Social selling – what it is and how to sell on LinkedIn in B2B
Filip Duszczak
CEO InStream Group
- Reading time: 19 minutes
- February 27 2026
Updated: · data from InStream Group projects in 2026
Social selling is selling based on relationships built on social media, in B2B mainly on LinkedIn. A salesperson finds decision-makers, builds a relationship with them through invitations, messages, comments and content, and then turns it into a sales conversation. Precision is what counts: the right person, the right reason to get in touch and the right moment.
- What social selling is
- Presentation with voice-over
- Social selling in prospecting
- Videos: how the team works
- Why social selling works
- Targeting in Sales Navigator
- Social selling strategies
- Sequences that lead to meetings
- Benefits of Sales House
- LinkedIn Sales module demo
- Client case studies
- Where to start: 7 steps
- How much time it takes
- On your own or with Sales House: costs
- Pricing
- Frequently asked questions
Definition
What social selling is and how it works
Social selling combines four activities that are kept separate in traditional sales. Only together do they lead to a conversation with a decision-maker who knows who you are and why you are writing.
- 1
A credible profile
A decision-maker checks you on LinkedIn before replying. Your profile should say who you help and with what result.
- 2
Finding the right people
Instead of a list of companies, you have a list of specific decision-makers with a reason to get in touch.
- 3
Value instead of an offer
A comment, a resource, a question about their situation. The offer only comes up in the conversation.
- 4
A relationship turned into a meeting
Every contact leads to one goal: a conversation with a salesperson.
Social selling, cold mailing and cold calling
| Social selling | Cold mailing | Cold calling | |
|---|---|---|---|
| Strength | precision and relationship | scale | a quick conversation |
| Who it reaches | selected people and companies | a broad group from your ICP | people with a phone number |
| First contact | invitation, comment, message | phone | |
| Works best for | a list of dream companies, high deal values | a steady flow of leads | a short decision cycle |
Cold mailing gives scale, LinkedIn gives precision. They are not competitors but a set. See how we run cold mailing and how we combine both channels in Lead Generation 3.0.
Presentation with voice-over
Social selling at InStream: presentation with voice-over
Thirteen slides: why we choose manual work over bots, how the Lead Astra platform works, the results we achieve and how much Social Selling costs.
Many organisations opt for sales automation and bots on LinkedIn. That’s a mistake.
Many organisations opt for sales automation and bots on LinkedIn. That’s a mistake.
In your business, credibility and professionalism matter. Your sales must be effective, but also high-quality. That’s why over the last few years we have developed a system that uses new technologies and artificial intelligence where they provide the greatest real value, without deceptive practices.
A CRM for LinkedIn system that, with the support of our salespeople, lets your company reach clients while staying professional and effective.
Our LinkedIn activities combine manually run actions based on various communication formats: text messages, voice messages, nudges, posts and hand-written emails.
Low volume, hyper-effective conversion. Zero bots and automation.
The advantage of this method is the ability to use many communication channels at once and very precise targeting. This makes it possible to build personal messages and focus on the recipient.
Quality, not quantity. We can reach a specific company and person that you point out. You set the goals, we book you a meeting. When you hire our resources, we provide three layers of support: a CRM system for LinkedIn and tools for building communication – emails, voice and text messages. That way we speak with your voice and write in your language, always taking care of communication quality and professionalism.
The third layer is an experienced salesperson and a support team who run activities manually and with full responsibility, so as not to expose you or your personal brand to the risks of LinkedIn bots. Zero automation.
The team supporting your project consists of a salesperson who acts as your assistant, a strategist who plans the direction and goals with you, and a support team that looks after profile quality, visibility and security.
Our cooperation is long-term. You entrust us with your LinkedIn profile, and we build your network. Every month we reach dozens or even hundreds of contacts, preparing personalised messages in various channels. Together we analyse the results and look for the most effective strategies.
Thanks to this approach, enterprise clients who cannot afford the risks of unauthorised automation can safely build a portfolio of contacts, reach potential clients and develop their business network. And if they don’t have time, they entrust their profiles to us.
At InStream Group we support hundreds of specialists, consultants and leaders, directly managing their LinkedIn profiles, looking after their personal brands and security while supporting sales growth.
