Most teams are leaving money on the table on LinkedIn. Profiles read like business cards. Outbound feels like AI slop. Reps post once, hear crickets, and give up. Meanwhile, the buyers who would take your call are right there, active, scrolling, and ready to engage if you show up the right way.
Morgan J. Ingram has spent nine years proving what “the right way” looks like. He is a four-time LinkedIn Top Sales Voice with 180k followers who has trained teams at Google, Salesforce, and HubSpot. More than 100k sellers use his frameworks, credited with over 50 million in influenced pipeline. His message at SaaSiest Amsterdam was simple and tactical. Use LinkedIn with intent, and you can book meetings in days, not quarters.
This article distills Morgan’s approach into an operator-ready playbook that founders, sales leaders, and hands-on sellers can implement immediately.
The core idea: Presence plus precision beats volume
Cold volume without presence is noise. Presence without precision is vanity. Morgan’s system makes LinkedIn work because it blends both. He calls it the 5C System.
Clarity on who you target and why.
Connect with the right people so your outreach lands.
Conversations in the DMs that feel human and lead to next steps.
Commenting where it counts to stay visible.
Content that positions you without turning you into an influencer.
Each C is small on purpose. Stack them, and you create a consistent source of qualified pipeline.
C1: Clarity — get painfully specific about who and when
Most teams cannot answer a basic question. Why are we reaching out to this person right now? Clarity fixes that with two moves.
Sales Navigator filters that matter.
Set Posted on LinkedIn in the last 30 days as a default. It shows you active buyers, which increases connection acceptance and DM reply rates. Add Time in role: less than one year to find leaders in the assessment window. Resist the popular Changed jobs in 90 days filter. They do not even know where the bathroom is yet, and their inbox is a war zone.
Psychographics and pains, not guesses.
Use your LLM of choice to mine public posts and forums to surface what your persona values, the language they use, and the triggers that create urgency. Pair that with concrete pains you solve. Now your team has reasons that pass the sniff test when they write.
Clarity trims the list. That is the point. You are about to invest attention. Spend it where buyers are primed to respond.
C2: Connect — your headline is a conversion lever
Executives do not search for “Account Executive at X.” They search for outcomes and problems. Fix your profile so your connection requests land.
- Headline = outcome statement. “We build LinkedIn pipeline for B2B teams” beats title soup. Headlines are searchable and appear in inbox previews. Treat them like ad copy.
- Photo = human. Not a cave, not an interrogation lamp. Friendly and professional.
- Connection requests = mostly blank. Data from Morgan’s programs shows no note requests are quicker and are often accepted more. If you send a note, make it contextual and short. No “synergies.”
Housekeeping for scale. Withdraw pending requests at month’s end. LinkedIn gives you a three week re approach window. Keep the queue fresh.
C3: Conversations — book meetings in the DMs
This is where the pipeline happens. Most messages flop because they are generic asks with no observation. Morgan teaches a simple structure that works across video, voice notes, or text.
Observation → Context → Problem → Value → Clear next step.
- Observation. Company trigger, personal post, or persona reality. Prove you did five minutes of thinking.
- Context. Why that observation matters now.
- Problem + Value. Tie to a pain you can change and hint at how.
- CTA. Invite them to the next step that fits their buying motion. Meeting, event, assessment, or even a fast answer in chat.
Layer a “push-pull” line to lower resistance. “Not sure this is for you, yet we just helped X team cut reply time by 40 percent. Worth a quick look.” It signals respect and confidence without chest beating.
Use video and voice notes. Most sellers will not. That is why they stand out. Pilot with five per day per selected rep. That is 100 per month and more than enough to create a proof point. Alternate formats over three touches to feel human, not automated.
C4: Commenting — five comments a day that actually matter
Comments now have impressions. That turns smart comments into targeted reach. You do not need to spray 100 a day. You need five that buyers will see.
Build three short lists.
- Industry voices. Thought leaders your buyers follow.
- Partners and customers. Stay visible inside their networks.
- Dream clients. Executives and champions inside target accounts.
Add ten people per list. Engage daily. Add or remove names based on traction. A thoughtful comment signals expertise and warms up your DM. It also gives you observations to use later.
C5: Content — be a curator, not an influencer
Most teams freeze at “create content.” They do not need to write manifestos. They need to curate what buyers already read and add a sharp point of view.
Twice a month, post a short take.
- “I read X on Y trend. Three useful takeaways for Z persona.”
- “We keep seeing this mistake in RFPs. Here is a 60-second fix.”
- “This feature is overhyped. Here is where it actually helps.”
That cadence alone puts a seller in the top few percent of active voices on LinkedIn. It also gives marketing clean material to repurpose in email, calls, and events.
Make it a team sport without chaos
Do not roll this to everyone at once. Create a pilot squad and give them support.
Pick your “Sales Team Six.” Four to six motivated sellers will run the program for six weeks. Coach them weekly.
Track simple KPIs.
- Connection acceptance rate on target personas
- DM reply rate
- Meetings booked via LinkedIn
- Pipeline created with a LinkedIn touch
Assign an owner. Sales enablement or a frontline leader who keeps the cadence, shares wins, and protects time to execute.
What you will notice in 72 hours
This is not a theory. Teams that implement Morgan’s steps see early signals immediately.
- Acceptance rates rise as headlines improve and targets are active.
- DM replies increase when messages lead with observation and use push pull language.
- First meetings land when video and voice notes replace AI paragraphs.
- Cold outbound channels lift because buyers have seen your name and comments.
Keep the rhythm for a quarter, and you build a durable presence that compounds. Your calls get returned. Your emails feel familiar. Your events fill faster. Pipeline becomes a by product of being useful where your buyers already are.
Common mistakes to avoid
- Sending requests with “AE at X” headlines and hoping for the best
- Chasing job changers in week one and getting lost in the noise
- Writing DM novels without a single observation
- Commenting on everything and saying nothing
- Forcing creators when curators would win more quickly
Final takeaway
LinkedIn works when you show up with intent. Be clear on who and when. Connect with outcomes, not titles. Start human conversations that move somewhere. Comment where it counts. Share useful ideas without trying to become internet famous.
Do that consistently, and LinkedIn stops being a nice-to-have. It becomes a reliable source of meetings, pipeline, and trust.
Listen to Morgan’s full session from SaaSiest Amsterdam 2025 here: https://saasiest.com/leveraging-linkedin-5-simple-steps-for-creating-the-ultimate-lead-generator-2/
