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With the world still under lockdown from the COVID-19 crisis, sales teams are struggling to generate pipeline the way they used to pre-pandemic. In-person events, sales meetings and industry forums are no longer options for gathering client information and expanding the decision-maker map. The good news is that by following the modern digital selling journey and leveraging tools to influence buyers early in the buying cycle, you can widen the pipeline and ultimately drive more revenue for your business in ways that are much easier than before. Here’s how…

#1. Create your digital brand

Customers want to know who they’re buying from — not just the company itself, but the individual salespeople they’ll be in contact with. This is why it’s so important to create your own personal digital brand. Start by optimizing your social media profiles, including a professional headshot and a great bio that details your personal and professional interests. Consistently share valuable content, and interact with customers, prospects, and influencers to boost visibility and become a go-to resource within your industry. All of these steps help to build trust and credibility, attract new opportunities, build sustainable relationships, and ensure you are accessible and visible to your target audience.

#2. Elevate your network

LinkedIn research shows that buyers are five times more likely to engage if the contact is made through a  mutual connection. Use social networking to strategically ask for personal introductions, build a strong personal brand and network with prospects and customers.

#3. Research customers and identify opportunities

Identify the decision-makers within your target audience by searching people based on job function, seniority level, and other criteria that will point you in the right direction. Use this opportunity to gather relevant insights into your customers and their business priorities or challenges and then identify potential opportunities.

#4. Share value and engage the customer

Set aside time each week to identify and share engaging content with your network, and invite them to relevant events. This is a powerful way to establish your reputation as a thought leader in your industry, as well as share your company culture with potential new customers. Follow up with your customers after sharing content or events and agree on the next steps, such as setting up a call, discussing further via email, etc.  

#5. Digitally meet the customer

Identify a suitable account team and organize a customer meeting. Remember, your first interaction with a customer is critical if you wish to move them through your sales pipeline, so make use of the information gathered in step #3 above to inform your conversation. Your mutual connections can also assist in a warm, more personalized introduction. Throughout the meeting, share your story and actively listen to and understand the customer’s cues.

Creating more pipeline

Make use of modern digital selling tools

Thankfully, there are many different modern digital selling tools to assist you in the steps above, with each one offering a range of unique benefits. 


With over 700 million users around the world, LinkedIn is considered the benchmark for professional networking social media platforms. This powerful platform can connect you to the right people, market your business, help position yourself as a thought leader in your industry, and build your professional brand.  

LinkedIn Sales Navigator

This paid sales management tool is designed to help you tap into an extensive network in order to target the right buyers, understand key insights, and build trusted relationships with customers and prospects to ultimately land more sales. 

CRMs and Customer Insights

Modern CRMs can provide a unified source of customer data, with data flowing in real time, as well as they give actionable customer insights. The way leads interact with marketing engines provides behavior data and useful insights for sellers to know where the lead’s interest is laying. This way, sellers can start a conversation based on the potential customer interest.


Although the past two years have thrown some curveballs with how a sales team typically builds a sales pipeline, the modern methods of today actually make it easier than ever before. What we discussed here is only a handful of techniques; the future of selling will be won by companies that maximize their digital tools and social channels. The Tricycle team combines to-the-minute best practices with our own strategies to ensure all of our people and clients succeed. If you’re ready to learn more about how we help companies win in the digital space, please reach out to us!

Keen to learn more about the modern digital selling journey and how social can help create more sales pipeline? Then register to join our free upcoming webinar: 5 Steps to Create more Pipeline with Social on Thursday, 20 January 2022. 14.00 – 14.45 CET. We hope to see you there!

5 Steps to Create more Pipeline with Social