:

→ Powers $40M+ in annualized pipeline

→ Generated 22% of Q4 closed won revenue

→ Cut the time spent on warm outreach by 50%

If you'd like to turn automated outbound into your best growth channel like we did at Unify, book a demo here.

BEFORE YOU GO…

Thanks for reading, as always.

LinkedIn content changed the course of Unify as a company. If you want to read about our full founder-led content blueprint, check out this edition next.

Thanks a ton,

Austin

PS: If you want to use Unify to drive more pipeline in 2025, get in touch here.