The world of B2B Direct Marketing has definitely moved on..Lists, email marketing, telemarketing, segmentation...they all have varying degrees of success...but Linkedin combines the best elements of all these mediums.
The Business networking site seems to have hit a critical mass and for B2B Marketers it can be gold! It's a living breathing list perfect for a B2B sales/marketing organisation looking to prospect for new business.
Although site Advertising is only available to US firms there are still a number of zero cost avenues for using this 'super list' for those in and out of the US.
- Join groups and email your contacts within that group (eg. Advertise 'x' event, seek an introduction)
- Use the 'company' filter to research contacts
- Pay to send 'Inmail' if you can't drum up enough contacts to 'reach' your targets
- Integrate linkedin with Salesforce.com through the salesforce app exchange
- Use it to clean prospect lists or update existing contacts who might have changed jobs before you telemarket
I have used it with great success to attract IT professionals to events using our sales guys contact lists and a personal note from the sales guys.
If you are in B2B marketing what have you got to lose!
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