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
Resource: 2009 Social Media Marketing and PR: Benchmarks and Best Practices
You may also want to check the B2B Lead Generation Roundtable Group on LinkedIn.