LinkedIn is one of the most powerful platforms available to B2B sales reps, and that’s why it’s frustrating to see so many reps using it incorrectly. “Using it incorrectly” is really an understatement. Several times a week B2B reps try to sell me something via InMail and fail miserably for the same reason. They request me as a friend and then, before 5 minutes goes by, they spam me with a form sales email. To make matters worse, they regularly use a fake title like “CEO” or “Director of Marketing” only to make it quickly and utterly clear that they are really just an SDR.
The sad thing is that had they used LinkedIn properly, they could have gathered details about me that would have dramatically improved their chances of getting a response. From my LinkedIn profile they could have learned about my company, found any number of blog posts I’ve written, looked for mutual contacts and more. They could have used LinkedIn to craft the perfect, highly-targeted sales email. But instead, they almost immediately launched into the same tired pitch they had likely used on 50 other people that day.
I didn’t create this meme, but I sure agree with it. And I know I’m hardly the only one who has been immediately spammed by new LinkedIn connections. It’s a common problem that I’ve heard mentioned by co-workers, friends and colleagues. And the worst part is, that if LinkedIn becomes seen as just the predatory grounds for sales reps, it’s going to damage the social network. That’s a shame, since I know a lot of people (myself included) are using LinkedIn to make amazing industry contacts, collaborate on content and form communities with like-minded professionals.
There’s nothing wrong with using LinkedIn for lead generation or sales. But there are a lot of reps who need to vastly adjust their approach. Here are four tips for using LinkedIn for sales that can help B2B reps see better results (and be less annoying in the process):
I would hate to see LinkedIn become irrelevant because of spam. That’s why it’s so important for salespeople and marketers to use it as it was intended – as a way to network, not as a garbage dump where bad sales pitches go to die.
Jesse WestDirector of Lifecycle MarketingringDNA
Jesse Davis West is Director of Lifecycle Marketing at ringDNA, focusing on improving the experience and maximizing the lifetime value for customers across their entire journey. Drawing on 9 years of B2B marketing experience, Jesse is passionate about communication, branding and strategic marketing. He also plays a mean lead guitar and can throw down at karaoke.