Lead generation is the lifeblood of B2B sales. Strategies to support sales for our B2B clients typically start with locating “the who” – the prospective buyers for what our clients are selling. Using LinkedIn, our display campaigns can reach these buyers by job title and other filters; we also work with the profiles of our client’s sales personnel, along with LinkedIn’s Sales Navigator, to generate connections that can then be nurtured through email campaigns. To encourage a prospect to provide an email address, we develop materials that lead our targets to request a download, in exchange for providing their email addresses. These downloadable assets, available through a landing page, can take the form of whitepapers, e-books, interactive quizzes, videos, and infographics. Here’s a recent sample, for Clarity Benefit Solutions, a SullivanPerkins client that markets to health plans nationally: