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If you are a B2B marketer, you are no stranger to the pain. Trying to find the right decision-makers to connect with feels like looking for a needle in a haystack. You spend tons of money on advertising, but your ads end up in the junk folders of anyone but the people you want to target. Trying to prove your ROI is a never-ending struggle.

Even if you generate some leads, they often come from random people without the budget or authority to buy anything. And heaven forbid you try to build trust with an audience of professionals and actually have real business conversations with them. Brutal.

Imagine a world where there is a platform out there whose primary purpose is to solve your problems. No more wasting your budget on ads that don’t target the right people. No more digging through random leads only to find out no one is qualified or interested in what you have to offer. No more wondering how on earth you can get your message to the right people so that you can actually close more business.

Introducing LinkedIn B2B marketing, The secret sauce for companies that want to reach the right audience, engage with them and convert. In this blog, we’re going to go over the top 5 reasons why LinkedIn works for B2B marketing and give you examples, stats and tips you can use to make more intelligent marketing investments.

Unmatched Access to Decision-Makers

Let’s face it. One of the hardest parts of B2B marketing is actually getting your message in front of the right people. You know, the people who make the buying decisions. Everywhere else, when you launch your ads and marketing content, it gets shoved in front of a faceless, unfocused audience of “internet users”.

LinkedIn changes all that.

• 80% of LinkedIn users have influence over business decisions in their companies
• There are 61 million senior-level influencers and 40 million decision-makers on LinkedIn
• Four in five LinkedIn users “drive business decisions”

How does LinkedIn targeting work?

LinkedIn gives you the tools you need to actually target your audience by job title, company size, industry, seniority, and even specific companies. So, let’s say you sell HR software for mid-sized tech companies. You don’t need to reach everyone on LinkedIn. You only want to target HR Directors at companies with 200–500 employees in the technology sector. LinkedIn will only show your marketing to those people.

Benefits:

• Stop wasting your ad dollars on people who cannot and will not buy.
• Experience higher response rates from people with the authority to purchase.
• Enjoy shorter sales cycles by talking to decision-makers from day one.

2. Superior Lead Generation Quality

Lead generation. Lead generation. Lead generation. It’s the rallying cry of every B2B marketer. But the brutal truth is, lead generation is one thing. Generating quality leads? A whole different ball game. Most B2B marketers are faced with random “leads” that end up being prospects with zero authority or budget.

LinkedIn is different.

• 80% of B2B leads from social media are generated through LinkedIn (Yes, compared to 13% for X aka Twitter and 7% for Facebook).
• LinkedIn is 277% more effective than Facebook and X for lead generation.
• 40% of B2B marketers consider LinkedIn the most effective social channel for driving high-quality leads.

Why are LinkedIn leads better quality?

Because LinkedIn users are on the platform to talk to other professionals about business. They’re not watching cat videos, scrolling through memes or sharing family photos. So when someone fills out a lead form or even clicks on your message, they’re probably in a work mindset and have buying authority.

Example:

Imagine a SaaS company running a LinkedIn lead generation campaign. Instead of leaving a website form with dozens of fields, LinkedIn users can be greeted by a pre-filled form with their professional information already included. It’s just a few clicks for a mid-level manager to indicate their interest. The lead isn’t just a name, it’s a qualified contact with the correct job title and expressed interest.

Benefits:

• Higher conversion rates from lead to customer.
• Less time spent on cold, unqualified prospects.
• Better alignment between marketing and sales.

3. Content Marketing That Drives Real Conversations

Content marketing is king. But let’s be honest. On most social media platforms, your B2B content ends up like a pea under a pile of mattresses. On LinkedIn, content marketing for B2B companies is front and center and in full view of a professional audience.

• 94% of B2B marketers say they use LinkedIn to distribute content.
• 91% of marketing executives say that LinkedIn is the top source for finding quality content.
• LinkedIn generates 3x more conversions than X and Facebook.

How does content marketing on LinkedIn work?

Publish articles, share case studies, post thought leadership, or even host webinars and make them all available directly on LinkedIn. The platform’s algorithm actually favors content that encourages engagement and business conversations.

Example:

A B2B agency shares a case study about how they helped their client grow ROI by 200%. The LinkedIn post is shared among industry peers and commented on by decision-makers. The result? A flurry of direct messages from interested prospects.

Benefits:

• Builds authority and trust with your target audience.
• Encourages real business conversations.
• Drives organic website and landing page traffic.

4. Proven ROI and Measurable Results

It’s the end of the world if B2B marketers can’t prove they are delivering real business results. LinkedIn is built in a way that makes it easy to track your metrics and show your ROI.

• 85% of B2B marketers agree that LinkedIn delivers the best value for their organizations (compared to Facebook and YouTube).
• Ads on LinkedIn see a 33% increase in purchase intent for brands.
• Marketers see up to a 2x higher conversion rate on LinkedIn.

5. Building Trust and Professional Relationships

Trust is the most important ingredient in any B2B transaction. Nobody wants to work with a company or individual that they don’t know, like or trust. On LinkedIn, you have the tools you need to build real professional relationships with your target audience.

• 86% of B2B marketers use LinkedIn. It’s the most popular B2B marketing channel by far.
• LinkedIn’s audience has 2x the buying power of the average web audience.
• Brands see 2–3x lift in brand attributes when advertising on LinkedIn.

How do you build trust with LinkedIn?

Showcase your expertise and thought leadership, share testimonials and case studies and actually engage with your prospects in a professional environment. LinkedIn profiles, company pages and recommendations are all ways to build credibility.

Example:

A B2B consultant regularly posts advice and expertise on LinkedIn groups. Over time they become seen as the “go-to” expert for that industry. Prospects reach out to them for advice (free or paid) and it leads to new business relationships.

Benefits:

• Leads with a high degree of “warmth” who already trust your brand.
• Easier to nurture leads through the sales funnel.
• Long-term relationships and repeat business.

Want to Turn LinkedIn into Your B2B Growth Engine?

So there you have it. If you are sick and tired of throwing away your marketing budget on ads that do not reach the right people, you are struggling to prove ROI, you’re spending all your time chasing low-quality leads, or you just can’t seem to get your message in front of the people you really need to engage with, you should be using LinkedIn B2B marketing.

LinkedIn for business gives you unrivaled targeting, high-quality leads, content marketing power, measurable results and the ability to actually build professional relationships. So what are you waiting for? If you want to be left behind by your competitors, don’t start using LinkedIn B2B marketing. But if you want to create content that starts business conversations, reach the right people and watch your business grow, give LinkedIn a try.

Learn how Onedot Media can help you unlock the power of LinkedIn lead generation and B2B content marketing on LinkedIn? Contact us for a free consultation so we can help you supercharge your B2B marketing strategy.