Meet Adam. He’s a typical B2B buyer. His journey is digital first, self-directed, and rarely linear. He won’t come to you first, and he won’t respond to your cold outreach. Not because he isn’t interested, but because he’s somewhere else entirely.
Here’s the thing about Adam
He’s not sitting at his desk, carefully evaluating vendors. Right now, he’s scrolling LinkedIn between meetings. He’s watching a product video someone shared in a Slack channel. He’s Googling a problem he can’t quite name yet.
He’s not ignoring your emails because he’s busy with structured research. He’s ignoring them because he’s busy being everywhere you’re not. So stop waiting for him to come to you. Go where he already is.
Catch him on the scroll
LinkedIn is where B2B buyers spend real, unguarded attention. Adam isn’t there to be sold to. He’s there to learn something, see what his peers are talking about, or just decompress for five minutes between calls.
What’s getting his attention? Short-form posts that make him stop and think. A carousel that breaks down a complex problem in plain language. A video from one of your team members that sounds like a real person talking, not a product announcement. A case study framed around a problem he recognizes.
The content that wins on LinkedIn doesn’t shout. It’s just useful enough, or interesting enough, to make Adam pause his scroll. That pause is where trust starts.
Post consistently, amplify what’s working, and get your leadership team posting in their own voices.
Be the answer when he searches
At some point, Adam opens Google. He types in something like “how to reduce customer wait times” or “best options for network visibility” or whatever problem is sitting on his desk right now. He’s not searching for you. He’s searching for answers.
If your content is the answer, he finds you.
This is where SEO earns its keep, not as a technical project, but as a commitment to writing about the things your buyers are actually Googling. Blog posts that address real problems. Guides that explain complex decisions in plain terms. Pages built around the specific questions your best customers asked before they bought.
Write for Adam’s search bar, not for your product brochure.
Show up in the video he watches next
Adam watches video. He’ll sit through a 10-minute walkthrough of a solution to a problem he’s wrestling with. He’ll watch a peer explain how they solved something. He’ll click on a short, punchy explainer if the thumbnail promises something useful.
Video builds familiarity faster than almost any other format. It’s harder to ignore, easier to share, and more likely to stick. A 90-second video explaining a problem Adam recognizes is worth ten cold emails.
You don’t need a production studio. You need a camera, a real person, and something worth saying.
Let his peers do the talking
Before Adam agrees to a demo, he asks around. He checks what people in his network are saying about you. He looks at reviews. He notices if any of his LinkedIn connections have engaged with your content or mentioned your name.
This is the channel you can’t buy, only earn.
Ask your happiest customers to share their experience publicly: a review, a LinkedIn post, a quote in a case study. Make it easy for them through a direct link, a one-click review request, or a pre-written template. The goal is to ensure that when Adam looks for social proof, he finds it.
Ready for the inbox?
Once Adam has seen your content, watched your video, read a case study, or noticed that someone he respects follows your company, a well-timed email lands differently. It’s a follow-up to a relationship he didn’t realize he was building.