Will Aitken

A Sales Growth Company

Heading up outbound sales & GAP Prospecting training

General Manager Prospecting Practice

WillAitken.com

I provide training, coaching, courses, keynotes, and merch for sellers and sales teams! Check out my offerings on willaitken.com

Chief Vice Directing President of Managing Things

Sales Feed

B2B Sales Media company Sales Feed

We make content that helps sellers sell and brings a big ol'd smile to their face when they need it most

Co-Founder

Sell Better 

I'm one of the hosts of SellBetter's epic daily sales shows

Host

Lavender

Head of Social

Head of Content

Evangelist

Proposify

Senior Account Executive

Account Executive

HR.com

Preacta

Recruitment Consultant

Search It Local

Sales Representative

Trust Me, I'm a Salesperson | Sales Trainer, Keynote Speaker, Author, and Pisstaker | Fluent in English, Memes, & Sarcasm 🇬🇧🇨🇦

Just another LinkedIn sales influencer... but funnier and better looking than most.

Born in 1994 in the roundabout filled town of Milton Keynes I was always the odd child at school. 

After getting the worlds most pointless degree at University of Brighton I decided to go “find myself” by working in a French Ski Resort, backpacking through south-east Asia, before temporarily settling down in Sydney Australia where I got work as a recruiter and then moving to Canada. 

Now in North America I was determined to work in SaaS sales because I saw on Reddit that you can make BANK selling software.

Just a couple of years later after trying to find my footing I was the top rep on my team.

This gave me time to open up TikTok and on April of 2021 I made my first video, then I made one everyday for 6-months. 

This opened up my love for content creation and led me to my current career in marketing, keynotes, book writing, and sales training. 

Expertise include: New Business Development, Account Management, Cold Calling, Sales Proposals/Presentations, Marketing Product Knowledge (SEO, EDM, Retargeting), Recruitment Services, Headhunting, Email Prospecting, Vice President (SEO purposes), VP, CEO, LinkedIn Recruiter/Sales Navigator, Boolean Blackbelt, Training, Sales Kick Offs, Speaker, Speech, Sales Management, and Fixing Up to Look Sharp.

Sub to Sales Feed on YT if you’re an adult and don’t mind some cussing with your sales tutorials, tech reviews, and tips ✌️

Cooking up some epic content with Hansel Alvarez for 2026

Some of your buyers might be taking the next two weeks off... The key is not to let them

 Tyler Lessard 🎯 and I demonstrate one such approach here

Helping SaaS build trusted content with third-party expertise • Co-Founder @ AudienceLed • GTM & Partnerships Operator • Your buyer trusts 👉 People, brands, and places they already transact with. Activate them.

I help SaaS revenue teams integrate third party expertise (the people, brands, and places) that influence their buyer to surround them (instead of spam them)  👉 where buyers already transact and spend their dwindling attention credits 👇

Buyers don’t believe brands as much as they believe the people, companies, & places they already work with and listen to.

That’s why your sales and marketing team need a network of trusted people in your ecosystem.

When you activate that network, you get:
👉Warmer doors opening faster
👉Higher win rates
👉Deals that close sooner
👉Bigger deal sizes

Proof I’ve lived this:
✅Built enablement programs that boosted partner retention by 70%
✅Created a partner motion that matched sales revenue with 1/3 of the headcount
✅Outperformed a full SDR + AE team using ecosystem plays
✅Scaled a business to $1M in less than 12 months → acquired

(And yes - I’m in the room developing relationships with the influential people your buyers already listen to.)

Activate an ecosystem-oriented modern go-to-market system that focuses on QUALITY and CONVERSION by:
1) Following me here for weekly systems sharing
2) Or DM me if you want me to show you how to:
- Map who your buyers already trust
- Layer partners into your GTM to build pipeline with less spend (without building any new systems)

Oh, I'm also writing a book on rewiring your mindset, which incorporates psychological, sociological, and philosophical concepts. Go-to-market with your market at www.audienceled.com

Will Taylor

If you don't know Nelson Wang, you should. He helps founders grow partner revenue from $0 to $200 million. How?

His tactical frameworks and straightforward, brass tax "here's the reality" consulting.

In a recent edition of his newsletter (subscribe here: https://lnkd.in/gcbJUAej) he highlighted a conversation with me:

"How Integrating Partnerships Into Marketing Reduces Work by 80% and 2X+ pipeline"

The takeaway? (and you gotta subscribe to see more!)
Partnerships need to be fully integrated with cross functional teams to truly amplify impact.

My post that inspired our chat: https://lnkd.in/gzmpxtCu

This is a lesson we learned very fast at AudienceLed. We went from a standalone video service to now a fully integrated demand gen program that works with third parties.

Here's why I appreciate Nelson Wang:
- He focuses on clear, specific tactics that are easy to understand
- He has "done the work" and proven out those tactics
- He embodies the core of partnerships and trust

Put all of this together, and you get a successful business.

This is inspiring the work we do at AudienceLed (clarity, specificity, do the work...).

He carries it in his own business and is seeing more success than most because of it.

If you need help with partnerships, speak with Nelson or check out his flagship products at https://lnkd.in/gTzxFRx3

And join 9,000+ on his newsletter! https://lnkd.in/gcbJUAej

Happy Holidays everyone! More content like this coming soon.

