Send us Fan Mail

If LinkedIn “doesn’t work,” we think it’s usually because it’s being used like a static profile page instead of a living sales and marketing system. Craig Andrews and Evan Polin sit down with LinkedIn expert Sharon Shapiro of Broly Marketing to get specific about what actually moves the needle: clean data, smart targeting, authentic messaging, and the discipline to turn online touchpoints into real conversations.

We talk about LinkedIn as a constantly updated database for research and business development, then walk through a practical process you can apply right away. Evan explains how exporting your connections and grading them from A to F creates instant clarity on who will respond, who can refer, and who belongs in your next round of outreach. Sharon shares how her team segments audiences, A/B tests messages, and uses automation carefully within LinkedIn’s limits so outreach stays human and doesn’t trigger that “obvious bot” reaction we all hate.

We also draw a hard line between helpful automation and wishful thinking. AI can support segmentation, analysis, and personalization at scale, but it cannot replace the human context that builds trust. Craig brings it back to measurement, too: clicks and impressions are meaningless if they don’t lead to replies, meetings, and conversions. The real goal is a predictable pipeline and stronger relationships, especially for professional services and high-ticket offers.

If you want a LinkedIn strategy that’s measurable, respectful, and built for real sales conversations, press play. Subscribe, share this with a teammate, and leave a review with your biggest LinkedIn outreach question.