Toshiba LinkedIn lead generation program
16 Jul 2019

Three truths for a successful LinkedIn lead generation campaign

By 360 Leads

We know a thing, or hundreds, about successful LinkedIn lead generation campaigns. Why hundreds? We shipped 720 free coffee mugs to IT professionals across Canada who engaged with our LinkedIn campaign for Toshiba, as part of a larger LinkedIn sales lead generation campaign.

Now what do free coffee mugs have to do with successful B2B lead generation? While there are many things, there are three absolutes that we know can drive a highly successful LinkedIn lead generation campaign. So successful, that LinkedIn wrote a case study about it.

#1 Develop a key customer insight for your LinkedIn lead generation campaign

IT professionals have a tough job. The users they support need their gear to work, and when it doesn’t, you know who they will call. Yes, they have a two-hour battery life for a three-hour presentation and can’t find their charger. Our strategy was to make the IT professional the ‘unsung hero’ dealing with IT challenges and inviting them to engage with Toshiba to make their life easier. LinkedIn display ads, Sponsored Updates and Sponsored InMail were all part of the LinkedIn lead generation strategy based on the key insight of ‘unsung hero’.

#2 Create some creative that breaks through

Snoresville creative puts people to sleep. IT people, like most people, have a sense of humor. And with a sometimes no-win job, a sense of fun is the antidote for a tough day. Creative lines like “Mr. Awesome IT Guy” or “World’s #1 IT Gal” supported a free mug give-away that drove people to a landing page. One creative execution had two display ads connected in a fashion where the animation poured coffee into the free mug. The point of the free mug was for users to self identify they received the mug and for Toshiba sales reps to visit the IT professional to deliver the mug and have an IT conversation. You can view some of the LinkedIn creative here.

#3 Target the right audience

Mass LinkedIn marketing campaigns aren’t right for most products, with Toshiba being no different. Promoting business laptops and filling the sales pipeline with qualified B2B sales leads means targeting IT professionals in mid-market and larger companies. Why sell one notebook when you could sell three thousand with a standardized chip set? LinkedIn offers an ability to be quite targeted in reaching the right audience by geography, job title and as granular as industry or company. Do you know who your ideal customer is? Toshiba did and our campaigns, LinkedIn and beyond, put a sales rep in front of them.

People often comment that LinkedIn is great for brand awareness but wonder if it generates qualified B2B sales leads. As a top B2B sales lead generation company, we can tell you that LinkedIn has its strengths; the key is how to take advantage of the platform to deliver maximum lead generation results. Great customer insights, killer creative and pin-point targeting are the best ways to utilize LinkedIn.

On Toshiba, how did we do?

  • We booked hundreds of sales meetings with qualified sales prospects
  • Delivered LinkedIn leads at a lesser cost than some other channels
  • Sponsored InMail CTR 2X LinkedIn average
  • LinkedIn campaign drove 7% of total qualified leads during the campaign periods

For more information on how 360 Leads can help drive inbound sales leads from LinkedIn or other digital media, please contact us. We can help grow your business.