LinkedIn is a B2B lead generation tool

According to the “B2B SalesPulse Survey” from business information company OneSource B2B sales cycles are longer than a year ago, but pipelines are growing. The survey found that traditional outbound prospecting still produce the most qualified leads for U.S. B2B sales reps. However, companies are relying more and more on their corporate websites as well as social networking sites like LinkedIn to help with lead generation.

What the survey clearly demonstrated was that LinkedIn has become the most effective social network for prospecting by a wide margin. Nearly one-half said they were using the site more for prospecting and research than a year before.

Data collected by HubSpot (Jan.2010) showed that 45% of North American B2B companies using LinkedIn for marketing had acquired a customer through the site.

The value of using LinkedIn has grown beyond keeping in touch with colleagues and contacts. Clearly LinkedIn has become a great prospecting and lead generation tool.

Here are my top 3 tips to start driving B2B leads your way –

1. Customize your LinkedIn company home page – You can edit your Profile by making adjustments to your company overview and specialties. Essentially this does two things: it provides prospects with a clearer idea of what your company is all about and it helps with SEO. There is also a section that you can add where you can promote open positions at your company.

2. Create a LinkedIn Group – Set up an industry group that is not directly affiliated to your company. Contributing to industry LinkedIn groups are key strategies to connecting your company to your community of prospects. Invite key customers and contacts to join as well. Setting up a group is easy, you can start right here. Promote the group on your website, blog, email newsletter, and social media networks. Make sure people know that you have a group and how to join. Integrate your group into all your marketing efforts. Every time you do a webinar or go to a conference, notify your group and invite those you meet to join the group as well.
3. Add a presentation to your LinkedIn profile – Here’s a really cool feature that you’ll want to know about. Add the Google Presentation LinkedIn application to your profile. Use this feature to post your latest power point that showcases your products or services, highlight a recent company webinar or event. Having an online company overview available to the sales team is yet another tool to leverage.

If you’re not up to speed with LinkedIn or the other important social media channels, don’t hesitate to call WhiteSpace for a FREE consultation. WhiteSpace is an Inbound marketing agency and are HubSpot Certified.