LinkedIn 4x Better for B2B Leads than Facebook or Twitter

Posted on April 29th 2012

LinkedIn 4x Better for B2B Leads than Facebook or Twitter

I presented at the LinkedIn #B2BConnect 2012 event on April 17, 2012 in Mumbai, India. A few weeks ago as I was preparing my talk, I asked my friends at HubSpot if they had any data on the effectiveness of LinkedIn that I could share with my audience. Rebecca Corliss came through with some awesome new data which I am releasing for the first time here.

Hubspot linkedin 1In a study of 3,128 HubSpot B2B customers, LinkedIn generated the highest visitor-to-lead conversion rate at 2.60%, four times higher than Twitter (.67%) and seven times better than Facebook (.39%).

The methodology was a data dump of all of HubSpot customers' social media traffic and leads collected through the HubSpot system in 2011. From there, data was segmented to look at B2B companies that had generated visits and leads from social media. Companies that generated less than two leads in the year were excluded from the sample.

Lead generation with LinkedIn

This data clearly shows that LinkedIn is a good lead source. But few B2B companies use LinkedIn to its full potential.

To help you, HubSpot has published a free ebook Learning LinkedIn From the Experts: How to Build a Powerful Business Presence on LinkedIn. In it, five LinkedIn specialists provide insight into how you can use LinkedIn to successfully grow your network and business. Or just check out the HubSpot LinkedIn company page to see the potential of what LinkedIn can do.

Disclosures: I am on the HubSpot board of advisors and I serve as Marketer in Residence for the company. I was paid to speak at the LinkedIn #B2BConnect 2012 event.


David Meerman Scott

Marketing strategist, keynote speaker, and bestselling author of 8 books including "The New Rules of Marketing & PR" (now in 25 languages), "Marketing Lessons from the Grateful Dead" and "Newsjacking".

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Meir Bulua
Posted on April 30th 2012 at 9:56AM

Most people have always thought the biggest value of LinkedIN was job searches and placement.  The reality is that for networking and lead generation purposes, LinkedIN could probably be your most valuable tool.  This blog post details some thoughts and stories on this success -

Robin Carey
Posted on April 30th 2012 at 11:34AM

Good stuff, David, and thanks for sharing.  We'll look at this topic tomorrow, by the way, during our webinar on B@B social - y'all come.

Posted on April 30th 2012 at 2:02PM

Thank you for following up with this data. Twitter and Facebook are useful lead generation sources but we agree, LinkedIn does produce higher quality leads for B2B companies. The most important thing to keep in mind is to focus on the channel that makes sense to your customers. Thanks again for this!

Posted on April 30th 2012 at 2:13PM



Thanks for sharing this.  Exactly what i have been telling some B2B prospects and clients.  They need to fully leverage and take advantage of the power inside LinkedIn.


LinkedIn is not just for networking and job hunting - although I teach a group of job hunters LinkedIn's tactical use in a job hunt as well. LinkedIn has great potential for B2B businesses to create partnerships/relationships, brand visibility, build Subject Matter Experts from a company within an industry and generate leads if the Company page is fully utilized.

Mobila Bucuresti
Posted on May 2nd 2012 at 2:04PM

The real value is (or will be) the highly detailed profile information on those in the network. As a marketer, targeting companies of a certain vertical with a certain title within a certain age group is invaluable.

Posted on May 2nd 2012 at 2:20PM

LinkedIn is a truly great way to connect with other professionals in the same industry. LinkedIn allows you to join groups that are relevant to your business, as well as promote events with others in the industry that you may not be able to reach otherwise. Similar to other forms of social media – if businesses are not utilizing LInkedIn to its full potential, they are surely missing out.