LinkedIn is one of the strongest lead generation channels in the B2B sector - if you use it in a structured way. However, many companies make one of the following mistakes:
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They expect short-term results
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They post without a clear strategy
Leads can be generated both via ads and organically. This article is primarily aimed at agencies, IT service providers/consultancies, real estate companies, SaaS providers and all B2B service providers in general.
Part 1: LinkedIn Ads - the two-phase strategy
A popular strategy that often turns out to be a mistake in B2B LinkedIn marketing is to immediately go for lead generation. The algorithm first needs signals and users need a certain "warm-up".
Phase 1: Awareness - building reach and relevance
The first phase is not about leads, but about generating lots of relevant impressions, engagement and qualified clicks on a thematically relevant landing page. The topic should be clearly tailored to the target group. Generic marketing promises usually do not work. A specific problem with clear relevance should be addressed and "solved".
Negative examples: "We optimize costs", "We increase efficiency" or "We automate processes".
Statements like these are too generic and vague. You should rather communicate things like how your solution makes life better for the relevant target group. This is difficult to generalize in detail, but the core is usually problem and solution.
Goal of this phase:
The algorithm learns who reacts, clicks and who is interested. This allows you to build up a warm target group for the conversion phase.
Strategic hint
If you are not sure whether your LinkedIn campaigns are structured enough or whether you are choosing the right approach/messaging, it is worth taking a quick strategic look from the outside. The problem often lies not in the budget, but in the funnel logic.
Phase 2: Conversion - lead gen campaign
Only after the awareness phase comes lead generation. In our experience, LinkedIn lead gen forms work best in combination with a single image ad or video.
What you should pay attention to:
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Few form fields - The more fields, the higher the hurdle.
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Clear fit between image, text and CTA - The creative must visually support the problem and the text must be specific
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Clear positioning - No vague promises, but concrete added value.
This results in fewer, but significantly more qualified leads.
Part 2: Organic LinkedIn strategy - systematic reach building
Paid ads create visibility. Organic activities generate interest and, in the best case, trust. Organic LinkedIn should not be a random post and please don't "cringe" - there are already more than enough of those. It should be structured with added value.
Step 1: Targeted networking
You can use tools such as Surfe or similar solutions to network effectively with relevant contacts and transfer them directly into CRM sequences (e.g. HubSpot). This creates a bridge between LinkedIn and your CRM. However, you can also do it without these tools, e.g. just with the Sales Navigator or manually. Either way, this creates a structured nurturing process and you can get your message out to more people.
Step 2: Personal brand or company page?
This raises a strategic question - should you focus more on your personal brand?
The personal brand (Founder / Managing Director) or The corporate brand?
In many B2B areas, personal branding performs better in terms of engagement. However, company pages are important in the long term for positioning, case studies and scaling.
There is no clear right or wrong. However - in my eyes - LinkedIn already feels very "crowded" with personal brands.
Accordingly, I would tend to build up personal contacts and then invite them to the company page. This then increases the visibility of the company page. A premium page can then be helpful again.
Why we recommend this approach:
Personal LinkedIn lead strategy analysis
Want to find out:
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Whether your LinkedIn ads are set up correctly?
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Whether your lead forms are really converting?
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Whether your organic strategy is systematic enough?
In a free, personal analysis, we take a look at your current LinkedIn strategy - including targeting, funnel logic, creatives, lead forms and CRM integration.
Arrange your strategy meeting now and find out how you can turn LinkedIn into a predictable B2B acquisition channel.
