LinkedIn Sales Prospecting Tips for Identifying The Right People

B2B Social Media Prospecting Delivers Millions


Tony Zayas is Director of Sales & Marketing at Proforma. Tony’s Social Media Sales Challenge is responsible for $5 million in new business for those who’ve gone through this training. I met Tony at GaggleAMP’s conference, AMPlify, in April. In his role, Tony coaches franchise owners in digital marketing and also leads e-commerce sales efforts.


Proforma is a B2B, franchise organization that sells advertising specialty/promotional products, printing services, and other marketing resources through their franchisees.  They have 750 global offices across America and Europe. Tune in to hear Tony discuss how Proforma has changed their sales model through content marketing and social selling practices to prospect for new business with their social strategy.

On this episode you’ll discover:

  • Proforma’s Social Media Sales Channel, their training, has resulted in five million dollars in new business!
  • Social is “not really technology based, it’s simply a communication platform.”

“Social is a communication platform… ” @tonyzayas #sbeshowTweet: Tweet This

  • The sessions Tony conducted on social at Proforma events were very popular; people understood they needed to be on social, but didn’t know how to do it.
  • Proforma’s franchise owners had limited time, limited content, and a lack of strategy.
  • Proforma’s training for owners is a prospecting program to help them pinpoint decision makers, how to engage and get on their radar.


  • Proforma uses GaggleAMP to power their content program and their blog is their biggest source of content with 3 posts per week.
  • Their content strategy is focused on being a resource for the end user, both creating and curating content.
  • Proforma’s blog syndicates to GaggleAMP and the franchise owners can share from there. They also have the opportunity to blog themselves.
  • Proforma’s franchise owners have different client bases to it’s important for them to offer top of mind awareness content.
  • As a B2B organization, Proforma regularly shares content on LinkedIn.
  • Proforma helps franchise owners to optimize their profiles and encourages using lists on Twitter and LinkedIn Sales Navigator to listen to prospects.
  • To engage with prospects sometimes it’s better to go offline to build the “know, like, and trust” factor.
  • The Social Media Sales Channel started as a 30-day challenge. One franchise owner, Brian, gained $141,000 in business in the first 30 days by connecting with former colleagues.
  • Matt, one of Proforma’s franchise owners, is regularly using Facebook to connect with business contacts and has grown his largest account to $250,000 from social prospecting.
  • A sales representative named Rob re-enrolls every quarter in Proforma’s social training. From 2014 to 2015 he saw an 18% increase in sales from using social media for prospecting.

Tony shares best practices on implementing a social selling program

Featured On This Episode:

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Find out more about social selling.

P.S. Our next podcast features Ryan Garcia, Legal Director at Dell.Subscribe to our podcast to stay current on new episodes delivered to your inbox every Friday!

10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”

  1. My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.

  2. There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.

  3. I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).

  4. People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!

  5. Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?

    B2B cybersecurity content marketing writer , technical writing cybersecurity content , cybersecurity technical writer , David Geer

    Or can you add more keyword phrases than this?

  6. All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
    I also get much knowledge from this blog.
    thank you keep sharing.

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