Have you ever wondered about how can you use LinkedIn for better lead generation and business development? In this post, I interview Susan Tatum, Partner at The Conversion Company. I met Susan through following her writing on her blog and her work in the LinkedIn community.
Brian: What inspired you to do your work with LinkedIn?
Susan: To fully answer that question, we have to go way back to my college days where – during a miserable year of studying pre-law – I discovered a passion for using communications to get people to do things. With guidance from my counselor, I switched to the Journalism school and began studying advertising and PR. Psychology and persuasion were a significant part of the curriculum.
Then came a couple of decades of marketing positions – mostly in the technology industry. During that time, we saw massive changes in how people communicate — fax machines, email, websites, blogs, mobile devices and, of course, social media. By then I had my own marketing company and at first, I spent a lot of time explaining to my clients – who were all B2B companies – why they didn’t need to run out and get a Facebook page. I had studied it and couldn’t see a way that Facebook could contribute to a complex B2B buying decision.
But it was obvious to me that another significant change was occurring both in how we get information and how we communicate with each other. So I kept my eye on it, and several years ago I saw LinkedIn begin to morph from a job site to a true business networking site. I knew this was big, but I didn’t know how to use it until around 2010 when I found a couple of people who were successfully using LinkedIn to generate leads, but they were focused on internet marketers and solo-preneurs. I contacted them, and together we modified the process to work in more complex selling situations. Since then my team and I have continued to refine and build on the process. [Read more…]