Driving B2B Sales on LinkedIn using Video with Jordan Villanueva

Jordan Villanueva‘s journey from software engineering to marketing is a testament to adaptability in the modern business world.

Starting as a front-end software engineer at a mortgage company developing mobile applications for iOS and Android, she transformed her career during the 2020 pandemic into becoming a successful B2B marketing entrepreneur. She founded Nueva Media, a video marketing agency that helps B2B companies cut through the noise on LinkedIn.

In this episode of the Connection Loop podcast, Jordan shares valuable insights about leveraging LinkedIn video for B2B sales. She explains why traditional cold calling and emailing are becoming less effective as people grow more defensive to direct sales approaches. Instead, she advocates for a more organic approach through consistent video content that allows potential clients to familiarize themselves with you and your ideas without feeling pressured.

Key Points from Jordan’s Journey and Insights:

The Transition Period

• Started with dropshipping and learning Facebook/Google ads
• Successfully grew her dropshipping business enough to quit her engineering job
• Went through a period of uncertainty, including driving for Uber Eats
• Leveraged both engineering and marketing skills on freelance platforms

Evolution into Video Marketing

• Built initial client base through Instagram and TikTok content
• Found her niche in LinkedIn, specifically targeting B2B SaaS companies
• Focused on creating daily content on LinkedIn

LinkedIn Video Marketing Strategy

• Moved away from traditional cold calling and emails
• Embraces the concept that “the best marketing is marketing that you don’t even know that you’re being marketed to”
• Uses videos as “24/7 salespeople” on LinkedIn
• Focuses on building familiarity and trust through consistent content

Why LinkedIn for B2B

• Platform remains relatively untapped compared to Instagram and Facebook
• Users are in “business mode” rather than entertainment mode
• Particularly effective for high-ticket sales
• Requires fewer touchpoints to close deals

Jordan’s success story illustrates how problem-solving skills from engineering can translate into business development, proving that with the right mindset, skills are transferable across seemingly different domains.

Visit dubb.us/cl-podcast for more episodes.

The story continues on dubb.com.