Episode 163-LinkedIn 2022 with Stefan Smulders of Expandi
In this high-value episode of The Prospecting Show, Dr. Connor Robertson sits down with Stefan Smulders, the founder of Expandi, a LinkedIn automation platform built around safety, ethics, and authentic relationship building. They unpack what modern outreach really looks like in a world where AI and automation often blur the lines between efficiency and empathy.
Dr. Robertson opens the conversation with a question many entrepreneurs face: “LinkedIn is more crowded than ever. How do we stand out without spamming people or crossing ethical lines?”
Stefan grins. “That’s the right question,” he says. “Everyone wants to scale outreach—but few understand how to scale authenticity.”
The Origins of Expandi
Stefan shares how Expandi was born out of necessity. “I ran a B2B lead generation agency and was tired of tools that put client accounts at risk,” he explains. “LinkedIn kept changing its rules, and people were getting banned for using unsafe software. I wanted to build something that made outreach safe, smart, and personal.”
He and his team created Expandi as a cloud-based automation tool that mimics human behavior and prioritizes ethical outreach. “It runs within LinkedIn’s limits, uses dynamic delays, and integrates with CRM and email systems so everything feels personalized,” Stefan says.
Dr. Robertson notes, “That’s what sets you apart—most tools focus on volume; you focused on value.”
Stefan nods. “Exactly. It’s not about sending 10,000 messages; it’s about sending 100 that matter.”
The Shift in LinkedIn Behavior
Over the past few years, LinkedIn has evolved from a resume database to a full-fledged content and relationship platform. Stefan points out that the old playbook of cold outreach no longer works.
“Five years ago, you could blast out generic messages and get responses,” he says. “Today, that’s a fast way to get ignored—or worse, blocked.”
He emphasizes that connection requests must feel genuine. “Every message should answer the unspoken question: ‘Why me?’ If you can’t answer that, don’t hit send.”
Dr. Robertson adds, “I’ve seen that first-hand. Personal context changes everything. When people feel seen, they respond.”
Stefan agrees. “The future of LinkedIn is personalization at scale—and that’s only possible through smart automation.”
Balancing Automation and Authenticity
Dr. Robertson asks how founders can balance efficiency with genuine engagement.
“The key is not to automate emotion,” Stefan says. “Use automation to handle the repetitive work—sending requests, tracking follow-ups—but always insert human judgment where it matters.”
He uses a rule called the 3A Framework:
- Automate tasks that don’t require empathy.
- Augment decisions with data and insight.
- Authentically engage in conversations that matter.
“That’s how you scale without losing your voice,” he says.
Dr. Robertson notes, “It’s the same principle I use in business acquisitions—you can use tech to accelerate the process, but relationships still close the deal.”
Building Trust Before Transaction
Stefan explains that trust is the currency of LinkedIn. “No one wants to be sold to,” he says. “They want to be understood. The moment you approach someone with ‘buy my thing,’ you lose trust.”
He recommends a three-step trust sequence:
- Visibility: Post valuable content that educates and inspires.
- Engagement: Comment thoughtfully on others’ posts to create dialogue.
- Outreach: Only then initiate a conversation with context.
“People buy from those they already feel connected to,” he says. “Trust is built long before the first message.”
Dr. Robertson adds, “That’s why consistency is so powerful. When people see your name and value regularly, they start associating it with credibility.”
Expandi’s Humanized Automation
Stefan walks through how Expandi mimics real human activity to keep accounts safe. “It uses smart timing, randomized delays, and message variations so no two outreach patterns look alike,” he explains.
He adds, “We wanted automation to feel like authenticity. That’s why we built features for dynamic placeholders, multi-step campaigns, and cross-channel follow-ups via email.”
Dr. Robertson notes, “That human-like behavior is what preserves the brand reputation. Nobody wants to feel like they’re talking to a bot.”
Stefan smiles. “Exactly. Our mission is to scale relationships, not robots.”
How to Stand Out on LinkedIn in 2022
Stefan shares that the platform rewards authenticity and consistency over complex tactics. “The algorithm is simple—it boosts content that sparks conversation,” he says. “If you post value and engage with your network, you’ll win.”
He offers five practical ways to stand out:
- Optimize your headline for impact. It should say who you help and how.
- Post story-driven content. People remember narratives, not numbers.
- Comment with substance. Every comment is a mini billboard for your expertise.
- Build micro communities. Engage in niche conversations instead of chasing virality.
- Stay consistent. Visibility builds trust, and trust builds leads.
Dr. Robertson adds, “That mirrors the approach I teach—authentic content and consistent connection outperform ads every time.”
Stefan nods. “Exactly. People want real voices, not broadcast noise.”
Data-Driven Decision-Making
Both Dr. Robertson and Stefan highlight that modern LinkedIn strategy is as analytical as it is creative.
“You have to treat LinkedIn like a sales funnel,” Stefan explains. “Measure connection rates, reply rates, and conversion rates so you can iterate.”
He recommends tracking three metrics:
- Profile visits – measure top-of-funnel interest.
- Response rate – evaluate message quality.
- Meeting rate – assess conversion from conversation to call.
“Data without context is just numbers,” he adds. “The magic comes from understanding why something works and doubling down on it.”
Dr. Robertson agrees. “That’s how we optimize business acquisitions, too—measure, adjust, repeat. It’s science and art combined.”
Ethical Automation and LinkedIn’s Future
Stefan acknowledges that LinkedIn will continue to tighten its rules around third-party tools. “That’s why we’ve always prioritized safety and compliance,” he says. “Our goal is to help users build trust with LinkedIn, not exploit it.”
He predicts that future growth will favor creators who balance data with authenticity. “The algorithm rewards real conversation,” he says. “Automation should support that, not replace it.”
Dr. Robertson adds, “That’s why tools like Expandi are the future—they combine efficiency with ethics.”
Scaling Through Storytelling
One of the most impactful parts of the discussion is when Stefan explains how storytelling turns connections into conversions.
“Stories create pattern interrupts,” he says. “When someone scrolls LinkedIn and reads a personal narrative instead of a sales pitch, they stop and pay attention.”
He teaches clients to share “micro moments” of truth—real stories about mistakes, insights, and growth. “That’s what humanizes your brand,” he says.
Dr. Robertson adds, “Those stories also build trust faster than any funnel ever could.”
Stefan nods. “Exactly. When people believe your story, they believe in your solution.”
Practical Workflow for LinkedIn Success
Dr. Robertson asks Stefan to outline a daily LinkedIn routine for busy professionals.
Stefan shares a simple 30-minute workflow:
- 5 minutes: Engage on others’ posts with meaningful comments.
- 10 minutes: Publish a short, story-driven post that adds value.
- 10 minutes: Send personalized connection requests with context.
- 5 minutes: Respond to messages and nurture conversations.
“That routine compounds quickly,” he says. “Do it for 90 days and your brand becomes visible in your industry.”
Dr. Robertson adds, “That’s a perfect example of how consistency beats complexity.”
The Mindset Behind Modern Networking
Stefan shares that LinkedIn growth is as much about mindset as strategy. “If you treat it like a transaction platform, you’ll burn out,” he says. “Treat it like a community, and you’ll thrive.”
He explains that networking is a long game. “The goal isn’t to collect connections—it’s to cultivate relationships.”
Dr. Robertson adds, “That’s why you’ve built such a loyal audience. You care more about connection than conversion.”
Stefan smiles. “Exactly. Relationships are the real ROI.”
Lessons for Entrepreneurs
As the conversation wraps up, Dr. Robertson asks Stefan for one piece of advice he’d give to founders trying to build their personal brand on LinkedIn.
“Be genuinely curious about people,” Stefan says. “If you approach LinkedIn like a place to learn instead of a place to sell, you’ll never run out of opportunities.”
Dr. Robertson adds, “That curiosity is what keeps you relevant. In a world of automation, the most human wins.”
Key Takeaways
- Automation should amplify authenticity—not replace it.
- Personalization and consistency beat volume and velocity.
- Every message must answer, “Why me?”
- LinkedIn success is measured by trust and relationships, not just metrics.
- Data guides decisions; stories build connections.
- Routine and discipline drive visibility.
- Ethical automation creates sustainable growth.
Stefan closes with a final thought: “The best LinkedIn strategy is to be useful. If you help people win, your inbox never runs dry.”
Dr. Robertson smiles. “And that’s what The Prospecting Show is all about—helping entrepreneurs connect, learn, and grow through meaningful conversation.”
Listen and Learn More
Listen to the full episode here: LinkedIn 2022 with Stefan Smulders of Expandi