Irwin Liaw

LinkedIn is really the only option for B2B lead generation

Social media is now widely used for customer service and brand awareness but are marketers taking to the medium seriously to generate sales leads? Not as many as should be in my opinion, but there is a growing awareness amongst B2B marketers across the APAC region, according to Tom Skotidas, founder and director of APAC B2B social media lead generation agency.

In Singapore SingTel and Elsevier are amongst the savvy-few who have experimented with the platform and met with success. Inez Chan, senior marketing manager at Elsevier Health Sciences, publishers of medical and nursing reference books, textbooks, and journals, says her experience with LinkedIn, as a lead generation tool has generally been "ideal."

"Unlike other unqualified web channels, LinkedIn puts you in touch with high-quality, qualified leads at a reasonable cost per lead (in the cost of an in-mail) largely facilitated by its one to one communication platform," she added.

The other plus of using LinkedIn is that the mode of communication through the in-mail is less intrusive and prospects are less likely to 'reject'. "In addition, LinkedIn is the perfect platform to build your personal brand as a subject matter expert in your field which is key to how sales deals are made in today's world of high information accessibility."

Facebook may have become a leader in the social media space but business networking site LinkedIn is generating far better yields when it comes to lead generation leads. This is backed up by the latest study of over 5,000 businesses by HubSpot. It highlights the power of LinkedIn over Facebook or Twitter when it comes to lead generation efforts. 

linkedIn kicks ass when generating B2B leads "Traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost three times more (277% more) than both Twitter (0.69%) and Facebook (0.77%)," the study said. It is also interesting to note that even with all its surrounding social noise and lots of talk about the social-graph facebook is not much better than twitter in delivering convertible leads.

Talking about how brands can begin leveraging LinkedIn for sales Skotidas said: "They (brands) can proactively invite dozens of prospects within their target audience to connect with in the first degree. Then, start distributing content to these connected prospects via status updates," he added that 'the updates, if linked back to the website or microsite, can serve to convert contacts into sales leads.

Skotidas also proposed " brands can join several LinkedIn groups and start distributing fresh, relevant content that will influence the group's members and build the brand."

So bottom line is that LinkedIn is open for generating B2B leads so as a B2B company not being there mans you are absent from a growing source of custom so its going to jeopardise your bottom line.


COMMENTS

Posted by marketing company brisbane, 19 June 2012

Yeah. That is a big one, especially to blog owners.

Posted by Sean, 19 June 2012

Hi Irwin,

LinkedIn has been one of the only online platforms to connect B2B, that does not mean it is the best. If you spend a lot of time on LinkedIn and filter out the spam and bucket kickers you can meet people that can create business opportunities. However it takes a lot of time and energy.

Moving forward LinkedIn has focused on becoming more of recruiters site and a site for media than enhancing the B2B connections

A new startup www.8Contacts.com allows you to get connected directly with 8 or more of your ideal contacts directly through a professional networker.

Instead of wasting your time on a social media platform 8Contacts connects you to the 8 contacts that can truly create infinite business opportunities in cities around the world.

I suggest you sign up today and give it a go, you will be amazed at how easy they make it.

Many thanks


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Irwin Liaw Como Group Asia Pacific Irwin Liaw
Company: Como Group Asia Pacific
Position: Digital Marketing Consultant
360 digital/SEO/creative marketer - Formerly a principal customer experience consultant in the digital marketing space, I was responsible for working across organisations to optimise the customer journey and define customer experience platform.

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