the best pipeline content we ever posted was sitting in our call recordings the whole time

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Been doing sales-led growth for about 3 years now and figured I'd share something that took way too long for me to notice. We were doing roughly 50 sales calls a week between our AEs. Every single one had gold in it. Objections prospects raised that told us exactly what the market was scared of. Weird specific phrasing customers used to describe their own problem, better than anything our marketing team came up with. Little moments where a rep explained something so well the prospect said "wait say that again." And basically none of it ever left the call. It lived in Gong or Chorus or whatever, got listened to once by a manager doing coaching, then died there. Meanwhile our LinkedIn content was the usual stuff: generic tips, a repost of a blog, maybe a "proud to announce" post once a month. It got the engagement you'd expect, which is to say almost none. And it definitely wasn't the reason anyone booked a call with us. The thing that finally worked was going back through calls and literally quoting objections back at the market. "3 prospects this month told us X, here's why that's wrong" type posts. Those posts outperformed everything else we tried, by a lot. Comments, DMs, actual replies from people who were clearly in a buying window. The hard part wasn't finding the insight, it was the grind of pulling it out consistently. Someone has to relisten to calls, catch the good line, turn it into a post, then get it approved by whoever's voice it's supposedly in (because a post that doesn't sound like the person posting it gets ignored). Doing that by hand for 50 calls a week is basically a part time job nobody wants. I ended up building a tool for this called SignalPosts because I couldn't find anything that did it well. It pulls themes and objections out of call transcripts and drafts LinkedIn posts in each rep's own voice, with an approval step before anything goes out so it doesn't turn into AI slop. Curious how other people here are sourcing content for pipeline. Are you pulling from calls at all or is it mostly a separate content process from sales? And if you have tried turning call insights into posts, what made people actually respond versus scroll past?   submitted by   /u/karamanbk [link]   [comments]