Why Every Account Executive Should Be Posting on LinkedIn Weekly

The AEs who post are the AEs who close

I've talked to a lot of account executives over the years. And I keep hearing the same thing: "I know I should post on LinkedIn, but I don't have time."

Meanwhile, the top reps at their own company? Posting every week. Crushing quota.

That's not a coincidence.

Social selling isn't some buzzword from a marketing deck. Your prospects are on LinkedIn right now, reading content and deciding who they trust -- before they ever take a meeting with you. They're either reading your stuff or your competitor's.

Trust Gets Built Before You Ever Hop on a Call

Think about the last time you bought something expensive. You researched. You read reviews. You looked at who was behind it. Your buyers do the exact same thing.

When a prospect gets a cold email from an AE, the first thing they do is check LinkedIn. Empty profile with zero activity? That's one impression. Profile with weekly posts sharing sharp industry takes? Completely different story.

The AE who posts has a head start. The prospect already feels like they know you. The conversation starts warmer. Objections are softer. Deals move faster.

I've had AEs tell me prospects literally said on discovery calls, "I've been following your posts -- I already have a good sense of what you guys do." That's the dream scenario. And it doesn't happen by accident.

Your Personal Brand Is Pipeline Insurance

Here's a truth nobody in sales likes to talk about: quotas go up, territories change, and companies do layoffs. Your book of business belongs to the company.

Your personal brand belongs to you.

Build a following on LinkedIn and it goes with you everywhere. Switch companies? Your network follows. Territory changes? Your reputation stays. Company gets acquired? Your brand is untouched.

The AEs I know who post consistently don't stress about pipeline. Prospects reach out to them. Partners send referrals. Former customers follow them to new roles.

That's pipeline insurance. And it costs fifteen minutes a week.

Content That Actually Drives Revenue

You don't need to become a thought leader or a LinkedIn influencer. Just share what you already know.

• Industry insights and trends. Share an article with your take. What does this mean for your buyers? Why should they care? This shows you understand their world, not just your product.

• Customer success stories (anonymized). You can't name the company, but you can share the pattern. "Worked with a mid-market SaaS company struggling with X. Here's what we found." Social proof disguised as a helpful post.

• Sales wisdom and lessons learned. Share something you learned the hard way. A deal you lost and why. A mistake from early in your career. Vulnerability builds trust, and other salespeople will engage heavily.

• Your perspective on common problems. What are your buyers struggling with most? Write about it. You don't need to pitch your product. Just being the person who gets the problem builds credibility.

• Celebrating customer wins. Customer hits a milestone? Celebrate them publicly (with permission). Current customers feel appreciated, and prospects see what success looks like.

The math

Say you have a hundred target accounts. You send cold emails to all of them. Maybe ten to fifteen percent open. Two to three percent respond.

Now imagine twenty of those accounts follow you on LinkedIn. They see your posts weekly. When that email hits their inbox, your name is familiar. Open rate doubles. Response rate triples. That's the difference between hitting quota and missing it.

And it compounds. More posts, more followers, more familiarity with your market. Every outreach motion gets easier.

Don't Overthink It

I know what you're thinking. "I'm not a writer."

You don't need to be.

Every Friday, think about one conversation you had with a prospect or customer that week. What did you learn? What surprised you? What would be useful for others in that industry?

Write four to six sentences. Post it. Done.

No hashtags needed. No fancy image. No viral strategy. Just show up consistently and share what you know.

You're Leaving Deals on the Table

Every week you don't post, your competitors are building trust with your prospects. Every week you stay silent, someone else becomes the trusted voice in your space.

You're already doing the hard work of selling every day. Posting on LinkedIn is just sharing what you're learning along the way. Fifteen minutes. Might be the highest-ROI activity in your entire week.

Start this week.

If you need ideas, check out 100 LinkedIn post prompts. And read about how the first 15 minutes of a post determine its reach — timing matters.