P.S. he's so great I referred my friend Marc Gaudett to him!

The VP of Marketing at LinkedIn just validated the B2B Partnerships motion, but also warns: "Wasted impressions won't just hurt performance..."

"...they'll erode our credibility."

And:

"In B2B trust is now THE most valuable outcome and the clearest path to seeing your budgets deliver real outcomes. But trust isn't built alone."

The best part?

He was speaking through the lens of a marketer. 

Not a partnerships professional. Not an influencer marketing person.

The VP of Marketing at the largest professional network in all of business.

Davang Shah goes on to speak about how working with creators will help to build brand trust NOT through transactional posts, but instead long term partnerships.

OUT for 2026:
- One-off transactional posts

IN for 2026:
- Strategic narrative and campaign alignment alongside experts with deep experience.

He shared the data that suggests this:
80% of B2B marketers plan to invest in community-driven content. 

"In 2026 expertise will be the new trust currency and creators are at the centre of that equation."

Decision makers do not make a decision based on one (clearly) transactional post. Nor do they do so with high-level, face-value content.

They make a purchase when they know that someone like them has reached the promised land they hope to reach.

Deep expert content > useless impressions.
----------
SEO, ads, and distribution are waning. This is no longer the competitive moat.

Unlock more reach. Better content. Higher trust. The help your customers want and need... all while making the community a better place because of YOU.

I share tactics about how to execute this each week. If you want the playbook, follow along. It's all being shared for free and being built in public.

Partnerships = Value (for buyers) at scale. Sales & marketing alone will create value at a slower pace. 1-to-1 vs 1-to-many vs many-to-many...

But, we need each part to work in tandem and never alone.

This is why I'm all in on partnerships.

Not just because it influences all core revenue metrics of a business from CAC to conversion rates to deal sizes to total ACV & LTV...

But because of the reason WHY it does that.

It's value at scale.

I wanted to become a therapist.

I studied psychology to better understand the nature of our minds...

All for one purpose: 
To help my community - my fellow human - to thrive.

In a world of chaos, anxiety, and an entire onslaught on our senses... we need support more than ever.

Partnerships - in my view - is the only path forward to creating positive change (for buyers or for local communities) to fight against all other competing priorities that take us away from the thing we crave most:

Connection.

Connection brings value. Connections brings money. Connections bring comfort. Connection brings safety. Connection brings purpose.

More of this marrying of business 🤝 personal life and goals on my episode with Sam Yarborough and Jason Yarborough 🐻 on the Friends With Benefits Podcast: https://lnkd.in/gzwPE-ju

P.S. did you see the thumbnail? I love it so much.

This is what B2B sales taught me about helping my mom this holiday season (I actually mean it this time... unfortunately... but stick with me):

"Can I help you?"
🛑 Is a yes/no question. 
🛑 Easy to say "NO" to. 
🛑 Closed-ended question.

We WANT to help our moms / loved ones, right?

In sales, we want open-ended questions, to really uncover an answer on how we can help.

Instead, ask:
"How can I help?"

Or better yet (my favourite):
"What are the 2 things I can do to help you?"

✅ Open-ended.
✅ Assumes there's an answer.
✅ Forces thinking to provide a response.

Moms do a lot for us. My mom sure does. Especially around the holiday season. 

Let yours put her feet up and enjoy the holiday spirit.

You can stir some gravy, cut some carrots, mix a drink. 

Get off your butt!!!

A Fortune 500 company booked a demo with a client after reading content we created with a third-party expert. Here's the system behind it:

Quality content brings in quality accounts.

I invited a third-party expert into the content.
Not as a guest quote.
Not as a logo swap.

We aligned the content to their existing narrative.

Then we did the work.
✅ Produced a deep blog post anchored in the expert’s POV
✅ Repurposed it into newsletter + social + video content
✅ Enabled the expert to post it natively to their own channel

What happened next mattered most:
- A Fortune 500 prospect saw the expert post
- Clicked through to the blog
- Engaged with the client’s qualification flow
- Booked a demo

The opportunity is now moving forward.

The best part?

The third party is now optimized to be featured in SEO/AEO for their own solution and services too. As our client grows, so will the exposure to the expert.

It's called a partnership.

Shared trust moving through the market the way buyers already move.

These are the real results when you go to market WITH your market instead of shouting at it.

This isn't just a strategy for SMB or early-stage PLG signups. It's working with enterprise buyers. 

"That deal would pay for all of my marketing spend to date"

Move together. Produce value together. Focus on quality in. Get quality out.

2026 is the year of collaboration ✌ 

P.S. if you want to do this yourself, I've been sharing this exact playbook in my tactical, no B.S. content series. Follow for more! About halfway through 30 posts detailing the exact processes.

taplio

The Battle

Will Aitken

Will Taylor

Followers

Posts

Engagements

Likes

Performance ScoreWill Aitken's LinkedIn Performance

Performance ScoreWill Taylor's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Will Aitken

Will Taylor

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Will Aitken's LinkedIn Performance

Performance ScoreWill Taylor's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreWill Aitken's LinkedIn Performance