We decided to cancel our paid subscription to LinkedIn within the second month. Bottom line: we were unable to identify benefits of the paid subscription that would further reduce our costs of sales and marketing beyond the savings we have already successfully realized from our free membership.
Overall, we have found LinkedIn to be a useful service that we avail of on a daily basis. We use LinkedIn as a repository of names. Presently we can access this repository from our free plan just fine. The additional features included in the basic premium plan, we think, are carefully tailored to support professionals in the recruitment field. We are not in the recruitment field and, therefore, decided that we did not need to spend the money on the premium plan.
As we have noted elsewhere in this blog, we are increasingly skeptical of the value of either placing unsolicited outbound telemarketing calls to potential prospects, or sending contacts unsolicited email messages. Frankly, we have seen poor results from either of these independent activities. We are still considering how best to approach the job of generating promising enterprise IT market leads for our clients’ products in 2012. Our search for an effective approach is a pressing priority. For example, on July 10th we sat through a webinar offered by Jon Miller, VP of Marketing at Marketo. We also read a short interview as published in the MIT Sloan Review with Phil Fernandez, CEO of Marketo on the same day. When we saw the revenue success of this business we thought we ought to check out their approach.
We have had some decent recent results with carefully reviewing news sources to identify businesses with the type of “pain” that we are after for our clients. But we plan on re-allocating the time we have committed to our outbound direct contact tactics into more time spent developing content for our online marketing efforts and carefully positioning our content to better serve our objectives. Frankly, in the enterprise IT sales climate of 2012 we don’t see the return on our investment in “pushing.” Better to go further with prospects with a decent interest level than to expend lots of energy banging on the door. Finally, better to collect these prospects through techniques that will encourage inbound contact.
A LinkedIn premium subscription would not add value to this effort, hence our decision to terminate the plan. If you are looking for methods of developing complex sales leads, please contact us. Please telephone Ira Michael “Mike” Blonder at +1 631-673-2929 to further a discussion. You may also email Mike at firstname.lastname@example.org.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved