Linkedin remains one of the most popular platforms to get efficient B2B lead generation. However, you can’t just fill up your company’s page with the information and wait for the happy clients to throw their money into your pockets.
This article will give you a cohesive guide on generating new business leads using Linkedin. Let’s start with the basics and make our way to more complex staff.
And if you don’t want to spend time figuring this all out by yourself, you can ask the B2B lead generation company Belkins for help.
What Is LinkedIn?
LinkedIn is a go-to social media platform for business owners and employees to communicate in their business fields and find new opportunities. You can access it either through a desktop, laptop, or mobile application.
The person’s profile includes education, hard and soft skills, hobbies, and job experience. Additionally, you can see the statistics, videos, different events, recent news, and more in the corporate profile.
You need to go through the process of registration to use the platform’s lead functions. After that, you will see your profile with the avatar, number of views on your last post, and how many people visited your page.
Moving to the middle, you can see a button to create your unique post. There are three types of posts:
- GIFs, memes, or a video
- Invitation to the scheduled event
The platform allows you to start liking, sharing, and commenting on the content of your peers once you get the first connections.
There are five buttons in the top menu:
- “My Network” – allows managing your connections;
- “Messaging” – contact your contacts via text chat;
- “Jobs” – using this allows you to find work or post a vacancy;
- “Notifications” – check out the activity on your profile;
- “Me” – you can see how people see your profile;
The users of LinkedIn get access to several unique platforms. In this part, we will tell you about them:
- Talent Insights: The goal of this platform is to help employers or HR managers to find people that will be great for specific pieces of work. The Talent Insights include a vast amount of data points, real-time data about the employees, an overview of the market, and more insights. Your HR team should surely enjoy the appointment setting feature that helps set up interviews with talents.
- Learning Solutions: There is this time when your employees need to go and understand more information to become better professionals. The Learning Solutions platform gives you unlimited access to the vast library of courses. The aforementioned requires you to get a paid subscription.
- Sales Navigator: Little sales can be worse than promoting a product to the wrong audience. Sales Navigator allows your marketing team to narrow down specific customers and pitch sales to the right companies (or people).
- Marketing Solutions: This instrument will be handy for generating new business leads. The name of this platform makes it evident that it is used for creating ad campaigns to show on LinkedIn.
- LinkedIn Groups: It is a small, free instrument that allows you to create, join, and discover different user groups
- ProFinder: Every entrepreneur gets to the point where they need to get some services from independent contractors. This platform allows it. It is entirely free but works only in the United States.
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Ways to Use LinkedIn for B2B Lead Generation
There are two ways a company can generate leads from LinkedIn. You can generate sales leads using your profile or through your corporate page. In this article, we present you with five easy steps for both ways.
- Set up a profile
People do judge the book by its cover. You need to make your profile as great-looking and representative as your budget allows.
Corporate profile: We recommend you view your profile like the landing page on the Internet. You need to present your product/service to the audience. Don’t forget to fill in all the fields and use your corporate image style.
Personal profile: State your role and the company and fill in the form as you would do with the corporate profile.
- Sales prospecting is the key
It is essential to get as many connections as possible, but you need to remember that quality is more important than everything. It would be advantageous to understand the ICP and buyer persona during this process.
Corporate profile: Our specialists recommend you treat LinkedIn like a corporate website. Yeah, you cannot message every subscriber directly, but you can get more subscribers (and potential customers) by getting their interest by posting excellent content.
Personal profile: If the corporate profile is similar to the landing page, the personal page is just like emails. Remain clear with your message and go to the more personalized methods.
You can check out our material about prospectingto understand it better.
- Show your value
There are many lead generation strategies, but bringing real value is the essential thing in it all. Let your prospects understand that your services cost every single dollar you ask for them.
Corporate profile: It is essential to fill your feed with valuable tips, insights, and other interactive pieces. Having a vast amount of iterations will help you to build up strong brand awareness and potential customers.
Personal profile: You can showcase your strong sides by sending the note along with the invitation message. We recommend you send many letters, but you need to be vigilant because the platform can ban you for spamming users.
If you are already experiencing issues with demonstrating the value, we highly encourage you to address the B2B lead generation company.
- Utilize LinkedIn contact targeting
It is not 100% necessary to promote the content to get many leads from LinkedIn, but we recommend spending some money on the ads. This will increase brand awareness and drive new clients to the company. Just be careful with it, and you will master B2B lead generation.
- Analyze, optimize, and start again
People spend many years learning how to create successful lead generation campaigns. It is essential to remember that there can be periods when you don’t generate any leads at all. Don’t give up. It will take some time for you to hit the right spot. Just record what worked well and what did not. Analyze the information, and improve it next time. This is the way to get successful at the b2b online lead generation.
So, Are There Any Business Leads on LinkedIn?
We consider LinkedIn to be the solid lead generator for your business. Yes, it has its moments, and it will take time to master. However, it is valid for every single platform that can bring more new customers to the company.
How and where to find data?
I’m Dmitry, B2B Marketing Expert and the CMO with Belkins company. We specialize in B2B lead generation, and generating sales appointments, extending our services across 50+ industries in North America and Western Europe.
Our company consists of three departments: Sales, Support, and Lead Research. The Support Department includes SDRs, Account Managers, and Email Copywriters and covers the tasks of setting outreach campaigns, preventing emails from going to spam folders, lead qualification, and appointment setting.
Why are SDRs not in Sales Department? SDRs do more than sales. They work with the clients’ databases, monitor their results, consult them, etc. Every SDR is held responsible for the success of their clients.
- Sales teams attract new clients. Also, it serves as a sandbox for newly hired SDRs who need to gain more experience for working with leads on the client’s behalf.
- Lead Research/R&D /Lead Generation/Data Research. Hands down, this is the heart of our company. This department covers lead research, lead validation, lead analysis and segmenting. The quality of the data found by our Lead Research teams defines the quality of the results delivered by our Sales Department and Support Department.
Our Lead Research teams do their magic the following way: marketing research of the industry, making an ICP, data research, and, ultimately, building a lead database.
The basic lead information includes name and surname, title, place of employment, business email and everything that allows personalizing a sales offer. For instance:
- Number of employees;
- Active hiring;
- Technology stack (programming language, frameworks, etc.);
- Annual revenue;
- Monthly site visits
Outlining an ICP (Ideal Customer Profile) is the first step of lead generation. It requires building a database that would meet the client’s needs closely. It will allow to pinpoint the key titles in the company, outline the audience’s pain points and throw away all irrelevant segments. Logically, there can be no email personalization, structured business messages or a unique value proposition until the ICP is ready.
To build an ICP without taking too much of ours and our client’s time, we made a special form. After our clients fill it, we move the form to our ResearchTrello Board. Then we assign the tasks to our team and we get started.
On average, it takes from 24 to 48 hours to process an ICP for the test leads. It allows the client to see how a Belkins’ database looks like. Also, when the clients receive test leads, they can try to generate appointments by themselves.
As we start our work with the client, we research the client’s needs and build a list of companies that are a close match to the client’s ICP.
To make our research as productive as possible, we use the following resources:
- LinkedIn – it allows viewing companies and titles. It’s not the only source of data, but it provides open access to the contact data that the companies publish for networking and cooperation. As our work continues, LinkedIn becomes a great outreach platform.
- Crunchbase – contains information about companies, attracted investments, and founders.
- AngelList – provides information about companies and investors.
- Clutch.co – features information about the wide range of service vendors, including reviews, ratings, articles and clients’ feedback.
- G2.com / Capterra.com – most of the product-manufacturing companies register here. The platform also features reviews about their work and products.
- Zoominfo / Datanyze – these resources offer information about the technology used by the companies. They also allow to segment them by popularity, revenue and to view technical data.
- SimilarTech – allows finding web-technologies related to e-commerce, widgets, marketing and etc.
After you build the list of companies, you must identify your decision-makers. If you have loyal customers, learn more about their companies’ structure and processes to find if there are things that are common for the entire industry. In case you are not sure which title is your decision-maker, reach out to several employees and ask them who you should be speaking with.
What I learned from mistakes:
- Check the company’s activity;
If you think that a company is a direct match, don’t be in a hurry to send emails. If the company’s official media accounts are inactive and contain only six-month-old posts, while its blog hasn’t been updated for three months, you are more likely to waste your time than get a response.
- Locate stagnating companies;
LinkedIn Insights allows you to see the hiring graphics, number of titles in the company and its growth for 1-2 years.
Example: You specialize in outsourcing. The target company has five job offers for Android developers. For the last three months, the company has tripled its number of IOS developers. This should give you a clear idea of how your value proposition must look like.
- Study the company’s structure closely;
To find your decision-maker, explore the structure of the company that you want to add to your Outreach list. Check the About us, Contacts, and Team pages. Take a look at the blog authors to determine your possible recipients.
In case the site doesn’t provide you with the necessary information, visit the company’s LinkedIn. It usually features data of all Western companies, startups, and experts. You only need to enter the name of the company to the search bar and start looking through the employees. Top managers usually update their profiles with relevant information, so finding an appropriate person should be easy.
However: Nowadays, LinkedIn is rather a recruiting and candidate search platform rather than a tool for finding contacts and generating leads. Many companies create LinkedIn profiles for online presence. Therefore, if you can’t find the necessary information about your prospects in LinkedIn, that’s because they no longer post it in their profile.
Luckily, there is an alternative. If you heard about Xing, you know what I mean. If you haven’t, it’s a LinkedIn analog that is very popular in Germany and DACH countries. The service has over 15 million users, so, compared to LinkedIn and its 500 million users, it’s not exactly the top professional network in the world. Nevertheless, Xing has been a huge success in Europe: the number of Xing users from DACH regions counts up to 13 million, while LinkedIn DACH-stationed users make up only 11 million.
So, your list of companies is ready. Your next step is to find and verify their emails. There are many services that can help you out.
Since we find several thousands of contacts each month, it’s critical to us that our search was quick and productive. Therefore, we chose the following tools:
Hunter.io – our main tool for searching corporate emails. It’s very handy and provides a lot of email validation features.
LinkedIn Sales Navigator – we use this extension when we manually gather emails. It allows us to get emails straight from the LinkedIn profile.
We also use Snov.io and other Hunter alternatives, but this subject needs an individual article. When we need to find a personal email, we can use several options:
Option 1. Parsing
Use Dux-Soup, Phantombuster and Google Spreadsheets to select Gmail mailboxes just like Twitter and Facebook URLs. Quite often, links to Twitter are added to LinkedIn profiles.
Option 2. Singular inquiries
With Name2Email Google Chrome extension and LinkedIn Sales Navigator, you can find personal emails if you know the name and domain. If you do things right, you will also get LinkedIn, Facebook, Twitter.
After you finalize your database, it’s time to send emails. To manage our sequences, we use Reply. This service allows us to automate our sequences and optimize our work with emails.
The success of your emails depends on:
- Mailbox settings;
- Personalized templates;
- Relevant value proposition.
Always have 10 minutes to check all qualifiers in your database to avoid any possible mistakes. I suggest doing so in your sending tool’s interface to prevent problems with coding, fonts, and gaps.
Keep a close eye on the limits of your email service provider and check your content for spam triggers so your emails won’t land into your spam folders, completely nullifying your efforts.