The challenge
To be a pro at LinkedIn takes a large investment, whether through training or simply showing up consistently. For marketing teams, regular posting is an agenda item that gets skipped because other priorities come up. Creating daily engagement on posts, sharing them with colleagues, motivating them to leave comments, is a hustle.
"We wanted to reach a bigger, more specific audience and create more visibility. Colleagues were happy to like our posts, but over time they forgot to click the like button because of their other priorities," says Dene, Visma Verzuim's Marketing Manager.
For sales teams, one of the biggest challenges is creating content. What to write? That's often a marketer's specialty. Following up on leads is also an extensive process, you might schedule the follow-up in your CRM, but leads fall through or other priorities get in the way.
Visma's marketing and sales teams wanted to start working more closely together, but there was no platform allowing the collaboration. That's where LinkedIn came in, and where Famelab made it scalable.
The solution
Visma Verzuim's LinkedIn game got a major boost when colleagues began to like their posts automatically. The LinkedIn algorithm checks in the first hour after a post goes live how popular it is. If it's popular enough, the post gets shown to a much larger audience.
But it wasn't just likes from colleagues that made the difference. With comments from the Famelab community, a group of super-motivated entrepreneurs and marketers, the engagement on Visma Verzuim's LinkedIn account went up dramatically.
Visma's sales team automated lead generation on LinkedIn and started inviting 75 new leads a day. Dene: "The Famelab team helped us find the right filters on LinkedIn to create the perfect target audience."
With pre-designed templates and automated follow-ups, one sales rep was able to manage three LinkedIn accounts, making the lead generation strategy dramatically more efficient.
The numbers
The team saved a lot of time automating their outreach. They invite 75 potential leads a day. With a well-written invitation message, thanks to the support of the Famelab team, their acceptance rate is around 40%, that's 150 new contacts with a personal connection each week.
To reach the same result manually, three people would each spend 10 hours a week on LinkedIn (30 hours total). Famelab gave them that time back.
Because their networks grew, so did the reach of social posts. Together with the automatic likes from colleagues, their company posts now score 5,000+ views on average.
In retrospect
Visma Verzuim's decision to leverage LinkedIn, combined with the automated likes and engagement from the Famelab Community, wasn't just a marketing tactic. It became a real source of high-quality leads for the sales team. Smart filters, automation, and a shared content engine turned LinkedIn from a side activity into a working pipeline.