As you’ve heard before, Linkedin is a powerful platform for generating all kinds of leads, whether B2C or B2B.

Yet, after many years of helping my clients maximize their LinkedIn lead-generation strategies, I always run into a common statement: “I always hear that Linkedin is powerful for reaching b2c or b2b clients, but it just doesn’t work for me.”

Does this sound like you?

Here is the reality. 

With the RIGHT Linkedin lead generation strategy, you CAN generate your B2C and B2B leads with LinkedIn. 

And in the following article, I will share the best B2C & B2B Linkedin lead-generation strategies that will have you doing just that.

Let’s jump straight in.

Quick Summary 

In a rush? Here is a quick summary of the best B2C & B2B Linkedin lead-generation strategies:

  • Use a video sales letter as a lead magnet (best out-reach strategy) 
  • Know what NOT to search
  • Target ACTIVE people on LinkedIn
  • Target people based on company size
  • Automate LinkedIn Lead Generation 
  • Optimize your profile to attract your ideal clients

And most of all, having a solid understanding of what a strong overall digital marketing strategy will allow your LinkedIn lead generation to reach a new level of effectiveness – for more on how you can achieve this, check out my free masterclass.

Do I need Linkedin Premium to generate leads on LinkedIn?

Before we start, it is worth addressing that you can generate leads on Linkedin without paying for a premium plan or Sales Navigator.

Yes, there are benefits to using Sales Navigator. However, it is possible to form an effective lead generation strategy relying solely on Linkedin Advanced Search, free for anyone with a Linkedin account.

The key to this is having a strong overall digital marketing strategy.

With a strong overall marketing strategy, you can generate ten times the amount of high-quality leads compared to someone paying for Sales Navigator but has a poor overall strategy.

For more on how this works, watch my Free Masterclass, where I show you how you can bolster your overall strategy.

What are the best LinkedIn lead-generation strategies? 

1. Use a video sales letter as a lead magnet

Watching Video Sales Letter

The most effective way to generate qualified leads on LinkedIn is by using a video sales letter (VSL) as a lead magnet. 

The biggest downfall I see with LinkedIn lead generation strategies lies within their outreach. They connect with their potential lead and immediately send a message that goes straight into the sales pitch.

This simply doesn’t work. Your potential clients must get to know and trust you first. They need a chance to understand who you are and how you can help them. 

So what can you do instead?

The only thing you need to do differently is, instead of asking people to jump on a phone call or sending them a lengthy sales pitch, give them some free educational content first in the form of a short video presentation (VSL)

In this VSL you will want to include the following: 

  • Big problems of your dream client (pain points) 
  • A solution(s) to such pain points
  • What your solution is and how you’re different
  • How they can schedule a call with you

Using a VSL, your leads can qualify themselves, build trust with you, and determine whether or not your business will be a good fit for them. The benefit is that you will not waste time on leads that are simply not a good fit for you.

YouTube player

Watch my free masterclass training for an example of what a VSL looks like and for other must-knows when it comes to lead generation.

Search bar

One way you can find the right kind of leads and clients when searching LinkedIn is to use the keyword “NOT.”

For example, if you want to target accountants, you can search for “Accountant, NOT marketing.” LinkedIn will find people who ONLY have the keyword “Accountant” and exclude anyone with the keyword “Marketing.”

This will improve the chances that you will only get accountants (not marketing people or companies) in your search results.

Keyword NOT

When searching on LinkedIn for leads, it’s essential to filter out the wrong kind of people to get high-quality leads.

Using the keyword NOT is just one of many keywords you can use to get better quality search results. You can also use Boolean search using keywords such as “OR” and “AND.”

Here’s a screenshot from LinkedIn’s support article, which goes through all of the Boolean search phrases you can use to help you get more accurate search results:

LinkedIn search tips

Experiment with different search queries and see if it helps you can better results.

3. Target ACTIVE people on LinkedIn

LinkedIn Activity

A great way to get leads to respond to you on LinkedIn is to target only active users of LinkedIn. Surprisingly a lot of people who use LinkedIn are not active. They don’t use LinkedIn daily as they would with other social media lead-generation channels such as Facebook or Instagram.

Fortunately, LinkedIn allows you to search for only active people using LinkedIn based on those who have posted recently in the last 30 days.

Active LinkedIn Users

Targeting active people on LinkedIn increases the chances of getting people who connect back to you and respond to your LinkedIn message.

If you search for potential clients and your search results are in the thousands, then it’s a good idea to filter down these search results by targeting active people only. On the other hand, if your search results are already relatively small, there’s no need to filter them down and target active LinkedIn users only.

4. Target people based on company size

Company Size

To find the right kind of leads on LinkedIn, targeting people by company size is important. In the LinkedIn basic search results, you can target people by industry without paying LinkedIn any money for a premium account. Still, many of our clients get much better results if they target people by company size.

Target company size on LinkedIn

This allows you to target business owners with higher revenue.

See also: How to target business owners on Facebook ads

5. Automate LinkedIn Lead Generation


You need to use LinkedIn automation software to generate leads on LinkedIn automatically. Because LinkedIn is a little bit of a numbers game, it’s essential not to try and do everything manually. If you do everything manually, keeping up the momentum and getting results will be tough.

Fortunately, you can use Linkedin automation tools to connect and message potential clients on LinkedIn automatically.

