LinkedIn has 900 million members, and 4 out of 5 of them drive business decisions. For B2B companies, there is no more important platform.
Yet most B2B companies dramatically underutilize LinkedIn. They post sporadically, engage rarely, and wonder why their sales pipeline isn't filling.
Here's how to change that.
LinkedIn's Unique B2B Power
LinkedIn offers advantages no other platform can match:
Professional context. Users are in business mode. They're receptive to professional content.
Decision-maker access. You can target by job title, company, industry with precision.
Trust environment. Content on LinkedIn is perceived as more credible than other platforms.
Lead generation infrastructure. Built-in tools for capturing and nurturing leads.
Personal vs. Company Page Strategy
Both matter, but differently:
Personal profiles drive most engagement on LinkedIn. The algorithm favors individual voices over company pages.
Company pages are essential for credibility and SEO, but reach is limited.
Employee advocacy — employees sharing company content — bridges the gap.
The optimal approach: build strong personal brands for key leaders while maintaining active company presence.
Content Strategy for LinkedIn
What performs well:
Thought leadership. Insights, analysis, and perspectives on industry issues.
Stories. Personal narratives with business lessons. These drive highest engagement.
How-to content. Practical tips and guidance relevant to your audience.
Industry commentary. Takes on news, trends, and changes in your space.
Behind-the-scenes. Human glimpses into your company and team.
Format Strategies
Different formats serve different purposes:
Text posts perform well when well-written with strong hooks. 1200-1600 characters is optimal.
Carousels (document posts) get high engagement. Break complex topics into slide-by-slide format.
Video works but requires quality. Native video outperforms links.
Polls drive engagement but use sparingly to avoid appearing gimmicky.
Newsletters build subscriber relationships for long-term nurturing.
Lead Generation on LinkedIn
Convert content into pipeline:
Profile optimization. Your profile is a landing page. It should clearly communicate what you do and for whom.
Content CTAs. Regular (not every post) calls to action inviting next steps.
Lead magnets. Offer valuable resources in exchange for engagement or contact information.
Comment engagement. Every commenter is a potential lead. Engage thoughtfully.
DM strategy. Warm outreach to engaged connections. Never cold pitch without prior engagement.
LinkedIn Advertising
Paid options for B2B:
Sponsored Content puts posts in front of targeted professionals.
Lead Gen Forms capture leads directly in LinkedIn with pre-filled information.
Sponsored InMail sends direct messages to targeted professionals.
Text Ads offer awareness at lower cost.
Targeting options include company, job title, industry, seniority, and more — invaluable for precise B2B targeting.
Building Network Strategically
Your network determines your reach:
Accept relevant connections. Don't connect with everyone, but be open to relevant professionals.
Send personalized invitations. Generic connection requests have low acceptance rates.
Engage before connecting. Comment on someone's content before sending an invitation.
Maintain relationships. Regular engagement with connections keeps relationships warm.
Company Page Best Practices
Optimize your company page:
Complete all sections. Description, specialties, website, etc.
Regular posting. At least 3-5 times weekly.
Showcase pages for distinct products/services/audiences.
Employee highlights. Feature team members regularly.
Engage with followers. Respond to comments and messages.
Measuring LinkedIn Success
Key metrics:
Engagement rate indicates content resonance.
Follower growth shows audience building.
Profile views of key team members indicates brand awareness.
Leads generated — both directly and influenced.
Website traffic from LinkedIn.
LinkedIn is the single most important platform for B2B marketing. Investment here pays compound dividends through lead generation, talent acquisition, and industry positioning.