Employee Generated Content for B2B Sales with Melissa Gaglione

Why do some companies feel magnetic on LinkedIn—while others sound like a brochure? The difference isn't the budget. It’s people.

Maxed Out: AI-Powered Selling for the Next Best Action brings that human edge into focus as host Heath Barnett sits down with Melissa Gaglione, Senior Sales Manager at Warmly and founder of Async Sales Co. Together, they unpack how employee-generated content (EGC) is reshaping B2B sales—turning teams into credible storytellers, building community, and creating pipelines without feeling sales-y.

“Approach social selling authentically to meet buyers where they are—that’s where the magic happens,” Heath notes. Melissa’s journey—from elementary education and news reporting to leading modern sales teams—adds a refreshing, practical lens: this isn’t about going viral; it’s about being real, consistent, and useful.

Why EGC Works: People Trust People, Not Logos

If you’ve sensed a shift from corporate polish to human credibility, you’re not imagining it. In B2B SaaS, buyers increasingly look to practitioners, not brand handles, for proof and perspective. That’s the heart of EGC.

• It’s not influencer marketing in a suit. It’s practitioners sharing what they’re learning—live, in public.
• It reduces friction. When sellers post consistently, they create familiarity and trust before the first meeting.
• It scales belief. One voice becomes many, amplifying brand reach without forcing a single script.

At Warmly, Melissa sees EGC as a flywheel: empower employees to share, engage with the community, celebrate wins, and turn curiosity into conversations. “Feeling like an imposter means you’re growing,” she says. “Share your journey, and amazing things will follow.”

From Fear to Flow: Getting Your Team to Actually Post

Most teams don’t struggle with “what to say.” They struggle with “should I say it?” Fear—of judgment, of not being an expert, of saying it wrong—stops posts before they start.

Melissa’s antidote is a volunteer-first culture. Start with those who want in. Celebrate early movers. Make it enjoyable, not mandatory. Offer structure without stifling voice.

A simple starting point:

• Define your content pillars: 3–4 themes you genuinely care about (e.g., discovery, onboarding, PLG, AI in selling).
• Document, don’t perform: share a snippet from your day, a lesson from a call, a template you refined.
• Respond with intent: thoughtful comments > generic congratulations. If you use AI, add your take. Make it you.
• Measure what matters: profile views, DMs, reply quality, meeting momentum—not just likes.
  
  

The result? Consistency breeds confidence, and confidence compounds.

The SHINE Framework: Post with Purpose

Melissa’s SHINE framework gives sellers an easy creative prompt to avoid “posting just to post.” While every team can tailor it, think of SHINE as a checklist for meaningful content:

• Story: Lead with a moment—a buyer objection, a failed experiment, or a small win.
• Human: Share your perspective, doubt, surprise, or lesson learned.
• Insight: Offer a takeaway others can use today.
• Next step: Invite discussion, question the crowd, or link to a resource.
• Evolution: Return to the theme over time; show progress, not perfection.

This structure keeps posts authentic, useful, and repeatable—without sounding scripted.

LinkedIn in 2025: Authenticity Over Automation

Yes, AI can help you draft, brainstorm, or structure comments. But the feed can smell autopilot from a mile away. Melissa’s rule: if you use AI to accelerate, always add a real opinion—what you agree with, what you’d change, a nuance from your experience. That’s how you stand out.

Practical guardrails:

• Avoid empty praise. Add context or a counterpoint.
• Reference specifics from the post to prove you actually read it.
• Keep comments short, smart, and human—like you’d talk at a meetup.
• Build relationships, not just impressions. Follow up via DM with relevance.
  
  

It won’t transform your funnel overnight. But with patience and consistency, you’ll see what Warmly and teams like Melissa’s are proving: people-first content moves markets.

Key Takeaways

• Employee-generated content humanizes B2B brands and accelerates trust.
• Consistency beats virality—document your day, don’t perform.
• Use a simple framework (like SHINE) to keep posts authentic and useful.
• AI can help you draft, but your voice and viewpoint make it credible.
• Start with volunteers, celebrate early wins, and measure real buying signals.

A Warm Close, and a Nudge to Start

If you’ve been waiting for the “perfect” moment to post, consider this your green light. Share what you’re learning. Ask better questions. Engage like a human. As Melissa puts it, growth often looks like imposter syndrome at first. Keep going.

For more grounded conversations at the intersection of sales, brand, and AI-powered selling, listen to the full episode of Maxed Out: AI-Powered Selling for the Next Best Action. And follow host Heath Barnett for more practical, people-first sales leadership insights.