High-Ticket Prospecting on LinkedIn: Mining C-Suite Gold

LinkedIn is the go-to platform for sales prospecting. With over 1 billion members, you can find pretty much any B2B contact you want.

But almost all sellers focus their efforts down-funnel, pitching to directors and managers. Very few take the risky route of high-ticket prospecting targeting the C-suite. And that’s a shame, because huge deals await those bold enough to prospect top-tier executives on LinkedIn.

In this guide, we’ll cover unconventional yet proven tactics to open conversations with Fortune 500 CEOs and land those elusive seven-figure contracts. Grab your heels and get ready to start some executive outreach.

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Why Prospect C-Level Execs on LinkedIn

Before jumping into tactics, it’s worth examining why you should aim so high on social media. There are three core reasons top-down prospecting works:

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#1 C-Suite Execs Are More Accessible Than You Think

Many assume chief executives are constantly in important meetings with no time for random outreach. But for large companies, that’s rarely true. They have extensive teams handling day-to-day operations, vendor relationships, and decisions.

As a result, CEOs and other C-suite leaders operate more strategically, analyzing data and reports from their groups rather than grinding on execution. This leaves ample whitespace in the calendar should an interesting opportunity arise.

And with everyone glued to their smartphones these days, even top-tier executives answer calls, texts, and emails just like the rest of us.

A cold call or cold email could spark their interest when crafted appropriately.

The trick is figuring out how to make that initial contact and then following up effectively. Which brings us to one of the best platforms for making that happen: LinkedIn.

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#2 LinkedIn Rewards Controversy (For Better or Worse)

As a professional social network designed specifically for B2B outreach, LinkedIn offers sellers direct access to almost anyone. Even the celebrity CEOs.

And the LinkedIn algorithm heavily weighs comments and engagement. The more responses a post drives, the further it spreads across the platform.

This means controversial stances tend to get a lot of reach. People can’t resist jumping into arguments and voicing their reactions.

And intense discussions keep the comments section buzzing for days, feeding the algorithm.

While playing “devil’s advocate” may work for building an audience, it certainly carries brand risks. We do not recommend fake outrage or extreme views just to get clicks.

However, thoughtfully highlighting unpopular opinions or pressing societal questions valuable to your audience can increase attention provided it aligns with your positioning. Ask difficult questions but maintain thoughtful dialogue in the comments. Discuss, don’t attack.

Executed judiciously, lively debates attract followers which expands your reach to C-suite contacts that align to your solution. Time to shake the beehive respectfully.

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#3 CEO Referrals Open Doors

Even with quality contacts and post visibility, it remains very difficult to book meetings with Fortune 500 chiefs. They insulate themselves for good reason.

While CFOs and COOs get more involved in vendor selections, the CEO agenda focuses elsewhere unless there is a glaring need or innovation.

This is where referrals make all the difference.

If a peer CEO connects with your post and brand, they will likely refer you to the appropriate executive rather than taking a direct meeting. “Seeking this data? Talk to my analytics leader.”

A referral from the top down holds tremendous weight, directing targets like CTOs or CIOs to prioritize your outreach.

In this way, CEOs act as conduits to surface the most valuable opportunities buried deep within large organizations. Get enough of them commenting and referring, and your pipeline will overflow in no time.

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Crafting Viral LinkedIn Posts

Alright, so CEOs might provide referrals if you spark their interest. But how do you accomplish that mission? What sort of posting strategy attracts their attention in the first place?

The approach flies in the face of almost all standard advice. Rather than playing nice, you purposefully take bold stances knowing it will ruffle feathers. The goal is respectful controversy.

Here are three proven tactics for publishing provocative LinkedIn content that gets executives talking:

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#1 Speak in Absolutes Without Caveats

When drafting thought leadership, avoid peppering in lots of “may” and “sometimes”. Definitive statements only.

This technique instantly polarizes readers. It suggests your perspective remains true in all situations and scenarios, eliciting strong reactions from those disagreeing or spotting obvious exceptions.

And that’s the point. You want passionate defenders and offenders. It builds discussion.

Just ensure your core message resonates with your target audience. Avoid needless attacks or extremity. Stand firm on positions important to your buyers.

Of course in the comments you’ll accept certain cases where your argument doesn’t perfectly apply. That discourse simply fuels more comments.

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#2 Ruffle Feathers While Maintaining Character

Similar to speaking in absolutes, sharing opinions guaranteed to agitate many readers incentivizes engagement. Especially on fiery issues.

The key is identifying areas that push people's' buttons while aligning to your brand values. Stay authentic.

As examples, here are some hot topics raising exec eyebrows right now:

AI ethics debates
Data privacy regulations
Future of remote work
Cryptocurrency scaling

Select subjects resonating with your targets and ask tough questions. Frame things in a way aligned to your products and solutions. The flashes of controversy attract interest and traffic.

