80% of B2B leads come from LinkedIn, and most B2B marketers use the professional network to distribute content.
Based on HubSpot’s interview with LinkedIn’s VP Justin Shriber, this piece recommends marketers should build a strong network and create a powerful business page on the platform. Businesses should add thought-provoking content, including articles and videos to foster engagement and generate leads.
Brands should look beyond just putting marketing content on its LinkedIn pages. They can also use commentary from executives and even curate information from external sources. Marketers should join communities, engage with the brand’s followers and follow trending articles relevant to their business.
Shriber suggests that marketers should get involved in relevant conversations on the professional social network and connect closely with prospects. It would also help them understand consumers’ buying behaviour and predict their purchasing decisions even before making a sales call.
[6 minute read]