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Voice-over script for this slide
LinkedIn Sales means conversations with decision-makers run by a person, without bots or automation. Experienced salespeople write on your behalf and in your tone. You get meetings with the companies that matter to you.
Decision-makers receive tons of automated messages today and recognise them quickly. A message written by a person stands out from the first sentence. And your account stays safe, because we follow LinkedIn’s rules.
The goal is meetings with people who really make decisions. We run the conversation naturally, step by step, including with voice messages. The result is a meeting date in your calendar.
Behind your campaign is a LinkedIn Sales specialist supported by a team. They use our know-how on building B2B relationships. The Lead Astra platform prepares the work, but every message is sent by a person.
The salesperson works in one tool that combines LinkedIn, email and personal branding. That way no conversation stalls and every contact gets a timely reply. You see the results without checking several systems.
Your network of decision-makers grows every month. This portfolio of contacts stays in your company for years. We operate legally, so your account and personal brand are safe.
Artificial intelligence helps prepare a message for a specific person. The salesperson always has the final say and refines the content in your style. That’s why conversations sound natural and build trust.
We choose the approach based on your goal. You can point us to specific companies you want to reach, or go for broader reach and referrals. After each quarter we check what works best. On that basis we plan the next step.
The entire history of conversations with a client is recorded in one place. Even if the salesperson changes, the relationship doesn’t start from scratch. This way you build relationship capital that works for your sales for years.
We develop the campaign based on data, not gut feeling. We reinforce the activities that most often end in a meeting. That way the campaign works better week after week.
Every month you get a report comparing the results with the guarantee written into the contract. LinkedIn relationships pay off over time, which is why we work long-term with many brands, such as MAAG Gear.
The cooperation has a steady monthly rhythm. First we prepare the strategy, profiles and the list of companies, then every month we reach more decision-makers. We also prepare your team to work with leads. Every 90 days we sum up the results at a strategy meeting.
LinkedIn Sales is a subscription from €1,000 net per month. We guarantee the minimum number of invitations and Hot Leads in the contract. Conversations are run from your experts’ profiles, so their personal brands grow too.
See how the social selling team at InStream works: 5 videos
Five short videos: strategy and the decision-maker map, AI messages and voice recordings, CRM for LinkedIn, messages sent by a person, and daily work and results.
Strategy and the decision-maker map
Several strategies at once: key companies, the whole buying team and mutual connections, and a summary of results after 90 days.
AI messages and voice recordings
Content tailored to the recipient's profile, a voice message in your voice and sequences that lead to a meeting.
CRM for LinkedIn
Every contact has its stage and full history. The system keeps track of deadlines and builds a relationship portfolio that stays in the company.
Messages sent by a person
LinkedIn, email and voice in one conversation. The salesperson sends every message manually from your expert's profile.
Daily work and results
Around 20 new contacts a day, results week by week and a plan: a month of preparation, then meetings.
Effectiveness
Why social selling works: precision, targeting and manual writing
Social selling wins where mass sending stops working: with decision-makers who receive dozens of offers a week.
- 1
Precision
You contact the person who decides, not a department. In the wishlist strategy, you choose the companies.
- 2
Targeting options
Sales Navigator filters decision-makers by role, tenure, company size, region and activity.
- 3
Manual writing
A message written by a person for a specific person sounds like a conversation, not a campaign. Add to that voice messages, which a bot cannot record.
- 4
Several channels at once
LinkedIn, a voice message and a manual email to the same person, in one sequence.
Strategies
Social selling strategies: from mutual connections to ABS
We match the strategy to the goal. You can combine several at once, e.g. a wishlist of companies with referrals from current clients.
| Strategy | How it works | Works best for |
|---|---|---|
| Mutual connections | we start with people with whom you share connections | a new company, a small client network |
| Alumni | a shared university or a shared employer as the reason to get in touch | conversations with management boards |
| Referrals | your clients recommend you to people in their network | companies with satisfied clients |
| ABS (account based selling) | several decision-makers in the same company at once, each with a different argument | large contracts, long decisions |
| Events | contact before and after trade fairs, conferences or webinars | industries with events |
| Finding the decision-maker | first we establish who really decides, then we write | companies with a complex structure |
| Wishlist | every month you name 5–10 dream companies and we book meetings company by company | strategic clients |
| Relationship + content | a conversation combined with posts and value (resources, comments) | a longer sales cycle |
Sequences
Social selling sequences that lead to meetings
A sequence is a planned series of contacts across several channels. Below are three example sequences. In a campaign we match them to the strategy and every month we check in the panel which one brings the most conversations.
