How to Generate B2B Leads on LinkedIn – A Step-by-Step Guide

You’ve built your LinkedIn presence, optimized your company page, and identified your target audience. But now comes the crucial part: turning connections into clients.

In this blog, we’ll walk you through how to generate high quality B2B leads on LinkedIn, using both free and paid strategies. This builds upon what we discussed in 
What Are the 4 Types of B2B Marketing? Models, Segments & Real World Use Cases 
about targeting the right B2B segment, now it’s time to reach out, engage, and convert.

8.1 Is LinkedIn Really That Effective for B2B Lead Generation?

Yes. In fact, according to LinkedIn:

• 80% of all B2B social media leads come from their platform
• 57% of decision-makers use LinkedIn to vet companies
• 4 out of 5 LinkedIn users drive business decisions

That’s why it’s considered the top B2B lead-gen platform, as discussed earlier in 
Is LinkedIn Good for B2B Marketing? Effectiveness, Strategy & Platform Comparison.

8.2 Step-by-Step: How to Generate B2B Leads on LinkedIn

Step 1: Optimize Your Profile and Company Page

Before outreach, make sure your profiles are:

• Professionally branded with a clear headline and cover image
• Keyword optimized for your industry niche
• Showcase testimonials and case studies
• Include a call to action like “Schedule a demo”

Step 2: Identify Your Ideal B2B Client

Use filters to create your buyer persona:

• Industry, role, seniority
• Company size, location

Pro Tip: Sales Navigator helps refine with filters like tech stack, budget, or buying intent.

Step 3: Build Targeted Connection Lists

Connect with:

• Decision-makers in your space
• People engaging with your competitors
• Relevant industry professionals

Send personal invites like:

Hi [Name], I noticed we both work in digital transformation. Would love to connect and share ideas.

Step 4: Post Value-Driven Content

Content builds trust. Try:

• Case studies and testimonials
• Tips and quick how-tos
• Mini-guides, polls, or carousels

This keeps your name top of mind for when leads are ready to engage.

Step 5: Leverage LinkedIn InMail & Message Ads

For paid outreach, try:

• Sponsored InMail: Target inbox messages
• Message Ads: Personalized cold outreach
• Lead Gen Forms: Capture leads without leaving LinkedIn

These are especially effective when used with retargeting and lead magnets.

Step 6: Start Conversations & Nurture Leads

When someone connects or comments:

• Don’t pitch immediately – ask questions
• Offer useful links, resources, or event invites
• Guide toward a call or free audit

Sample follow-up:

Hi [Name], I appreciated your comment on [Topic]. Would you be open to a quick call to see if we could help with [Problem Area]?

8.3 How Do You Promote a B2B Business on LinkedIn?

• Mix personal and company page content
• Comment on industry leaders’ posts
• Post behind-the-scenes wins and milestones
• Turn blogs into carousels or infographics
• Launch lead magnets like templates and guides

8.4 Do 80% of B2B Leads Come from LinkedIn?

Yes, but simply being on the platform isn’t enough. Leads follow consistency, credibility, and value. The more you nurture, the more results you’ll see.

Related Links in the Series

• Blog 1: LinkedIn Marketing for B2B Brands – Strategy, Funnels, and Tools
  Learn how B2B brands use funnels, automation, and LinkedIn tools to scale smarter.
• Blog 2: Is LinkedIn Good for B2B Marketing? Effectiveness, Strategy & Platform Comparison
  See how LinkedIn compares to other platforms in B2B effectiveness and ROI.
• Blog 3: What Are the 4 Types of B2B Marketing? Models, Segments & Real-World Use Cases
  Explore the four major B2B marketing types and when to use each for maximum impact.
• Blog 4: You’re reading it
  Step-by-step guide to generating B2B leads on LinkedIn—from profile setup to outreach.