Performance marketers looking for new leads know that there are many ways to connect with prospects. Lists of prospects from specialists and incoming leads from content marketing are just a few ways to attract customers.
But almost everyone with a LinkedIn account knows that there are some other methods that some B2B marketers use: cold outreach messages. You got it. “Dear Sir,” if you are a woman. “Marketers like you can benefit from our software” if you are a journalist. “Let’s set up a time to talk” if you do not intend to call this number provided.
Performance marketing experts and LinkedIn’s in-house pros shared some thoughts on why this is happening and what marketers should be doing instead.
Why Spam Professionals on LinkedIn?
Email marketing strategy consultant Jeanne Jennings has previously said she would make calls and think the outlook for cold messaging on LinkedIn is similar. The ability to address exactly the target group a company is looking for can be free. But she says it’s similar to email marketing.
“Many companies have quotas on how many new contacts sales reps have to make on a daily, weekly, or monthly basis,” she said. “LinkedIn makes it easy to identify people you don’t know who might fit your target audience – and can help a seller meet their quota.”
Stephen H. Yu, president and chief advisor of Willow Data Strategy, said the people trying to get customers through cold messaging are either desperate or they don’t know what they are doing.
“Another reason is that the price of locking on LinkedIn appears to be lower than the price of legitimate B-to-B data from reputable compilers to prospect,” he said. “You’d think about why not just use basic filtering and use data that is available on LinkedIn.” The risk is that unsolicited LinkedIn messages will be ignored and blocked. “
The fact remains that many professionals connect with spammers. Because despite LinkedIn’s advice to only connect with people you know, accounts can have up to 30,000 first-degree connections. Nobody knows 30,000 people personally.
With in-person events on hold, marketers meet potential customers online
Performance marketers used conferences, events, and networking meals to meet viewers in person. So, follow LinkedIn’s advice to connect with people you know. Research by the 614 Group shows that marketers miss these gatherings very much. Marketing professionals said that not only did they catch up on the latest developments in their professions, but most importantly, they craved events to “meet new business and prospects to generate leads (64.4%)”.
Gartner notes that “digital channels will be nearly 80% of the budget in 2020,” as this audience is primarily at home and online. And even if other aspects of marketing budgets decline, technology and digital channels will withstand cuts in 2021.
“CMOs spend nearly a quarter (22%) of their marketing budget on digital advertising (13.5%) – including ads, video, or advertising on social media or platforms like Amazon – and on paid search,” reported Gartner. “Another 59% go to own and earned digital channels such as social marketing, website, SEO and mobile marketing.”
As marketers know who connect with members of their target audience on LinkedIn, the platform gives them access to the # 1 lead generation channel: email. Connections can generally see each other’s email addresses under Contact Information. Research from PFL and Demand Metric shows that 90% of marketers use email marketing in their lead generation strategies and 84% use social media marketing.
Most Americans haven’t made new friends in five years