Own Your Pipeline: Personal Marketing for IT Sales
12touches.com, Friday, September 4th, 2026
Most enterprise IT sales professionals are, whether they admit it or not, dependent on marketing for the top of their funnel. The leads that arrive, the campaigns that warm the market, the content that gives them something to send - all of it flows from a team the rep doesn't control, working to priorities the rep didn't set. When marketing's engine is humming and pointed at your accounts, life is good. When it isn't - when the leads dry up, the campaigns target the wrong segment, or the content doesn't fit your deals - you're stuck. And you have no lever to pull.
Most reps depend on company marketing for the top of their funnel - lead flow, campaigns, and content built to priorities they didn't set and can't influence.
When that engine stutters, they have no lever to pull. A personal newsletter is the most accessible independent channel a rep can build: your voice, your audience, your cadence, aimed precisely at your territory rather than the company's broad market.
It complements marketing rather than competing with it, and self-sourced pipeline carries real internal credibility - the reputation of someone who makes their own weather.
About 12touches
Learn about 12touches in a recent webinar, How to Use LinkedIn Newsletters to Stay Top-of-Mind, a 31-minute session for people who sell into enterprise IT.
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