This document outlines tips and tricks for generating leads on LinkedIn. It discusses both organic and paid lead generation strategies. For organic lead generation, it recommends using connections, posts, events, and LinkedIn automation tools. For paid options, it describes lead generation ads, document ads, message ads, and conversation ads. It emphasizes the importance of building and optimizing targeted audiences using firmographics, demographics, and location data. Key takeaways include testing strategies, understanding your audience, and measuring meaningful metrics like cost per lead.

1. LINKEDIN LEAD GENERATION
TIPS AND TRICKS
The webinar will start in 2 minutes

2. LINKEDIN LEAD GENERATION
TIPS AND TRICKS
The webinar will start in 1 minute

3. LINKEDIN LEAD GENERATION
TIPS AND TRICKS
December 2023

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Agenda
• Why LinkedIn is so good for B2B lead generation
• Organic lead generation
– Connections, posts, events & ads in the Inbox
– Automation tools
• Paid lead generation
– Sponsored posts, Lead Gen ads, Document ads & Inbox Ads
– Building audiences
– Optimising audiences
– KPIs and metrics
• Tips and tricks
• Help from Napier
• Key take-aways

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Why LinkedIn is So
Good for Lead
Generation
• 900 million accounts
– 180 million in USA
– 58 million organisations
• Support for 26 languages
• 16% of US users log in every day
• LinkedIn private message conversations growing 25%
yr-yr (2022)
• Sponsored content generates 2x the results of email
• 150 million new newsletter subscriptions in 1Q2023

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Is LinkedIn
Really that
Good?
• Expected to represent 50% of all B2B
display advertising in 2024
– $9.2Bn
– Lots of competition
• Minimum audience size for sponsored
content is 300, but LinkedIn
recommends 50,000+ to allow the
algorithm to work efficiently
• 7 minutes per visit on average
– 54 mins/day for TikTok and 34 for
Instagram

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But the Targeting
is Amazing
• Location
• Company
• Industry
• Job role
• Seniority
• Job title
• Group membership
• Retargeting

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Organic Lead Generation

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Connections

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Who Viewed
Your Profile?
• Premium feature
• Can result in leads
– But not always a good source

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Posts
• Route to landing pages
• Use personal
and company
pages
• Get sales to
amplify your
posts

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Events
• Events on LinkedIn are great
ways to generate leads
• Event doesn’t have to run
on the LinkedIn platform
• You can share or pay for
promotion

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InMails
• Not just for sales teams
• Great for targeted campaigns
– E.g. ABM
• Premium account required to target
people who are not 1st level contacts
• Need to consider whose account you
will use

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LinkedIn Automation Tools

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Paid Lead Generation on LinkedIn

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Paid Options
• Sponsored posts
– And other sponsored content
• Lead Gen Ads
• Document Ads
• InMails

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Lead Gen Ads

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Document Ads

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Message Ads
• Generally poor performance
• Seen as spam by some users

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Conversation Ads
• Questions and sequence of
follow-ups
• Drive recipients to
registration for event,
webinar, white paper, etc.
• Not available in the EU 

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Building an Audience

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Building an Audience
Your audiences
LinkedIn audiences
e.g. HR professionals
Audience Expansion
Language
(you need adverts
in the language you
target)
Firmographics
& Demographics
Location
(permanent is
usually best)
Saved Audiences
(retargeting,
look-alike)

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Optimising an Audience

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Paid Lead Gen
KPIs
• Setting the right KPIs is essential
– So many variables and so much data
– Huge range of “typical” values
– Metrics very dependent on audiences
• You must define what constitutes a “good” lead
• And you must base all your measurement on these
“good” leads
• Ultimately CPM, CPC, CPL and other vanity metrics
don’t matter
• It can be hard to optimise small campaigns due to
low volumes

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LinkedIn Lead Gen Tips and Tricks

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Audience Network might Increase Performance
• Typically lower cost than
on main platform
• But some of the
placements might not be
ideal….
• Brand safety lets you
control where ads shown

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Don’t Bid the Recommended Amount
• Three bidding strategies
– Maximum delivery
– Cost cap
– Manual bidding
• Maximum delivery does need a significant amount of data to optimise
• Cost cap and manual bidding might produce worse results
– But can be better, particularly for small campaigns
– Try bidding a different amount to find out minimum bid

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Job Titles are Flexible…
• Job titles are NOT matched exactly on LinkedIn
– Necessary because of huge range of titles
• But problems exist
– “Engineer” matching people with “Sales Engineer” as their job title
• Use demographics data to spot problems
• Use exclusions to eliminate spurious matches
– Generally job function works well

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Use Engagement to Build an Audience
• Generating a click is much cheaper than a lead
• With reasonable budgets you can use retargeting:
1. Run content ad/document
2. Build a retargeting audience from those who engage
3. Use this audience for lead generation
• Particularly important if you can’t define audience clearly
– Must have people currently in market
– Or can’t specify exactly using LinkedIn data
• Can also retarget based on visits to website, etc.

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Help from
Napier
• Training
• Campaign Reviews
• Turnkey Lead Generation
campaigns

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Key Take-Aways
• LinkedIn is a great source for leads
• It can be expensive in terms of CPL
• There are many ways to generate leads on
LinkedIn
– Make sure you test & use the best one
• Building and optimising audiences is critical
– Understand your audience & use
demographics
• Test, test and test again
• Measure what matters, not vanity metrics

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Questions?
www.napierb2b.com
mike@napierb2b.com