Markigy: The Science of Marketing Strategy

LinkedIn as a GTM Channel: From Awareness to Revenue

Episode Summary

LinkedIn is no longer just a brand awareness channel—it's becoming a measurable part of B2B go-to-market strategy. Michael Kurson, Co-Founder and Head of GTM at First Touch, joins Leanne to explore how businesses can turn social engagement into sales conversations, connect LinkedIn activity to revenue, and build authentic relationships in an increasingly AI-driven marketing landscape.

Episode Notes

Social isn't just an awareness channel anymore. It's becoming part of the infrastructure of modern go-to-market—shaping what buyers see, what AI recommends, and which companies make it into the conversation.

Michael Kurson, Co-Founder and Head of Go-to-Market at FirstTouch, joins Leanne to break down how companies can turn LinkedIn engagement into a measurable GTM motion without automating away the human connection that makes social work in the first place.

They explore social attribution, “digital eye contact,” why AI-generated engagement can actively hurt relationships, and how simple, low-friction conversations can turn awareness into real sales opportunities.

Key Takeaways:

• Social is becoming a measurable GTM channel. The fundamentals of inbound still apply, but discovery and engagement increasingly happen on platforms like LinkedIn.
• Human interaction is the advantage. Thoughtful comments, genuine engagement, and “digital eye contact” create familiarity that automated outreach can't replicate.
• Don't fumble the last mile. Creating great content means very little if the follow-up becomes an immediate pitch. Start conversations with simple, neutral, low-friction questions instead.
• You're marketing to more than people now. Social content, product documentation, comparisons, and other public content increasingly influence how AI systems understand and recommend vendors.

Connect with Michael:

LinkedIn: https://www.linkedin.com/in/michaelkurson/

Connect with Leanne:

https://www.linkedin.com/in/leannedow/

www.markigy.com