LinkedIn Lead Gen – A checklist to ensure your success

on Lead Generation November 04th, 2019

LinkedIn Lead Gen Checklist

LinkedIn marketing is a hot topic these days, with buzzwords like “lead gen forms” and “LinkedIn ads” driving the conversation. 

But beneath all of this commotion is a kind of LinkedIn marketing that no one seems to be talking about. Even though it is one of the most consistent ways of producing qualified leads and marketing ROI. 

Today, I’m going to introduce you to the sleeping giant of LinkedIn — qualified lead generation.

LinkedIn Leads

In contrast to the email scrapping and spamming campaigns that a lot of marketing firms run, LinkedIn lead generation curates a list of leads that will actually respond to your emails.

LinkedIn lead generation does this by giving you access to a list of qualified leads — leads that match your buyer personas and want what you are selling. 

Here at Fannit, we’ve been using LinkedIn qualified lead gen for years. During which time, it has consistently proven to be the best form of online lead generation available. 

How To Generate Leads from LinkedIn

Here at Fannit, our mission is to help small and medium-sized businesses generate consistent marketing ROI. Customization is the key to getting this done — tailoring our systems to meet the unique demands of our clients and ensuring that our leads are also customized to match the job. 

This is the process we use to ensure that the leads we generate are qualified for our clients’ businesses and looking to convert into prospects. 

If growing your list of prospects is something you care about, LinkedIn lead generation is a solution that you need to be taking advantage of. 

Step 1: Gather Leads from LinkedIn with Linked Helper, Dux-Soup, or Manually

The first step in LinkedIn lead generation is to collect a big list of leads. This is you casting your net wide and pulling up everything that sticks — the qualifying comes later.

There are several ways to catch this long list of leads, but the two main methods are:

  1. Using a plugin or internet browser extension (e.g. Dux-Soup or Linked Helper).
  2. Manually going through LinkedIn to find leads. 

To help you replicate our LinkedIn lead generation results, here is how we carry out each of these methods.

Using Dux-Soup

Dux-Soup is an add-on for Google Chrome that enables you to automate this stage of the LinkedIn lead generation process. Here’s how you can use Dux-Soup to collect a massive list of leads: 

  1. Open LinkedIn and access the Sales Navigator. 
  2. In the Sales Navigator, search for the job titles your leads will have (e.g. project manager, director of sourcing, design management). 
  3. Once search results have loaded, click the Dux-Soup extension and select “Visit Profiles.” This will have the extension visit all of the profiles in the search results and collect their data into a big list. 
  4. After the program has stopped running, open the Dux-Soup extension and click “Download Data.” 

Manual Lead Gathering

Here at Fannit, we use LinkedIn Sales Navigator to manually find qualified leads. LinkedIn Sales Navigator lets you search by location, industry, and lots of other criteria. Using the Sales Navigator is key to building your massive LinkedIn lead gen list. 

Here’s how we do it:

  1. Log into your LinkedIn account.
  2. Access the Sales Navigator.
  3. Input your search criteria. This might include:
    1. Location 
    2. Job titles
    3. Company size
    4. Industry
  4. Once you’ve found a lead, open their company information and see if they match the criteria for your personas. 
  5. If the company matches your personas, enter the lead’s data into Excel or Google Sheets. 

Step 2: Validate the Data Based on Target Leads

Now that you have created a long list of leads, it’s time to sort through your catch, tossing out the leads that don’t fit your buyer personas and keeping the ones that do. 

For example, if you only work with clients in the United States, then you’ll want to scrub your list of LinkedIn leads that are based overseas. 

Some of the qualifiers we look for when validating our leads are:

  • Location – is this lead in our service area?
  • Industry – are they in an industry we work with? 
  • Company size – does their company match our personas?

Step 3: Gathering Details and Qualifying of Target Leads

Now that your list of leads has been tailored down to only those that meet your buyer personas, it’s time to qualify these leads and prepare to contact them! 

  1. Open the target company’s website and search for the services offered and details about the company.
  2. Search for the personal email of the qualified lead.
  3. Send a LinkedIn request to the qualified lead.
  4. Follow the company on LinkedIn.
  5. Add the data from this step into your Google Sheets or Excel list of leads — writing down the lead’s name, LinkedIn profile, email, phone number, location, etc. (any information that you don’t already have).

Step 4: Uploading of Qualified Leads to HubSpot or Other Automation

Your list of leads is now qualified and ready to be contacted! The next step is to upload your list to an email automation platform. 

