B2B and B2G Lead Generation via LinkedIn: Is It Worth Getting Involved in 2024?
B2B and B2G Lead Generation via LinkedIn: Is It Worth Getting Involved in 2024?
The simple answer is: Yes, BUT.
LinkedIn is still a powerhouse for B2B and B2G (Business-to-Government) lead generation, especially for companies in technology, software, and renewables. With senior decision-makers actively engaging on the platform, the opportunity to build meaningful connections has never been greater. However, with the growing volume of outreach, a generic approach no longer works.
Here are my 3 proven tips for cold outreach success on LinkedIn. Follow these, and you'll see results.
Tip 1: Don’t Send Junk That Nobody Wants
It’s a fact: No one enjoys receiving unsolicited, irrelevant messages. Not everyone is going to need your product or service — or at least, not right now. That’s why every Business Development Manager (BDM), Sales Development Representative (SDR), or Lead Generator needs to focus on two crucial aspects:
- Target the Right Audience
- Time Your Pitch for Maximum Impact
Here's how to align your outreach efforts with the right people and the perfect timing:
Targeting and Timing for LinkedIn Outreach
- For Local Government: Review the past three months of council meeting agendas and transcripts. These documents often reveal key challenges that your product or service could solve. Identify the stakeholders responsible for these issues and connect with them.
- For State and Federal Government: Stay updated on new tenders and contracts. Connect with the department heads overseeing these tenders, even if the project is only loosely related to your business. They often manage multiple projects and could bring you into future conversations.
- For B2B Companies Serving Governments: Investigate recently awarded government contracts. Reach out to the winners of those tenders and offer complementary services that support their efforts in fulfilling the contract.
Additionally, set up Google Alerts for your industry's relevant keywords. Let Google do the heavy lifting, feeding you updates and news relevant to your prospects.
Tip 2: Be Interesting and Memorable
Before someone accepts your connection request or interacts with your outreach message, they’re going to look at one thing first — your LinkedIn profile. Is your profile engaging, professional, and memorable? If not, you’ve already lost the sale.
What Makes a Profile Stand Out?
The same rules apply to cold outreach as they do to marketing: People need to know, like, and trust you before doing business with you. Here's how to ensure your profile earns their attention:
- Create Content that Speaks to Your Audience: Before reaching out, have at least three high-quality posts pinned to your profile that align with the needs and pain points of your target segment. Demonstrating expertise is essential to credibility.
- Skip the Pitch in Your Connection Request: Avoid writing anything in your connection request. Keep it clean. People are suspicious of instant pitches, and it’s more natural to engage once they’ve accepted.
- Connect with High-Profile Individuals: You don’t have to limit yourself to your niche. Connect with prominent figures like Prime Ministers, MPs, or business leaders. When potential clients see high-profile connections, it can boost trust in your profile.
- Join Active LinkedIn Groups: Shared interests build rapport. By joining relevant LinkedIn groups, you increase the likelihood of organic connections and mutual interests.
You’ve Got 15 Seconds—Make Them Count
With an average of just 15 seconds to catch someone’s attention, your profile needs to instantly convey value. Think of it as your online storefront — if it’s bland, people walk by. But if it’s exciting and resonates with their needs, they’ll come in.
Tip 3: Craft a Killer Headline
Your LinkedIn headline is one of the most visible aspects of your profile, and it’s crucial to getting noticed. Here’s what to do (and what not to do):
What NOT to Do:
- Don’t Overhype or Be Inauthentic: People can see through generic sales tactics. If your headline reads like a clickbait ad, it can instantly erode trust.
- Don’t Lead with Your Job Title: A title like "Business Development Manager at XYZ Corp" doesn’t tell prospects how you can solve their problems. It’s boring and too self-centered.
What TO Do:
- Focus on the Problems You Solve: Use your headline to succinctly communicate the challenges your prospects face — and how you solve them.
- Highlight Your Expertise: Showcase the industries or sectors where you add value. This helps your profile appear in search results for relevant keywords.
For example, instead of listing your job title, consider a headline like:
“Helping B2B Sales Teams Generate High-Quality Leads via LinkedIn Outreach.”
This approach instantly positions you as a solution to their pain points, which makes your profile relevant and enticing.
Why LinkedIn Cold Outreach Still Matters in 2024
LinkedIn isn’t just a social platform; it’s a data-rich environment where senior managers and decision-makers in tech, software, and renewables gather to share knowledge, build networks, and explore opportunities. The key to success in cold outreach lies in targeted, thoughtful, and timely engagement — not spray-and-pray messaging.
By focusing on these tips, you’ll connect with the right people at the right time, building a pipeline of high-quality B2B and B2G leads.
Ready to Elevate Your LinkedIn Outreach?
If you’re a senior manager looking for a partner who can prospect new contacts and feed your B2B or B2G sales teams with high-quality leads, let’s connect.
