LinkedIn as a B2B Acquisition Channel for an iGaming SEO Agency

LinkedIn is one of the key B2B lead generation channels, including for high-risk industries such as iGaming. This case outlines how the platform can be applied as part of a structured B2B acquisition strategy for an SEO agency.

Project Overview

An SEO agency specializing in iGaming and other high-risk niches decided to test LinkedIn as a new B2B lead generation channel. With no existing presence on the platform, the agency partnered with Cozy Agency to build LinkedIn infrastructure from scratch and launch a structured outreach strategy.

Objective

Attract B2B clients from the iGaming and high-risk industry who are interested in SEO services – using LinkedIn placements and tools as an acquisition channel.

Period

3-month testing contract.

Challenges

• No employee LinkedIn profiles
• No company page or brand visibility
• Newly created accounts with a high risk of restrictions
• iGaming decision makers rarely position themselves openly on LinkedIn

Solution & Strategy

1. LinkedIn Presence Setup and Profiles Optimization

The first and most important step in LinkedIn lead generation is proper optimization of personal profiles and the company page.

On LinkedIn, personal profiles are responsible for lead generation, while the company page supports branding and trust. Ignoring either of these significantly reduces results, especially in high-risk niches.

Cozy Agency recommended starting with three profiles from the sales team and one company page, using the VIP Package designed for multi-profile B2B outreach.

Each profile was fully optimized:

• Clear positioning and service descriptions
• Strong, SEO-focused headlines
• All relevant information has been added to the profile
• Branded background images are used as an additional promotion space for services

Recently, LinkedIn introduced a new feature – Background Image Carousel – which allows adding multiple slides to the profile banner. This feature was used to place more information about the agency’s services and expertise directly in the most visible area of the profile.

2. Account Warm-Up Phase

Since all profiles were new, the next step was warming them up to avoid any restrictions.

This stage included:

• Gradual increase in daily activity
• Engagement with content
• Natural interaction with the platform
  

The warm-up phase took 2–3 weeks, after which active lead generation started.

3. Lead Generation Strategy for SEO agency

With three profiles in place, lead generation was divided by regions:

• CIS
• North America
• EMEA

Together with the client, we defined a clear target audience, focusing on CMOs, Heads of Marketing, Heads of SEO, and Heads of Affiliates.

To find the right people, we actively used LinkedIn Sales Navigator. It helped us narrow the search by industry and region, and work only with profiles that really matched the client’s ideal customer profile. For each profile, three campaign types were launched: Follow and Invite campaigns, InMail campaigns, and Group campaigns.

To make the process faster and more manageable, we used automation tools. This helped handle a larger number of contacts without overloading the accounts, while staying within LinkedIn’s limits.

For each campaign type, we prepared its own message sequence. Messages were adjusted depending on the format and the type of company we were reaching out to, so the communication felt natural and relevant, not like mass outreach.

Many iGaming agencies and companies avoid LinkedIn because they believe that most industry decision makers prefer privacy and are hard to reach using classic LinkedIn filters. Instead of relying on standard approaches, Cozy Agency applied non-traditional audience-building methods. This included keyword-based audience research, working with moderators, leveraging LinkedIn groups and events, and analyzing competitor audiences. This approach made it possible to reach decision makers who are usually not visible through standard LinkedIn targeting.

4. LinkedIn Events and  Groups

Additional focus was placed on working with industry-specific LinkedIn events and thematic professional groups. These spaces were used to identify relevant decision makers, follow industry discussions, and engage with the audience in a natural, non-intrusive way. This helped increase brand recognition and supported outreach.

5. Content

In parallel, regular content publishing was maintained on both personal profiles and the company page. Content helped strengthen brand presence, build trust, and provide additional context during outreach conversations. As a result, overall visibility increased, and response rates during lead generation improved.

Results After 3 Months

Starting from zero LinkedIn presence, the project achieved:

• 240+ MQLs generated through LinkedIn
• 25+ SQLs qualified by the sales team
• 2 closed B2B deals during the testing period
  

This case confirms that LinkedIn can work as a scalable B2B acquisition channel for agencies operating in iGaming and other high-risk niches, even in industries traditionally considered difficult to reach. Compared to other lead generation channels, the difference is clear. Trade shows often come with a high cost per lead and limited volume. Google Ads can drive traffic, but controlling lead quality in high-risk niches is challenging and unpredictable. LinkedIn, on the other hand, allows direct access to decision makers, better control over targeting, and more consistent lead quality — making it one of the strongest B2B channels for agencies.

Looking for B2B Leads in iGaming or High-Risk Niches?

Cozy Agency helps iGaming and high-risk businesses build B2B lead generation on LinkedIn — from profile setup and targeting to outreach and pipeline building.
If you’re looking for a structured way to find B2B clients and partners, our team can help you turn LinkedIn into a working acquisition channel.

👉 Get in touch with Cozy Agency to discuss your goals(lead generation for seo agency) and see how LinkedIn can work for your business.