Leveraging LinkedIn Ads to Build a Sales Pipeline

Staff WritersLead Distribution & Call ManagementSales & MarketingSales Engagement

By STS Staff Writer On Apr 16, 2024

Why LinkedIn has become a good source of ads, especially for B2B businesses

Learning about any new advertising platform can be daunting when we don’t attempt to try anything new. But then you lose the opportunity to get connected with more businesses and drive more qualitative leads. B2B businesses are constantly searching for ways to generate high-quality leads. While many platforms offer advertising solutions, LinkedIn has emerged as a leader in this arena. It is a simple and prominent platform used primarily for B2B and B2C advertising.

But what exactly makes LinkedIn ads so effective? The answer lies in its unique ability to target a professional audience with laser precision and integrate seamlessly with content marketing strategies. Unlike general social media platforms, LinkedIn boasts a user base actively engaged in their careers, making them receptive to B2B-oriented content and advertising. This translates to qualified leads—professionals with buying power or influence over purchasing decisions relevant to your product or service. Furthermore, LinkedIn’s advanced targeting options allow you to reach highly specific demographics, ensuring your message reaches the exact audience most likely to convert.

So, if you’re looking to build a robust sales pipeline, keep reading to discover how LinkedIn Ads can supercharge your B2B marketing efforts.

Let’s first get into some statistics:

LinkedIn has a whopping 1 billion members worldwide!

It’s a great platform to reach a diverse audience for your social media marketing.

With over 67 million companies listed, it’s perfect for B2B advertising.

97% of Fortune 500 CEOs are on LinkedIn, so it’s ideal for connecting with high-value B2B clients.

It’s available in over 200 countries and 26 languages, so you can go global with ease.

LinkedIn’s user base is expected to keep growing in the next few years, so it’s definitely worth getting on board!
LinkedIn stands out as the top choice for generating B2B leads.
Experience conversion rates that are twice as high when compared to other platforms.

Anticipate ad revenue soaring to $10.35 billion by 2027.
Harness the unmatched effectiveness of LinkedIn lead generation, which is deemed to be 227% more impactful than alternative advertising avenues.
HubSpot says LinkedIn is 277% more effective for lead generation than any other social media network.

(Source: LinkedIn Pressroom)

What is a sales pipeline?

The sales pipeline is considered the heart of business development because it consistently aims to bring quality leads. A sales pipeline is a visual representation of the journey prospects take as they move through the sales process, from initial awareness to hopefully becoming a paying customer. It typically looks like a horizontal bar chart divided into stages, with prospects getting moved from one stage to the next as they progress through the sales funnel.

A sales pipeline is important for a business to close more deals. The sales pipeline makes the sales process actionable. It ensures that everyone is on the same page.

How LinkedIn Ads Fuel Your Sales Pipeline at Every Stage

A robust sales pipeline is the lifeblood of any B2B business. But keeping it brimming with qualified leads can be a constant challenge. This is where LinkedIn ads shine. They offer unique advantages that can significantly impact each stage of your sales pipeline, nurturing prospects and propelling them towards conversion.

Here’s how LinkedIn ads make a difference:

1. Awareness and lead generation:

Targeted Reach: LinkedIn allows you to laser-focus your message on professionals with the right job titles, industries, and decision-making power. Forget scattershot marketing; your ads reach those most likely to convert.
Content Marketing Integration: Showcase your expertise with valuable content like white papers or webinars as lead magnets. This builds trust and positions you as a thought leader, attracting high-quality leads.

2. Lead Qualification and Nurturing:

Engaged Audience: Because users are in professional mode, they’re more receptive to B2B content. This means leads generated are more likely to be qualified and have a genuine interest in your offerings.
Retargeting Power: Not every lead converts on the first interaction. Retargeting allows you to keep your brand in front of those who’ve shown interest, gently nudging them further down the funnel.

3. Decision and Conversion:

Professional Context: The professional environment of LinkedIn lends credibility to your message. Leads see your ads alongside relevant industry content, fostering trust and increasing the likelihood of conversion.
Brand Awareness Reinforcement: By consistently appearing on LinkedIn, you build brand awareness and establish yourself as a leader in your field. This can tip the scales in your favor when prospects are ready to buy.

Key benefits of leveraging LinkedIn ads to supercharge your B2B sales pipeline:

Laser Focus: Unlike general social media platforms, LinkedIn boasts a user base of professionals actively engaged in their careers. LinkedIn ads allow you to target prospects with laser focus based on their job title, industry, company size, skills, and even years of experience. Imagine placing your ad directly in front of decision-makers most likely to need your product or service—that’s the power of LinkedIn ads.
Quality Leads: Because users are in professional mode on LinkedIn, they’re more receptive to B2B-oriented content and advertising. This means the leads you generate are more likely to be qualified—professionals with buying power or influence over purchasing decisions relevant to your offering.

Showcase Expertise: LinkedIn Ads excel at seamlessly integrating content marketing into your advertising strategy. Offer valuable content like white papers, webinars, or industry reports as lead magnets within your ads. This positions you as a thought leader in your field and establishes your brand as a reliable source of information.

Nurture Trust: By offering valuable content, you build trust with potential customers even before they interact with your sales team. This nurturing process primes them to be more receptive to your sales message later on.

Credibility Boost: The overall atmosphere on LinkedIn is professional. This means your ads appear alongside relevant industry content and discussions, creating a context that fosters trust and credibility for your brand message. People are more likely to be receptive to an ad displayed in a professional environment.

Retargeting Power: Not everyone makes a purchase decision on the first interaction. LinkedIn’s retargeting features allow you to keep your brand in front of prospects who have already shown interest by visiting your website or interacting with your content. This persistent but professional approach can nudge them closer to conversion.

Conclusion:

Rising tides lift all boats; this is best suited for LinkedIn ads. Leveraging LinkedIn ads injects high-quality leads into your sales pipeline. You can target the right audience, showcase your expertise through content marketing, benefit from the professional context of LinkedIn, and keep your brand in front of interested prospects with retargeting. By utilizing these advantages, LinkedIn ads can become a powerful tool for B2B businesses to build robust sales pipelines and achieve significant growth.