Using LinkedIn for B2B Lead Generation - How to Guide

Linkedin Guru
November 25, 2022
4 Minutes

LinkedIn stands out as the premier platform for generating B2B leads. It boasts a network of 90 million senior-level influencers, including 63 million individuals in decision-making roles.

This positions LinkedIn as an excellent channel for connecting with influential and high-value prospects, discovering new leads, engaging with them, and enhancing your business's sales performance. To maximize efficiency and save time, we recommend using PerfectProspect, a top-notch service for automating LinkedIn lead generation activities.

What Is B2B Lead Generation?

The process of B2B lead generation involves creating and fostering interest in a product or service, with the ultimate aim of converting this interest into sales. This strategy is employed by marketers and sales professionals to draw potential customers to their offerings.

They utilize both inbound and outbound outreach techniques to boost visibility, awareness, and interest among target demographics. In fact, lead generation on LinkedIn represents the initial stage of the buyer's journey, focusing on guiding prospects through the sales funnel towards a final purchase.

Therefore, capturing leads and integrating them into the sales funnel is a critical component of LinkedIn's lead generation strategy. The objective is to enhance sales and revenue by attracting more qualified leads.

Why LinkedIn is the Optimal Platform for Generating High-Quality Leads

Here's why LinkedIn is the top choice for lead generation to expand your business:

Presence of Decision Makers: Over 20% of LinkedIn users can make purchasing decisions for their companies. Additionally, as the most favored social network among Fortune 500 companies, your target audience is likely active on LinkedIn.

Highly Active User Base: LinkedIn's 1 billion members, with more than half engaging monthly, provide a rich pool of potential decision-makers to connect with.

Premier Platform for Lead Generation: With over 100 million active decision-makers, LinkedIn is a treasure trove for sales professionals. It accounts for 80% of B2B leads generated via social media, as per LinkedIn's own research.

Cost-Effective Lead Conversion: You can generate leads on LinkedIn for free or at a lower cost compared to other platforms, thanks to its cost-effectiveness and focus on results.

Setting Effective Objectives for Lead Generation:

  1. Develop a Detailed Strategy: Consider the main goal of your campaign and how you'll implement it, whether exclusively through LinkedIn or a mix of channels. Define clear objectives.
  2. List Your Objectives: Document your specific goals for LinkedIn campaigns. Recognize that achieving your main goal involves hitting several smaller targets, which should be specific, measurable, achievable, realistic, and time-bound (SMART).
  3. Analyze and Evaluate: Perform objective-driven calculations for your campaigns. Define what success looks like for your LinkedIn lead generation, then evaluate your performance post-campaign to set more precise goals for future initiatives.

Benefits of B2B lead generation on Linkedin include:

LinkedIn offers numerous advantages for B2B marketers, serving as a vast professional network ideal for sales opportunities.

Here are key reasons to leverage LinkedIn for marketing:

  • Tailored for engaging with high-profile clients and decision-makers.
  • High user activity and engagement.
  • Facilitates automated lead generation.
  • Higher conversion rates compared to Google ads.
  • Easy audience targeting with LinkedIn ads.

With more marketers turning to LinkedIn for lead generation, staying competitive requires adopting LinkedIn sales strategies.

Essential Strategies for LinkedIn Lead Generation

Optimizing Your Profile:For effective lead generation, your LinkedIn profile should be outstanding. Ensure it's SEO-optimized and includes:

  • A professional headshot.
  • A compelling LinkedIn background photo.
  • An engaging, unique headline.
  • A concise summary highlighting key points.
  • Details of your portfolio, education, and volunteer experience.
  • Listed skills and endorsements.
  • A customized, SEO-friendly URL.

Your profile should sell your personal brand or business, showcasing achievements, links to your website and social media, and most importantly, how you can provide value and solve problems. Include relevant keywords for SEO visibility.

Related Article: Streamlining Your B2B LinkedIn Account With Automation.

Connecting and Engaging:Effective LinkedIn lead generation involves outreach and making connections. Start by connecting with your existing network and then target potential prospects. Personalize your connection requests with these tips:

  1. Focus on the Prospect: Address their interests or problems, and how you can help.
  2. Avoid Generic Messages: Balance professionalism with a friendly tone.
  3. Be Clear and Concise: Keep messages to the point.
  4. Include a Call-to-Action: Make it casual and clear.

After a connection is made, follow up within a few days to begin a conversation.

Using tools like can automate this process, creating a personalized lead generation funnel with automated invites, messages & profile views, thus saving time and increasing your outreach.

Leveraging LinkedIn Groups for Lead Generation:

To maximize lead generation on LinkedIn, joining and actively participating in LinkedIn groups relevant to your industry is a smart strategy. You can find these groups by searching for industry-specific terms or exploring the groups your network members belong to.

Once you're a member, contribute by interacting with others, answering questions, and posting regularly. This helps in networking and positioning yourself as an expert in your field. Additionally, consider creating and managing your own group, which can be an effective lead generation tool.

Regular Content Publication:

LinkedIn is a prime channel for B2B marketers to publish and share content. Despite the platform receiving 9 billion content impressions weekly, only a fraction of users share content regularly.

To stand out, consider these tips for your posts:

  • Keep text posts brief and impactful.
  • Use video content to capture attention.
  • Inject personality into your posts.
  • Limit the use of external links.
  • Employ hooks to enhance engagement.
  • Encourage conversations for more interactions.

Using LinkedIn Pulse for long-form articles can also extend your reach. Ensure your content is relevant, includes multimedia elements, and is engaging and informative. Consistency is key, so maintain a regular posting schedule.

Retargeting Beyond LinkedIn:

An advanced lead generation technique involves retargeting your LinkedIn contacts through other marketing channels. Export your LinkedIn lead data for use in Facebook ads or email campaigns.

PerfectPropsect simplifies this process, allowing you to quickly export contact information into a CSV file, which can be instrumental in setting up new marketing campaigns.

Utilizing Sponsored Content and Ads:

For a broader reach, consider LinkedIn's sponsored content and paid ads. They are highly targeted and can significantly increase brand visibility, engagement, and sales.

Options include Sponsored Content for native advertising in the LinkedIn feed, and Sponsored InMail for personalized messages delivered directly to users, ensuring higher visibility and conversion rates. Crafting compelling subject lines can further enhance response rates.

Outreach Automation with PerfectPropsect:

Finally, automating your outreach on LinkedIn using tools like PerfectPropsect can streamline your lead generation process, allowing you to focus on building your network, discovering opportunities, increasing sales, and growing your business.

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