Linkedin Lead Generation: The Best Strategies To Use in 2022

According to the Sophisticated Marketer’s Guide to LinkedIn, 94% of B2B marketers make Linkedin a priority for lead generation.

There is a lot of opportunities on the platfrom.

So how can LinkedIn be used to generate leads?

There is actually 3 linkedin lead generation strategies you can use to get the most of the social media platform:

  1. Content Marketing
  2. Cold Outreach
  3. Ads

Here is a visual summarizing the different tools at your disposal:

Linkedin Lead Generation Strategies

In this article, we cover all the best ways to generate LinkedIn leads.

Make sur to read this article till the end because I will also provide 6 advanced Linkedin lead generation strategies only known by expert?

Let’s dive in.

What Are The Advantages of Using LinkedIn for Lead Generation?

There are 4 mains reasons why you should integrate this social network to your B2B lead generation efforts.

  1. Linkedin gathers high level decision makers
  2. Linkedin messages have a higher reply rate than emails
  3. It’s still easy to become a Linkedin influencer
  4. Linkedin Ads perform well compared to other platforms

Let’s see that in details.

1. Linkedin gathers high level decision makers

Linkedin users are big deals. According to Influencer Marketing Hub, Linkedin has:

  • 46 million high level B2B decision-makers
  • 17 million opinion leaders
  • 10 million C-level execs

It’s the most-used social media among Fortune 500 companies. If you are selling B2B products or services, there is a high chance your prospects are on Linkedin.

number of linkedin users

2. Linkedin messages have a higher reply rate than emails

The average reply rate on cold outreach campaign is 10% with email againt 20-30% with linkedin messages.

I have personally verified this trend on my own campaings:

Reply Rate Higher With Linkedin Messages

Linkedin Inboxes are less flooded that mailboxes so you got more chances to stand out.

3. It’s still easy to become a Linkedin influencer

Unlike Twitter, it’s still pretty easy to become a Linkedin influencer.

My first post on Linkedin did 50k views:

become a linkedin influencer to generate leads

There is still room for new influencers on thought leaders on the platform.

You just need to be consistent and post good content daily. With a good content strategy, success will come.

4. Linkedin Ads perform well compared to other platforms

Most linkedin lead generation strategies are free but you can also use Linkedin Ads if you have some budget.

According to Hubspot, cost per lead is lower on Linkedin and conversion rate is higher than on Google Ads or Facebook.

generate leads on linkedin with linkedin ads

You can see here that:

  • Cost Per Clic (CPC) is higher.
  • Volume is lower
  • Conversion Rate (CVR)

This another sign that Linkedin as an linkedin user based is really qualified por B2B advertising. You pay more for a clic but you have more ROI.

Content Strategies for LinkedIn Lead Generation

Linkedin marketing can provide great results for B2B business.

There are 3 tools at your disposal to make generate more leads with linkedin content.

  1. Your Linkedin Profile
  2. Linkedin Post
  3. Linkedin Events

Let’s dive in.

how to generates leads on linkedin with content marketing

1. Optimize your Linkedin Profile

Your Linkedin profile is like your business landing page.

You only have one chance to make a good first impression.

This is the first thing people will see when you send them a connection request

optimize linkedin profile for linkedin sales prospecting

Make sure to optimize at least the elements that are visible on the connection request:

  • Picture
  • Headline

The person you want to connect with is really likely to check your profile to dig a little bit into how you are.

So you definitely want to:

  • detailed you value proposition visually on your banner
  • have a nice profile picture
  • clear headline
  • showcase your best posts
  • detail your value proposition in the About Section
  • Give details about your job experiences

Someone should understand what’s your proposition value after 3 seconds on your profile.

sales prospecting with linkedin profile

2. Post on Linkedin daily

Posting on Linkedin allows you to get exposed to thousand of people everyday and start conversations with new leads.

linkedin lead generation with linkedin posts

After posting on Linkedin, you can start conversations with people who liked or commented your post.

This strategy generated 150 meetings for us with a single post:

post on linkedin to generate leads

You don’t know how to get started? Here a few ideas to transform your linkedin profile into a lead generation machine:

  1. Think about you 2 years ago
  2. What did you need to hear?
  3. Write it down and make a post with it
  4. There is probably thousands of people who needs to hear that too

In term of post formats, here a few that have been sucessful for me:

1. Celebrations

Celebrate the milestone of your company. People love sucess stories.

celebration linkedin post

2. How To’s

Publish a tutorial with the necessary steps to achieve a specifix result

linkedin post how to

3. Tell a Story

Describe in details something interesting that happened to you or your business recently

linkedin post story

4. Comments for Content

Ask people to comment your post in exchange of a content (like a whitepaper for example)

You are all set to start generating leads with linkedin posts.

