LinkedIn B2B Marketing Lead Generation Strategies

Expert Tips for LinkedIn B2B Marketing


Linkedin is a unique platform for professionals worldwide, having over half a billion on its platform. Making a conscious decision to use LinkedIn for lead generation, through active engagement, must be a management decision. This intention needs serious considerations. According to Neil Patel, this social media channel gets you the highest rates in terms of B2B lead generation, compared to other social media channels: “Social media platforms as a whole aren’t scoring high on the lead awesomeness scale. But among the low-scoring social sites, there is one that stands out as a success marker. You guessed it: LinkedIn. To put that into real numbers, LinkedIn is responsible for 97% of a business’s social media leads!”

Inbound Techniques for LinkedIn B2B Marketing Lead Generation

Linkedin, in most cases, will not be the first touchpoint for potential customers; they will use it as a secondary or tertiary source as a validity checker. Thus making the individuals landing on your corporate LinkedIn page high-value prospects. Positioning your brand well and in line with the company’s overall branding strategy, the platform allows for professionalism and intimacy to intersect. Capture attention using an intriguing picture and description that is customer-centric

Aid conversion rates and attract the right kind of B2B visitors by active participation in the relevant communities. Creating Showcases and consistency in updating the news feed about the company provides transparency and credibility, for example:  ‘Our company has hired our 1,000th employee’, or ‘the company has outperformed sales targets by 8% this financial year’.

LinkedIn created showcase pages for B2Bs to generate better leads. LinkedIn writes, “It makes sense to create a Showcase Page when you want to represent a brand, business unit, or company initiative. These pages are intended to develop long-term relationships with a specific audience.” 

Outbound techniques for LinkedIn Lead Generation:

Understanding the networks within the ecosystem is vital. This means allocating human resources to focus on active engagement in interest groups and forums on Linkedin. Shared knowledge and industry-specific experience posted by your company will help gain credibility and draw people into your conversion channel.

Take advantage of paid campaigns, with a customer-centric approach, potential customers’ curiosity must be fulfilled in a very short time; the opportunity to impress is limited. The sooner you pinpoint your value proposition and your audience, the better.

Using “advanced search” to find groups or individuals is one way to engage with potential prospects. Joining groups and reaching out to your first level, second-level or third-level connections is even better, maintain continuity and a level of participation in groups, to nurture potential future leads.

An even better way to find leads on LinkedIn is to become a ‘thought leader’ in your niche and start your own group to build engagement through LinkedIn’s powerful content publishing platform. Be serious about your engagement strategy and B2B marketing on LinkedIn by creating quality content yourself: “There are two ways to do this effectively—by publishing both as an individual and as a company.”, writes Neil Patel.

Providing useful content, knowledge, and know-how will impress potential customers who are weighing up your competitors. Publishing content- targeted articles and white papers about your industry nurtures leads. Proactivity and consistency are vital for your long-term B2B efforts: having your last post dated March 2018 will not give confidence to your prospective leads. This could create a less favorable perception for your company within the market, losing out to competitors who are more proactive and present with their service offerings. 

High-value prospects will use LinkedIn as a qualification process in their decision making. This represents a double-edged sword; on the one hand, the effort it takes to search for a company in LinkedIn qualifies a large majority of traffic to your LinkedIn page. The call-to-action and potential for consumption of a product or service is perfectly built-in. On the flip side, LinkedIn provides prospects with the ability to streamline the qualification process. If a company’s presentation and content are not to their liking, they can quickly move on to the next suitable supplier.

The big secret of LinkedIn according to Neil Patel is: “When you market on LinkedIn, you’re not just hitting a generalized demographic of individuals in certain geographic locations with certain professed interests like everywhere else. On LinkedIn, you’re able to target your audience on a much deeper level — including geographic location, current company, past company, industry, profile language, non-profit interests, and school. This makes LinkedIn  the perfect option for highly targeted communication efforts to a very specific “micro” demographic with better opportunities for high conversion rates.”

We encourage you to find and adopt your own targeted engagement strategies for LinkedIn B2B Marketing. In conclusion, incorporating this broad-level starter kit strategy for a LinkedIn lead generation already offers a wide range of benefits and opportunities for high rates of targeted leads on LinkedIn. Are you willing to put in some effort for exceptional results? LinkedIn is a high-tech equivalent to the traditional networking event as the platform allows targeted communication in one place and can be referred to as one big virtual networking event.

If you don’t use LinkedIn for lead generation in B2B marketing yet, we can assure you it’s doable and opens up significant opportunities. Contact Accunity today and let’s talk about your individual B2B marketing strategy.

Our experienced marketing team is happy to help. Contact us here today and let’s talk.

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