B2B Lead Nurturing on LinkedIn: Best Tactics

Lead nurturing holds significant importance for B2B marketers, especially during challenging economic conditions. As markets tighten up, the focus on lead nurturing becomes even more crucial. This is not because there are more chances to convert customers, but rather the opposite. With fewer buyers ready to make decisions, effective B2B lead nurturing strategies need to be more thoughtful and strategic.

With over 930 million professionals worldwide, LinkedIn provides a unique opportunity to connect with decision-makers and eventually got quality B2B leads. In this article, we will explore the best tactics for B2B lead nurturing on LinkedIn, accompanied by the best tactics.

Why is LinkedIn a great platform for B2B lead nurturing?

LinkedIn is a gold mine for B2B lead nurturing strategies, and here’s why:

Easy to access a vast amount of data

With 930 million professionals and 58 million companies worldwide, there’s a good chance your potential customers are active on LinkedIn.

The large user base means LinkedIn holds a treasure trove of valuable data. For instance, the LinkedIn Sales Navigator is designed for sales and marketing teams, providing access to crucial information and helping them connect with the right decision-makers.

This platform goes beyond basic professional details and delves into prospects’ backgrounds, interests, and skills. You can use this data to nurture leads effectively by tailoring content and conversations to their specific needs, establishing a personal connection right from the start.

Why is LinkedIn a great platform for B2B

Building trust is easier on LinkedIn

Compared to emails or phone calls it’s easier to build trust on LinkedIn because the platform allows you to connect with prospects on a more personal level, almost like meeting face-to-face.

By using targeted content and messages and optimizing your LinkedIn profile, you can foster trust with potential customers who show strong interest in your offerings.

For instance, sharing customer testimonials, case studies, and past successes on your page proves your credibility and helps nurture prospects who may be uncertain about your business. This is why LinkedIn lead nurturing could be a great strategy in the lead generation process.

LinkedIn makes measuring success easier

Begin by setting clear lead nurturing objectives. For example, you might aim to raise product awareness by getting more newsletter sign-ups, boosting post engagement, or actively networking in LinkedIn groups. Once a specific time has passed, you can review the number of post engagements, conversions from LinkedIn groups, sign-ups from LinkedIn users, and more to see if you’ve achieved your objectives.

More high-quality leads

Which option would you prefer: gaining 1000 random followers on your LinkedIn page or receiving 100 inquiries from potential customers? The quality of leads matters more than the quantity, and LinkedIn is instrumental in achieving this.

How can you do it?

By implementing a targeted LinkedIn content strategy and a well-thought-out interaction plan. Neglecting these crucial steps can lead to missed opportunities in identifying and nurturing high-value prospects.

A carefully crafted LinkedIn content and conversation approach can provide value to uncertain prospects and convert them into leads ready for sales. Quality over quantity is the key to growing your lead base effectively.

Boosting sales funnel and revenue generation

A winning approach involves personalized outreach sequences and a robust LinkedIn content plan. This combination fuels a steady flow of incoming leads, leading to higher ROI and increased revenue. The cost-effectiveness of LinkedIn as a nurturing channel further enhances the overall results, making it a powerful tool for business growth.

Also, using the CLEVER system for your whole lead-generation process will make your lead-nurturing efforts more effective.

Top Strategies for Nurturing B2B Leads on LinkedIn

Build a smart lead nurturing sequence on LinkedIn

Being overly sales-focused in every interaction can irritate potential leads. Building strong connections and fostering lasting customer relationships is best achieved by establishing a friendly foundation.

LinkedIn, as a B2B lead nurturing platform, provides an ideal environment for this approach. For instance, in addition to messages and meetings, you can engage with your leads by reacting to their posts, acknowledging their achievements, visiting their LinkedIn profiles, endorsing their skills, and sharing their posts. These actions show genuine interest and contribute to nurturing leads effectively.

While starting the conversation on LinkedIn follow these steps:

  1. The initial connection request should be friendly and non-promotional.
  2. The follow-up message after connecting aims to initiate a conversation without being pushy and without including links or additional information. Personalized messages and images can increase response rates.
  3. The second follow-up message provides more details, including links to videos or case studies. It assesses the prospect’s interest and availability to discuss the matter further.

Do not forget that hyper-personalization is an important part while sending messages to your target audience. Check out how to use personalization for your lead-generation strategies.

Create valuable content for lead nurturing on LinkedIn

Imagine bombarding potential leads with promotional emails and messages throughout the day. To avoid this, offer them something of value for free.

By sharing valuable and educational content on LinkedIn, you give your leads a compelling reason to stay connected with you. The platform provides an ideal space to share resources with knowledgeable audiences.

For example: To make your content impactful, tailor it to your Ideal Customer Profile (ICP). For instance, if your ICP is a CEO with pain points related to lead generation, create a LinkedIn content strategy with regular posts focusing on this specific topic. This approach builds trust and engagement, making your lead nurturing efforts more effective.

If you are unsure about the benefits LinkedIn content can bring, check out how your personal LinkedIn posts can help your business.

Share case studies, whitepapers, and articles for lead nurturing on LinkedIn

case study on LinkedIn

LinkedIn allows you to go beyond short posts and create and publish long-form articles and whitepapers, showcasing your expertise and thought leadership on a specific topic or domain. You can also share links to your website content which helps in B2B lead nurturing. Additionally, sharing case studies and success stories of your past clients adds credibility to your claims and nurtures potential leads as they consider your offerings. These content formats contribute to building trust and authority while engaging and nurturing leads throughout their decision-making process.

Launch LinkedIn newsletter for lead nurturing on LinkedIn

By sharing valuable content directly to the LinkedIn feeds of potential leads, you can establish yourself as an industry expert, gain credibility, and foster trust among your audience. The personalized nature of newsletters allows for tailored communication, ensuring that the content resonates with each subscriber’s interests and needs. Moreover, newsletters provide a scalable way to nurture leads, reaching a larger audience simultaneously while maintaining a personalized touch.

If you do not know how to use the LinkedIn newsletter for lead nurturing, check out our article: CLICK HERE.

Here is an example of our LinkedIn newsletter:

LinkedIn newsletter for lead nurturing

Host webinars using LinkedIn Events for lead nurturing on LinkedIn

Utilize LinkedIn Events to host webinars and connect with a large audience of potential prospects. This platform allows you to engage with 1000+ prospects simultaneously, creating valuable interactions and building connections.

Setting up an event on LinkedIn is a straightforward process. Simply create the event, use the outreach campaign to share it with your target audience, and leverage other marketing channels to expand the event’s reach even further. This approach allows for seamless lead nurturing while maximizing your event’s impact and engagement.

We have created an article about how to use Linkedin Events for lead generation. Here is what our webinar looks like on LinkedIn:

Webinar on LinkedIn


It is undeniable that LinkedIn offers great opportunities for lead nurturing. Unfortunately, many marketing teams fail to fully tap into its potential, causing their efforts to be less effective. In addition, lead nurturing is a long-term game and it might take quite effort and time.

If you want to accelerate your lead nurturing campaign, consider leveraging the CLEVER system, which uses 7 channels for lead generation – Including, LinkedIn content creation, and LinkedIn webinars.

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