Now, let’s take a look at linkedin events.

3. Organize Linkedin Events

Linkedin now let’s you organize live events and host livestream directly from their platform.

Linkedin Lead Generation With Live Events

Next time you maje a webinar, try to host it on Linkedin, this will allow you to collect the linkedin profiles of your prospects.

After the webinar is over, you can reach out to these people and start conversations to see if you can get some deals out of this event.

linkedin event lead generation

To create a linkedin, go to your homepage, scroll down and click “+Event” on the left.

How To Create Linkedin Event

4. Linkedin Groups

I’m not a big fan of linkedin groups. I think they don’t worth it. They are most of the time inactives and full of spammers.

linkedin groups lead generation

The user experience on linkedin group is really bad.

Nobody has really succeeded in creating a community on a Linkedin Group.

Better use Facebook groups if you are willing to create a community.

The most interesting thing to do with Linkedin groups is to extract the members and contact them using their membership as an icebreakers.

If someone is member of a “Facebook Ads” linkedin group, starting a conversation about a Facebook ads related product or service could worth it.

Great. You are now a linkedin digital marketing expert. Now let’s see our second linkedin lead generation strategy: Linkedin Outreach.

Outreach Strategies To Generate Leads on Linkedin

Linkedin outreach strategies are composed of 4 steps:

  1. Find leads using Linkedin Sales Navigator
  2. Export data and find emails
  3. Write personalized messages
  4. Use automations tools to put the process on autopilot

Let’s dive in.

cold outreach linkedin lead generation strategy

1. Get a Linkedin Sales Navigator license

Buying a Linkedin Sales Navigator is absolutely necessary if you want to generate leads with linkedin outreach.

It is much more powerful than the basic search engine with more than 30 filters and allows you to easily target your potentials customers using advanced filters like job title, demographics, company size etc…

Cleanshot 2022 06 15 At 17.35.29@2x

Unlike the linkedin basic search, the number of search per month is not limited with sales navigator.

It makes it really easy to build high quality lead lists and find the decision makers into the right companies.

Sales Navigator many other features that facilitate lead generation on linkedin. If you to dig deeper on how sales navigator works, here is a complete tutorial.

2. Extract Data From Linkedin and Find Emails With Evaboot

Once your have defined your target audience and built a list of qualified leads, you need to get the data out of Linkedin Sales Navigator.

export leads from linkedin sales navigator

If you are using linkedin sales navigator to build your list, you can use Evaboot to extract your leads and find their emails.

The process is detailed in this video.

You just need to download the Evaboot Chrome Extension and click on the button: Extract with Evaboot

generate a list of qualified leads with emails

3. Send Super Personalized Messages

We all receive really bad linkedin prospecting messages everyday.

Here is an example:

generate lead with linkedin messages

The 3 mains mistakes you should avoid:

  1. Don’t try to get a meeting right away. Start a conversation.
  2. Don’t talk about you. Talk about them.
  3. Don’t bring arguments without concrete backup

Here is a good structure for your outreach:

  1. Tell the reason of your outreach
  2. Ask if the person has the problem you solve
  3. Backup with data
  4. Give a good reason to reply

This message has an 28% reply rate:

how to send linkedin message that get replies

Making contacting is only the first.

A majority of people won’t reply to your first message.

That’s why you need to send follow-ups

4. Send relevant follow-ups

Make sure to add value every time you send a follow-up.

Most of people simply repeat their proposition value and ask for a meeting again.

There is no added value for the prospect in this type of follow-ups.

generate leads with linkedin follow ups

Instead of just repeating your proposition value, bring new arguments on the table.

You can for exemple send:

  • Contents you created
  • Client testimonials
  • Results you obtained with similar clients
good follow up example linkedin

Your follow-ups are on point on your start having results with manual prospecting?

You may want to start using automation tools.

Here is how to do it.

5. Automate your linkedin lead generation campaigns

Among the linkedin lead generation tools you can use to automate your outreach are:

I personally use LaGrowthMachine because the sequence builder is really visual and the product is really solid:

lead generation tools for linkedin 1

These tools will send linkedin messages and emails on your behalf so you just need to wait for the replies to fall into your inbox.

