Notes for owners · Digital marketing
LinkedIn for a technology company: what to post and who to approach
A technology founder often gets more notice from buyers by posting practical lessons from delivery than company news. Here is what to post, which roles to approach and what to say in the first message.
The GullySales team · Updated 17 Oct 2026 · 6 min read
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A technology company can get more from LinkedIn when its founder posts about what went wrong and right on a real project, and messages a short list of named buyers. Announcing products and awards from the company page does less. Buyers are looking for someone who has met their problem before. A post that shows the problem, the choice and the outcome gives them that in a minute.
Why do company announcements fall flat?
"We are happy to announce a new partnership" tells a buyer nothing they can use. It speaks to your investors and your employees. The person you want, an IT head in a Pune plastics factory or a finance manager at a Hyderabad distributor, scrolls past it.
Buyers go to LinkedIn to check who they are about to talk to. If your posts show you have solved their problem, the check ends well. A logo and a hashtag? It ends with no message.
What should the founder post?
Aim for six kinds of post, drawn from the work you did this week and not from a content calendar.
| Post type | What it contains | Example prompt |
|---|---|---|
| A mistake and its fix | What you did, what broke, what you changed | "We migrated a client's server on a Friday. Here is why we no longer do that." |
| A buyer's question | A question a prospect asked, with your honest answer | "A distributor asked if cloud billing software is safe. This is what I told them." |
| A small number you counted | A figure from your own work, labelled as yours | "Of the last 12 support tickets, 9 were password resets." |
| A comparison | Two options with the trade-off, no winner forced | "On-premise or cloud for a 20-person firm: when each makes sense." |
| A behind-the-scenes decision | Why you said no to a request or priced it so | "Why we turned down a fixed-price quote last week." |
| A checklist | Something readers can copy | "Ten questions to ask any IT vendor about backups." |
Use client details only with permission, and strip names if you are unsure. Post when you have something to say, and keep each post under about 200 words. A first line that names the situation will do more than a clever hook.
The counts in your posts must be your own. A line such as "nine of twelve support tickets were password resets" works only if your ticket log says so. If you have no count yet, post a question or a mistake instead.
Have someone else read the draft before it goes out. If a post could have been written by any firm in your field, it is not ready.
Who should you approach?
Do not message "decision makers". Choose roles that match what you sell.
- ERP and business software. Finance heads, operations heads and owners of firms in distribution, trading and manufacturing.
- Managed IT and networking. Owners and office managers of firms with 20 to 200 people.
- Cybersecurity and cloud. IT heads and CTOs. The owner too, after a scare.
- Automation and RPA. Heads of accounts payable, HR operations and plant managers who feel the manual work daily.
Build a list of 30 names for a start: a name, a role, a firm, a reason. The reason could be that they posted about a pain you fix, that they changed jobs or that their company advertised for a role that points to a gap. Keep this list in a sheet with a column for when you last contacted them and what they said.
What should the first message say?
Short, about the buyer and without a pitch. Here is a template that works on a phone.
Hi [Name], I saw your post on [specific thing]. We handle [the
same problem] for [kind of firm], and I wrote up what we found
about [specific point]. Happy to send it if useful. No need to
reply if not.
When they say yes, send the note, not a deck. Ask a question about their set-up after they have read it. Wait for the answer before suggesting a call.
Do not message more than the number you can follow up properly. A handful of well-timed messages, with replies read and recorded, is easier to run well than a long list of connection requests that all say the same.
For example: a managed-IT firm in Tiruppur
Imagine an invented four-person managed-IT firm in Tiruppur that supports garment exporters. Its company page posts certificates and photos of a new office, and each post gets two likes, both from staff. The founder starts writing instead about what they see on site. One post covers a backup that had silently failed for weeks. Another covers a shared drive holding three versions of the same buyer order sheet. They pitch nothing and only say what the repair involved.
Next the founder lists 30 garment exporters in the cluster, finds the merchandising head or owner of each, and sends the template above after each person engages with or posts something related. The posts do not travel far. Six of the thirty reply, mostly with their own backup stories, and two ask for a call. Neither becomes a client that quarter, and one of the callers only wanted free advice. The first useful sign is a reply, not a like. If none of the thirty answers, the posts or the list need changing, not the volume. The firm and the figures are invented.
When is LinkedIn the wrong place for effort?
Skip it, or give it little time, when your buyers do not use it. A repair shop selling to households, or a vendor whose customers are small traders, will find them on Google Business Profile, WhatsApp or JustDial instead. LinkedIn works where the buyer is a manager, owner or professional who has a profile and checks it.
Also hold off on LinkedIn advertising until you know your message works in organic posts and messages. Advertising amplifies a message; it does not repair a weak one. Profile basics are in a profile a buyer reads in thirty seconds.
Start with three notes
Write down three things from your last month of work that a buyer could use: a mistake, a question, a count. Turn one into a post. Then build the list of 30 names. Other routes for software and IT firms are under technology. If the posting and the messaging is the part that never gets done, it can be handled for you through LinkedIn outreach and social selling, and the way in is to tell us what you need.
