How SDR's Can Build MORE Pipeline on LinkedIn

LinkedIn has become one of the most important tools and platforms for SDR's to use, connecting them directly with prospects and helping them start conversations and create even more opportunities than ever before. There's just one problem though...

Most SDR's don't know how to use it.

And even the ones that DO know how to use it, are probably barely scratching the surface.

Don't worry though, this is why I'm here!

Today I'm going to share a few of my BIGGEST tips on how SDR's can build more pipeline utilising some of the many amazing tricks on LinkedIn.

PIPELINE TIP 1 - Do a CONTENT SEARCH for prospects

Let's say for example, you're selling to marketing leaders, ideally a VP of marketing. Most SDR's might do some basic searching on LinkedIn, using VP of marketing as their target title.

If you move along the filter bar after you click search, you'll find a filter page for "posts"

When you select this, you'll see a whole feed of LinkedIn posts and content that have the words "VP Marketing" in them. That's right, a whole giant list of content focused around the target prospect you're trying to reach. You can type in CEO and search posts, you could type IT Director, CMO, VP Sales, whoever your target prospect is, type their title and filter by posts.

This will then present a couple of opportunities:

Firstly, each person who is sharing the post MIGHT be a potential prospect. Do your homework and if they are, engage on the post (like and comment) and then send a personalised connection request referencing the post. Once they accept, which they should, you can start a conversation with them, talk about the post again for a few messages then navigate into a more sales focused conversation.

Secondly, you can see everyone who is ENGAGING on each post. Every who clicks like or writes a comment is visible. These are people who are engaging with a post aimed at or around your target customer. Some of these people might be prospects, so do your homework and connect with those who meet your ICP (ideal customer profile).

PIPELINE TIP 2 - Start sending AUDIO & VIDEO LinkedIn messages

Before you dismiss this because you're nervous about doing it, let me share one HUGE insight into why this is important:

Over the last 90 days, that's right 3 months, I have received ZERO audio or video prospecting messages. None. Nothing. All messages from people trying to sell to me (and I get loads every single day) are written text based messages.

Your prospects will probably be in the same or a very similar position.

So guess what happens when someone DOES send an audio or video message. It gets noticed, it cuts through all of those text messages and it stands out.

Whilst a good written message can convert very well, right now audio and video are starting to take the lead and I'm seeing myself (and with the companies I've trained/am training) HUGE response rates and conversion.

Here are some tips to get you started:

• Keep them short and sweet, no more than 60-90 seconds long.
• PRACTICE first! Record 15-20 of each type first both to build your confidence doing them and to review how you sound/look.
• Be aware of tone (smile while you speak) for audio and eye contact/body language for video.
• Make sure the message you record is about them, not about you. Talk about them as an individual, and what you believe you can for them.

PIPELINE TIP 3 - Connect with EVERYONE you call or email

Every single person that you cold call or email you should then instantly go and connect with them on LinkedIn. Every, single, one.

Let's say you make 100 calls, you'll probably speak to 10-20, and create 3-5 opportunities (on a good day). A lot of the rest of that 100 will end up getting lost and probably forgotten. When you add them on LinkedIn, you suddenly open the door to convert more of them, either from messaging them OR from the content you share and the personal brand you build.

It's worth noting there is a LIMIT on LinkedIn and you can only connect with 100 people per week, so don't push past that number. It will depend on how many people you're calling and emailing every day, but if even if you can't connect with everyone (if you're making lots of calls per day), you'll still be able to reach a good chunk of them.

You can then apply the previous tip on them, and start to use your personal brand to convert others over time when they're ready to buy.

Those are a few tips to get you started!

Let's share a few more:

Here are 10 actionable LinkedIn tips for SDRs (Sales Development Reps) to sell more effectively in 2025:

1. Optimize Your Profile Like a Sales Page

Your profile is your digital storefront. Make your headline value-driven (not just job title), write a compelling “About” section showing how you help your target audience, and add rich media (videos, case studies, etc.) to your experience.

2. Use Voice and Video Notes in DMs

In 2025, personalization wins. Stand out by sending voice or short video messages in LinkedIn DMs instead of plain text. It’s harder to ignore and builds trust faster.

3. Follow and Engage With ICPs Daily

Don’t just cold connect—warm them up. Follow ideal prospects, like and comment on their posts, and be genuinely helpful. Engagement leads to familiarity, which leads to easier conversations.

4. Post Content That Sparks Conversations

Share short posts that speak to your ICP’s daily challenges. Use questions, polls, and stories to drive engagement. Show your personality—people buy from people, not robots.

5. Leverage Sales Navigator Smartly

Use filters to create laser-focused lead lists. Look for signals like “new role in past 90 days” or “company growth” to time outreach perfectly.

6. Comment Like a Pro

Become visible by leaving thoughtful comments on your prospects’ posts—or on popular posts they’re likely to see. This builds awareness and positions you as someone worth talking to.

7. Start Conversations, Not Pitches

When reaching out, lead with curiosity or insight, not a sales pitch. Ask a relevant question or reference a recent post they made. Aim to start a dialogue, not close a deal immediately.

8. Create a Connection-Worthy Reason

Use a personalized note when connecting. Mention a mutual interest, a relevant article, or a recent post they shared. Keep it under 300 characters and make it about them, not you.

9. Track Engagement and Follow Up

Use LinkedIn’s “Who Viewed Your Profile” and post engagement to spot buying signals. If someone is engaging with your content, follow up with a personalized message.

10. Build Your Personal Brand Over Time

The more you show up consistently with value-driven posts, the more you’ll attract inbound interest. Think of it as building a pipeline that warms itself up.

There is so much opportunity out there for SDR's (and all salespeople) on LinkedIn, it's just about knowing what to do, how to do it and then to make sure you're doing it consistently.

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