MARKETING AND SALES STRATEGIES

LinkedIn 4x better for B2B leads than Facebook or Twitter says HubSpot study

Posted by David Meerman Scott 05:54 PM on April 16, 2012

I'm presenting at the LinkedIn #B2BConnect 2012 event today - 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 am being paid to speak at the LinkedIn #B2BConnect 2012 event.

David Meerman Scott

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