Neal Goyal didn’t have a LinkedIn strategy. He had a quota and a deadline, and an intuition that content could work better than cold outreach. What started as a personal experiment quickly turned into a top-of-funnel engine that helped him scale Tapcart’s pipeline, close enterprise deals, and become one of the most trusted voices in e-commerce.

In this episode, Neal unpacks the mindset, tactics, and daily discipline behind founder-led selling and rep-led content. He shares how commenting became his most valuable sales motion, why LinkedIn outperforms cold email, and how he built a playbook any marketer or seller can steal—without sounding like one.

If you're a founder, GTM leader, or rep trying to cut through the noise and build demand on LinkedIn, this episode is your blueprint.

What You’ll Learn in This Episode:

• How Neal built a LinkedIn-led outbound engine from scratch
• The strategy behind “comment-first” relationship building
• How sales can become the public face of a company (even if it’s unofficial)
• How to convert credibility into revenue without being cringe
• Why LinkedIn is still wildly underused for pipeline generation

Memorable Quotes:

• “I don’t know a world of warm leads. Everything I’ve built came from outbound—and LinkedIn made it easier.”
• “When I finally narrowed down my ICP to just Shopify brands, everything started working. One audience. One message.”
• “Every comment is a deposit in a relationship account.”
• “I wasn’t told to be the face of the company. No one else was doing it.”
• “I spend 60–90 minutes a day commenting on posts—not to get seen, but to build trust before I ever ask for a call.”
• “Nobody remembers who liked the post. Everyone remembers who left a thoughtful comment.”

Tactical Takeaways:

• Post for your ICP, not the algorithm
• Build relationships in comments before asking for connections
• Niche down your Audience, and write just for them
• Make yourself visible, even if no one tells you to
• You don’t need any fancy tools to win on Linkedin
• Use LinkedIn as a primary outbound channel—not an afterthought

People, Tools & Resources Mentioned:

• Tapcart
• LinkedIn Sales Navigator
• Lavender
• Gong
  
  

Follow Neal Goyal:

• LinkedIn: https://www.linkedin.com/in/nealgoyal/

Stay Connected.

Want to connect or share feedback? Brad welcomes connection requests from listeners—reach out on LinkedIn and share your thoughts!

• Brad Zomick’s LinkedIn: https://www.linkedin.com/in/bzomick
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