Buyer habits are shifting, and Laura Erdem, Sales Manager at DreamData, has mastered the art of social selling, a strategy that moves beyond traditional outbound tactics. I had the opportunity to interview her on the Growth Leap Podcast before the holidays. In our conversation, Laura shared a ton of insights on social selling, aligning sales and marketing, and why building genuine human connections always beats chasing quick wins.
Make sure to listen to the full episode. Enjoy!
At its core, social selling involves leveraging social platforms like LinkedIn to connect with prospects, share valuable insights, and build relationships over time. For Laura, it’s more than a buzzword—it’s a growth engine. She highlights that, unlike cold outreach, social selling starts by being “social” first. Buyers aren’t actively shopping when they browse LinkedIn, but by sharing relevant and engaging content, sales professionals can create awareness and spark curiosity.
Takeaway: Social selling prioritizes relationships and providing value over direct selling. Buyers see your content, connect with your ideas, and initiate contact when they’re ready to explore solutions.
Laura candidly explains the diminishing returns of cold outreach in an era saturated with automation and AI-driven messaging. She contrasts the impersonal “numbers game” of cold emails and calls with the human-centric nature of social selling.
Instead of bombarding prospects, DreamData’s strategy focuses on identifying engaged buyers through tools like LinkedIn and nurturing them through tailored content. For example:
Pro Tip -> Shift your outbound efforts to target buyers who are already aware of your brand or problem space. Use social selling to create visibility and trust before initiating direct outreach.
"Social selling is all about being social first. Your buyers aren’t on LinkedIn to buy—they’re there to learn and connect. If you respect that, the sales will follow." - Laura Erdem, Sales Manager - Americas, Dreamdata
Many dismiss LinkedIn likes and comments as “vanity metrics,” but Laura disagrees. For her, these interactions are a window into who’s engaging with her content and whether they fit DreamData’s ideal customer profile (ICP). By analyzing metrics like LinkedIn clicks and website visits, her team can attribute tangible revenue to organic engagement.
Action Step -> Don’t stop at measuring engagement. Use tools to track how LinkedIn activity correlates with conversions, and fine-tune your content to attract your ICP.
Here’s how Laura structures her LinkedIn routine for maximum impact:
Key Tip -> “People buy from people.” Showing your personality through video and personal anecdotes builds trust faster than overly polished corporate posts.
When asked if social selling should be standardized across sales teams, Laura emphasizes flexibility. Not every salesperson will excel at posting regularly or being in front of the camera. Instead, DreamData encourages sales reps to play to their strengths, whether it’s through crafting LinkedIn posts, direct messaging, or leveraging content from the marketing team.
Encouragement for Teams -> Create a Slack channel for social selling inspiration. Let team members share content ideas and repurpose each other’s successful posts to simplify the process.
One recurring challenge in B2B companies is misalignment between sales and marketing. Laura’s solution? Shared metrics and open communication. At DreamData, both teams collaborate on understanding what leads convert best, why certain deals fall through, and how to improve product marketing to support the sales process.
Takeaway for Managers -> A shared dashboard with common KPIs ensures both teams focus on driving revenue instead of competing over attribution.
Looking ahead, Laura sees AI as an enabler rather than a replacement for social selling. Tools like ChatGPT can help draft initial content ideas or inspire creativity when you’re stuck. However, authenticity and human connection remain irreplaceable.
Laura’s Insight -> AI can enhance productivity, but “people connect with people.” Use AI to save time, not replace genuine interactions.
Laura’s journey at DreamData demonstrates that the most effective sales strategies aren’t about high-pressure tactics or overwhelming outreach. Instead, they’re rooted in building trust, creating value, and aligning closely with your buyer’s journey.
As Laura puts it: “Go and try this out. The social selling thing—it works, and it’s fun. People will remember you for being helpful, not pushy.”
Want to see social selling in action? Connect with Laura Erdem on LinkedIn and start transforming how you engage with your prospects.
01:46 Laura's Journey at Dream Data
03:45 Defining Social Selling
06:29 Tracking Social Selling Success
09:55 Cold Outreach vs. Warm Outreach
13:54 Effective Social Selling Strategies
16:37 Personalizing Social Selling
19:37 Institutionalizing Social Selling
21:31 Leveraging Product Marketing
22:32 Encouraging Team Participation
23:05 Aligning Marketing and Sales
24:07 The Importance of Sales Qualified Leads
25:29 The Value of Face-to-Face Events
26:55 Choosing the Right Events for Lead Generation
29:07 Strategies for Event Success
33:03 Entering the US Market
33:35 Challenges of International Market Entry
37:58 Hiring Local Experts for Market Success
39:36 Adapting Sales Strategies for Different Markets
40:27 Advice for B2B Marketers and Salespeople
42:51 The Future of Social Selling with AI
Where to Find Laura
Where to find Michel:
