I’ve heard more B2B marketers citing LinkedIn as a key social network they want to add into their lead generation and marketing strategy. I often get asked questions like “how do you generate leads via LinkedIn (without alienating your network)? How are you doing it? What works, and what doesn’t etc.”
In this post, “5 steps for using LinkedIn as lead generation tool,” I share what I’ve learned so far. I’m still experimenting and I’d love to get your input on this.
My colleagues over at MarketingSherpa just posted a terrific case study on Using LinkedIn for Lead Generation. In the case study, they profile a marketing team and their lessons on “joining LinkedIn groups, sharing relevant marketing collateral, and qualifying the leads that come through the channel.”
Here’s a quick look at the 6 lessons they learned:
Lesson #1. Target groups by activity level (relevance), not just by size
Lesson #2. Join groups under your own name, not a company
Lesson #3. Place collateral in the context of a conversation
Lesson #4. The response rate is highly variable
Lesson #5. Create social media-specific landing pages
Lesson #6. Quality can be an issue with leads on LinkedIn
Read MarketingSherpa: Using LinkedIn for Lead Generation: 6 Lessons
Resource: 2009 Social Media Marketing and PR: Benchmarks and Best Practices
Lead Generation Poll shows converting leads-to-sales pipeline is the biggest frustration
16 Proven Ways to Get Better Opportunities Now
5 Things You Can Do To Improve B2B Lead Generation
How to Use LinkedIn to Generate Leads
You may also want to check the B2B Lead Generation Roundtable Group on LinkedIn.
Thanks for the good tips. Although I signed up over 3 years ago, I have mostly underused LinkedIn. I just joined the B2B Lead Generation Roundtable Group, and look forward to learning and applying ideas such as lead nurturing, lead management, teleprospecting and more.
Thanks for sharing the learnings, Brian.
Hey, this is a good stuff. I’ve been also working online and providing solutions on lead generation. What you have just shared here are great.
Thanks for sharing.
I definitely agree with Marketing Sherpa’s assertion that generating leads on LinkedIn requires a different approach than generating leads in more traditional B2B or even other inbound marketing techniques. People don’t join LinkedIn to be sold to. Marketers should use this tool very cautiously.
Here’s a couple additional thoughts on how marketers can use LinkedIn to help out with other aspects of marketing.
First, I think LinkedIn makes a great business intelligence tool if your role in marketing or sales focuses on targeted accounts. I wrote a post called Don’t Ignore the Backlinks http://bit.ly/oGGrB that explains how you can use LinkedIn to support your lead nurturing efforts. This same concept would apply to anyone proactively researching a targeted account.
In addition, forums like LinkedIn are a tremendous tool to use for channel management. In my experience, the best VAR channels have an almost club-like feel to them. LinkedIn is a great tool for building this experience.
Finally, LinkedIn and other social media tools provide marketers with an opportunity to redefine what it means to engage with the customer.
All the best!
Brian, interesting stuff. We use Twitter quite a bit, but have just started looking into LinkedIn as a way to reach potential customers. And just joined the B2B Lead Generation Roundtable Group, so hope to see you there!
Amen to all, Brian. I added one that is implied in your 6: Tread very, very carefully.
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