How to Use LinkedIn for B2B Lead Generation

March 14, 2021

How to Use LinkedIn for B2B Lead Generation

LinkedIn is the best platform for B2B lead generation. With 675 million users, it’s the world’s largest professional network. 

Furthermore, the platform has 90 million senior-level influencers, with 63 million being in decision-making positions. 

This makes it an ideal way to reach out to influential and high-value prospects, connect, engage, find new leads, and boost your business’s sales. 

How can you do this? 

Here’s how to get leads through LinkedIn: 

The benefits of LinkedIn for B2B lead generation

LinkedIn has many benefits for B2B marketers. It’s a huge professional network and this gives a unique opportunity for sales. 

If you’re looking for reasons to use LinkedIn, here are some of the main advantages: 

  • It’s designed for reaching out to high profile clients and decision makers
  • Users are extremely active and engagement is high
  • It is the most effective platform for lead generation 
  • Conversion rates are higher than Google ads 
  • You can target audiences easily with LinkedIn ads 

Right now, more marketers are discovering how to use LinkedIn to generate leads. This means that, if you want to keep up with your competitors, it’s essential to adopt LinkedIn sales strategies.

How to get leads from LinkedIn: Strategies that work 

Do you want to know How to get business leads on LinkedIn?

As we’ve previously mentioned, LinkedIn is a powerful platform for lead generation. But, to get top results, you need to know which strategies work. 

Here’s how to generate LinkedIn leads successfully: 

Optimize your profile 

When using LinkedIn for sales leads, it’s important that your profile stands out. There’s a lot of competition on the platform, so before getting started, make sure your profile is fully optimized for LinkedIn B2B lead generation. 

First, it’s essential that your profile is 100% complete. It should always include: 

  • A professional photo – ideally a headshot
  • An awesome, unique headline 
  • A short summary that encompasses key points 
  • Your experiences and education 
  • Skills and endorsements
  • A customized, highly searchable URL 

In your profile, focus on selling yourself or your business and brand. Talk about your achievements. Provide links to your website, blog, and other social media pages. And, most importantly, show people how you can help them, solve their problems, and provide value. 

In addition, your page should be optimized for SEO purposes. Try and include as many relevant keywords as possible – especially in the page heading and your description. This will help you be more visible on the platform and on search engines. 

Connect and engage 

One of the best ways to generate leads with LinkedIn is through outreach and connecting with others. This is, primarily, a social media platform – so be sociable!

To grow your followers or connections, being by connecting with people you know. This can be employees, colleagues, existing customers, or anyone else in your network. 

After doing this, start researching your target audience. Find prospects that are a great fit for your business, and find out as much as you can about them. Then, send out connection requests. 

Your messages should always be personalized. Some tips for creating messages that get a good response are: 

1. Focus on your target audience 

Rather than going straight in for the sale, focus on the prospect. What interests or problems do they have? And how can your product or service benefit them? 

2. Avoid generic messages 

It’s important to strike a balance between being professional and personal. Try and be as friendly as you can so you sound like a real person, and avoid sounding too salesy. 

3. Be clear and concise

Try and avoid rambling as much as you can. LinkedIn messages are limited in length – plus, it can be very easy for the reader to lose interest. Try and stick to the point as much as possible. 

4. Have a clear call-to-action 

Always include a clear call-to-action in your messages so they know what to do if they’re interested. It’s unlikely they will commit early on, so keep it casual. 

Once your connection request has been accepted, remember to  send a follow up message within a few working days to thank them and start a conversation. 

Using Dripify means you can automate this process and create a personalized lead generation funnel, complete with LinkedIn actions, conditions, and delays. 

This means you can automatically send invites and messages, view profiles, endorse skills, and more, saving you time and helping you reach out to more prospects. 

Join LinkedIn groups 

If you want to know how to generate leads through LinkedIn, another great strategy is to join LinkedIn groups to grow your network. 

You can do this by searching for groups that are relevant to your industry, either by name, or by looking for groups people in your network are already in. 

After joining, engage in the groups, interact with other members, answer questions, and post in them regularly. This can help you meet new contacts and establish yourself as an authority in your niche. 

You can also create your own groups and invite your connections to join. Owning a successful group is great for generating leads. By building your interaction in this way, you can make the most of LinkedIn as a platform. 

Publish content regularly 

Statistics show that LinkedIn is the best channel for B2B marketers to create and share content. There are 9 billion content impressions on LinkedIn feed each week; however, only 3 million users say they share content on a weekly basis. 

Publishing engaging content is a fantastic way to generate leads from LinkedIn. We recommend sharing at least two posts a week, plus additional articles on Pulse. 

You can make your posts stand out from the crowd by: 

  • Keeping text posts short and concise
  • Using video content to grab your audience’s attention 
  • Showing personality and make them interesting 
  • Avoiding using too many links 
  • Using a hook to boost engagement 
  • Sparking conversations to get more likes, comments and shares 

LinkedIn Pulse can also be used to publish long-form articles. By using this platform, you can reach a large professional audience when using LinkedIn for lead generation. 

When creating content, remember to make it relevant to your niche and appeal to your target audience. Try and include pictures and videos to break up the text, and make sure the content itself is well-written, interesting, and helpful. 

Lastly, it’s important to be consistent with your content. Create an editorial calendar with what you’re posting and when – and stick to it!

Retargeting outside LinkedIn 

When considering how to generate leads on LinkedIn, another effective strategy is to use retargeting and marketing campaigns outside LinkedIn. 

To do this, you need to export your LinkedIn lead data – like contact information of leads – and then use them for Facebook ads or email marketing campaigns. 

Dripify allows you to do this easily, as you can export your LinkedIn contacts to a CSV file in just a few clicks. This gives you email addresses, phone numbers, and other important information from your leads that can help you set up new marketing campaigns and retarget. 

LinkedIn is awesome for organic reach. But, if you want to give your posts and messages a boost, it also has very effective options for sponsored content and paid ads. 

This can help you build brand awareness, get more engagement, and make more sales. 

LinkedIn ads work well because they’re highly targeted, meaning you can choose the most profitable audience. LinkedIn’s algorithm means you can guarantee that your target audience will see your ads.

There are several ways you can do this. The first is Sponsored Content, which refers to native ad formats. These run in the LinkedIn feed and can be seen by desktop and mobile audiences. These ads can be images, videos, text, and carousel images. 

Another is Sponsored InMail. These personalized messages are delivered through LinkedIn messenger, and can be used to invite prospects to events or webinars, promote products or services, and more. 

Because InMails are only delivered when the user is active, it increases the likelihood of the message being seen, giving you a higher conversion rate. 


If you’re using LinkedIn as a sales tool, it’s important to use highly effective strategies to get the best results from the platform.

By using a combination of techniques, you can use LinkedIn to generate leads, build your network, find new opportunities, make more sales, and grow your business. 

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