LinkedIn Premium as a Lead Generation Resource for Complex Sales
We recently concluded our first month of LinkedIn Premium membership. What attracted us to proceed with an upgrade on our account was the InMail feature. While we find the number of InMails that are included with the basic premium plan to be very low (3 per month), we did like the guarantee extended by LinkedIn (which gets you back your InMail in the event that you do not receive a reply) as well as their plan, which allows us to roll forward our unused InMails for upwards to 90 days. We were looking for a way to reach out to prospects through an integrated direct marketing approach that would include a written outreach piece (InMail) and a follow up telephone call within 72 hours of receipt. Bottom line, InMails did not prove to be useful for our first month of membership (actually the first month cost us nothing. LinkedIn offered us a free trial for the first month). We sent out a couple, but they were not accepted by recipients.
The two features that proved more useful were the Open Connect Network (no premium membership is required) and the “Who’s Viewed Your Profile” feature. We had already joined the Open Connect Network, but did not try to make use of it until the first month of our premium membership. We received responses to two of the email messages we sent out through the Open Connect Network, while a third individual declined our invitation. We plan on making a lot more use out of this feature.
The nice thing about the “Who’s Viewed Your Profile” feature is just what it claims to be, which is a method of identifying other members of LinkedIn who are reviewing your profile. We have not yet attempted to contact any of these other members, but we plan to do so in the near future.
We think that the sheer mass of contacts included on LinkedIn for specific companies, together with a method of identifying prospects with pain in a timely manner (more about this method in the next post to this blog), can make for an effective method of generating leads for complex sales. LinkedIn’s sheer mass is important as our experience has been that quite a number of mapping calls are generally required as complex sales opportunities emerge for prospects. Most of the contacts that we think we will need at the outer periphery of these sales opportunities are certainly to be found on LinkedIn.
If you would like to learn more about our lead generation methods, please do reach out to us. Telephone Ira Michael “Mike” Blonder at +1 631-673-2929 to further a discussion. You may also email Mike at firstname.lastname@example.org.
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