LinkedIn Is the #1 B2B Marketing Channel
80% of B2B leads from social media come through LinkedIn. With 900+ million professionals on the platform, LinkedIn offers unmatched access to decision-makers in virtually every industry. Here’s how to leverage it for lead generation.
Optimize Your Company Page
Your company page is your LinkedIn storefront. Complete every section, post consistently (3-5 times per week), share a mix of original content, industry insights, and company updates, and encourage employees to engage with posts.
Personal Branding for Founders and Sales Teams
Personal profiles generate more engagement than company pages. Your CEO, sales team, and subject matter experts should be active on LinkedIn: sharing insights, commenting on industry content, and publishing original posts.
LinkedIn Ads for B2B
LinkedIn’s targeting is unmatched for B2B: target by job title, company size, industry, seniority, and skills. Sponsored Content (native feed ads), Message Ads (LinkedIn InMail), and Lead Gen Forms (pre-filled contact forms) each serve different funnel stages.
Content Strategy
Content that works on LinkedIn: industry insights and opinions, data-driven posts with original analysis, behind-the-scenes business content, lessons learned from challenges and failures, and educational how-to content. Text-only posts and document carousels consistently outperform image-only posts.
Outreach Strategy
Connection requests with personalized notes, followed by value-driven message sequences, generate consistent meetings. The key: lead with value, not a pitch. Share relevant content, offer insights, and build relationships before asking for a meeting.
