Increasing Efficiency & Reducing Costs: The Perks Of Automating Outreach On LinkedIn For B2B

Automation is becoming more and more prevalent in our daily lives. From microwaves to push notifications, individuals and business owners reap the benefits of automation every day. When it comes to outreach, marketers are finding that automation reduces costs on all platforms.

However, nothing is more impactful for B2B outreach than LinkedIn. 79% of B2B marketers see LinkedIn as a great lead generation source, and 90% reduce cost per lead with LinkedIn lead generation forms. When you combine LinkedIn and automation, the results are extraordinary.

So, why is LinkedIn so effective? How can your business use this platform to generate more leads in a cost-effective way? How can automation improve your business? Let’s take a look.

Why B2B Marketers Use LinkedIn

LinkedIn is considered a demand generation marketing channel for buyers who want to narrow down their options. It’s estimated that 70% of the buyer’s journey is complete before your customer service staff is contacted, and you’ll want to get on their shortlist to sell to them.

With LinkedIn, you can put your brand in front of vetted buyers. Can’t you just do that with any platform? Maybe, but LinkedIn is the best option for B2B lead generation because:

• LinkedIn Provides Context: Most of the people you’ll interact with on LinkedIn are business owners. Whereas, Instagram and Facebook are typically used to show off pictures of your personal life, startups primarily use LinkedIn to interact with businesses.

• LinkedIn Offers Precise Targeting: LinkedIn has a built-in ad targeting system that only shows your marketing material to potential leads. Their targeting options are virtually limitless, as you can narrow down customers based on hundreds of attributes.

• LinkedIn Uses Your Data: If you aren’t sure who you should be targeting, you can upload a list of emails that will match you with specific profiles. LinkedIn also offers suggestions for targeting customers based on your current connection list.

• LinkedIn Has Ad Objectives: On LinkedIn, you can create ads based on the end result. For example, you can set up ads that take your connections to your website. You can also use these ad objectives for InMail, single-image ads, video ads, and text ads.

• LinkedIn Leverages Your Employees: Your business can leverage your employees for social proof, reviews, and other initiatives. Since your employees are tied to your organization on their profiles, customers can speak to your employees directly.

Marketers should however, choose the best CRM for their needs before implementing a marketing strategy. 

Since a CRM stores customer data, you can use this tool to find your audience and improve your lead generation strategy. Plus, you can integrate most CRMs into your other LinkedIn automation tools, like SalesFlow, to improve the efficiency of your marketing campaigns.

Why B2B Marketers Should Use a LinkedIn Automation Tool

According to a Marketing Automation Survey report, 75% of all companies are already using one kind of automation tool. It’s likely this number will increase as businesses become more comfortable with this technology or when companies realize they can’t keep up with demand.

To stay competitive in your industry, you need to automate some of your processes, but you can’t just use automation tools that only provide raw data or eliminate the human touch.

Most LinkedIn automation tools have to appear human because they need to avoid spambots. 

LinkedIn has a strong filter that detects spam, so you’ll need to make genuine connections if you want your automation tools to be effective. Not only that, but LinkedIn automation tools offer real-time data for sales campaigns you can use to improve your lead generation strategy.

Marketers will use LinkedIn automation tools to analyze suitable profiles and send automated invites or connection requests with a personalized message. That means your teams won’t have to search across multiple profiles for warm leads or write hundreds of messages a day.

The benefits of using LinkedIn automation tools are significant. In the next section, we’ll go over what those benefits are and how you can use automation tools to grow your business.

The Benefits of Using LinkedIn Automation Tools for B2B

LinkedIn automation is growing in popularity because these tools allow you to connect with others safely while you expand your network. There are several reasons to use these tools.

1. Automation Tools Free Up Time and Resources

There never seems to be enough time in the day to market your business, and most startups don’t have the cash flow to hire a larger team. LinkedIn automation can build your network and professional bonds without direct engagement, research, analysis, or follow-up messages.

Since LinkedIn automation eliminates most tedious or time-consuming tasks, your marketers can spend more time on the human aspects of marketing. Your marketers will be able to speak to your connections on a more personal level, making your campaigns more effective.

2. Automation Tools Eliminate Spam and Customer Frustrations

LinkedIn has tried to eliminate automation from the platform, but they haven’t been successful. After a bout of bad press from the Guardian, LinkedIn attempted to ban automation tools because they were often spammy. It’s clear that LinkedIn takes spam very seriously.

For these reasons, most well-reviewed LinkedIn automation tools mimic human behavior and reduce spam by blocking the number of messages and connection requests you can send. 

Modern automation tools are designed to work within the platform's limits, meaning your campaigns will come off as less robotic.

Businesses are savvier than non-business owners when it comes to marketing, so copy-paste messages aren’t going to cut it. Thanks to LinkedIn automation, you get the best of both worlds: a platform that performs outreach for you without turning away potential customers.

3. Automation Tools Offer Precise Targeting Features

Finding the perfect recipients for a lead can be challenging, even with LinkedIn’s precise ad targeting features. You still have to set up these campaigns yourself and research the people you want to target, which takes up a lot of your time, money, and resources. 

With automation, you can find highly qualified leads quickly. By applying advanced filters and keywords, you can narrow your search down even further. Plus, automation tools have more advanced analytics software that can offer a detailed overview of your finished campaigns.

4. Automation Tools Expand Your Network For You

Marketers use automation across the LinkedIn platform to build their network. Here are some features that are included in most LinkedIn automation software that improve your reach:

• Post scheduling

• Liking, sharing, or engaging with posts

• Direct messaging on InMail

• Joining LinkedIn Groups

• Searching for connections

• Adding connections

In the end, automation tools leverage outreach and brand awareness while building your network. The right LinkedIn automation tool can improve the reach and quality of your content. If you want to start your content marketing journey, LinkedIn automation tools can help you.

5. Automation Tools Compound Your Connection Growth

Since LinkedIn caps the number of messages and connection requests you can send per day, you can’t use automation tools solely for this reason. There’s also a limit to the amount of 1st-degree connections you can have, 30,000 to be exact, but there’s no limit on followers.

Automation tools can help you compound your connection growth, whether you’ve reached your limit or not, by visiting other profiles based on keywords. Most LinkedIn users will check out your profile if they saw you viewing it, making it more likely they'll send a request or follow you.

Even if they don’t connect with you, they’ll at least look at your industry and the product you’re selling. Either way, more eyes will be on you, your business, and your products.