Building trust and generating leads on LinkedIn: Metten de Vries’ top tips

Radically Transparent Published: November 21, 2024

Metten de Vries, Senior Enterprise Account Director of Marketing Solutions at LinkedIn, steals the show as he shares his expertise on best practices for nurturing and generating leads on LinkedIn. Metten covers how to balance paid and organic strategies, optimize LinkedIn lead gen forms, and why it’s essential to focus on creating value for your audience.

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Episode Summary

LinkedIn is more than just a social network—it’s a powerful engine for lead generation and relationship building. In this episode, Metten de Vries, Senior Enterprise Account Director of Marketing Solutions at LinkedIn, shares several actionable strategies to help B2B marketers stay focused on building meaningful relationships with their audiences on LinkedIn.

His first tip? Balance is everything. Organic content builds trust and credibility, while paid campaigns amplify reach.

“Organic is the foundation, and paid is used to scale”,

Metten explains.

This synergy is key to sustainable growth and authentic connections with your audience.

When it comes to conversions, Metten emphasizes the power of LinkedIn Lead Gen Forms, which keep users on the platform and help create a more convenient experience in a fast-scrolling, attention-limited environment.

But generating leads is just the beginning. Metten stresses the importance of warming up your audience before asking for their details. Sharing value-packed resources through Document Ads, for example, to build trust and drive higher conversion rates.

Ultimately, Metten shares how it’s all about being a guest on your audience’s timeline: offering relevant, value-driven content that feels authentic and human. Whether you’re crafting organic thought leadership or promoting content with paid ads, the goal remains the same—build relationships that last.

Hot Topics

Paid vs. Organic content: How they work together
Content formats that drive engagement
How to be a meaningful guest on your audience’s timeline

Tune into this episode for more tips on how to build trust and generate leads on LinkedIn!

Meet Metten

Metten de Vries is a seasoned expert in the art of bridging the gap between sales and marketing to drive impactful growth. As Senior Enterprise Account Director, Marketing Solutions at LinkedIn, Metten partners with some of the world’s leading enterprises to help them achieve their strategic marketing goals on the platform.

With a career rooted in driving measurable outcomes, Metten specializes in unlocking the potential of LinkedIn’s unique suite of tools, from Lead Gen Forms to Document Ads, ensuring that brands connect meaningfully with their target audiences.

He empowers B2B marketers to harness LinkedIn’s capabilities for lead generation, audience engagement, and brand growth. Prior to his time at LinkedIn, Metten proudly led the social advertising team at KLM Royal Dutch Airlines.