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April 17, 2023
According to a CSO Insights survey, 68% of marketers struggle with B2B lead generation.
Why is lead gen (especially on LinkedIn) so difficult for B2B marketers? It all comes down to the unique challenges which marketers face when dealing with the B2B sales cycle, like:
To make matters worse, the pandemic heightened the effect of social selling, mainly on LinkedIn. What worked three years ago won’t work today, especially when people in Gen-Z and younger are slowly taking over the workforce.
This means new considerations for lead generators, like tailoring marketing messages to appeal to the unique interests of different customer segments. For example, besides common goals like “being successful” or “financial security,” 67% of Gen Zers place equal importance on social issues like diversity and equality in the workplace.
So, in this article, we’ll give you the tools necessary to help adjust your LinkedIn lead generation strategy for 2023 and beyond.
You can’t expect to jump on LinkedIn and score 100 MQLs in your first few hours. There’s some crucial groundwork you need to establish before you can successfully run any outreach campaign on LinkedIn.
Getting this wrong is usually what sets businesses up for failure when they’re trying to reach out to potential clients on the platform. But if you follow these 3 steps, you can get started on the right foot:
Chris Walker, Refine Labs’ CEO, keenly monitors the troubles facing most marketing professionals. And he zeroed in on an interesting factoid: most B2B/SaaS companies identify leads as: “Anyone who gives us an email address for our eBook.”
Put that way, it’s obvious why marketers face problems in lead generation—interest in a whitepaper/eBook doesn’t directly correlate with intent to buy a product. Likewise, adding a name to your contact list doesn’t make a lead. Instead, it’s an exercise in padding your mailing list.
For example, if you successfully got Greg Joswiak to respond to you on LinkedIn, it doesn’t immediately translate to interest in booking a demo with Apple.
So, adjusting your definition of “leads” might be in order. So let’s go back to Chris Walker for more ideas. Instead of defining a lead based on acquiring an email address, you should change your lead definition to: “Anyone who fits your ideal customer profile which comes to you on their own and says: ‘I want to speak to sales about your product.’”
Lead generation is tough for many companies because of their faulty definition of a “lead.” So start by analyzing how your company identifies leads to ensure you’re on the right track.
Once you’ve adjusted your lead definition, construct a marketing strategy. Unfortunately, like most things in life, marketing has no concept of “one size fits all.” As a result, what works for one company might not for another, and the same applies to different customer segments within a single business’s audience.
So if your LinkedIn lead generation efforts aren’t producing results, it might be time to re-evaluate your overall branding and marketing strategy.
To craft an effective B2B marketing strategy, you need to:
We can’t stress how important it is to go through these steps when formulating your LinkedIn prospecting campaigns. Just think of all the times you’ve gotten spammy, clearly copy-pasted mass messages in your inbox that have ZERO relevance to your business needs.
You don’t want to be that guy.
And by knowing exactly who your customer is, what they want, and how your offering benefits them, you can start to create outreach messages that really resonate with your soon-to-be clients.
With your foundation built, you can begin your LinkedIn lead generation journey! And if you’re on a lean budget, LinkedIn cold outreach provides excellent value.
LinkedIn generates three times more replies than email contact. In fact, 85% of your LinkedIn messages will generate a response.
And, to get the most value out of LinkedIn cold outreach, you need to accomplish the following tasks:
With a practiced LinkedIn cold outreach strategy, you’re on your way to guaranteeing impressive LinkedIn lead generation.
As highlighted by the first step: a lead is more than a successful connection request. To acquire a lead, you’ll need your prospect to reach out to you to demo your product or service. So, let’s take you on the journey of your first 100 leads on LinkedIn:
Starting from ground zero is a chore. You have no credibility, no contacts, nor any brand recognition. In short, no one trusts you. Generating leads on LinkedIn is the most challenging in this phase of your journey. Here, you want to:
Soon enough, you’ll land your first 10 B2B leads on LinkedIn.
Your next goal is to reach 50 leads in total. Now, you’ll want to:
By becoming a thought leader and through networking, you’ll reach 50 B2B leads in no time.
Finally, you must leverage your team to reach the 100 B2B lead milestone.
If all goes well, you’ll reach your 100 B2B lead milestone within three months.
LinkedIn can be a go-to tool for generating B2B leads if used correctly. Thanks to its vast community, helpful features, LinkedIn cold outreach tools, and even free email cold outreach tools, LinkedIn provides ample opportunity to land more sales.
But LinkedIn lead generation is easier said than done. Luckily by partnering with LinkedIn lead generation experts like us, you’re guaranteed success.
With ScaleUpSales, you can be confident that B2B lead generation with LinkedIn will succeed. Even 1000 B2B leads won’t be a pipedream by working with us! Contact us today!