Zuzanna Sarapata

It is said that around 80% of B2B leads worldwide come from LinkedIn. Is this true?

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    Citing some unspecified sources, LinkedIn in its ads blog boasts that 80% of B2B leads from social media come from LinkedIn. Is this true? Let's try to analyse whether this is possible.

    What we already know for sure is that LinkedIn's popularity in individual countries is growing. In the US, out of a population of 332 million, more than 189 million have a LinkedIn account which represents 57% of the population. In the UK, out of a population of 67 million, 32 million are on LinkedIn, which is 48%. Out of 38 million Poles, 4 million have an account, meaning saturation reaches only 10.5%. Despite the discrepancy in LinkedIn's popularity among the population, in each of the cases given, we can conclude that almost all decision-makers have a LinkedIn account. Looking further, we note that this phenomenon applies to the capitalist part of the world, and that it is the free market that relies on the process of acquiring and heating up leads.

    Why is this happening?

    Another aspect to look at is the ability of marketers and salespeople to accurately build a list of people who fit the criteria of the lead. For B2B activities, LinkedIn is always the first choice, as the portal's mechanisms allow such a list to be created in just a few minutes. Facebook, Google, Instagram or other global platforms do not collect users' professional data, which makes targeting company decision-makers simply unsuccessful.

    LinkedIn is therefore the tool with the greatest precision and the greatest reach, so its dominance in the B2B lead market is obvious. We can therefore conclude that the portal rightly boasts that 4 out of 5 B2B leads originate from LinkedIn.

    You can find out how to measure the effectiveness of your LinkedIn investment in my next article.