LinkedIn for B2B Prospecting

MarketingProfs penned an article on how recent research shows that LinkedIn is the top social media tool for B2B marketers. This report was very timely, as today I gave a presentation to a group of about 12 vertical business development managers on how to use LinkedIn for relationship building, professional development and prospecting.

I think you can successfully overcome the 1st obstacle if you have already overcome #2 and #3… and measure performance at an aggregate level… you can then leave it up to the sales person or business development person to determine how much they should use LinkedIn as a tool to contribute to their own success, and so long as they meet their success metrics, they know they are leveraging the tool effectively. Of course you could always track how many cold connections turn into sales.

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