4 Ways to Generate B2B Leads on LinkedIn

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When it comes to using social media to drive new leads for your business it can be tough to know which platform to focus on. However, new research from Social Media Today suggests that 80% of B2B marketing leads and conversions come from Linkedin. This powerful statistic gives direction on where small business owners and marketers should be spending their time. Here are 4 effective ways to be generating new leads with Linkedin.

Post an Update

A great way to start generate leads and increase your thought leadership position on Linkedin is by frequently posting valuable content in the form of a daily update. In your updates, put links to blog articles that you have written, or link to a landing page that has an industry e-book that you have created. Each time that you post an update, you will be featured in the newsfeed of all the people that you are connected with. This is a great way to add value to your network and to move people from the social network to your website.


Another great way to generate leads for your business using Linkedin is using the Groups functionality. As a B2B small business owner or marketer looking to generate leads you need to join various groups on Linkedin. You want to make sure that you are joining groups outside of your industry so that you expand your network and influence.

For example, if you were a lawyer you wouldn’t just want to join “lawyer groups” on Linkedin. You would want to join groups of small business owners, software companies, and restaurants. By expanding beyond your immediate network and contributing valuable information to a group you can turn social network relationships into leads for your business.



Utilize the connections that you already have in Linkedin to further extend your network. If you’re a salesperson who is trying to get a meeting at a particular company, search for that company on Linkedin and then see if you have any 1st degree connections there. If you don’t, see if you have any 2nd degree connections. Once you have identified your 2nd degree connections, ask your friends for an introduction to the person at the target company. This is a great way to warm up a prospect and is so much better than a cold call.


Like Facebook, Linkedin has rolled out an advertising program where companies can purchase banner ads to drive potential clients to a website or landing page of their choosing. The advertising program is patterned after the Google Adwords program. Potential advertisers write ad copy, create a destination link for the ad, and then bid on how much they would like to pay for a click. This can be a powerful way for companies to economically drive interested prospects to their landing pages.

Putting It All Together

Linkedin is a powerful platform for B2B marketers looking to economically generate leads for their organization. By posting updates, and utilizing feature like groups, marketers can build thought leadership and credibility which can readily translate to leads. Additionally, Linkedin brings visibility and transparency on how to build your network to advance your business goals. So start by joining groups, posting updates, and asking for introductions to individuals outside your network. You will be amazed at the impact this has on your business.


25 Ways to Generate Leads  


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Mar 23, 2014

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx