With over 116 million users, LinkedIn is a professional social network that can no longer be pushed aside by B2B executives. B2B organizations have always maintained a slight aversion to social media platforms such as Facebook, Twitter, and LinkedIn. With questions circulating about the ROI of these formats, B2B marketers have been well founded in their hesitation to invest substantial portions of their marketing budgets in this space. However, as more and more evidence has become available, the significance of LinkedIn for B2B companies has become apparent.
Lead generation remains at the forefront of many B2B organizations