Here at Fannit, we use HubSpot. This is the process we follow to get our list of leads onto the platform:

  1. Log into your HubSpot account.
  2. Go to “Lists” and click “Import.”
  3. Select your file and click “Upload” (make sure to map the details accordingly).
  4. Once the file has uploaded, click the uploaded file in the “Lists” window 
  5. Assign the uploaded leads to the correct account.
  6. Check the “Last Activity” column. You don’t want to initiate an email sequence with a lead that has already messaged you on LinkedIn — that would make you suspicious. By checking the “Last Activity” column, you can ensure that no contact has been made and that you are clear to begin emailing. 

Step 5: Enrolling Qualified Leads in Sales Email Sequences

Time to start nurturing your qualified leads with well-written email copy! The best way to do this is via a good email automation program.

Email automation frees you up from having to sit down and write an email to each lead. Just enter the new lead into the email platform (in our case, HubSpot) and it will begin automatically emailing your leads for you! 

Your first email might sound something like this: 

“Hey, thanks for connecting with me on LinkedIn! Does [topic] matter to you? If so, let’s talk!”

The goal of the sales email sequence is to initiate a conversation with your lead and educate them about your business. These are your sales funnel basics.

LinkedIn Lead Generation Tools

Here at Fannit, the tools we use to make LinkedIn lead generation work for us include: 

  • LinkedIn Sales Navigator – an advanced dashboard that lets you find leads and gives you access to powerful filters and search tools. 
  • HubSpot – we use this for email automation. HubSpot enables us to put our lead nurturing on autopilot with superior email drip campaigns. 
  • Dux-Soup – a Google Chrome extension that automates the process of visiting LinkedIn profiles and writing down name/contact data. 
  • Linked Helper – the paid alternative of Dux-Soup. Linked Helper gives you access to advanced automated features like auto messaging new connections, auto-invites, auto-responses, etc.

LinkedIn Lead Generation Service

Here at Fannit, we’ve made LinkedIn lead generation a concierge service that delivers predictable results and ROI for your business. If you want to take your LinkedIn lead generation to the next level, then I invite you to take advantage of my team’s experience. 

marketing plan guide

Contact me today to hear more about what my team can help you accomplish.

To read a full story about an interesting experience using LinkedIn Lead Generation by our marketing lead, Evan Ebert, see below!

A Story About LinkedIn Lead Gen – by Evan Ebert

You know, an internet marketing agency has to be one of the more difficult businesses to scale.

LinkedIn lead generation usually comes into play, as the typical scaling strategy usually involves maximizing revenue generated by our sales team and aiming to serve those clients as best as we can.

Which is, of course, a very delicate balance.

What’s even more challenging is that most of our competitors are very well-versed in leveraging all the channels of internet marketing to do this themselves. 

It’s tough to beat other experts of marketing at being experts of marketing (but we do our best!).

LinkedIn Lead Generation

If you’re catching my drift here, LinkedIn Lead Generation has been one of the tactics that the Fannit team has used not only for ourselves, but for our clients too! 

We have had some great successes in doing so, as it semi-automates the process of making new connections via LinkedIn and gets our clients connected with opportunities in their target audience.

The process is fairly simple, involving a couple of LinkedIn automation tools, Sales Navigator, and a few other Fannit tactics that make it our own. But we can go into the process itself some other time.

This blog post is about something else. It’s about the loss (and recovery) of a human element in this prospecting, and why no matter what internet marketing tactics we use… we musn’t EVER forget the human at the other end.

Making mistakes with automation

What spurred the writing of this blog post was an interaction I had with a gentleman named Mitch Garvis. 

Mitch was the recipient of my connection request on LinkedIn that was MEANT to target marketing leaders and HOPEFULLY spark a conversation.

That would have probably worked great, if I hadn’t completely missed the mark in my automated communication to Mitch. 

And he let me know!

linkedin lead generation

Okay, fair enough. Although I tried to restrict my LinkedIn search criteria for marketing folks, it seems LinkedIn made an error blip; surprise surprise.

People like Mitch with the title, “Senior Technical Engineer” don’t usually have anything to do with marketing. And it’s likely that I really pestered him with my outreach that could have been prevented if I had simply read his profile.

But before I could get am apology response over, Mitch came back with something else!

linkedin lead genYikes. Mitch had written a blog just for me. Let me help you understand exactly what this is.

This is a personal blog post by Mitch Garvis unpacking how inconsiderate my communication was, and disrespectful to him that I would not even take the time to personally look at his profile.

My communication was so far off the mark that it was ridiculous and made me look like a goofball. 

But the real trouble is that the LinkedIn automation ran unhinged, and I allowed that to happen.

If I had taken a personal approach in connecting with Mitch, I would have seen that he wasn’t in my “target” audience as a marketing leader.

