How to Generate Leads on LinkedIn in 2023, According to LinkedIn’s VP of Marketing

LinkedIn is an incredibly powerful platform for growing both recognition and revenue as a B2B business. LinkedIn is an incredibly powerful platform for growing both recognition and revenue as a B2B business. In fact, audiences exposed to brand messages on LinkedIn are 6X more likely to convert, according to data from the social company. But without a clear strategy in mind, the task of lead generation on LinkedIn can feel challenging. Which is why I sat down with Jim Habig, VP of Marketing at LinkedIn, to learn some of his key insights, as well as additional tips on how to use LinkedIn for lead generation in 2023 and beyond. Skip to: 8 Tips for Generating Leads on LinkedIn in 2023 The Most Effective Content for Generating Leads on LinkedIn, According to LinkedIn’s VP of Marketing What Marketers Get Wrong When It Comes to LinkedIn for Lead Gen LinkedIn Lead Generation Strategy As a refresher, lead generation refers to all of the activities and strategies you use to attract potential customers. Generating leads is important because, with nurturing, potential customers can become paying customers that use your products and drive revenue. LinkedIn’s typical audience comprises professional decision-makers with purchasing power, helping you speak directly to the potential customers that can become paying customers. Below, we’ll discuss how you can use LinkedIn for lead generation. 1. Make sure your executives have a strong LinkedIn presence. When you’re first getting started on LinkedIn, it can be tricky to know how to dedicate your initial efforts. Should you create a compelling LinkedIn Page and immediately begin posting content to your business’s feed? Or should you start by posting all your job openings to attract new talent? Habig agrees that it’s critical to optimize your company Page to make a strong first impression. He encourages marketers to ensure their Page is complete and up-to-date with relevant information like a business description, logo, website URL, and industry. However, an often overlooked opportunity to generate leads falls on individual employees’ pages. As Habig puts it, “You’ll want to encourage your leadership teams and employees to have well-crafted personal profiles with professional headshots, descriptive headlines, and detailed job experiences. He adds, “A consistent brand presence builds credibility, attracts the right audience and fosters trust among potential leads.” Consider the leaders at your company and their current LinkedIn presence. Could they contribute more thoughtfully to LinkedIn groups within your industry or post more often to their feeds? More likely than not, your executives could be doing more to grow their LinkedIn following. For instance, let’s take a look at HubSpot CEO Yamini Rangan’s recent LinkedIn post: Rangan uses LinkedIn wisely, leveraging the platform to share helpful, relevant content geared towards business leaders. Rangan uses LinkedIn to build a personal brand and help her followers find valuable content related to business growth. Ideally, your executives should be doing the same. 2. Create a powerful LinkedIn Page for your business. Once you’ve ensured your own executives have a strong LinkedIn presence, it’s