Founder and CEO of Teamfluence. Most of your network will never buy from you. I write about the people who will.
Joined October 2026
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Your CRM can't see your warmest buyers.
Monday they look at three profiles on your team.
Tuesday they like your CEO's post.
Friday they follow your company page.
In your CRM they don't exist.
Meanwhile your team cold emails people who've never heard of you.
How to find a warm route into a target account:
1. Start from your account list. Not your network.
2. Name the 3 to 5 people who decide. Check they still work there.
3. Check mutual connections with every exec. CFO too.
4. Ask how well they know them.
That exec goes first.
We did the warm vs cold math here: teamfluence.com/blog/warm-vs…
Earlier this month a head of marketing asked me one question three times.
For each target account: which of my execs already knows someone there?
I kept showing her who engaged with their posts. She wanted the map.
A consultancy called it "the ultimate commercial question".
A consultancy told us their CRM is their source of truth.
It can't see likes, comments or profile views.
Their words: "we essentially want to shed a light on all this activity that we're not aware of."
So their source of truth is missing the people who already know them.
Your mother-in-law liked your post.
So did a recruiter and a guy selling AI SDRs.
None of them are buying.
Push every engager into your CRM and sales opens that list once. Never again.
One touch tells you nothing. 3 to 5 from the same person is a lead.
Where's your bar?
How to get social engagement into your CRM without flooding it:
1. One record per person. Every touch on it, with a date.
2. Match on email first. Then name plus profile URL.
3. Set a bar. One like is noise. Start at 3 to 5 touches.
4. List too long for sales? Raise the bar.
The HubSpot version, step by step: teamfluence.com/blog/hubspot…
