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Winning Leads And Clients On Linkedin: A Strategic Framework For B2b Growth And Profile Optimisation

Author

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  • Nikola JOVIĆ

    (Singidunum University, Belgrade, Serbia Author-Name Jelena GAJIĆ
    Arcadis Mobility Germany GmbH, Frankfurt, Germany)

Abstract

This paper offers authors LinekdIn framework and explores the strategic use of LinkedIn as a platform for B2B lead generation and client acquisition. Though it is the biggest professional network in the world, many companies and individuals’ underuse or ignore LinkedIn because of ignorance of its strategic possibilities. By means of a hybrid research strategy comprising longitudinal platform analytics, a survey of 12 LinkedIn profiles, and autoethnographic insights, this study reveals main success drivers: profile clarity, content consistency, focused communication, and organized funnel design. Correlation analysis shows that perceived trust and profile understanding are much influenced by aspects such banner usefulness and headline clarity. Comparative data over two years show that using a disciplined LinkedIn approach greatly increases lead flow and engagement. Not only a social presence, the report ends with useful, research-based advice for people looking to use LinkedIn as a company development engine.

Suggested Citation

  • Nikola JOVIĆ, 2025. "Winning Leads And Clients On Linkedin: A Strategic Framework For B2b Growth And Profile Optimisation," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(5), pages 123-137, November.
    • Handle: RePEc:rom:bemann:v:15:y:2025:i:5:p:123-137
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    References listed on IDEAS

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    1. Fraccastoro, Sara & Gabrielsson, Mika & Pullins, Ellen Bolman, 2021. "The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs," International Business Review, Elsevier, vol. 30(4).
    2. Mora Cortez, Roberto & Johnston, Wesley J. & Ghosh Dastidar, Ayan, 2023. "Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?," Journal of Business Research, Elsevier, vol. 155(PA).
    3. Ruxandra-Irina POPESCU & Ovidiu-Iulian BUNEA & Georgiana-Alexandra MEDINȚU & Elena-Cătălina MAZILU, 2021. "The Impact Of Online Marketing In The Promotion Of Universities In The Context Of The Covid-19 Health Crisis," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(5), pages 91-102, October.
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