Top 5 Reasons Why Demand Generation Marketers Need LinkedIn in Their Marketing Mix

April 7, 2015

As a demand generation marketer in the B2B or high-consideration B2C space, you’ve got your eye on driving qualified leads that turn into new opportunities and revenue. You’re also probably using quite a few different channels and tactics in your marketing mix to drive more prospects through the funnel. So why included LinkedIn? Here are just a few of the most important reasons.

If LinkedIn isn't part of your integrated marketing strategy, you're simply missing opportunities. Here's why:

1. The LinkedIn audience.

As a demand generation marketer, you know your biggest challenge is getting your message in front of the right people at the right time. The right people are business professionals and there are 347+ million of them on LinkedIn right now. An active community that grows by 200+ thousand daily, LinkedIn members comprise the single largest group of influential, affluent, and educated business professionals on the planet.

2. Precise and meaningful targeting.

When it comes to long and complex sales cycles, better targeting drives engagement and demand. In-depth member profile information means you can define your audience with precision using criteria like location, company size, industry, job function, seniority, and more so you can target just the right people among that coveted audience of professionals.

3. Our belief in full funnel marketing.

We believe that the way to drive more leads and conversions at the bottom of the funnel is to start at the top. That’s why LinkedIn offers demand generation marketers solutions including display and social advertising to help seed early demand. Getting in front of the right prospects early and often through display and social ads enable you to generate awareness, drive traffic, build trust, and effectively nudge your prospects from one stage of the funnel to the next until they convert.

4. The ability to reach prospects when they are most engaged.

You need to go where your B2B prospects spend time online and engage them with material they find useful, interesting, and relevant. With LinkedIn Sponsored Updates, you can publish relevant content straight to the feed of any member on the LinkedIn site, target the audiences that matter most to your business, and use branded content to drive high-value leads. What’s more, LinkedIn Sponsored InMail only gets delivered when members are actively engaged on the LinkedIn site. That means 100 percent of the messages you send with Sponsored InMail get delivered directly to the Inbox of your target audience, avoiding the bounce-backs and spam blockers you typically experience with traditional email.

5. LinkedIn lets you nurture leads beyond the inbox.

What if we told you that you could take everything that you’ve learned about email nurturing and apply it to inform a more robust multi-channel strategy — one that includes nurturing via targeted display and social advertising? Your prospects are self-educating themselves more and more, and it’s up to you to be anywhere they go on the Web. The new way for demand generation marketers to reach, engage, and convert customers is through multi-channel nurturing that targets prospects wherever they travel online, and LinkedIn Lead Accelerator lets you accomplish this.

The ways marketers generate demand must constantly evolve to better accommodate the changing buyer’s journey. Download The Demand Generation Marketer’s Guide to LinkedIn Marketing Solutions for a closer look on how LinkedIn can help.