Lead generation tips, tactics, and best practices | LinkedIn Ads (2024)

Marketing lead generation takes cold outreach out of the marketing equation and makes it possible for businesses to nurture leads who are genuinely interested in a company’s specific content, products, or services.

Rather than throwing marketing dollars into the wind, a strategic lead generation strategy makes marketing more effective, helps save on marketing costs, and improves the quality of leads marketing teams pass to sales teams.

Focused lead generation helps establish trusting and ongoing relationships with potential clients. Through excellent marketing, businesses can become a leading industry thought leader that potential clients look to for advice, a go-to problem solver, and a trusted solution to common business problems.

Providing valuable resources boosts customer acquisition, encourages repeat business, promotes positive word-of-mouth, and ends in long-term customer loyalty.

Marketing is expensive for any B2B business, so it’s essential to find ways to identify and target the right leads, maximize ROI, and keep costs down.

Smart lead generation strategies help businesses target the right customers, create effective and personalized ad campaigns, and generate leads that are more likely to convert.

Website content goes a long way in providing answers to businesses that are looking for solutions, but the goal of lead generation is to capture information to pass to the sales team.

Not only should B2B brands build robust website content, but they should also include clear opt-in forms to capture leads.

B2B brands can do this with:

Once someone has reached a landing page, they’ll either click out and forget about the offer, or request more information by entering their name, email, and phone number.

Marketers should create landing pages that are short, sweet, clear, and make it easy for customers to request information.

When creating landing pages, B2B marketers should consider:

The B2B buying process is long and involved. It’s rare a marketing team will be able to capture a lead on the first try—especially a highly qualified lead.

A smart way for marketers to capture leads is to invest in B2B advertising on platforms where businesses spend a lot of time.

For example, businesses can use LinkedIn Ads to personalize their marketing efforts and keep their brand top of mind, and their target audience engaged as they continue to research business solutions.

Another way marketers capture leads is through a smart retargeting campaign. The more a prospective buyer comes in contact with your brand, the more likely they are to submit their information.

B2B brands who are advertising on LinkedIn can use the LinkedIn retargeting pixel, also known as the LinkedIn Insight Tag.

This tag tracks visitor data and uses that data for retargeting or to enhance other paid ad campaigns.

The buying journey never starts and stops on one platform, especially for B2B businesses. B2B buyers research products and services across various platforms. The buying journey is also long and requires approval from several decision-makers.

As such, it’s essential for marketers to invest in lead-generation initiatives that support buyers across every customer touchpoint, no matter where they go to look for solutions or when they are searching.

B2B businesses looking to capture qualified leads should invest in omnichannel marketing and cross-platform advertising.