A. A decision-maker with no shared context
| Day | Action |
|---|---|
| 0 | profile visit, reaction to a post |
| 1 | invitation with a short note on the reason for contact |
| 3 | after acceptance: a thank-you and one question about their situation |
| 7 | a voice message from the salesperson |
| 10 | a resource or an example from their industry |
| 14 | a manual email proposing a call |
| 21 | a final message with a calendar link |
B. A mutual connection or a referral: day 0 an invitation mentioning the person who referred you, day 2 a message with context, day 5 a voice message, day 9 a meeting proposal.
C. An event: before the event an invitation and a question about attending, during or right after a comment on the topic, 3 days later a voice message and a call proposal.
These sequences are examples, not the result of a specific campaign.
Sales House
What you gain when Sales House runs your social selling
Behind your account there is a team of 3 specialists. Each is responsible for a different part of the campaign, and you get meetings in your calendar.
- 1
Salesperson
An experienced salesperson manually runs conversations from your profile, records voice messages and writes emails.
- 2
Strategist
Chooses the target group, strategy and sequences, and every month checks what brings the most conversations.
- 3
Support team
Looks after the CRM for LinkedIn platform, account security and results reports.
Account security
A system legally connected to LinkedIn
Our platform connects to LinkedIn legally. It is not a bot or a browser plug-in. Every message is written and sent by a salesperson. The system organises contacts and conversation history.
- Not a bot and not a browser plug-in
- Every message is sent manually by a salesperson
- Safe for your account and your brand
- Voice messages
- Manual emails
- Deep research
- AI content
Salesperson tools
Voice, manual emails, deep research and AI
The salesperson records voice messages and manually writes emails to people they are building relationships with. Before contact we do deep research on the company and the person. AI prepares content suggestions. A person always approves the final version.
- Voice messages recorded by the salesperson
- Emails written manually, alongside LinkedIn
- Deep research and AI before every contact
Analytics
Campaign analytics in one panel
In the CRM for LinkedIn panel you see campaign activity trends, contacts handed over and the conversion of each type of activity. We check which sequences and activity types generate the most conversations. On that basis we develop the campaign.
- Activity trends day by day
- A ranking of the most effective sequences
- Conversion by activity type, including voice messages
- Trends
- Sequences
- Conversion to Hot Lead
- Recommendations
Comparison
Plug-ins and bots or a salesperson on LinkedIn?
Automation on LinkedIn is tempting because of its scale, but it hurts credibility and account security. See how our approach differs.
| Area | Plug-ins and bots | InStream Social Selling |
|---|---|---|
| Who runs the conversation | A bot that clicks instead of a person | An experienced salesperson, manually |
| Account security | Risk of account restriction or ban | A legal connection with LinkedIn, with no risk to the account |
| Scale of activity | Hundreds of invitations a day, en masse | Low volume and high conversion |
| Message content | The same template for everyone | Personalisation, voice messages and content prepared with AI |
| Contact channels | Only automated LinkedIn messages | Many channels at once: LinkedIn, voice messages and email |
| Strategy | What counts is the number of invitations sent | A strategist selects the target group and sequences |
| Your brand | Spam signed with your name | Credibility and quality that build your brand |
No bots or plug-ins. Every message is sent by a person.
LinkedIn Sales module demo: see the platform in action
We work on our own CRM for LinkedIn platform. The salesperson runs conversations manually. The system organises contacts, sequences and results. Legally and without risk to your account.
- Voice messages
- AI prepares content
- Hand-written messages
Case studies
Case studies: InStream client results
Since 2017 we have run 446 projects on LinkedIn. An example: StethoMe, the CEO’s personal brand and outreach to the US market in 4 months: 607 invitations and a 13.5% acceptance rate. Below are client stories with videos.
