It’s also the platform of choice for B2B prospecting. On LinkedIn, businesses have direct access to their customers, competitors, investors, potential hires and prospects. Both marketing and sales can use it to attract and convert new business. Studies have shown that 80% of B2B leads come from LinkedIn, and 94% of B2B marketers use LinkedIn to distribute content. It’s clear then that you need a LinkedIn marketing plan. LinkedIn can be a very effective channel for B2B companies, if you use it right. Here are my tips for using LinkedIn to its maximum marketing potential! Identify your goals Just like with any marketing initiative, it’s crucial to identify your goals. The usual B2B marketing goals for LinkedIn may include: • Increasing your brand profile and authority. • Generating, nurturing and capturing leads. • Driving relevant traffic to your website. • Promoting event appearances. Once you know what your goals are, it’s easier to formulate a marketing plan that works. Complete your company profile On LinkedIn, your company profile will always be the heart and soul of your online brand. As people search for your business online and get to know more about your products and services, it’s imperative to have a rock-solid profile. The Inbound Marketing Playbook / 46