Sometimes even a whiff of provocation in a headline or image preview suffices to spark that initial click. But always deliver insight and perspective in the content itself. No clickbait.

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#3 Respond to All Comments

When your post kicks the metaphorical hive, ready yourself for the swarm. At this point the key is letting discourse and debate flow openly rather than stifling things.

Assuming good intent, address every single comment even if just with a simple “good point” or “interesting perspective”. This shows you consider all feedback and keeps the dialogue moving.

Lean away from defensive postures if people attack aggressively. Kill them with kindness and rational counters. With more responses comes more eyeballs; staying cool and collected maximizes this effect.

The hornets reach fever pitch when multiple people gang up on a position. Supporters will rise to balance things out. Let the momentum build then gracefully collected things back once activity peaks.

Throughout the process your consistent involvement signals authenticity. And remember your end goal: attracting those ideal prospects. Balance rhetoric and value accordingly.

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Converting Clicks into Opportunities

Riling up the masses brings eyeballs, but it means little if untouched prospects don't turn into tangible pipeline. Viral posts should directly support sales strategy.

With your unconventional thought leadership drawing attention, properly leveraging those clicks separates the pros from the posers.

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Foster Direct CEO Relationships

Considering their strategic roles and responsibilities, CEOs themselves likely won’t become buyers or key decision makers. Their time is too precious.

However, that makes personal relationships with those chief executives incredibly valuable. Even if no deals result directly, prominent corporate figureheads provide unmatched access to eventual buying centers thanks to referrals.

CEOs pay attention when other CEOs share content or make recommendations. If several endorse you, your credibility and notoriety skyrockets.

So while debating CEOs publicly has some merit, the biggest wins come from post-discussion direct outreach. DM them to continue the conversation offline.

Thank them for their perspective. Seek common ground. Then explore potential connections that could mutually benefit each business based on the public dialogue.

Position the exchange as an intro call rather than a sales pitch. If subsequent meetings make sense you can then migrate the rapport into a formal discussion.

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Equip Sales for Executive Referral Follow Up

As previously noted, a CEO referral delivers a massive fast pass to key contacts under them. This sends pipeline opportunity through the roof if properly leveraged.

But that requires sales know how to align messaging and approach for those well-guarded leaders who suddenly get mandated to speak with you.

Reps tasked with powerful executive referrals should:

Understand their perspective - Study their history, role, and goals. Empathize and speak their language.
Provide context and value - Have insights and intel aligned to their priorities handy. Know why you connect before the call.
Ask aligned questions - Inquire about challenges related to the referral. Take interest in their world.
Discuss at their level - Perspective and advice should consider the broader business not just product needs. Think big picture.

When sales conversations feel like peer discussions rather than shallow pitches, magnificent things happen. That poise and preparation separates the pros.

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Continually Improve Targeting

As with any campaign, optimizing performance requires prompt analysis and iteration. Track results and funnel metrics to guide adjustments.

Monitor which post themes and types of difficult topics elicit the strongest interactions and leadership attention. Do the same for follow ups.

Look at conversion rates by role and title. Which referrals actually lead to conversations and next steps? Are certain ebbs and flows by seniority?

Incorporate these insights back into targeting and messaging strategies. Set your prospects up for success.

Refine, refine, refine.

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Is It Time to Embrace a New Format?

Playing provocateur on social platforms like LinkedIn remains an advanced approach with inherent brand risks. But executed judiciously it attracts wildly successful entrepreneurs and innovators who respect bold opinions.

The question is whether you can thoughtfully spark a constructive but polarizing discussion to capture C-suite attention. And if so, do you have the skills in place to convert interest into tangible pipeline?

If the answer to both questions is “yes”, embracing a bit of controversy may provide unmatched access to coveted executive contacts. And that transforms growth trajectories.

Fortune favors the bold. Maybe it’s time to judiciously stir things up on LinkedIn.

At the very least, this unconventional approach is worth testing as part of a broader social media strategy. Small experiments can yield big rewards.

Book a call with Apex Revenue today to find out how we can impact your outbound performance.

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High-Ticket Prospecting on LinkedIn: Mining C-Suite Gold

Joey Gilkey

How To Master Sales Prospecting For High-Profile Executives

How to Generate Leads With Telemarketing in 2024

How to Hire an SDR & Future-Proof Your Sales Team

Stay in Touch

High-Ticket Prospecting on LinkedIn: Mining C-Suite Gold

Joey Gilkey

Social Links

How To Master Sales Prospecting For High-Profile Executives

How to Generate Leads With Telemarketing in 2024

How to Hire an SDR & Future-Proof Your Sales Team

Stay in Touch