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Amplify and Convert
Leveraging Social Channels to Grow Your Pipeline. Post #28
Mort Greenberg
December 14, 2025
In Partnership with Boostr: The Purpose-built platform by media pros to power the future of ad sales
Good morning,
In today’s world, your reputation is built long before you walk into the room or send your first email.
Buyers, partners, and prospects are all reading your company’s press releases, scrolling through social feeds, and forming opinions based on how your story is told.
The most successful sellers don’t just react to marketing and PR, they leverage it. They use every announcement, award, and media mention as a reason to reconnect, reframe value, and reinforce credibility.
For sellers, learning how to use press releases and social media strategically means never starting a cold conversation again. For managers, it builds a rhythm between marketing and sales, ensuring that every campaign fuels real pipeline momentum. For business owners, it turns PR from a passive expense into a measurable growth engine.
When you learn to turn your organization’s visibility into value, you stop waiting for attention, and start converting it into action.
Turn to Best View Tables Below
DEFINITIONS
Term / Concept | Definition |
Earned Media | Publicity gained through media coverage, word of mouth, or PR efforts rather than paid advertising. |
Call-to-Action (CTA) | A prompt that directs your audience to take a specific next step, such as visiting a link or scheduling a meeting. |
Engagement Rate | The level of interaction on social media content, typically measured by likes, shares, and comments relative to audience size. |
Social Proof | The credibility created when others, customers, media, or partners, publicly validate your brand or product. |
TEST YOUR KNOWLEDGE
Question | Format | Answer Key |
1. What’s the best time to share a press release link with prospects? | A) Before it goes public B) After coverage appears and you can tie it to value C) At quarter-end only D) During unrelated campaigns | B |
2. True or False: Social media engagement and sales prospecting should operate as separate strategies. | True/False | False, they should reinforce each other through shared messaging. |
3. Write one way a seller can turn a press release into a sales conversation. | Short Answer | Example: “Use a company award announcement to congratulate the client and link it to a success story that mirrors their goals.” |
DO’S AND DON’TS
Do’s | Don’ts |
Do share news that connects to customer value, not just company vanity. | Don’t forward a press release without context or personalization. |
Do use social media to engage, listen, and learn about your audience. | Don’t post just for visibility, always tie it to insight or relevance. |
Do collaborate with marketing and PR for messaging alignment. | Don’t treat media coverage as a one-time event, repurpose it across channels. |
THE WORKSHOP > 3 MODULES
MODULE 1: TURNING PRESS RELEASES INTO PROSPECTING TOOLS
OBJECTIVE: Learn how to identify, personalize, and activate press releases as conversation starters and credibility builders.
EXAMPLE: BUILD YOUR PRESS RELEASE LEVERAGE MAP
Type of News | How to Use It in Sales | Example Message |
Partnership Announcement | Signal market momentum | “We just announced a partnership with [Company]. It reinforces how we’re aligning with leaders like you to deliver faster results.” |
Product Launch | Tie innovation to prospect pain points | “You may have seen our new platform release, it’s designed to solve the exact challenge you mentioned last quarter.” |
Award or Recognition | Build trust and authority | “Thrilled to share that we were named a Top 100 Innovator. I’d love to show you what drove that recognition.” |
TIPS
Always personalize the angle, make the news relevant to their business.
Use subject lines like “Saw this and thought of you.”
Include a clear CTA (meeting, demo, feedback).
CASE STUDY: A sales rep in a defense-tech firm used a product launch press release to reconnect with dormant leads. By framing the update around operational benefits, she reopened 60% of cold accounts and closed two within the quarter.
DISCUSSION QUESTIONS
Question | Answer |
1. Why do press releases make effective conversation starters? | They provide legitimacy and relevance. |
2. How can sellers personalize a press release? | Tie the announcement to a client’s goal, market, or issue. |
3. When should you not use a press release? | When the content is unrelated or purely self-promotional. |
OBJECTIVE: Learn how to build credibility, start conversations, and nurture prospects through consistent, authentic social media engagement.
EXAMPLE: BUILD YOUR SOCIAL MEDIA CONTENT FRAMEWORK
Content Type | Purpose | Example Post |
Educational | Build expertise | “3 lessons we learned helping clients modernize their outreach this year, #B2BSales #GrowthMindset” |
Storytelling | Humanize your brand | “Met a veteran founder today using our tools to support transitioning service members. Stories like these remind us why we do what we do.” |
Interactive | Drive engagement | “If you could fix one thing about industry conferences, what would it be?” |
TIPS
Engage first, comment before you connect.
Aim for 3–4 thoughtful posts weekly, not volume spam.
Use visuals, quotes, or short clips from your company news to build variety.
CASE STUDY: A regional account executive built a 6,500 person LinkedIn following by consistently sharing company updates and commenting on client wins. Within a year, her inbound pipeline increased 35%, and she became a trusted voice in her sector.
DISCUSSION QUESTION
Question | Answer |
1. Why does consistency beat virality in sales? | It creates predictable visibility and long-term trust. |
2. What’s a social post that builds connection rather than noise? | One that highlights shared values or lessons learned. |
3. How can you repurpose company news for LinkedIn? | Turn it into insights or short stories relevant to your audience. |
MODULE 3: AMPLIFYING YOUR MESSAGE THROUGH CROSS-CHANNEL ALIGNMENT
OBJECTIVE: Learn how to connect PR, social media, and direct outreach into a unified system that accelerates pipeline growth.
EXAMPLE: BUILD YOUR AMPLIFICATION MATRIX
Items | Channel | Action | Goal |
Press Release | Repurpose for newsletter | Awareness | Broaden visibility |
Social Media | Tag customers or partners | Engagement | Boost interaction and trust |
Direct Outreach | Follow up with personalized note | Conversion | Turn attention into meetings |
TIPS
Coordinate timing between marketing and sales for maximum exposure.
Always measure what message drives engagement and replies.
Align your content themes with company press cycles.
CASE STUDY: A non-profit used a joint PR and LinkedIn strategy to promote a holiday partnership. Fundraisers reached out to new corporate donors referencing the press release. Within 60 days, engagement doubled and new sponsorships increased by 45%.
DISCUSSION QUESTIONS
Question | Answer |
1. Why does message alignment matter? | It creates consistency and multiplies reach. |
2. What’s a simple way to synchronize with marketing? | Create shared calendars and talking points for major announcements. |
3. How do you measure amplification success? | Track engagement rates, replies, and meetings generated per post. |
Master The Full Lifecycle of Selling, Leading, and Running the Business of Revenue
PATH TO FLUENCY
Timeframe | Focus Area | Fluency Indicators | Manager KPI |
30 Days | Awareness | Understands how to use press releases and social posts for outreach | Increase in seller engagement with marketing content |
60 Days | Application | Posts weekly and integrates PR content into sales conversations | Higher engagement rates and open-to-meeting conversions |
90 Days | Mastery | Aligns personal, social, and company PR strategies seamlessly | Increased pipeline velocity and inbound opportunities |
RECOMMENDED READING
Title | Author | Year | Publisher |
Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content | Ann Handley | 2014 | Harper Business |
Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World | Gary Vaynerchuk | 2013 | HarperCollins |
Mort Greenberg | 2024 | digitalCORE Publishing |
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