Clients and their stories
Our clients' success and satisfaction matter most to us. Join more than 1,700 companies worldwide for which we have generated leads.
Case study
Emitel × InStream
Cold Email campaign: boosting in-building mobile network coverage.
105 hot leads350% of the guarantee deliveredClient testimonial
Mr Staff Support
Recruitment of drivers and workers from Asia. Magdalena talks about working with InStream.
Case study
Studio201 × InStream
Cold Email campaign for a software house: apps and AI implementations.
119 hot leads3 signed contractsClient testimonial
Packon
Cardboard packaging manufacturer. Konrad Wijata talks about working with InStream.
Case study
Personal System × InStream
Cold Email campaign for a permanent and temporary staffing agency.
40 hot leads in 3 months17,000+ messagesClient testimonial
Proexwork
Staffing agency. Maciej Krutul talks about working with InStream.
Case study
StethoMe × InStream
LinkedIn: the CEO's personal brand and US market outreach in 4 months.
607 invitations13.5% acceptance rateCase study
Iguana Group × InStream
Cold Email campaign to schools: sports equipment.
43 hot leads419 repliesClient testimonial
HSK Consulting
Employee hiring services. Jarosław Multan talks about working with InStream.
Client testimonial
MAAG Gear
LinkedIn campaign, 2 years of working together. Krzysztof Orłowski talks about working with InStream.
Client stories
See how we help companies like yours
Testimonials, case studies and campaign results from our clients in Poland and around the world.
See client storiesGetting started
Where to start with social selling: 7 steps
We go through these steps with every client before a campaign starts. You can do them on your own or with our strategist.
- Step 1
Goal and ICP
How many meetings per month and with whom: industries, roles, countries.
- Step 2
Profile
Your headline, About section and photo say who you help and with what result.
- Step 3
SSI
Check your score and see which of the four areas is the weakest.
- Step 4
Lists in Sales Navigator
Search for people, not companies, and save them on lists.
- Step 5
Strategy
Choose: mutual connections, referrals, ABS, events or a wishlist.
- Step 6
Sequence and content
Plan the next contacts across several channels and 1–2 posts a week.
- Step 7
Measurement
Record contacts and statuses in a CRM and check every month which sequence brings conversations.
Time
Social selling on your own or with Sales House: how much time it takes
Social selling is daily work. See which tasks stay on your side and which the team takes over.
| Task | On your own | With Sales House |
|---|---|---|
| List of decision-makers | you search in Sales Navigator yourself | a strategist builds the decision-maker map |
| Research before contact | manually, for every person | deep research and AI before every contact |
| Messages and voice recordings | daily, from your own time | a salesperson writes and records for you |
| Follow-ups and order | a spreadsheet or your memory | CRM for LinkedIn: sequences and statuses |
| Scale | one profile | up to 3 profiles, min. 200 new contacts per month |
| Result | depends on your calendar | min. 5 hot leads per month in the contract |
Costs
Social selling on your own or with Sales House: cost comparison
Compare the cost of your own salesperson with a subscription in which a whole team works with a platform.
| Your own salesperson | Sales House | |
|---|---|---|
| Monthly cost | PLN 12,000 (approx. €2,800) per month for one average salesperson with commission in Poland | €1,000 net |
| Team | 1 person | 3 specialists |
| Tools | licences and CRM on your side | platform and CRM for LinkedIn included |
| Guarantee | none | min. 5 hot leads per month, or a 25% refund of the invoice or making it up the following month |
| Start | recruitment and onboarding | from the first month |
A middle option
Your salespeople can work on our CRM for LinkedIn platform, and we add the strategy and sequences. We agree the scope and licence in a call. Also read how to build a sales strategyin which social selling is one of the channels.
Pricing
LinkedIn Sales package
One price, full scope. See what you get when working with our team.
LinkedIn Sales
Salespeople on LinkedIn, voice messages and CRM for LinkedIn
€1,000
net / month
For companies that want to reach decision-makers on LinkedIn precisely and talk to them through experienced salespeople, not bots.
