Home > Store

LinkedIn for Business: How Advertisers, Marketers and Salespeople Get Leads, Sales and Profits from LinkedIn

Register your product to gain access to bonus material or receive a coupon.

LinkedIn for Business: How Advertisers, Marketers and Salespeople Get Leads, Sales and Profits from LinkedIn

eBook (Watermarked)

  • Your Price: $22.39
  • List Price: $27.99
  • Includes EPUB and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    Adobe Reader PDF The popular standard, used most often with the free Acrobat® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.


  • Copyright 2013
  • Dimensions: 6" x 9"
  • Pages: 272
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-304804-7
  • ISBN-13: 978-0-13-304804-9

Increase Your LinkedIn Leads, Sales, and Profits: Attract Higher-Quality Leads, Market More Effectively, Boost Your Sales
This book delivers a complete system for profiting from LinkedIn. Top social media marketer Brian Carter shows you how to use LinkedIn to supercharge your existing business-to-business marketing, advertising, and sales processes, generate more qualified leads, and build sales in powerful new ways! Through case studies, Carter reveals how innovative businesses of all types are achieving amazing results with LinkedIn and teaches specific, actionable lessons you can apply right now. Whether you’re an advertising expert, content marketer, sales professional, PR pro, B2B executive, or social media specialist, LinkedIn offers you far more power than you may realize--and this book will help you leverage all of it!


  • Identify the fastest, easiest ways to profit from LinkedIn
  • Apply today’s 15 most valuable Internet marketing principles to your LinkedIn presence
  • Network for dollars, with this book’s proven six-step relationship-building process
  • Find hot prospects through quick LinkedIn prospecting and introductions
  • Use LinkedIn as a “passive prospecting platform”: Generate more leads without more work!
  • Attract “mega-leads” through LinkedIn Answers, Events, and Groups
  • Strengthen brand awareness and spread key messages
  • Leverage content marketing (infographics and more) to boost brand awareness and generate more leads
  • Accelerate your sales cycle with LinkedIn
  • Improve your lead funnel and ensure that prospects are qualified before they talk to salespeople
  • Establish efficient weekly LinkedIn marketing routines
  • Optimize LinkedIn ad campaigns to maximize clicks, leads, and sales

Sample Content

Table of Contents

Part I: LinkedIn for Business
Chapter 1: Twenty-first Century Sales and Marketing: LinkedIn Meets Marketing, Advertising, and Sales     1

Networking and Business: Face-to-Face and Online     2
Social Media and Revenue     4
The History of LinkedIn     7
Why LinkedIn Is Relevant to Your Business     8
Why LinkedIn Is More Than a Modern Rolodex     9
How Your Advertising, Marketing, and Sales Teams Achieve Goals with LinkedIn     10
LinkedIn Marketing Success Stories     11
Joining LinkedIn Was Worth Nearly Half a Million Dollars     16
Part II: LinkedIn Marketing
Chapter 2: Best Practices: Online Marketing and LinkedIn     19

The History of Online Marketing and Its Best Practices     20
Fifteen Internet Marketing Principles That Apply to LinkedIn     24
Summary     38
Chapter 3: Impressive Employees: LinkedIn Profile Enhancement, Findability, and Thought Leadership     41
Socially Networked Employees Are Influential and Create Valuable Audiences     42
How to Create Impressive LinkedIn Employee Profiles     44
Incorporating Facebook and Twitter     51
Adding Apps to Your Profile     52
Growing Initial Connections     52
Making Sure Employee Profiles Are Visible and Findable     53
Shaping LinkedIn Profiles for Employees     57
Profile Maintenance     63
Summary     63
Chapter 4: Amazing Brands: Company Pages That Grow Business     65
Company Page Setup Tips     69
Promoting Your Products and Services     71
Company Page Analytics     72
Summary     76
Chapter 5: Generating Leads with Content Marketing and LinkedIn Answers, Events, & Groups     77
Content Marketing and Thought Leadership     78
Leveraging LinkedIn Answers for Inbound Leads     80
Participating, Creating, Growing, and Managing LinkedIn Groups     89
Leveraging LinkedIn Events to Promote Your Company     97
Summary     104
Chapter 6: Get It All Done: Your Weekly LinkedIn Marketing Routine     107
One-Time Setup Activities     108
Ongoing Marketing Activities     108
Scheduling It!      110
Summary     114
Part III: LinkedIn Advertising
Chapter 7: Best Practices: Online Advertising and LinkedIn Advertising     115

Advertising Approach #1: Media Buying for Branding Purposes     118
Advertising Approach #2: Direct Marketing and Profitability     119
Advertising Approach #3: A Combination of the First Two Approaches     120
Social Media Advertising     121
Online Advertising Best Practices     122
Comparing Google, Facebook, and LinkedIn Ads     128
Ad Services Through LinkedIn Reps     131
Summary     133
Chapter 8: Win First with Strategy: Inbound Advertising and Marketing with LinkedIn     135
How Does Inbound Marketing Dovetail with Advertising?      136
The Sales Funnel: Advertising, Marketing, and Sales     136
Why Is Marketing Automation Important?      138
Strategies for LinkedIn Advertising     140
Advertising Goals and Metrics     144
Summary     146
Chapter 9: B2B Advertising: How to Create and Optimize LinkedIn Ads     147
Creating Your First Campaign     148
Targeting Audiences     149
Campaign Options     154
What Kind of Results Should You Expect?      156
Chapter 10: Advanced Strategies and Tactics for High-Impact LinkedIn Ads     159
Optimize Your Results by Creating Better Ads     160
Get Better Results with Better Targeting     164
Relevance: Know Your Audience     169
How to Get Better Ideas     171
Supplementing with Facebook and AdWords Ads     174
Part IV: LinkedIn Sales
Chapter 11: Best Practices: Traditional and Modern Sales     175

Sales All-Time Best Practices     176
Best Practices in Twenty-first Century Sales     184
How LinkedIn Changes Sales...or Doesn’t     188
Chapter 12: Salespeople and Social Sales     193
Less Interruption, More Discovery     194
What Is “Social Sales”?      195
What Motivates Salespeople?      197
Chapter 13: Social Sales Prospecting and Making Contact     201
Finding New Customers with LinkedIn     202
The Six Steps of Relationship Building     205
More Ways to Contact New Prospects     209
More Real-world Experiences with LinkedIn Social Sales     210
Part V: Conclusions
Chapter 14: How Advertising, Marketing, and Sales Employees Work Together for Extraordinary B2B Results     213

The Benefits of Teamwork     214
Seven Topics for Team Collaboration     215
For Advertising People: How to Mesh with Sales and Marketing     215
For Marketing People: How to Mesh with Advertising and Sales     216
For Salespeople: How to Mesh with Marketing and Advertising     218
Chapter 15: The LinkedIn Advantage: Five Organizational Shifts That Support B2B Success     221
The Internet Changes Quickly and Often     222
Adopting New Opportunities at the Right Time     222
How Much Change Are We Talking About?      223
Critical Shifts for Your Organization     224
Chapter 16: Social Prospects: The Future of B2B Social Media     229
Ride Every Wave of Opportunity     230
Online Marketing Trends     231
People Trends     236
Summary     239
Index     241


Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020