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How Do B2B Marketers Actually Use LinkedIn for their Lead Generation?

LinkedIn has become an essential tool for B2B marketers to generate leads and grow their businesses. According to a recent survey, 94% of B2B marketers use LinkedIn to distribute content, and 80% of B2B leads come from LinkedIn.

In this blog, we will explore how B2B marketers use LinkedIn for their lead generation, backed by statistics and real-world examples.

Optimising LinkedIn Profiles

LinkedIn is a platform where professionals interact with each other, and B2B marketers must optimise their profiles to build credibility and trust with potential leads. According to LinkedIn, profiles with professional headshots receive 14 times more views and 36 times more messages than those without. Similarly, profiles with complete information get 30% more views. Therefore, B2B marketers should optimise their LinkedIn profiles with a professional headshot, an attention-grabbing headline, a detailed summary, and relevant work experience.

Publishing Content on LinkedIn

LinkedIn is an excellent platform for content distribution, and B2B marketers should leverage it to share high-quality content that educates, informs, and engages their target audience. According to LinkedIn, 94% of B2B marketers use the platform to distribute content, and 45% of LinkedIn users are in upper-level positions, making it an ideal platform to reach decision-makers.

Joining LinkedIn Groups

LinkedIn Groups are a great way to connect with like-minded professionals and participate in discussions related to your industry. B2B marketers should join relevant LinkedIn Groups to engage with their target audience, establish themselves as thought leaders, and generate leads. According to LinkedIn, members who participate in LinkedIn Groups get four times more profile views than those who don't.

LinkedIn Ads

LinkedIn Ads are a great way to target specific audiences and generate leads. According to LinkedIn, 78% of B2B marketers use LinkedIn Ads to promote their businesses, and 45% of LinkedIn users have decision-making authority in their companies. LinkedIn Ads allow B2B marketers to target their ideal customers based on job title, company size, industry, and other demographics.

LinkedIn Sales Navigator

LinkedIn Sales Navigator is a premium tool that allows B2B marketers to search for and connect with potential leads. It provides advanced search filters, lead recommendations, and personalised insights that help B2B marketers find and engage with decision-makers. According to LinkedIn, users of Sales Navigator see a 17% increase in pipeline opportunities and a 42% increase in deal size.

LinkedIn Messaging

LinkedIn Messaging is a great way to reach out to potential leads and start a conversation. According to LinkedIn, personalised messages sent through LinkedIn have a 20% higher open rate than generic messages. B2B marketers should personalise their LinkedIn messages and tailor them to the recipient's interests and needs.

LinkedIn Analytics

LinkedIn Analytics provides valuable insights into the performance of B2B marketers' LinkedIn campaigns. It allows B2B marketers to track the engagement, reach, and demographics of their audience, and optimise their campaigns accordingly. According to LinkedIn, marketers who use LinkedIn Analytics to measure their content's performance see a 70% increase in engagement.


In conclusion, LinkedIn is a powerful platform that B2B marketers can use to generate leads and grow their businesses. Optimising LinkedIn profiles, publishing content, joining LinkedIn Groups, using LinkedIn Ads and Sales Navigator, leveraging LinkedIn messaging, and using LinkedIn Analytics are all effective strategies for B2B marketers to use on LinkedIn.

As B2B marketing becomes increasingly competitive, those who leverage LinkedIn effectively will be more likely to succeed.



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