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Generating Leads on LinkedIn: 5 Tips from the

Marketing Lab
Lara Julio
Partnerships @ LinkedIn
March 16, 2021

Year after year, marketers point to generating leads as their top

priority. (And also their biggest challenge.) Fueling the sales
pipeline with high-quality opportunities that convert is ultimately one
of the primary functions we are measured against. But the
fundamentals of effective lead generation are changing in a
transformed business environment.

The vast majority of B2B marketers consider LinkedIn an effective

source for generating leads. It is the most popular social
media platform for both organic and paid B2B marketing activities.
This means competition for attention and mindshare can be fierce, so
finding an edge can offer a key advantage.

For marketers who want to take the next step, LinkedIn Marketing
Labs has a course designed expressly for that purpose. “Using
LinkedIn for Lead Generation” walks you through a series of
lessons that will help you harness the power of LinkedIn to elevate
:
 your lead generation game. Here are five of the biggest takeaways
from the course that will get you started:

5 Best Practices for LinkedIn Lead Generation

1. Reach Relevant Audiences

One of the greatest benefits to marketing on LinkedIn is that you have

access to the vast majority of potential customers right in one place,
with a business-oriented mentality. With that in mind, you can:

Target the best prospects for your business. LinkedIn’s

extensive targeting tools help you deliver your content and ads
to members who are more likely to take action and turn into
quality leads. The course shows you how to to avoid hyper-
targeting, set up different campaigns and approaches, use
lookalike audiences, and more. 

Retarget to nurture potential customers. With this

feature, you can nurture potential customers by building target
audiences of existing LinkedIn members who’ve already shown
interest in your products or services by visiting your website,
registering for an event, viewing a video,  or filling out a Lead
Gen Form. 

2. Understand the Value of Your Leads – Beyond the Form

Fill

In order to understand the real quality of the audience you are

capturing, you should assess not only how much it costs for someone
to convert, but measure the long-term value of that lead. Casting a
wide net, doesn’t always guarantee quality. Ask yourself these six
:
 questions before you launch your campaign:

1. How does your company define a sales conversion? 

2. How long is your sales cycle?

3. What does a quality lead mean to you? 

4. Are you using marketing automation tools?

5. What is your sales teams’ lead response time?

6. How are leads nurtured?

Once you’ve launched your campaign, it’s important to have the tools
to measure the quality of your leads. To help you understand the real
quality of the audience, you can use LinkedIn’s Conversion Tracking.
This provides you with information that will help you better
understand what’s happening with your campaigns, such as:

More Complete Metrics. You’ll get access to both post-view

and post-click conversions, giving you a clearer picture of the
full impact of your ads.

Attribution Features. When setting up your conversions,

you can select how each ad interaction is credited for a
conversion across multiple campaigns. The attribution model
can be set to each campaign or a single campaign.

Deeper Insights. The demographic data provides you

information on the audiences that are converting, including
their jobs, titles, industries, and companies. This will help you
improve your campaign’s targeting and content alignment.
:
 Through the use of these features and others that are covered in the
course, you can learn how to nail down the basics and move toward
optimization of lead generation practices.

3. Optimize Your Campaign

Whether you’re dealing with high engagement and low conversion

rates, leads that aren’t turning into Sales Qualified Leads (SQL), or
you have a demo that’s not generating leads, our Lead Generation
course will show you how to overcome specific challenges, making
your ad campaigns even stronger.

4. Measure and Report

You want to capture a quality audience that will provide long-term

value. In order to do so, take the time to measure the success of your
campaign. In addition to looking at campaign performance, look at
post campaign metrics such as the number of sales conversions
achieved and the value of each sale. This way, you can measure the
real business value your campaign is driving. 

5. Tap into LinkedIn Marketing Partners to Supercharge

Your Campaigns

Not only can LinkedIn partners help you create world-class content,
they can also help you reach and nurture the right audience. Using
LinkedIn’s data integration partners helps you create tailored
audience segments to target your ads. And lead form integration
partners can help you use your own contact lists in your CRM, making
it easier for you to manage your pipeline and messaging with
:
 consistency.

Start Generating Leads on LinkedIn Now

Leads are like gold to marketers. The best marketing campaigns are
founded on strong lead generation strategies. By using the tools,
strategies, and partners provided you can refine and enhance your
lead generation campaigns to drive clear and convincing results. 

The “Using LinkedIn for Lead Generation” course from

LinkedIn Marketing Labs is a good place to start if you want to learn
everything you need to know about LinkedIn Lead Generation. 

Topics: LinkedIn Ads

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