How to Generate Leads on LinkedIn in 2024, According to LinkedIn's VP of Marketing

Welcome to HubSpot's Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry.

LinkedIn is an incredibly powerful platform for growing both recognition and revenue as a B2B business, especially considering that audiences exposed to brand messages on LinkedIn are 6X more likely to convert.

But, without a clear strategy in mind, the task of generating leads on LinkedIn can feel challenging. So, I sat down with Jim Habig, VP of Marketing at LinkedIn, to learn his key insights and tips for using LinkedIn for lead generation in 2024 and beyond.

Table of Contents:

• 8 Tips for Generating Leads on LinkedIn in 2024
• The Most Effective Content for Generating Leads on LinkedIn, According to LinkedIn's VP of Marketing
• What Marketers Get Wrong When It Comes to LinkedIn for Lead Gen

LinkedIn Lead Generation Strategy

As a refresher, lead generation refers to all the activities and strategies you use to attract potential customers. Generating leads is important because, with nurturing, potential customers can become paying customers that use your products and drive revenue.

LinkedIn’s typical audience comprises professional decision-makers with purchasing power, helping you speak directly to potential customers who can become paying customers. Below, I’ll discuss how you can use LinkedIn for lead generation.

1. Make sure your executives have a strong LinkedIn presence.

When you first getting started on LinkedIn, it can be tricky to know how to dedicate your initial efforts. Should you create a compelling LinkedIn Page and immediately post content to your business's feed? Or should you start by posting job openings to attract new talent?

Habig agrees that optimizing your company Page is critical to making a strong first impression. He encourages marketers to ensure their Page is complete and up-to-date with...