LinkedIn Content Strategy for Tech Sales Coaches | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for tech sales coaches: how a London AE coach reached 356 AEs and sales leaders in one month
We read every reaction on 28 posts from a London coach for SaaS account executives. 1,315 people, 356 AEs and sales leaders. Here is what brings buyers, what brings peers, and the 5 posts we'd publish next.
Max Sawyer · Netwarm··11 min read
The creator in this case studyA London sales coach for SaaS account executives
Followers38,013
Posts~6 a week
Sells1-1 coaching and an 8-week AE Accelerator for account executives, plus sales training for teams, backed by a 30% more revenue or full refund promise
PeriodOct 2 – Nov 3
Ideal client: SaaS account executives who want to hit 150%+, and the sales leaders who fund coaching for their team.The challenge: The coach teaches AEs every day, and the posts travel: SDRs, sales creators and outbound agencies react too. The posts that sell the coaching itself reach the fewest people. Which posts bring the AEs and sales leaders who'd pay for it?
Key takeaways
These numbers are from 3 November. Your audience has already moved.
New AEs and sales leaders turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
1 in 4 readers is a buyer.356 AEs and sales leaders reacted in one month: 27.1% of the 1,315 people who reacted.
Deal posts beat offer posts.Deal strategy posts reached 24 AEs and sales leaders per post. Posts about the coaching offers reached 10.
16 buyers are Hot right now.They reacted to 5 posts or more. One of them reacted to 18 of the 28.
01
Who actually reads you, and what the LinkedIn algorithm changed
The coach posts about six times a week for SaaS account executives: discovery calls, objections, multithreading, pipeline planning, career stories, and the coaching offers. 28 posts between 2 October and 3 November 2026, most of them early in the morning, UK time.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. Sales content is a crowded feed: the AEs who'd buy coaching read it, and so do SDRs, other sales coaches and the agencies selling outbound. Reach can't tell them apart. Who reacted can. We looked at the people who reacted and sorted them by role.
28posts in a month
1,315people reacted
356AEs & sales leaders
33came back 3+ times
Audience by roleThe 1,315 people who reacted, by roleFree
AEs and sales leaders are the largest group the coach can sell to: 356 people, about 1 in 4. Most are account executives at software companies; heads of sales and sales directors are fewer, and they buy for a whole team.
140 sales coaches, trainers, creators and outbound agencies react too. They push reach, and they rarely hire a coach. Many of the people in “everyone else” are SDRs and BDRs: tomorrow's AEs, not yet today's clients.
SeniorityAll people who reactedFree
Founder, owner, C-level14.1%
Director, VP4.3%
Manager11.3%
Independent5.6%
Other64.6%
IndustriesAEs and sales leaders onlyNetwarm
Software, SaaS & tech42.4%
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Core audience33 AEs and sales leaders engaged 3+ times · 16 engaged 5+ timesNetwarm
33 AEs and sales leaders keep coming back. One of them reacted to 18 of the 28 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your AEs and sales leaders work at.See company sizes
02
What to post on LinkedIn to reach AEs and sales leaders
Most coaches judge a post by its reactions. A coach who sells should judge it by who reacted.
We tagged each of the 28 posts by topic, then measured the share of AEs and sales leaders among the people who reacted, and how many of them each post reached.
Your topicsWhat your 28 posts were aboutFree
28posts
Discovery & call craft8
Pipeline & habits6
Deal strategy5
Coaching offers & client results4
Career stories3
Jokes & other2
Topics that attract AEs and sales leadersShare of each topic’s reactions from AEs and sales leadersNetwarm
Deal strategy30.5%
Discovery & call craft28.5%
Coaching offers & client results28.0%
Career stories26.4%
Pipeline & habits23.5%
Jokes & other18.9%
One topic reaches more than twice as many AEs per post as another. See which.See which topics
Deal strategy posts bring the highest share of AEs and sales leaders (30.5%), and reach 24 of them per post. Posts about the coaching offers reach 10.
Posts that brought the most AEs and sales leadersShare of AEs and sales leaders in each post’s reactions1 of 5 open
#1AEs are bad at multithreading (20-minute video)34.3%
#2The discovery cheat sheet, posted again32.3%
#32,000+ discoveries in a 20-minute Loom31.5%
#4The 2 questions that find pain on discovery31.3%
#58 years of sales experience in 60 seconds31%
For comparison, the post about the development plan on the wall reached 16.2% AEs and sales leaders, the lowest share among posts with 90+ reactions read.
6 rules for LinkedIn engagement from AEs and sales leaders
These rules come from what worked on the coach's own profile, and from the best-performing posts by tech sales coaches and sales leaders on LinkedIn over the last 3 months.
1
Give the words to say on the next call. Two questions, eight questions, a line to open with: AEs react to what they can use on their 2 p.m. call. Quote the exact sentence, not the principle.On this profile: the “2 questions” discovery post had the most reactions of any teaching post, 262, with 31.3% AEs and sales leaders.
Write about the deal, not the desk. Multithreading, objections, competitors and pricing bring more buyers than time blocks, PTO and development plans. AEs pay to win deals.On this profile: deal strategy posts brought 30.5% AEs and sales leaders, pipeline and habit posts 23.5%. The multithreading post had the highest share, 34.3%.
