Adrien Laze

🌟 Client: Microsoft, global leader in professional software solutions and cloud services

🎯 Mission Scope: Training and deployment of a Social Selling strategy on LinkedIn for the French sales team (150 Account Executives) to optimize their digital presence and increase their pipeline of qualified leads.

✅ Actions:

1- Detailed audit of 150 LinkedIn profiles and establishment of a LinkedIn SEO optimization strategy with industry keywords

2- Creation of a Social Selling playbook adapted to Microsoft's culture and team training in groups of 15 people

3- Implementation of a personalized B2B content marketing strategy (posts, articles, newsletters)

4- Deployment of a multi-channel prospecting methodology based on Sales Navigator

5- Personalized coaching for top performers and monitoring of the Social Selling Index (SSI)

🔥 Results:

Average SSI increase from 43 to 78 in 3 months

+187% increase in interactions on sales representatives' posts

InMail response rate multiplied by 3.2

🌟 Client: Layher, global leader in the manufacturing of modular scaffolding and solutions for the construction sector.

🎯 Mission Scope:

Deploy LinkedIn training and LinkedIn profile optimization for sales and marketing teams, with the goal of generating qualified Calendly appointments with key players in the construction industry (wholesalers, construction companies, equipment rental companies) in the Île-de-France region. The ultimate objective is to replicate the method in other regions to support the expansion of Layher France.

✅ Actions:

Audit and advice on the conversion funnel

Analysis of the website and contact acquisition funnel (product demo page, forms, Calendly).

SEO recommendations to improve positioning on keywords such as “modular scaffolding”, “secure construction solutions”, etc.

LinkedIn Training & Prospecting Strategy

One-day training focused on B2B prospecting: using Sales Navigator, target segmentation, writing personalized messages.

Development of a creative brief for creating LinkedIn content (articles, visuals demonstrating the strength and modularity of Layher scaffolding).

LinkedIn Profile Optimization

Rewriting of sales profiles (headline, summary, relevant keywords: safety, construction innovation, site productivity).

Publication of customer testimonials (case studies on major construction sites in France).

Performance Monitoring

🔥 Results:

Cost per appointment ranging between €20 and €40, depending on the decision-maker's level (large project vs. SME).

Average response rate of 35% for personalized LinkedIn messages.

Increased visibility: +60% LinkedIn profile visits for trained sales representatives, enhancing Layher's reputation as a construction expert.

Calendly appointment pipeline: 2 to 3 qualified appointments per week per sales representative, with a high conversion rate for product demonstrations.

🌟 Client

Amazon Web Services (AWS), supporting software vendors (ISVs) and startups operating in the healthcare sector in France and Europe.

🎯 Mission Scope

Train the Sales & Marketing team in advanced B2B prospecting on LinkedIn.

Optimize the LinkedIn profiles of Account Executives and Solutions Architects to highlight their cloud expertise.

Generate qualified Calendly appointments with healthcare software vendors and healthtech startups to promote AWS HDS solutions (hosted in France/EU).

✅ Actions

LinkedIn Training for Sales & Marketing Teams

Social Selling modules (Sales Navigator basics, targeting techniques).

Development of personalized message scripts and sequences.

LinkedIn Profile Optimization

Revision of the cover photo, summary, and keywords (e.g., “HealthTech”, “Cloud HDS”, “SaaS”).

Integration of customer testimonials and concrete use cases in healthcare.

B2B Prospecting Strategy

Creation of a priority target list (ISVs, Health Startups) via Sales Navigator.

Automation of invitations and contact messages (while respecting anti-spam best practices).

Performance Monitoring

Weekly tracking of response rates (goal: +30%).

Analysis of cost per LinkedIn appointment (goal: between €25 and €40).

Continuous adjustments (creation of new sequences, A/B testing).

Preparation for scaling

Formalization of a reusable LinkedIn playbook for other AWS divisions in Europe.

Reporting standardization

🔥 Results

Average response rate: +38% compared to prospecting without LinkedIn targeting.

Cost per appointment: €25 to €45 (depending on prospect maturity).

Increased visibility: sales representatives' SSI (Social Selling Index) increased by an average of +25 points.

Calendly: 3 to 5 qualified appointments per week per sales representative, leading to faster POCs (proofs of concept).