The New Playbook of Social Selling a SaaS through Ecosystem Plays
LinkedIn has evolved over the past few years to be the go-to social network for B2B sales. The rise of B2B Influencers has also created a new way of selling products: Social Selling.
This year, we see a lot of examples leveraging existing ecosystems to sell SaaS through creating playbooks, templates, or workflows.
In this newsletter, I will go through 3 examples of Social Selling on LinkedIn using this tactic.
But, first, a shameless plug for a community we are building with some friends :)
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#1 Creator Collaboration: Kevin Indig <> AirOps
This story started when Kevin posted a viral workflow on automating keyword cannibalization through AirOps. AirOps helped Kevin create the flow and dropped it with limited access first through the comments of the post.
The post went viral with:
602 likes
103 comments
37 reposts
Then, they expanded this using Kevin as the ambassador and created a publicly accessible workflow here.
You can go and test this workflow right now.
My friend George Chasiotis called this Creator Product Launches in an earlier newsletter of Growth Waves, while he interviewed AirOps’ Head of Growth, Eoin Clancy.
The collaboration also lasted outside LinkedIn with AirOps and Kevin Indig:
Hosting a webinar
Having a full newsletter on Growth Memo
And, more content on LinkedIn
#2 Leveraging a Community to Sell a SaaS: Instantly <> Lovable
Otton Tatton showed up on my feed last week. He is an Account Executive (Sales) at Instantly.ai.
Instantly’s ICP is SMEs, and guess which tool new entrepreneurs use to create quick MVPs?
You guessed right (or read the heading): LOVABLE
He built a step-by-step guide showing the process of building your business on Lovable and monetizing it with Instantly.
These drops are pretty common on LinkedIn, but leveraging an already “vibing” community which is trending right now made this post next-level viral with:
2311 likes
2818 comments, and
28 reposts
I am pretty sure they made quite some sales on Instantly just from this post!
Combining a complimentary tool to a community your tool can serve well, finding a use case, and offering an easy-to-implement solution is a great way reach your target audience.
#3 Mapping the Strategy: George <> Attio
decided to break-down Attio’s strategy, as his new agency Restartt does growth hacking for GTM.And, he was kind to allow me to share his impression numbers as well :)
The CTA?
That's why we mapped their entire GTM journey, from early steps signals to their current status, in one timeline.
Comment to get the full GTM strategy.
Resulting in:
59 likes
102 comments
1 repost
10k impressions
Analyzing another tool, break-down, strategy, or template copying popular tools helps you offer a strong brand-relevant lead magnet that does well on LinkedIn.
Which Playbook Works for You?
B2B SaaS have to rediscover new playbooks for growth, and social selling, whether it’s a founder-led brand like Adam Robinson’s, ecosystem plays like leveraging Lovable’s community, or creator collaborations can be the new levers of growth.
Of course, this strategy is already maturing, and there is little time before it’s another overused, under-delivering one.
Be fast, or begone…
Thanks for the mention, Nick! Great insights here. I wasn't aware of the Lovable <> Instantly thing, so thanks for sharing it with me.