LinkedIn Lead Generation Starts with a Clear Proposition

Businesses struggling to generate leads from LinkedIn may be focusing on the wrong problem. 

According to social selling expert Dean Seddon, the answer is not simply to post more often or blame the algorithm. It starts with a clear commercial proposition and a joined-up sales strategy.

Dean, founder of social selling training company Maverrik, says businesses often treat posting, networking, outreach and engagement as separate activities.

But these tactics are unlikely to deliver consistent results if a company has not first worked out what it is selling, who is most likely to buy it and why they would pay for it.

“The three big reasons people don't get leads on LinkedIn are that they're unfocused on what they're selling, unfocused on who would buy it and unfocused on why,” Dean told That's Business.

It is a useful reminder for businesses tempted to focus on activity for activity’s sake. A regular stream of posts might attract attention, but attention alone does not explain what a company offers or give a potential customer a reason to take the next step. 

Likewise, networking and outreach need a clear purpose if they are to support sales.

Dean says consistent lead generation rests on three connected elements: content, newsletters and events. Each can help a business communicate its offer, build relationships with potential customers and create opportunities for further conversation. The key is to bring them together around the same commercial proposition, rather than treating them as isolated marketing tasks.

For businesses, that means starting with some straightforward questions. What problem does your product or service solve? Who is most likely to need that solution? And what makes your offer worth paying for? Clear answers can help shape the messages shared through LinkedIn content, the subjects covered in newsletters and the focus of events.

This approach also offers a more useful way to judge LinkedIn activity. Instead of asking only whether a post received likes or comments, businesses can consider whether their communications are reaching the right people and helping them understand the value on offer.

LinkedIn can be an important part of a sales strategy, but it cannot make an unclear proposition compelling by itself. Before changing the posting schedule or chasing higher engagement, businesses may want to review the foundations of their offer and how each part of their marketing supports it.

Dean Seddon’s comments were issued in London on 15 October 2026.

Dux-Soup celebrates 10 years and 300,000 users worldwide

Dux-Soup, the LinkedIn automation and lead generation specialist, is celebrating a significant milestone as it marks its 10th anniversary and passes 300,000 users worldwide.

Since launching in 2015, Dux-Soup has empowered individuals, teams and agencies to automate LinkedIn outreach, nurture leads, and grow sales pipelines more efficiently.

Will van der Sanden, Founder of Dux-Soup told That's Business: “Since launch, my focus has been on delivering the safest, smartest and most secure LinkedIn automation platform while putting customer service at the heart of what we do. 

"I’m proud that we’ve met those goals and have a Trustpilot score of 4.7. I’m excited to keep innovating for the next decade, building the value Dux-Soup delivers to professionals who rely on LinkedIn for lead generation and outreach.”

To mark its 10th anniversary, Dux-Soup is giving back to its community with a series of special licence giveaways over the next 12 months. These include four completely free 12-month licences and twelve discounted licences, each capped at £10 / €10 / $10 per month.

Outstanding customer feedback

With cloud-based and desktop deployment options, Dux-Soup has won deserved praise from a loyal customer base, including long-time customers who credit Dux-Soup with transforming their lead generation results and business growth.

Tyron Giuliani, Founder of Selling Made Social: “Discovering Dux-Soup over eight years ago transformed the scale of my LinkedIn outreach. It’s brought consistency to my innovative client acquisition strategies and tactics, executing them at a level I didn’t think was possible, while keeping my activity & accounts safe on LinkedIn.”

Tracy Enos, CEO of LinkedInAcceleration: “Happy Anniversary! Dux-Soup is the OG of LinkedIn automation software. Thanks to you, I’ve been able to add a lot of zeros to my business. The Dux-Soup team is awesome!”

Ben Pace, CEO Client Matchmaking: “Congratulations to Dux-Soup on your milestone. Your success has fuelled our own. I’ve used every version of the platform, from single-user to Cloud and Agency, and it’s been a driving force behind our growth into a multi-million-dollar agency. Dux-Soup has played a major role in our expansion, our success, and the results we deliver.”