You can follow the metrics of your compaigns and connect your CRM (like Hubspot or Salesforce)

metrics linkedin lead generation outreach

However, don’t expect any good results if your messages are not good!

Don’t automate anything that did not provide good results when you’ve done it manually.

Scaling bad practices will only scale bad results.

6. Use Linkedin Inmails as a last resort

Linkedin Inmails are paid messages that you can use to bypass the connection request step and get directly into your prospect’s inbox.

If you are subscribed to one of Linkedin premium offers (Linkedin Premium, Linkedin Sales Navigator or Linkedin Recruiter) you have between 10 and 150 inmails that you can send every month.

use linkedin inmails to generate leads

As you can see the amount is really low.

You can’t use them as a core tool for your prospecting campaings.

how to use linkedin inmails to generate leads

The best strategy is to keep inmail as a last resort if you failed to contact your prospect via email or classic linkedin message.

7. Build high quality lead lists using Linkedin boolean search

If you want to build super qualified lead list, mastering linkedin boolean search is essential.

Boolean search is really simple programmatic language that works with a combination of logical connectors and punctuation:

  • AND: look for several keywords
  • OR: look for at least 1 one keywords
  • NOT: exclude keywords
  • Quotes: look for exact expressions
  • Parentheses: combine boolean orders

For example this boolean expression here:

(Head OR VP OR Vice-President OR “Vice President”) AND (Sales OR Marketing) NOT (Assistant OR Intern)

linkedin boolean search to build qualified lead lists

Will look into Linkedin database for:

  • Head of Sales
  • Head of Marketing
  • VP Sales
  • VP Marketing
  • Vice-President Sales
  • Vice-President Marketing
  • Vice President Sales
  • Vice President Marketing

And it will also exclude al the people with Assistant or Intern mentionned in their job title.

Now that you are a master of linkedin sales prospecting, let’s the last strategy you can use on Linkedin to generate on linkedin: Linkedin Paid Advertising.

Advertising Strategies for Finding Leads on LinkedIn

Linkedin Ads campaign manager offers 4 differents solutions:

  1. Sponsored Content
  2. Message Ads
  3. Lead Gen Forms
  4. Dynamic Ads

Let’s dive into each on them to see which one is the best fit for you business.

1. Sponsored Content

These ads run in the LinkedIn feed on desktop and mobile.

The possible ads formats are:

  • single image
  • video
  • carousel image

You can promote a content that you already have published on your linkedin profile or your linkedin company page.

sponsored content linkedin ads

Or you can use Direct Sponsored Content if you want to share content to specific audiences without having to publish the content on your pages.

This is useful if you want to A/B testing on your audiences.

generate leads with linkedin sponsored content

According Linkedin case study, Hubspot generated 400% more leads within their target audience than lead generation efforts on other platforms

2. Message Ads

Message Ads (or Sponsored InMail) reaches appears directly in your audience LinkedIn Inbox.

sponsored inmails linkedin ads

They can be used to:

  • Invites to webinars or events
  • Promote products or services
  • Boost downloads of white papers or eBooks

Message Ads will only be delivered when you target is active on Linkedin to optimize open rate.

According to a Linkedin case study, Blackine obtained 72% open rate and 15% CTR from LinkedIn Sponsored
InMail on a webinar registration campaign.

3. Lead Gen Forms

Lead Gen Forms are an add-on that added to your Sponsored Content or Sponsored InMail to collect contact details directly from linkedin.

All the leads collected through your ad campaigns are directly send to the campaign manager.

linkedin lead generation forms

The main benefit of using LinkedIn Lead Gen forms?

LinkedIn fill the form with target’s data so only need to click or add their work emails to sign-up. This a huge help to increase conversion rate.

According to a Linkedin case study, Hiredly achevied 2x higher fill rates and 70% MQL-to-SQL conversion rate with Linkedin Lead Gen Forms.

4. Dynamic Ads

Dynamic Ads appear in the sidebar of your LinkedIn feed and Linkedin Profile.

dynamic ads linkedin lead generation

There a severals types of Dynamics Ads that you can use to generate leads:

  • Follower Ads to boost followers of your LinkedIn Page
  • Spotlight Ads to drive trafic to landing pages
  • Content Ads to increase content downloads

According to a Linkedin Case Study, Equity Seed 5X its CTR with Dynamics Ads compared to Google Display Ads.