Book a callWhat you get
Team and strategy
- A team of 3 specialists: experienced full-time salespeople
- Up to 3 LinkedIn profiles run manually
- A general strategy at scale or a wishlist of 5 to 10 dream companies per month
Contact with decision-makers
- Min. 200 new contacts per month
- Manually recorded voice messages
- Manual cold mailing run in parallel
- Messages prepared with AI and approved by the salesperson
Platform and analytics
- CRM for LinkedIn: contacts, sequences and statuses in one place
- Campaign analytics: trends, sequences and conversion to hot lead
Results and guarantee
- Min. 5 hot leads per month
- A ready meeting in your calendar, a calendar link or a contact in your system
- No 5 hot leads: a 25% refund of the invoice or making it up the following month
Net price. We agree the details and terms in a conversation.
A pilot to start: you can test LinkedIn Sales in a 4-month pilot with the same guarantee of min. 5 hot leads per month. We quote the pilot price on request.
Frequently asked questions about social selling
What is social selling?
Social selling is selling based on relationships built on social media, in B2B mainly on LinkedIn. A salesperson finds decision-makers, builds a relationship with them and turns it into a sales conversation.
How does social selling on LinkedIn work?
It means finding the right people in Sales Navigator, getting in touch with a specific reason, running the conversation through messages, voice recordings and content, and finally booking a meeting.
What is SSI and how do I check it?
SSI (Social Selling Index) is a LinkedIn score from 0 to 100 points, calculated from four areas worth 25 points each: professional brand, finding the right people, engaging with insights and building relationships. You can check it after logging in at linkedin.com/sales/ssi.
How do I increase my SSI?
Complete your profile with the client in mind, regularly search for and save the right people, comment on and publish industry content, and build relationships through conversations rather than mass invitations.
Does social selling increase sales?
Yes, if it ends in meetings. In the InStream LinkedIn Sales subscription we guarantee min. 5 hot leads per month, and in the StethoMe campaign 13.5% of decision-makers accepted the invitations.
How is social selling different from cold mailing?
Cold mailing gives scale, social selling gives precision. The best results come from combining both channels towards the same decision-makers.
Is social selling just publishing posts?
No. Posts build credibility, but selling happens in conversations: invitations, messages, voice recordings and meetings.
Where should I start with social selling?
With your goal and ICP, then your profile, SSI, lists in Sales Navigator, choosing a strategy, a sequence and measurement in a CRM.
Do I need Sales Navigator for social selling?
It is not mandatory, but without it it is hard to filter decision-makers precisely, save lists and follow changes at potential clients.
How much does social selling cost?
At InStream the LinkedIn Sales package costs €1,000 net per month with a guarantee of min. 5 hot leads. We quote a 4-month pilot on request.
Are LinkedIn bots and plug-ins safe?
Automation increases the risk of account restriction or a ban, and sends the same template to everyone. With us every message is sent by a salesperson, and the platform connects to LinkedIn legally.
When does social selling bring first results?
The first month is preparation: strategy, the decision-maker map and sequences. Then come the meetings. A salesperson makes about 20 new contacts a day, and you see the results week by week.
Let’s plan your social selling
In a 30-minute call we will agree who you want to reach, which strategy to choose and how many meetings a month you can realistically have.
- 30 minutes, no obligation
- 446 projects on LinkedIn
- Min. 5 hot leads guaranteed
About the author
Filip DuszczakCEO and founder of InStream Group, 17 years in B2B sales. He has built a team of 70+ specialists that has supported more than 1,700 companies in sales across 40+ markets.
LinkedIn profile
Prospecting
Why social selling is the most effective prospecting tool when a list of specific companies matters
In complex B2B sales, a purchase is usually decided by several people. Reaching one of them is only the start of working with the whole buying committee. Social selling lets you reach several decision-makers in the same company, with shared context and without mass sending.
Precision
You reach a person, not an email address. You see their role, tenure, activity and mutual connections.
Context
You have a reason to get in touch: a post, an event, a mutual connection or a job change.
Credibility
The recipient sees your profile, recommendations and content before replying.
See what prospecting is and how we combine channels so that a list of companies turns into meetings.
Also read: LinkedIn as a sales tool and a professional LinkedIn profile. If you want the whole team to talk about your company, see what employer branding is and how it supports sales.