Put the weak answer next to the strong one. “Crap AE vs Elite AE”, “Instead of / Ask”: the contrast lets an AE spot their own habit in one line, and the right version in the next.On this profile: the objection-handling contrast post reached 234 reactions and 30% AEs and sales leaders. Across the niche: Salman Mohiuddin's “Instead of / Ask” post drew 220 likes.
Post your best lead magnet twice. Most followers missed it the first time. Two weeks later, the same offer reached a bigger and more qualified crowd.On this profile: the discovery cheat sheet got 103 reactions and 19% AEs and sales leaders on 6 October, then 139 reactions and 32.3% on 20 October.
Sell the coaching with one client's numbers. Offer posts (“here's what's included”) reached few people. A before and after with one AE's real numbers shows the coaching working, and gets read by the AEs who want the same.On this profile: the £7K to £60K client story reached 16 AEs and sales leaders. The AE Accelerator launch post reached 1.
Write one post a week for the sales leader. Heads of sales buy coaching for a whole team. A post that helps them coach their reps (pull one call, count one thing) speaks to the person holding the budget.On this profile: directors and VPs are 4.3% of people who reacted, managers 11.3%. Across the niche: Mor Assouline's post for leaders drew 105 likes and 36 comments.
When AEs and sales leaders read: the best time to post on LinkedIn for tech sales coaches
We compared the share of AEs and sales leaders by the day and the 2-hour slot each post was published, UK time. There were no Sunday posts.
Share of AEs and sales leaders by posting dayAmong the people who reacted to each postFree
23.5%
Mon
30.2%
Tue
26.6%
Wed
23.8%
Thu
29.4%
Fri
23.6%
Sat
Best time to post, by hourShare of AEs and sales leaders among people who reactedFree
27.8%
6:00
29.0%
8:00
23.0%
10:00
Tuesday (30.2%) and Friday (29.4%) brought the highest share of AEs and sales leaders, Monday the lowest (23.5%). Wednesday brought the most in total, 145 across 6 posts.
Keep the early slot: 15 of the 28 posts went out between 6 and 8 a.m. UK, with 27.8% AEs and sales leaders and the most per post. Posts after 10 a.m. did worse (23%). Put the deal posts and the lead magnets on Tuesday and Friday mornings.
05
5 posts ready to publish to target AEs and sales leaders
Each post follows the rules above, in the coach's voice. Swap in your own details before posting: the real deal story is what makes it land.
1Ready to postQuestion bank
5 questions for a deal that went quietRule 1: the exact words for one moment of the deal. Modelled on Mike Gallardo's “steal his discovery questions” post.
Hook
Your champion was all in on the demo. Now they've gone quiet for 2 weeks.Most AEs send this:“Just checking in !”It gets ignored. Every time.A quiet deal is rarely a dead deal.It's a deal where something changed and nobody told you.Here are the 5 questions I'd send (or ask) instead:1. “Has anything changed on your side since we last spoke?”2. “Is this still a priority for this quarter, or has something jumped the queue?”3. “Who else has seen the proposal, and what did they think?”4. “Is there anything giving you pause that we haven't talked about?”5. “Would it be crazy to close the file on this for now?”Number 5 gets the most replies by far !!People hate losing an option more than they hate saying no.The goal isn't to chase.It's to find out the truth while you can still do something about it.Which one would you send first?
Visual · Single imageThe 5 questions on one card, number 5 highlighted, titled “When a deal goes quiet”.Check before postingSay “gets the most replies” only if it matches your own experience; otherwise write “my favourite”.
Crap AE vs Elite AE in procurementRules 2 and 3: a deal moment, with the weak answer next to the strong one. Modelled on the coach's own objection-handling post.
Hook
Crap AE vs Elite AE when procurement gets involved:1. “Procurement will be in touch.”Crap AE: “Great, I'll wait to hear from them.”Elite AE: “Who's the contact, and can we book 15 minutes this week?”2. “We need 3 quotes.”Crap AE: Drops the price to look like the cheapest.Elite AE: “Happy to. Who are the other 2, and what will you compare us on?”3. “Can you send your security questionnaire?”Crap AE: Sends it and hopes.Elite AE: “Sent today. What's the usual turnaround on your side?”4. “Legal needs to review the contract.”Crap AE: “No rush!”Elite AE: “What date do they need it by to hit your go-live?”5. “We need another 10% off.”Crap AE: “I'll ask my manager.”Elite AE: “If we can get there, are we signing this week?”Procurement isn't the end of the deal.It's the part of the deal most AEs never plan for.Map it in discovery, not in December.What would you add?
Visual · CarouselOne slide per line: the procurement sentence at the top, Crap AE in grey, Elite AE in bold.Check before postingAdjust the steps to how procurement really works at the companies your clients sell to.
Same AE. Same quota. Different forecast call.Rule 5: sell the coaching with one client's numbers. Modelled on the coach's £7K to £60K post.