Good job! You are now masteting the 3 linkedin lead generation strategies (Content, Outreach and Ads).

The article could finish here, but we are generous. Here are 7 bonus linkedin lead generation strategies to give more inspirations.

7 Advanced Strategies for Linkedin Lead Generation

The 7 bonus strategies are:

  1. Bypass Linkedin Weekly Invitation Limit
  2. Hacking Linkedin Ads with Linkedin Sales Navigator
  3. Sales Navigator Smartlinks
  4. Create account lists via CSV Upload
  5. Steal your competitors’ audience
  6. Linkedin Account Based Marketing
  7. Get Unlimited Inmails

Let’s dive in.

1. Bypass Linkedin Weekly Invitation Limit

In 2022, Linkedin has implemented a new limitation on connection request.

You can now send a maximum of 100 invitations per week (against 100 per day before the update)

This update has a huge impact on the way people prospect on Linkedin as the prospecting capacity has been divided by 7.

Hopefully there are still 3 hacks that you can use to bypass this limtation:

  1. Send invitations vie emails
  2. Contact Open Profiles
  3. Contact Linkedin Group Members and Event Attendees

All the technique are described in details in the video.

2. Hack Linkedin Ads with Linkedin Sales Navigator

You create hyper targeted linkedin ads audiences using Linkedin Sales Navigator search engine.

Indeed, Linkedin Ads allow you to import CSV to create audience.

By extracting data from Linkedin Sales Navigator and reuploading it into Linkedins Ads, you can decide exactly who is going to see your linkedin ads.

With this technique, you won’t spend your budget showing your ads to unqualified pleads anymore.

With the chirurgical targeting provided by this technique, you are sure that every penny is well spent.

3. Track your propect’s interest with Smartlinks

Sales Navigator Smart Links allows to create Sales presentation aggregating files and websites, and then easily share and track your prospects interactions with this content.

This strategy has several benefits:

  • Collect all the linkedin profiles of people who clicked on the link (super useful if you are doing email prospecting)
  • Shorten your prospecting messages by detailing your proposition value in the smartlink
  • Allow you to send super personalized follow ups based on how the prospect intere-acted with your content

More details in the video.

4. Create account lists with CSV uploads

If you are using several sources of data to build your accounts lists on Linkedin Sales Navigator, this strategy is a game changer.

It basically allows to transform any excel file into a Account list on Linkedin Sales Navigator. Huge time saver!

To use you will need a Sales Navigator Team (Advanced) account.

5. Steal your competitor’s audience

Interested in contacting your competitors’ users?

bonus linkedin lead generation strategy

There are 3 ways to do that on Linkedin:

  1. Extract competitors’ post commentors
  2. Extract competitors’ events attendees
  3. Extract competitors’ group members

For this you can use Phantombuster that provides several scraping APIs to do this. Here is an example with Linkedin Events?

Once you have the list into an excel file, you can upload it into your favorite linkedin outreach tool to start contacting these people.

6. Linkedin Account Based Marketing

Linkedin Account Based Marketing is an advanced linkedin lead generation strategy design to make sales and marketing work hands in hand.

It’s a Sales Oriented Marketing Approach that flips the classic inbound Marketing Funnel.

linkedin account based marketing funnem.png

If your Sales complain about the quality of the leads that your Marketing Department is providing, this strategy is made for you.

Here is the process:

  1. Marketing & Sales map together the accounts they want to close
  2. Sales and Marketing coordinates their efforts to get meetings
  3. Sales are only getting meetings with qualified leads

Linkedin Sales Navigator provides many tools to help you implement

7. Send Unlimited Inmails

If you work in Sales and you are subscribed to Linkedin Sales Navigator, you can only send 50 Inmails per month.

That is why too low.

Luckily, there some hacks that you can use to send unlimited inmails:

  • Identify and contact Open profiles
  • Extract and contact linkedin group members and events attendees

Open Profiles are people that have declared themselves open to receive message from anybody on Linkedin.

You can activate this option in your profile settings.

activate open profile option

I explain everything in details in the video.


Hope you enjoyed this complete guide on how to use linkedin to generate leads.

You now master the 3 linkedin lead generation strategies:

  • Content Marketing
  • Cold Outreach
  • Linkedin Ads

Plus 7 advanced strategies to boos them.

If you have any question about what you just read, feel free to use the chat to contact us!

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