LinkedIn Marketing Strategy for a Small B2B Tech Company
Small B2B tech companies often live in the “in between.” You’ve built something that works. You’ve landed a few clients through hustle, referrals, or personal networks. But you haven’t built a real marketing engine yet. Sales is still doing most of the heavy lifting, and marketing feels like a scattered mix of experiments that don’t connect.
This is the exact situation one of my clients (a 12-person SaaS company in the HR tech space) found themselves in. They had a strong product and happy customers. But they were struggling to generate consistent inbound leads. They asked me, How to use LinkedIn for B2B lead generation and I answered! Let’s break down the challenge, the strategy we built, and the results they achieved in just 90 days.
The Challenge: Sales Carrying the Entire Load
The company’s growth up to this point looked like a lot of small tech businesses:
Early customers came from the founders’ networks.
New deals were mostly referrals.
Sales reps were doing cold outreach and demos, but conversion rates were inconsistent.
Marketing “existed,” but it was a landing page, a few blog posts, and sporadic social posts.
They had big goals: double ARR in the next 12 months. But without a clear marketing strategy, sales alone wasn’t going to get them there.
Key constraints:
Small team (no full-time marketer).
Limited budget and could not afford a full outbound ad spend.
Needed results fast enough to keep momentum.
The Strategic Approach
Instead of trying to “do everything,” we built a focused LinkedIn marketing strategy tailored to a small B2B tech company.
Step 1: Define the ICP (Ideal Customer Profile)
We started by tightening their audience. Their best customers were HR directors at companies between 200–1000 employees, mostly in North America. They valued retention and engagement solutions, not just compliance tools.
That clarity gave us:
A target list of job titles.
Pain points to anchor content around.
A clear language set for headlines, posts, and DMs.
👉 This is why the ICP worksheet is essential. Without it, your content ends up generic.
Step 2: Optimize the Founders’ LinkedIn Profiles
Prospects always Googled the founders before buying. Their LinkedIn profiles looked like resumes, not value-driven landing pages. We rewrote:
Headlines using the client-facing formula: “We help HR leaders reduce turnover with engagement software that scales.”
About section in landing page style: positioning, problems solved, proof, and CTA.
Featured section with a lead magnet: “Download the HR Retention Playbook.”
Now, when a prospect clicked, the page sold for them.
Step 3: Content Pillars to Build Trust
We implemented a simple weekly posting rhythm across founder and company pages:
Authority posts: insights on retention trends and engagement frameworks.
Storytelling posts: short stories of HR leaders solving people challenges.
Proof posts: anonymized client case studies with hard numbers (e.g., “15% turnover reduction in 6 months”).
Engagement prompts: open questions like “What’s the #1 driver of retention in your company today?”
Each post linked back (directly or indirectly) to the retention playbook by leveraging a purposeful LinkedIn content strategy for B2B.
Step 4: 15-Minute Daily Engagement Routine
We trained the founders and two sales reps to spend 15 minutes a day:
Commenting on ICP posts.
Supporting industry leaders’ updates.
Accepting and messaging new connections.
Logging interesting conversations into their CRM.
The result: more visibility without wasting hours.
Here's the Best LinkedIn Routine for B2B Leads
Step 5: Messaging Framework
We rolled out a simple 3-step message flow:
Connection request: personalized and context-driven.
Follow-up: offer the Retention Playbook, not a demo.
Nurture: keep conversations alive by asking about HR challenges or sharing relevant content.
No one got a calendar link in the first message. The goal was relationship first, call later.
Step 6: Light Paid Campaign (Month 2–3)
Once organic was running, we layered in a small LinkedIn Ads test:
Target: HR directors at 200–1000 employee companies in North America.
Creative: carousel highlighting “3 Mistakes That Cause Turnover (and How to Fix Them).”
CTA: download the Retention Playbook.
With $1,500 spend, they generated 63 new leads and 9 booked calls.
The Results After 90 Days
Profile traffic: up 225%.
Playbook downloads: 142 (50% from organic, 50% from paid).
Booked calls: 21 new calls with ICPs, 7 deals in pipeline.
Revenue impact: 2 new contracts closed, worth $78K ARR.
For a company with zero marketing system before, this was the turning point. Sales still mattered, but now marketing was actually supporting them.
Key Takeaways for Small B2B Tech Companies
Narrow your ICP. Broad targeting = wasted effort. Focus on the titles and company sizes that actually buy.
Make your profiles sell. A clear headline and About section are non-negotiable.
Consistency beats volume. Two to three high-quality posts per week can drive pipeline.
Engage daily in 15 minutes. This small habit compounds visibility.
Lead with value in DMs. Share a resource, not a pitch.
Ads work best as a layer. Test them after your organic strategy shows traction.
How You Can Replicate This
You don’t need a massive team or budget. You need a clear system and the right templates.
That’s why I built the LinkedIn DIY Starter Kit:
Fill-in-the-blank headlines and About templates.
Post templates for authority, storytelling, proof, and engagement.
DM scripts that move conversations forward without pressure.
A 15-minute daily engagement checklist.
It’s the same system we used to turn this small B2B tech company’s LinkedIn presence into a lead engine.
