LinkedIn has several advantages as a B2B lead generation tool over other alternatives namely cold calling, email marketing, online advertising and even offline events like industry conferences etc.

LinkedIn provides a strong public reference when you reach out to a buyer. Your LinkedIn profile, company profile, past experience, common connections, recommendations & endorsements etc. all add to your credibility in the eyes of the buyer. Buyers are more likely to respond to approaches over LinkedIn than over other formats where they have little context.

PS: It is important that you have an updated and rich profile for buyers to engage further.

LinkedIn is perceived to be less intrusive than a cold call or a cold email. While cold calls and emails end up interrupting other activities, content on LinkedIn is consumed at a time of the buyer’s choosing. Also given the nature of the platform, Buyer’s expect people to start professional conversations on LinkedIn and are less likely to shut out a relevant conversation.

LinkedIn also provides you with a platform to continue engagement with your prospects without pestering them. Buyers who get added to your network can see your updates about new features, products or case studies and respond accordingly at a later date if it seems relevant. This is a much better way of engaging with clients compared to sending repeated emails or newsletters.

In B2B sales, buyers often switch from one role to another or to different organizations. LinkedIn provides an easy way for you to understand the new role/organization the person has moved to as well as identifying the person who might have taken up her position. This further helps in generating sales leads on Linkedin.