Everyone Shows Up to Pitch. Almost No One Shows Up to Help
12touches.com, Friday, September 4th, 2026
There are two ways to fill a pipeline. You can hunt - cold calls, cold emails, list-buying, sequences, and the grinding math of low reply rates. Or you can build something that attracts buyers to you, so that some meaningful share of your pipeline arrives already interested. Most IT sales professionals live almost entirely in the first world. The second world feels like it belongs to marketing, or to influencers, or to somebody with more time. It doesn't. A LinkedIn newsletter puts it within reach of any individual rep.
Reps like to differentiate on product, but buyers rarely experience that differentiation - features blur, and every platform claims to be AI-powered and enterprise-grade.
What buyers remember is behavior: who was useful when there was nothing in it for them. In a market where every rep appears only to extract, consistently showing up to contribute is a contrast play that captures disproportionate attention.
It stays effective precisely because it's rare - anyone can publish once, almost nobody publishes usefully every week for a year.
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