In the 50th episode of the Master Marketer show, Kacy Maxwell, the CMO at Provisions Group, author, and entrepreneur joins our hosts Mike Grinberg and Gaby Israel Grinberg. He talks about his extraordinary journey in marketing, his work as an author, and business startup, Sketchwell. They dive deep into LinkedIn strategies, unraveling how a powerful narrative can help drive personal and business connections effectively. “You’re just sharing to start a conversation around,” Kacy Maxwell instills the idea of using LinkedIn more as a platform for meaningful conversations rather than just for promoting one’s brand or services. What else is in it for you? 

– How can transforming LinkedIn activity into a conversation foster a more genuine and engaging presence? 
– What are the common mistakes and strategies to enhance one’s LinkedIn presence? 
– Why is it important to have a strong point of view while avoiding grandiose claims? 
– What is the framework implemented by the Provisions Group to assess their team members’ strengths, expertise, and personality traits? 
– How can one leverage LinkedIn for effective lead generation? 

Delve into these questions and more about digital marketing and content strategies with the Master Marketer Show.

Taking a Different Approach on LinkedIn

Mike Grinberg, CMO at Proofpoint, has built a strong personal brand on LinkedIn by actively engaging with his target audience. He started sketchnoting and sharing his sketches to grow his following and share valuable insights with his connections.

Initially, Mike used LinkedIn as a platform to find job opportunities and post updates. However, during the COVID-19 pandemic, he saw LinkedIn as an opportunity to connect with people and build a community. Sharing personal experiences and mistakes on LinkedIn humanized him and made him more relatable to his audience.

Encouraging a Shift in Mindset for Sales Team Members

Sales team members in technical professional services firms often feel more comfortable with one-on-one interactions rather than large group settings. They may hesitate to post on LinkedIn due to a fear of not having all the answers or being seen as imperfect.

To overcome this fear, it’s important to encourage a mindset shift. Emphasize that imperfections are okay and that genuine human connection is valued. By sharing personal experiences and mistakes, sales team members can humanize themselves and build stronger connections with their audience.

Building Your Personal Brand on LinkedIn

Building a following on LinkedIn takes time and effort, but it’s worth it. Consistency is key – be patient and consistent in your approach. Find a balance between personal interests and professional topics in your posts. Share stories that resonate with your audience and provide value.

Engage with other thought leaders and industry professionals on LinkedIn. Use a framework that identifies your skills and personality traits to guide your content creation. Avoid posting about random thoughts or topics that don’t fit within your framework.

Leading the Way: Establishing Your Role as a Narrative Evangelist

In technical professional services firms, it’s crucial to establish a culture of sharing and collaboration. Rather than using terms like “thought leader,” consider the role of a “narrative evangelist” who actively shares the company’s point of view and encourages everyone to contribute.

The CEO plays a crucial role in embodying the company’s mission and sharing updates and news. However, it’s important to ensure that each team member has the opportunity to share their thoughts, ideas, and insights. Tailor the program to fit the specific needs and circumstances of your organization.

Tools and Strategies for LinkedIn Success

LinkedIn is a valuable tool for B2B prospecting and lead generation. To excel on LinkedIn, ensure that your profile showcases your expertise and credibility. Engage with relevant content and participate in industry discussions to build connections and establish authority.

LinkedIn Sales Navigator is a useful tool for finding and targeting potential prospects. Crafting a LinkedIn engagement campaign involves outreach messages, connection requests, and personalized content. Measure the success of your campaign by the number and quality of leads generated.


In the world of technical professional services, effective communication is vital. Visual communication plays a key role in simplifying complex concepts and engaging audiences. By embracing visual storytelling on platforms like LinkedIn, sales team members can humanize themselves and build stronger connections with their target audience.

Encouraging a shift in mindset towards LinkedIn as a platform for personal branding and networking is essential. With consistent effort and a genuine approach, Technical Professional Services Firms can establish themselves as narrative evangelists and effectively showcase their expertise.

So, why wait? Take advantage of the power of visual communication, LinkedIn, and the expertise shared by industry leaders like Casey Maxwell to transform your marketing efforts and make a lasting impact on your target audience.


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