David Adams, Founder of Momentum Solutions: “As a year-one customer, I’ve seen Dux-Soup evolve to meet the needs of professionals driving leads from LinkedIn. I’ve run countless successful campaigns, winning clients across sectors and continents from recruitment to marketing and PR. Just last month, I secured nine new clients using Dux-Soup.”

Demand for LinkedIn automation tools is growing across various industries from recruitment and coaching to technology and professional services, as businesses seek to connect more effectively with their target audiences.

For more details on the licence giveaway, visit www.Dux-Soup.com/10yr

Mastering Social Media Marketing: Top Tips for Small Businesses

In today's digital age, social media has become a powerful tool for small businesses to connect with their audience, build brand awareness, and drive sales. 

The ability to reach a global audience with minimal costs has revolutionised the way small businesses market themselves. However, success in social media marketing requires a well-thought-out strategy. In this blog post, we'll discuss some essential tips for small businesses to excel in social media marketing.

Understand Your Audience

One of the fundamental principles of social media marketing is to understand your target audience. Who are your potential customers? What are their needs and preferences? By knowing your audience, you can create content that resonates with them and tailors your strategies accordingly.

Choose the Right Platforms

There are numerous social media platforms available, but not all are suitable for every business. Select platforms that align with your audience and industry. For instance, if you're a visual-based business, Instagram and Pinterest might be more suitable, while B2B companies often find success on LinkedIn.

Consistency is Key

Consistency is vital in social media marketing. Regular posting helps maintain engagement and build a loyal following. Create a content calendar to plan your posts in advance, ensuring a steady stream of content. Tools like Hootsuite and Buffer can help you schedule and manage your social media posts efficiently.

Quality Over Quantity

While consistency is crucial, it should not compromise the quality of your content. High-quality, engaging content will generate better results than frequent but subpar posts. Invest time in crafting compelling visuals, writing engaging captions, and using relevant hashtags.

Leverage Visual Content

Visual content, such as images and videos, is more likely to be shared and engaged with on social media. Consider using infographics, product photos, behind-the-scenes videos, and customer testimonials to capture your audience's attention. 

Engage with Your Audience

Social media is a two-way street. Engage with your audience by responding to comments, messages, and mentions. Encourage discussions and build a sense of community around your brand. This not only increases trust but also strengthens your online presence.

Use Hashtags Effectively

Hashtags are a powerful tool to increase the discoverability of your content. Research and choose relevant hashtags for your posts, but avoid overloading your captions with them. A few well-chosen hashtags can significantly boost your content's visibility.

Analyse and Adapt

Social media marketing isn't a one-size-fits-all solution. Regularly monitor the performance of your posts using built-in analytics tools or third-party apps. Analyse which posts are most effective, what times your audience is most active, and adjust your strategy accordingly.

Collaborate and Partner

Building relationships with influencers or other businesses in your industry can expand your reach. Collaborations and partnerships can introduce your brand to a new and engaged audience, increasing your brand's credibility and visibility.

Invest in Ads

Social media advertising can be an excellent way to reach a broader audience, especially when your organic reach starts to plateau. Platforms like Facebook, YouTube, Instagram, and LinkedIn offer targeted advertising options that can provide a solid return on investment.

Social media marketing is an ever-evolving landscape, and small businesses must be adaptable and willing to learn. By understanding your audience, maintaining consistency, and creating high-quality content, you can harness the full potential of social media to grow your brand and connect with your customers. Remember, success in social media marketing is not about the size of your budget but the effectiveness of your strategy and the authenticity of your brand's voice.

As an important caveat, make sure that the values of whomever operates your company's social media channels match with the values of your business, and that they don't (for example) mistake your corporate Twitter account for their own private Twitter account. It's somewhat jarring for the Twitter account of a small, bespoke knitwear maker to suddenly start sending out tweets of a political nature that have nothing to do with the brand they are supposed to be representing. 

(Image courtesy Photo Mix from Pixabay)