The B2B Lead Generation Strategy That's 10x More Cost-Effective
If you're running B2B lead generation campaigns, chances are LinkedIn is your go-to platform. Maybe it's your only platform. And why wouldn't it be? The ability to target by job title, company size, and industry seems tailor-made for B2B marketers.
But here's the uncomfortable truth: you're likely overpaying by 800-1000% compared to what's possible with an omnichannel approach.
That's not hyperbole. That's math.
In our latest Podcast we break down exactly why LinkedIn-only strategies are leaving money on the table—and more importantly, how to fix it.
The LinkedIn Trap: Premium Targeting at Premium Prices
LinkedIn's strength is also its weakness. Yes, you can target decision-makers with surgical precision. But you're paying a premium for that privilege.
Consider the cost per thousand impressions (CPM):
LinkedIn: ~$250
Meta (Facebook/Instagram): ~$25
YouTube: ~$10
TikTok: ~$15
Let that sink in. You can serve 10 times the impressions on Facebook with the same budget you'd spend on LinkedIn. Or 25 times the impressions on YouTube.
"When you look at just the cost to serve impressions, you're looking at LinkedIn at upwards of 250 bucks to serve a thousand impressions, where Meta is at 25 bucks, YouTube's at $10, TikTok's at 15," Trout explains. "So you can serve 10 times the amount of impressions on Facebook with the same budget as you can on LinkedIn."
The Secret Sauce: B2B Targeting on B2C Platforms
Now you're probably thinking: "Sure, those platforms are cheaper, but I can't target CFOs and VPs of Operations on TikTok."
Wrong.
This is where the game has changed. Third-party audience targeting tools like Primer have unlocked the ability to find your exact B2B audience and target them across traditional consumer platforms.
Here's how it works:
Step 1: Define Your ICP Just like you would on LinkedIn, you select job titles, company headcount, industry, and even the technology tools companies use. Think of interfaces like Seamless.ai, ZoomInfo, or Apollo—but with the ability to export audiences to multiple channels.
Step 2: Data Aggregation These platforms legally gather publicly available data from hundreds of sources. They start with LinkedIn to identify who works where, then connect to numerous data providers to find personal contact information—specifically personal email addresses and mobile phone numbers.
"There's a lot of data partnerships out there. There's a lot of public data that's out on the web," Trout notes. The crucial difference? "The end result of what the tool does is get the personal phone number and email."
Step 3: Match Rate Magic Here's the key advantage: while business emails typically achieve only 10% match rates on ad platforms (thanks to corporate firewalls and security protocols), personal information can achieve up to 90% match rates.
Why? Because most professionals use their personal Gmail or phone number when signing up for platforms like Facebook, Instagram, and YouTube. That mobile number is tied to two-factor authentication and becomes a reliable identifier across channels.
The Omnichannel Advantage: Meet People Where They Actually Are
Once you've identified your target audience and obtained their personal contact information (legally and ethically), you can now reach them where they actually spend their time—not just where they work.
Think about your own behavior. How much time do you spend actively engaging on LinkedIn versus scrolling Instagram, watching YouTube, or checking Facebook?
Your prospects are the same. They're CEOs watching YouTube tutorials at 10 PM. They're CFOs scrolling Instagram during their morning coffee. They're VPs checking Facebook on the weekend.
"There's just much more reach. There's a lot more people on Facebook and Instagram and Google and YouTube than there are on LinkedIn," Patterson points out. "They're there, but they're typically not the decision makers."
By going omnichannel, you're not just saving money—you're actually increasing your reach and frequency.
The Power of Video at Scale
Video is the secret weapon in this omnichannel strategy, particularly on YouTube.
Why? Because you can get someone to watch a 30-second branded video for less than a penny. Compare that to 28 cents per view on LinkedIn.
"When you know you're reaching that head of accounting or that decision maker in your ICP, and you know they've watched 30 seconds of a video and it only costs you a penny, you have now built an audience so much cheaper than what you could do on LinkedIn," Trout emphasizes.
But it's not just about cost. YouTube users are actively searching and absorbing content, not just doom-scrolling. They're in a different mindset—one that's more receptive to learning and discovery.
The video-first approach serves multiple purposes:
Brand Introduction: The "strongest handshake" with your prospect
Audience Building: Create engaged segments who've watched your content
Retargeting Foundation: Follow viewers with additional messaging across platforms
Once someone watches your video, you can retarget them with testimonials, case studies, behind-the-scenes content, and direct calls-to-action—building the trust and frequency needed for B2B conversions.
The Frequency Factor: Why 7-10 Touchpoints Matter
B2B buying decisions don't happen after a single impression. Research consistently shows prospects need 7-10 touchpoints before they're ready to convert.
On LinkedIn alone, delivering that frequency at their premium CPMs becomes prohibitively expensive. You'd be looking at $250+ per person just to achieve adequate reach.
With an omnichannel approach, you can achieve that same frequency for a fraction of the cost by strategically deploying impressions across platforms:
YouTube: Brand introduction and educational content
Meta: Retargeting with social proof and testimonials
Google Display: Maintaining presence during research phase
TikTok: Reaching younger decision-makers with authentic content
"Once you can retarget, then it's a matter of what are all the things that I need to say to build that trust and when," Trout explains. "That's what really empowers that omnichannel approach that guides the user through their journey."
The Real Math: 8-10x Better ROI
Let's put this all together with a hypothetical scenario:
LinkedIn-Only Approach:
Cost per acquisition: $250
Frequency: 2-3 impressions (budget constrained)
Match rate: 10-20%
Limited reach outside work hours
Omnichannel Approach:
Cost per acquisition: $25-30
Frequency: 7-10 impressions (same budget)
Match rate: 90%
24/7 reach across multiple platforms
Same budget. 8-10x better results.
"If you're only doing LinkedIn, chances are you could be doing eight to 10 times better with the same budget," Trout emphasizes. "And I'm sure that's what a lot of people are struggling with—how can I do better with the same budget?"
Breaking Free from LinkedIn Dependency
The LinkedIn platform isn't going away, and it shouldn't disappear from your marketing mix entirely. It still has value for:
Targeted account-based marketing
High-value prospect engagement
Professional content distribution
Retargeting warmed audiences
But it should be one piece of a larger puzzle, not your entire strategy.
The omnichannel approach isn't just about saving money—it's about reaching your prospects more effectively, delivering your message where they're most receptive, and building the sustained engagement that B2B sales require.
Getting Started: Your Next Steps
Transitioning from a LinkedIn-only strategy to an omnichannel approach requires:
Audience Definition: Clearly define your ICP with specific parameters
Tool Selection: Implement a platform like Primer or similar alternatives
Creative Development: Produce video content optimized for each platform
Funnel Design: Map out your prospect journey across touchpoints
Measurement Framework: Track engagement and conversions across channels
The technology exists. The platforms are accessible. The data is available (and legal). What's missing is simply the knowledge that this approach exists—and the willingness to break free from LinkedIn dependency.
Want to Learn More?
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This article is based on insights from the Click and Mortar podcast hosted by Mike Patterson and Dustin Trout, digital marketing experts focused on helping businesses maximize their advertising ROI.
