Doug Camplejohn
(00:00)
Hi, this is Doug Camplejohn and you are listening to Revenue Renegades. This week, I am excited to welcome Sam from #SamSales. How do you say the name of your company?
Sam McKenna
(00:12)
#SamSales, you got it. People usually leave out the hashtag, so you already nailed it.
Doug Camplejohn
(00:17)
The hashtag is great. It’s brilliant because when I look at my CRM, you’re always at the top. I love that.
Sam McKenna
(00:24)
It was either that or double A before SamSales—just to get it to the top.
Doug Camplejohn
(00:28)
That’s true. Sam, I worked with you at LinkedIn. You developed a successful consultancy and held senior roles at On24 and others. Welcome to the show.
Sam McKenna
(00:47)
So nice to be here. Doug, back in my early AE days, you were an icon to me. I loved what you built. I remember seeing you present at LinkedIn—you did an amazing job giving credit to your team. You taught me great leadership lessons that I’ll always remember.
Doug Camplejohn
(01:09)
I appreciate it. We had what I called the “band of misfit toys” in the Sales Navigator team, and we built some really fun stuff. Thank you.
Doug Camplejohn
(01:33)
I love founding stories. You’ve been doing this for a few years now. Tell me what made you decide to start your own company and what is the founding story of #SamSales?
Sam McKenna
(01:33)
Founding stories usually have one of two versions: either you see a gap in the market or you’re burned out from corporate life. I had what many would call the dream job at LinkedIn. I even did a video testimonial for them, and they mailed me socks afterward. Getting there and being part of their journey was amazing, but I was on a plane every week—constantly packing and unpacking. I was ready for a break and wondered if I could work half the time and make half the money I made in SaaS. I should have known that, being a competitive, driven person, that half-time work would vanish quickly. In August 2019, I stepped away, and right after Labor Day—just before the pandemic—I started #SamSales. I was alone until February of the next year when we made our first hire. What’s interesting about my career in sales is that I was successful without doing the traditional things. I hustled, broke records, always hit quota, went to President’s Club, and then built teams to do the same. I wondered if I could teach a few companies how to do sales in a more buyer-centric, manners-driven way. And now, we’re an all-women team serving almost 250 clients with five and a half years under our belt—and we’re not even SaaS, which is impressive.
Doug Camplejohn
(03:39)
That’s very impressive. You’re a LinkedIn Top Voice and an expert on Sales Navigator and LinkedIn. What are some of the biggest misconceptions sales professionals have about LinkedIn as a selling tool?
Sam McKenna
(04:00)
They often don’t understand how it works. Social selling is a modern concept that many still get wrong. Instead of thinking “I get on social and I sell,” we should use social to spark conversation and build a brand. We use content to show our buyers that we understand them, true to the #SamSales style.
For me, LinkedIn became a tool not just for reaching audiences by posting content, but to drive leads for your business. I’ve tracked the revenue I influenced, even though none of those leads went directly to my team. It sparks conversations, changes perspectives, and introduces new concepts like “Show Me You Know Me” to the world.
I also see that many people think social selling is linear, but what we teach at #SamSales is that it’s the effort others are unwilling to make that sets you apart. If I wanted to get your attention without knowing you, I’d research, join the conversation in comments, and connect on LinkedIn rather than sending generic emails.
Doug Camplejohn
(06:31)
When you talk about your “Show Me You Know Me” technique, can you give an example of how that transformed a relationship for you or one of your clients?
Sam McKenna
(06:47)
The idea comes from researching what you know about a person, their company, and their industry from the very first touch—through the subject line of an email, all the way to a long-term relationship. It’s about knowing what they care about and then tailoring your communication to show that you understand their challenges. This approach turns prospecting into a tool for genuine relationship building.
Doug Camplejohn
(08:56)
What are you using besides LinkedIn to gather that information?
Sam McKenna
(09:01)
I advise using every tool at your disposal—visit their website, read their public filings, and use ChatGPT to quickly search for any podcast or article featuring the person. Then use that information to craft a personalized message that shows you did your homework, unless they’re a TikTok star—maybe avoid that level of personal detail. A little effort goes a long way. People are used to volume sales, but personal touches make the difference. Taking the more personal route makes a significant difference.
Doug Camplejohn
(10:51)
I recently mentioned a close friend from LinkedIn and even used a screenshot from Slack to say, “Great to see you here,” which surprised her. It felt a bit too personal, but it’s about building genuine connections.
Just don’t take a screenshot from our RB2B. LinkedIn constantly changes their algorithms. How do you stay ahead of those changes, and how do they affect your approach?
Sam McKenna
(12:29)
One of our lines of business at #SamSales is creating executive brands on LinkedIn. We build your content and backend strategy so that algorithm changes become opportunities rather than obstacles. We track trends, like the importance of video, and assess what brings value—not just impressions. We focus on engaging conversations.
For example, I recently released part of our prospecting playbook for free. I asked people to comment “show me you know me,” and it went viral—but then managing all those comments became a challenge. It’s a balancing act between going viral and sustaining genuine engagement.
Doug Camplejohn
(15:17)
And when you mention links, are you referring to not putting them in the main post but in the comment thread?
Sam McKenna
(15:22)
Exactly. Some debate whether links affect post performance, but my team and I have found that including links in posts can reduce engagement. I prefer adding links in the comments to avoid distracting from the content.
When posts get too cluttered with links, even if a supportive community engages, it can hurt the organic reach. A repost with your own thoughts, for instance, often diminishes the original post’s impact. It’s better to hit “repost” and add your commentary in the comments.
Doug Camplejohn
(17:56)
All great suggestions. What about connection requests? I recall research on whether to include a note or not. What’s your take?
Sam McKenna
(18:08)
I’m curious—what’s your preference?
Doug Camplejohn
(18:16)
If I have context—say I met you at an event—I add a note. Otherwise, I might leave it off. However, data from LinkedIn suggested that adding a note can lower response rates if it comes off as too salesy. It’s all about relevance.
Sam McKenna
(18:51)
I agree. I find that if you’re reaching out to busy executives, even a brief custom note can make your request stand out among thousands of generic ones.
Sam McKenna
(20:28)
For me, it’s about balancing personalization with efficiency. Once you connect, you need a follow-up strategy that isn’t just a pitch, but offers real value.
Doug Camplejohn
(20:38)
The old one-two punch: first, a thoughtful connection request, then a non-salesy follow-up. That way, you don’t end up in the “bad SDR” pile.
Sam McKenna
(24:30)
For hesitant executives, I say—build your personal brand. Even if you think your content is too salesy, share your authentic story. Talk about what you did, not just what you should do. When you share your journey—your struggles, your successes—it resonates and sets you apart.
Doug Camplejohn
(25:26)
Exactly. It’s about being genuine. Even at the highest levels, we’re all trying to figure this out. Vulnerability can be a strength.
Sam McKenna
(25:31)
Absolutely. The more accomplished someone is, the more hesitant they may be to build a personal brand, but that only makes it more valuable in the long term.
Doug Camplejohn
(26:50)
I agree.
Sam McKenna
(26:51)
Think about it: if you don’t build your brand, even with all your achievements, people may never know your true value. It’s about leaving a legacy.
Doug Camplejohn
(29:55)
Yeah, we’re all insecure and trying to figure it out.
Sam McKenna
(30:05)
I have no idea what I’m doing sometimes.
Sam McKenna
(30:09)
Should we go there? That could be fun—but maybe not now.
Doug Camplejohn
(30:22)
Let’s change topics. You can’t open a post nowadays without the word “AI.” What’s your take on where AI helps today, where it’s overblown, and where it’s heading?
Sam McKenna
(30:43)
AI is amazing. Even the small things it does blow my mind—the insights from ChatGPT, for example. I’m still a novice with it, but I see huge potential.
I also think there’s a saturation point. Many companies now claim to have AI features, sometimes making them look just like everyone else. They add so many AI features that their uniqueness is lost. They should focus on what made them great originally.
I compare it to when Outreach and SalesLoft automated email touches—magical at first, but then everyone caught on. The challenge will be to use AI to scale authenticity, not just replicate generic actions.
AI should help scale genuine learning—understand your buyer’s issues quickly and prepare well for presentations, cutting down research time from 50 minutes to five.
Doug Camplejohn
(33:54)
I’m excited. I’ve never been more excited about tech in my career, even as I keep up with five new agent announcements a day from HubSpot, Salesforce, Anthropic, and OpenAI.
Sam McKenna
(34:13)
Do you have $20K a month to give OpenAI? Because, you know…
Doug Camplejohn
(34:34)
I don’t. I pay $200 a month, and my bill is slowly going up. Perplexity has become my search engine—I never thought Google would be displaced.
Sam McKenna
(34:48)
Right.
Doug Camplejohn
(35:05)
I love that. I’ve experimented with prompts a lot. What are some of your favorite prompts, especially professionally?
Sam McKenna
(35:27)
I use prompts to speed up graphic design. I used to take poor screenshots for LinkedIn, but now I just ask ChatGPT for improvements. It’s a huge time saver.
I also use prompts for writing sales emails and extracting case studies from client websites. It helps communicate more effectively and capitalize on content without spending hours reading through material.
Doug Camplejohn
(39:50)
I do a lot of summarization with AI. I love design too. My favorite meeting is our “design jam” when we work on our user interface. Fun fact: the Coffee logo was designed by ChatGPT—I had my designer create several options, and I said, “Sorry, ChatGPT beat you.” It was a surprising win for the visual side.
Sam McKenna
(41:23)
I wouldn’t even know how to design a logo. Our logo was designed by a PWC consultant, and I still appreciate that.
Doug Camplejohn
(41:37)
Many stories like that. Before we wrap up, I know your team is known for being all-women and for prioritizing philanthropy. Can you talk about what inspired that structure and what it means for your culture?
Sam McKenna
(42:04)
Sure. A little-known fact: after graduating college, I got married to an army officer and was stationed abroad. Back then, military spouses had a hard time finding work because of the constant moves. I promised myself I would hire military and expat spouses—talented individuals who often have to work under challenging conditions. Most who joined ended up being women, and many started as outsourced BDRs and grew into roles like head of operations or VP of marketing. This approach has shaped our culture. It also sets us apart because when someone questions “Where are the guys?” it tells us who we should work with. We truly value diverse perspectives.
We also host charity events. During the pandemic, we held an event where influential figures spoke for a donation—raising over $125,000 collectively. And on a personal note, I work with a phenomenal teacher friend: if someone wants to pick my brain, they can donate to her cause. It’s our way of giving back.
Doug Camplejohn
(45:19)
I love those stories. I didn’t know about the military spouse background—love it. How do you filter for military spouses on LinkedIn?
Sam McKenna
(46:05)
We use specific channels—military spouse boards, Facebook groups like “Trailing Spouses,” and so on. It’s all about finding the right talent at a better cost and quality.
We also help teachers transition when they leave the profession. Look for the hashtag #TransitioningTeachers on LinkedIn. There’s incredible talent there.
They’re looking for sales jobs, and it’s amazing that someone would offer a base salary plus commission that allows them to work from home. There’s incredible talent if you get creative.
Doug Camplejohn
(47:30)
Great suggestions. Let’s wrap up. When you think about AI and all we’ve discussed—professionally and personally—if you could wave a magic wand and automate one thing in your life with AI, what would it be?
Sam McKenna
(47:48)
It would be automating all the follow-ups on LinkedIn with the 111,000 connections I have—build a system that handles follow-ups without putting me in LinkedIn jail.
Doug Camplejohn
(48:07)
I love it. You’ve revealed things I didn’t know you were passionate about. Is there anything else that might surprise people?
Sam McKenna
(48:16)
I don’t talk about it much, but I’m really into foreign cars. I grew up with an impatient mother who drove 911s—it was her thing. I love driving and exploring unknown routes. I even took the leap in 2020 to buy my own 911. I’ve accumulated a few speeding tickets along the way, but hey—that’s part of the adventure.
There’s so much on my list—races in Italy, Monaco, F1. What about you? What’s something people don’t know about you that’s not on your LinkedIn profile?
Doug Camplejohn
(49:48)
I’ve escaped from Alcatraz three times. I was an open-water swimmer—haven’t done it in a few years—but I used to jump off boats with wetsuits into the bay. It’s incredibly peaceful.
Sam McKenna
(50:22)
What time of year do you do that swim?
Doug Camplejohn
(50:25)
In the warmest time of the year—usually September. The water might be 58 or 59 degrees, but with a slack tide, if you swim fast enough, you avoid being swept away.
Sam McKenna
(50:42)
That’s impressive. Are you wearing a three-millimeter suit?
Doug Camplejohn
(50:46)
There are special wetsuits with extra padding on the chest and shoulders so you can move freely. My favorite swim is under the Golden Gate Bridge—from one end to the other. It’s breathtaking.
Sam McKenna
(51:03)
I love it. I did not know that. Very cool.
Doug Camplejohn
(51:07)
It is.
Finally, how can listeners keep in touch and support your mission?
Sam McKenna
(51:19)
Visit samsalesconsulting.com. Our site has our newsletter, YouTube channel, playbooks, and more. You can access a ton of content for free. We even launched a podcast where we interview executives with remarkable business insights. Please come in and hang out.
Doug Camplejohn
(52:00)
Thank you, Sam. I feel like we could have a five-hour conversation. It’s sad to cut this off, but it’s been great having you. We’ll talk again soon.
Sam McKenna
(52:07)
Thanks, Doug.