Hook
Forecast accuracy: 40%.Three months later: 90%.Worked with an AE this year who was hitting her number some quarters and missing it badly in others.Same AE. Same product. Same territory.The difference?She stopped forecasting on feelings.Before:→ Called deals “commit” after one great demo
→ Never met the economic buyer
→ Found out about procurement in the last weekAfter:→ Scored every deal on MEDDPICC before each call
→ Put a date on every gap
→ Moved anything without an EB out of commitHer manager stopped asking “are you sure?” on forecast calls.And her commission stopped swinging.Happy Ears feel good in week 1.They feel awful in week 13 !Join the wait list for 1-1 coaching (link in comments)What's your take?
Visual · Single imageTwo numbers side by side, 40% and 90%, with “forecast accuracy” under each.Check before postingUse a real client's story and real numbers, with their OK. Keep them anonymous unless they agree to be named.
The MEDDPICC Gap ScorecardRule 4 and the lead magnet pick: give the scoring routine as a one-page tool. Modelled on the coach's Happy Ears post.
Hook
If every deal in your pipeline is “looking great”, you haven't scored it yet.Before every call, I score the deal on MEDDPICC.Sceptically.Every letter gets a score out of 10:→ 10 = I have it in writing, from them
→ 5 = they said it, nobody confirmed it
→ 2 = I THINK I knowThen I look at the 2 lowest letters.Early in the deal? Usually Metrics + Impact.Late in the deal? EB, Decision & Paper Process.Those 2 letters decide the questions for the next call.On the page. Not in your head.I've turned this into a one-page scorecard:→ All 8 letters with what “10” looks like
→ The questions I use to close each gap
→ A filled-in example from a real dealIt's free :)Comment “SCORE” & I'll DM it over.(make sure we're connected)
Visual · Single imageThe scorecard itself: 8 rows, one per MEDDPICC letter, a score column and a “next question” column, one example filled in.Check before postingPut your Netwarm Reveal link in the DM so you can see which AEs and sales leaders open the scorecard.
Pull one discovery call this weekRule 6: one post for the sales leader who buys coaching for the team. Modelled on Mor Assouline's “Pull any discovery call” post.
Hook
Sales leaders: pull one discovery call from your team this week.Just one.Then count 3 things:1. How many minutes before the prospect mentions a problem2. How many times your rep asks “tell me more about that?”3. Whether the next step was booked before the call endedI've reviewed hundreds of these.The pattern is almost always the same:→ 10 minutes of intros and slides
→ One problem mentioned, then straight into the demo
→ “I'll send a follow-up email” instead of a date in the diaryThat's where Q1 gets lost.Not in negotiation. In the first 30 minutes.The fix isn't another training day.It's reviewing one call a week, with the rep, against the same 3 numbers.Which of the 3 would your team score worst on?
Visual · Text onlyNo image. The 3 numbers carry the post.Check before postingSay “hundreds” only if it matches the number of calls you've really reviewed.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target AEs and sales leaders
Reactions show interest. A download shows intent. The fastest way to find out which AEs are serious is to give them something useful and see who takes it.
In tech sales coaching, these formats get the most requests:
Format 1The discovery guideA short guide to one stage of the deal, given away free in the P.S. of a teaching post.
Format 2The question bankA few questions in the post, the full list behind a link.
Format 3The one-page print-outA framework an AE fills in live during the call.
Format 4The live sessionA free panel or training with people who've hit the number.
Our pick for you: “The MEDDPICC Gap Scorecard”Built from the scoring routine the coach already runs before every call (score each letter sceptically, find the 2 gaps, write the questions). One page, 8 rows, one example filled in. Offer it on post 4, and post it again two weeks later: the discovery cheat sheet did better the second time.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings AEs and sales leaders to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible, and an AE reading every post in October may have spent their training budget by January.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4.
Hot right now16 AEs and sales leaders · not contacted yetNetwarm
16 AEs and sales leaders are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Hi Sam, you've been reading my multithreading posts for a few weeks. Are you trying to get to the EB on a Q4 deal right now?Hi Alex, I saw you reacted to the procurement post. Is anything stuck in legal this quarter?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who's Hot today?” and get the list.
08
FAQ
Deal moments with the exact words to use: multithreading, objections, procurement, pricing. Here deal strategy posts brought 30.5% AEs and sales leaders, against 23.5% for pipeline and habit posts.
For this coach, Tuesday brought the highest share of AEs and sales leaders (30.2%) and Monday the lowest (23.5%). Wednesday brought the most in total. Post between 6 and 8 a.m. UK.
This coach posts about 6 times a week, and 33 AEs and sales leaders came back 3 times or more in a month. Frequency works when each post gives an AE something to use on the next call.
Look at who reacts, not how many. Group reactions by role, measure the share of your ideal clients per post, and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions on 28 posts published between 2 October and 3 November 2026 (the first 100 people on each post), and sorted the 1,315 people by role. Comments were not counted, so engagement figures are a floor. The 3 November post was too recent to count as an example.
Niche rules come from top posts by tech sales coaches and sales leaders over the last 3 months. Role groups are approximate, and some AEs and sales leaders sell to the same audience; a Netwarm scan matches people to your own ideal client.
