B-to-B Marketers are Finding LinkedIn a “Go-To” Source for Prospecting

I’ve been saying for some time now that the most overlooked social media tool for the B-to-B market is LinkedIn. It makes sense to join groups on LinkedIn, whether it’s buying groups like A-D or Netplus Alliance, or associations like STAFDA or AHMA. Take advantage and participate in the arenas you sell to and through.

With sales cycles getting longer, social media is a good way to start building those relationships. They are by no means the only way to nurture a prospect, but according to a recent “B-to-B Sales Pulse Survey” from OneSource, LinkedIn usage has increased significantly. Nearly 50% of the respondents said they were using LinkedIn more than a year ago.

Change* in Use of Select Social Networking Sites for  Prospecting/Research According to US B2B Sales Professionals, January  2010 (% of respondents)

Hubspot, in their January 2010 data report, showed that 45% of North American B-to-B companies used LinkedIn for marketing and have acquired customers through the site.

So how are you using LinkedIn to identify new prospects and build relationships?

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  1. Jane van Velsen

    I agree with you whole heartedly. Unfortunately not everyone on LInkedIn uses it correctly. My understanding is that once you are registered and ‘communicating’ with other like minded business people you should request introductions to their contact list where ever you see a cross over with your own business/service. It’s about widening the net and sharing business input/ideas/findings.
    I have won business from uisng LinkedIn and will continue to grow my knowledge of it for that purpose. I do use it in conjunction with a lot of other social media applications though.

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