LinkedIn Lead Generation Guide

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Randell Webster
6 years ago
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1 LinkedIn Lead Generation Guide Marketing Masala

2 Index - Linkedin and Marketing - Define Your Target Audience - Target Your Audience - Draft the perfect pitch - The Process - Additional lead gen tools - Lead Generation Examples

3 Linkedin and Marketing

4 In the world of marketing,no other social network comes close to LinkedIn for online B2B lead generation. B2B marketers have been using LinkedIn for a while now and more than 80% of them believe that it s the most effective network than any other social media platform. Since you ve downloaded this ebook: Ÿ You probably have a rough idea about Linkedin but haven t tried it yet. Ÿ You are curious about the connection between Linkedin & Marketing/Sales and want to know more OR Ÿ You are well versed in Linkedin s importance in lead generation and want to know more lead generation hacks.

5 Here are some numbers to acquaint you in case you don t fall under any of the above mentioned categories: Source:Social Media Wizard

through a step by step process as to how to generate

6 Source: Content Marketing Institute 2016 B2B content marketing report In the upcoming chapters, we'll go through a step by step process as to how to generate qualified leads for your business through Linkedin. So let's get started!

7 Define Your Target Audience

8 The most important metric for any B2B marketer or for an organization is the quality of leads obtained via marketing efforts. Poor lead quality results in unsuccessful conversions and eventually hurts your business. The most common reason for a poor/weak lead is not understanding the target audience. To resolve the above issue, it's always advisable to build a customer persona to understand which type of B2B targets you want to get to. Narrow down your research by gaining clarity on aspects like size of the company you want to sell to, geography of the company, decision makers of the company who will buy your product/service. Here's what a customer persona would look like: Source:Brandvenutre.me

9 Target Your Audience

10 Once you have a list of companies and job roles you want to target, head over to LinkedIn. At the top search bar write JOB ROLE at COMPANY NAME or JOB ROLE COUNTRY/CITY NAME. Here is how we would search for marketing directors at all big hotels in United Kingdom:

11 Draft the perfect pitch

12 Chances are high that your leads get a lot of pitches everyday. To make sure that you stand out from the crowd and are able to create an impact, you need to make sure that your pitch is personalised and provides value to the target lead. Here is an example of a pitch Hi NAME, Hope you are doing well. My name is NAME and I am the DESIGNATION at COMPANY NAME. I just took a deeper look at your website and understand that your company might be looking for PRODUCT FEATURES OR SERVICE. At YOUR COMPANY NAME, we are SHORT DESCRIPTION OF YOUR PRODUCT FEATURES OR SERVICE. FEATURE 1/SERVICE OF YOUR COMPANY FEATURE 2/SERVICE OF YOUR COMPANY The companies that have been working with us for a long time include CLIENT 1 and CLIENT 2. I was wondering if we could schedule a call sometime this week to discuss this further? Regards, YOUR NAME DESIGNATION PHONE COMPANY NAME

13 The Process

Now when you have got an idea of your target audience,identified key decision makers and shortlisted potential profiles, it's time to put all of this into a streamlined process for effective

14 Now when you have got an idea of your target audience,identified key decision makers and shortlisted potential profiles, it's time to put all of this into a streamlined process for effective tracking, monitoring and reporting. You don't want your hard fought effort to go in vain and be like: Once you have a list of potential targets, you need to start with this process 1. Send them a connect request on day Send a message introducing yourself on LinkedIn mail on day 3 to all those who connected (no sales message). 3. Send a soft pitch about your product or service in a conversational tone on day Follow up on day 10 if needed. 5. Record everything in a process chart. Here is how we at Marketing Masala maintain our process leads for B2B businesses:

15 Using LinkedIn Premium

16 Although the above 4 steps are sufficient to get you started, the real power of Linkedin lead generation comes with its premium version. It's not necessary to purchase one but we would highly recommend upgrading your account to premium (the first month is free so you can give it a shot and decide later whether to continue with the subscription). It offers a host of benefits such as Ÿ Unlimited profile search Ÿ Inmail Ÿ Unlimited profile Views Ÿ Advanced Search Ÿ Insights In simple terms, the premium version is more like a club membership, it's only worthwhile if you use it and make sure you are taking full advantage of the free features first before deciding if it's worth the cost. For lead generation, you could choose either of the two options: - Sales Navigator - Business Plus You can find a list of features that come with these packages here

17 Additional lead gen tools

Both are powerful tools in terms of extracting user's social profiles and email-ids.

18 Apart from Linkedin, here are two tools that we highly recommend to anyone involved in online lead generation process: Discover.ly and Hunter. Both are powerful tools in terms of extracting user's social profiles and -ids. Both of these have a chrome extension as well which makes them pretty handy. Here're some screenshots of the results obtained: Image Source : Wearethingkglobal.com

19 Lead Generation Examples

20 CIRCUS 2020 Circus2020.com is a social listening tool that helps brands monitor what people are talking about them across the web. It is a Singapore based SAAS company with clients like Audi, Coca Cola and Ogilvy. Goals Other than basic digital marketing activities, the company was focused on accelerating their lead generation process and subsequent sales operations. Strategy Marketing Masala helped them extensively with LinkedIn marketing by researching the right leads, forming connections, managing pitches and follow-up cycles by working closely with the sales team. Results In less than 70 days, 130 qualified leads were generated including Amazon, Walt Disney and McDonalds.

ENCYCLOMEDIA GLOBAL EncycloMedia Networks is a design agency that creates memorable designs for OOH, DOOH, Transit, Street Furniture & Retail Media surfaces for brands like Sprite, Vodafone and

21 ENCYCLOMEDIA GLOBAL EncycloMedia Networks is a design agency that creates memorable designs for OOH, DOOH, Transit, Street Furniture & Retail Media surfaces for brands like Sprite, Vodafone and Suzuki Goals Despite being a successful design agency, EM struggled to generate a steady stream of warm leads from their digital efforts. Strategy Marketing Masala helped them extensively with LinkedIn marketing by researching the right leads, forming connections, managing pitches and follow-up cycles by working closely with the sales team. Results In less than 45 days, 50 qualified leads were generated including BMW India, Xiaomi, Kellogg and Chili's.

22 Let's Talk Growth

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