LinkedIn Leads: Secrets from a LinkedIn Marketing VP

Welcome to HubSpot’s Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry.

Audiences exposed to brand messages on LinkedIn are — wait for it — six times more likely to convert. And according to Statista, marketers ranked it the third-most important social media platform, behind Facebook and Instagram.

When it comes to actually generating those LinkedIn leads, you need a clear strategy. So I sat down with Jim Habig, who spent two years as LinkedIn’s marketing VP, and asked him to spill his secrets to using the social platform. His most surprising advice? Your company’s top execs are key to everyday LinkedIn success.

Table of Contents

• LinkedIn Lead Generation Strategy
• The Most Effective Content for Generating Leads on LinkedIn, According to LinkedIn’s VP of Marketing
• What Marketers Get Wrong When It Comes to LinkedIn for Lead Gen

LinkedIn Lead Generation Strategy

Lead generation refers to all the activities and strategies you use to attract potential customers. Generating leads is important because, with nurturing, potential customers can become paying customers that use your products and drive revenue.

LinkedIn’s typical audience comprises professional decision-makers with purchasing power, helping you speak directly to potential customers who can become paying customers. Below, I’ll discuss how you can use LinkedIn for lead generation.

1. Make sure your executives have a strong LinkedIn presence.

When you’re first getting started on LinkedIn, it can be tricky to know how to dedicate your initial efforts. Should you create a compelling LinkedIn page and immediately post content to your business’s feed? Or should you start by posting job openings to attract new talent?

Habig agrees that optimizing your company page is critical to making a strong first impression. He encourages marketers…

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