6. Do not rely on LinkedIn InMail

Say No

To get B2C and B2B leads on LinkedIn, it’s important NOT to rely on LinkedIn Inmail alone.

When you sign up for a LinkedIn premium sales navigator account, they will push you to use LinkedIn InMail and try to convince you that this incredible feature helps you start more conversations on LinkedIn.

But the truth is, with InMail, you will be limited by the number of messages you can send. And on LinkedIn, it is a bit of a numbers game. So if you only use LinkedIn Inmail to generate leads, you won’t be able to create a lot of leads.

In fact, the strategy we use to message potential clients on LinkedIn doesn’t involve LinkedIn InMail.

Watch ‘Step 2’ of my Free Masterclass to see our strategy.

7. Optimize your profile to attract your ideal clients

Make a good first impression

When you optimize your LinkedIn profile, you can get more leads and attract your ideal clients

Suppose you optimize your LinkedIn profile by making it appealing to your target prospects. In that case, you’ll be more likely to get a positive response from the people you connect to on LinkedIn.

If your LinkedIn profile is well-optimized, you’ll even get people reaching out to learn how you can help them BEFORE contacting them.

This is rare – but I have seen it happens many times!

8. Target an older/more experienced demographic

Older demographic

To get senior leads on LinkedIn, targeting an older demographic is a good idea.

One of the questions I often get asked is, “How can you target people by age on LinkedIn?”.

On LinkedIn’s sales navigator search filters, as of right now, there is no option to target people by age. But there is a simple workaround to target people with an older demographic.

To target older people on LinkedIn (or people with more work experience), you can target by the following search filters:

  • Years in current position
  • Years at current company
  • Years of experience

If you select “More than 10 years” for all or some of these search filters, you’re more likely to target an older demographic on LinkedIn.

Target Experience

9. Publish articles on your Linkedin feed

Writing articles

An excellent way to get LinkedIn inbound leads organically is to publish articles on your LinkedIn profile. LinkedIn has a feature where you can post your own LinkedIn content.

The advantage of doing this is that LinkedIn is a high authority website, so there’s a good chance you can rank higher on Google for the topic you’re discussing in your article.

The downside is that the content is on LinkedIn’s platform, which you don’t have control over. You can’t, for example, retarget any leads that read the article, and it’s harder to convert these readers into leads.

However, if you have the extra time, it can be a helpful way to boost your overall Linkedin presence.

10. Consider LinkedIn Sales Navigator

Search Bar

As mentioned, you do not need Sales Navigator to generate leads, but once you have a solid overall digital marketing strategy, you may see some benefit in it as it does have more search filters.

LinkedIn sales navigator allows you to search for leads based on the following:

  • Company size
  • Years of Experience (good for targeting older people on LinkedIn)
  • Seniority level
  • And more

You can’t get these search filters with a free basic LinkedIn account.

Many business owners don’t buy a LinkedIn Sales Navigator account because they think it’s expensive. Still, there are ways you can get a LinkedIn premium discount with up to 95% off!

11. Know about Linkedin Ads

Advertising Campaign Manager

If you don’t want to use LinkedIn outreach to get leads, you can still get leads using Linkedin ads. The advantage of using Linkedin ads is that you can reach out to many more people.

With LinkedIn outreach, you’re limited to how many people you can send LinkedIn invites each week (for one LinkedIn profile).

With LinkedIn ads, you can reach out to as many people as you like. The more you spend on LinkedIn ads, the more people you can reach.

Another advantage to using LinkedIn vs. Facebook ads or Google ads is that LinkedIn gives you more detailed targeting options for business owners.

For example, you can target people on LinkedIn ads by:

  • Company size
  • Job title
  • Industry
  • Seniority level
  • Years of experience
  • And more!

There are also a variety of ads you can run on LinkedIn, including:

In our experience, LinkedIn ads send people to your opt-in page in your marketing and sales funnel to work best (also known as LinkedIn display ads).

  • LinkedIn sponsored messages
  • LinkedIn display ads
  • LinkedIn dynamic ads
  • LinkedIn lead gen forms

However, like all things in marketing, it’s good to split-test different LinkedIn ads with various LinkedIn objective goals and see which works best for your business.

LinkedIn objective

Note: In many cases, LinkedIn ads can cost more per lead than Facebook ads. But at the same time, the lead quality on LinkedIn can be higher too.

12. Have an email marketing campaign

Email Messaging

B2B Leads on LinkedIn typically have a longer sales cycle. Emailing the leads you get on LinkedIn helpful education follow-up emails is important.

The emails should:

  • Focus on providing value
  • Answer questions your potential clients ask
  • Solve problems your clients have
  • Build social proof (e.g., testimonials, case studies, etc.)

It’s also important to include calls to action (CTAs) in your emails to the next step in your sales process.

For example, is the next step in your sales process to schedule a call with your sales team or a sales rep? Make this clear in your email call to action.

In Conclusion

As a B2C or B2B business, Linkedin is simply a platform you can not ignore for generating leads.

Many people have trouble generating leads using Linkedin and waste countless hours trying to do so. Using the above tips mentioned will have you on the right track to accumulating high-quality, qualified leads using Linkedin.

Most importantly, develop a robust, multifaceted marketing strategy for the best results. For more on this, check out my free masterclass.