Although, to play devil’s advocate… if it weren’t for the automation, we wouldn’t even be connected PERIOD! 🙂

Ego: Target destroyed

When I started reading Mitch’s blog post, I felt pretty ashamed actually. 

It was a sting of my ego being jabbed, and also an uncommon moment where some very transparent feedback came through the anonymity of the internet and spoke to me personally.

Most of the time, we simply don’t think about who is reading what we say, how the audience will REALLY react, and we just get too caught up in the numbers.

“Look, I made 93 new connections!”

But what good is that if they’re not REAL connections? 

It’s like on Facebook — I don’t think any of us would profess to truly have 900 “friends” in real life. Dang, I probably have like 12 “good” friends myself, and even THAT is probably an exaggeration!

The Response

So after letting this simmer for a moment, I knew that I had a rare opportunity to make things right with Mitch. 

I genuinely felt bad about the interaction, and felt like the best way to proceed was to lift the veil and tell him the truth. Tell him how this interaction even came about in the first place.

I sent Mitch a video response powered by Vidyard’s GoVideo tool… and basically “reacted” to reading his blog, apologized for my error, and explained why we did what we did. 

lead generationI also explained that the Fannit team is just full of people trying to figure all of this out too! And we really never meant to hurt anybody or be a nuisance. 

There’s so much new tech, it’s hard to know how to wield it responsibly, especially when your competitors are not.

Well, it turns out that this response was very well-received! In my act of bringing the humanity back into the reaction, I was able to meet Mitch at a mutual line of communication that transcended social networks.

“Wait, what?”

Let me try again, less verbose. 

Because I was so honest with Mitch about what was going on, and offered up a sincere apology and explanation, I was able to humanize Fannit, myself, and most importantly MITCH — the human on the other end of the interaction all along.

The response

Mitch definitely could have let me go here and say something like, “What a mook.”

But to my surprise, he came back with THIS as a response.

lead gen

And here’s the twist… this time, the blog was a much more positive sentiment that paid tribute to the interaction, and the personal touch in our communication together.

Through simply telling Mitch the truth and treating him like the human being he is, we were both able to turn a negative interaction into a positive one that would live on!

Here is the blog, titled “A Class Act.” I highly recommend reading it! Mitch’s writing style is very free-flowing and fun to read.

My reaction to this new blog

Of course, I never expected to receive much of a response after my video… I considered the fault to be my own, and figured (based on history) that Mitch would probably just carry on and (maybe) block me 🙂 

So seeing this was a wonderful moment! My response below:

social prospectingSo now what?

Mitch and I had a back and forth message conversation, and actually connected by phone some time later to discuss the situation and just get to know each other a bit.

linkedin prospecting

He definitely isn’t a marketer — but his accomplishments could be piled up all the way to the moon. 

Mitch had amazing insights into the long line of tech developments that have led our society to where we are now. He’s been an active technical expert since the Internet was in its infancy.

Watching this entire process from inception sounded fascinating!

He is also very well-traveled, having lived in every possible time zone around the globe during his career. I don’t know anybody else that can say that.

Now, Mitch mainly works as an educator and mentor, passing his experience along to new folks looking to become experts like him and leave their mark on the world.

Consider your reality CHECKED

I wanted to share this experience with you because it was a special opportunity for me to really break “digital character” and get to know somebody as a human.

We get caught up in our marketing tactics and generating “leads” that it can be easy to forget that each person you connect with has a unique trail of experiences that led them there.

In fact, LinkedIn Lead Generation is but ONE tactic that should be part of a whole marketing strategy.

If you need to put together a more well-rounded strategy, definitely review our Ultimate Marketing Plan Guide.

Paying respect to that trail of experiences and treating it with the humanity it deserves will always beat automation that only speaks to people as a category…

However, there is a delicate balance. It is possible to use automated tools and still speak to the human at the other end, even if it takes an extra 1 minute on your part. This is what Fannit aims to do with our LinkedIn lead generation.

And when there is another human being with a lifetime of experiences on the other end… that extra minute is worth it.

LinkedIn Lead Generation Lessons

That’s a wrap though! This is a blog post that was not meant to be about educating you on SEO, PPC, and the like… but to just remind you that we are humans here too, having human experiences.

And every so often when that happens, it’s impactful enough to share.

My experience with Mitch was a good transformative experience. And I’m truly flattered to have been featured in not one, but TWO posts on his blog! So it’s only fair that we highlight him and his expertise here at Fannit!

Thanks for the great story that I get to carry with me, Mitch! And I’m sure we’ll be keeping in touch.

-Evan