How I helped Trucker Tools turn LinkedIn into its #1 growth channel by launching an executive-led content strategy

Background & Challenge

I had been closely following the rise of zero-click content strategies since the late 2010s and saw a massive opportunity to apply this approach at Trucker Tools when I joined in 2023.

Rather than relying on traditional blog and SEO-driven content strategies, I wanted to meet our audience where they were already engaging, on LinkedIn. However, before fully committing to this strategy, I conducted a deep audit of all potential marketing channels, ensuring I had data to back up my approach.

After this analysis, I presented a plan for an executive-led LinkedIn strategy to my VP of Marketing and CEO. They loved the idea and were fully on board. Over the next 90 days, we developed and launched the strategy, and LinkedIn quickly became Trucker Tools’ #1 growth channel.

Role & Objective

I led the initiative by:

  • Developing the strategy, timeline, and deliverables to ensure a successful launch.

  • Writing the playbook for post structure, engagement, and content execution.

  • Growing Kary’s audience while increasing engagement and trust within our ideal customer base.

  • Generating enterprise-level leads through organic LinkedIn content and interactions.

We exceeded every objective—within the first month:

✅ Kary’s audience grew faster than expected.

✅ Engagement skyrocketed, leading to podcast invitations, Twitter AMAs, and more inbound opportunities.

✅ Enterprise freight broker executives started requesting demos directly in her comment section.

Strategy & Approach

To scale content efficiently and avoid the trap of “what should we post this week?”, I introduced a series-based content strategy:

📌 Freight By State – A deep dive into the logistics and supply chain sector in different U.S. states.

📌 Freight Metrics – Breaking down complex freight metrics to help frontline brokers understand their meaning, when to use them, and how to interpret them.

This structured approach allowed us to:

✔ Maintain a consistent posting schedule without constantly brainstorming new ideas.

✔ Provide high-quality, high-engagement content at scale.

✔ Remain flexible for ad-hoc posts about company updates or product launches.

To streamline production:

  • We developed research prompts for AI tools like Perplexity to assist in drafting content with minimal editing.

  • We worked with a content design agency to create branded post templates for visual consistency.

Execution & Adaptation

Building out this strategy required overcoming multiple execution challenges:

1️⃣ Post Scheduling & Tagging: Initially, many social media tools did not allow us to schedule LinkedIn posts for executives while tagging others. This required manual execution, but over time, we found tools that solved the issue.

2️⃣ Performance Tracking: We needed a way to measure post performance without logging into Kary’s account. After extensive research, I identified a platform and we hired a dedicated marketing coordinator to integrate Kary’s profile for better analytics.

3️⃣ Scaling Beyond the CEO: As the strategy proved successful, we expanded it to:

  • Trucker Tools’ company page

  • Sales team members building their own LinkedIn audiences and post series

We then layered LinkedIn Sales Navigator and AI-driven intent signaling on top of this to nurture and convert leads more effectively.

Results & Impact

🚀 LinkedIn became Trucker Tools’ #1 growth channel within 60 days.

🎤 Drove external visibility, leading to podcast invites, Twitter AMAs, and more public engagement.

📊 Attracted enterprise leads organically, with executives requesting demos directly in Kary’s LinkedIn comments.

And while it’s difficult to quantify its impact on Trucker Tools’ acquisition by DAT, the CEO of the acquiring company had mentioned considering the acquisition a year prior but ultimately deciding against it at the time. I believe that our heightened visibility and public-facing growth played a role in reopening those discussions.

Lessons Learned & Future Application

This project reinforced my belief that:

✅ Providing real value builds trust and authority—which ultimately leads to revenue.

✅ Engaging, high-quality content makes a brand more likable.

✅ A strong LinkedIn presence creates public proof of traction, which can influence outcomes at the highest levels, including potential acquisitions.

This is yet another example of my ability to identify trends early, stay ahead of shifts in marketing strategy, and execute at a high level. I don’t just follow trends—I operationalize them into scalable, revenue-driving strategies.

Mitchell Salva