The objections we hear most often
- “Our customers aren't on LinkedIn.” They are. The purchasing manager, the production manager and the CEO have profiles, read the feed and check out suppliers before replying to an email.
- “Our product is too technical.” That's an advantage. Technical knowledge explained clearly is the most credible marketing there is – and almost no competitor bothers to do it.
- “We only have fifteen customers in Sweden.” Perfect. Then you know exactly which fifteen people to be visible to. That's easier, not harder.
Technical knowledge explained clearly is the most credible marketing there is.
// Explain problems, not productsWhat works in industry and tech
- Explain problems, not products. What does the fault cost your customer today?
- Let the engineers be visible. An application engineer explaining a real case beats every brochure.
- Show the work. Installations, tests, commissioning, measurements.
- Be local and specific. Name the industry, the material, the standard, the location.
- Think long term. Your sales cycle is long – so your visibility has to be constant.
How an industrial company gets started
Five steps, from five people to measurable quote requests.
Pick five peopleTwo salespeople, two engineers, one manager.
Rework their profilesSo they speak to the customer's problem, not to your org chart.
Build the customer listThe thirty most important customers – and follow them.
One post a week per person15–30 minutes a day for everything else.
Measure after three monthsProfile visits, conversations, quote requests.
Few decision-makers is an advantage
Long sales cycles, few decision-makers and complex products are exactly where trust built over time decides the deal. You know who to be visible to – start with five people and be constant.
Next step: want to see what it would look like in your industry? Take the free team test or call Pontus on +46 72-853 84 98.
This is one of 52 guides in our knowledge base. Want your team to actually start doing it? See our LinkedIn training for companies, a lecture, personal coaching or an online course, always with meetings and business as the goal.
Frequently asked questions
Do we need a marketing department to pull this off?
No. Many of our industrial clients run it entirely through salespeople and engineers, supported by coaching.
What do we do if nobody wants to write?
Start with a lecture. It usually reveals who actually wants to – and they are enough to get started.
Does it work for subcontractors?
Yes. Your customers' buyers do their research digitally, just like everyone else. Your next deals are already on LinkedIn.