LinkedIn Unveils Lead Gen Forms for easier lead collection

LinkedIn Lead Gen Forms could dramatically improve form fill rates.

LinkedIn has launched LinkedIn Lead Gen Forms, a new solution that could help marketers drive even more high-quality leads from their Sponsored Content campaigns by removing the main barrier to mobile conversion – making someone complete a clunky contact form on a smartphone.

For many marketers, collecting quality leads is hard, noted Divye Khilnani, LinkedIn product manager. “On mobile, it’s even harder,” he added. “That’s because most people don’t want to complete a form on a brand’s mobile website to access a piece of content. Just think, when was the last time you got excited to fill out a form on your phone?”

500 millions professionals

Lead Gen Forms are said to make it easy to collect leads from the nearly 500 million professionals, influencers, and business decision-makers who use LinkedIn. When members click on an advert, their LinkedIn profile information automatically populates an in-app form that they can submit immediately, without having to type in their info by hand.

Khilnani explained: “Once someone submits a Lead Gen Form, you’ll get a comprehensive lead record that can include that person’s name and contact info, company name, seniority, job title, location, and more. Because this lead data comes from the member’s up-to-date LinkedIn profile, it is typically more accurate and complete than what you’d get from traditional website forms – where people can enter false or partial information.”

After form submission, marketers can present members with an in-app “thank you” page that immediately connects users with their content or sends them to the marketer’s site to learn more.

Khilnani added: “Lead Gen Forms are an important milestone in our continued efforts to help marketers drive even greater ROI from their lead gen campaigns, and they build on our introduction of native ad conversion tracking last year. With each step we take, we aim to make it simpler to build your business, measure your return, and optimise for the results that matter with LinkedIn Sponsored Content.”

Fareed Raja, digital channel manager at Jack Welch Management Institute, a leading online education institution, said: “Lead Gen Forms provide a frictionless way to reach out to customers. Within a matter of minutes, you can create a campaign and start generating quality leads.

“We’ve received great feedback from our admissions team as well as the prospects themselves.”

Ashley Hirschbek, senior digital marketing specialist at agency LEWIS Pulse, said: “LinkedIn Lead Gen Forms have dramatically improved our target users’ experience with amplified content, as well as our form fill rates. It’s the optimal ad unit to get the best bang for your lead-gen buck.”

LinkedIn Lead Gen Form features:

Exceed demand gen objectives: 90% of the 50 customers surveyed from LinkedIn’s pilot beat their cost-per-lead (CPL) goals. They also saw lower CPLs with Lead Gen Forms compared to their standard Sponsored Content campaigns.

But it’s the quality of the leads that LinkedIn’s customers say they value most: LinkedIn’s professional audience and accurate profile data help them collect leads that are more likely to convert into qualified prospects or sales opportunities.

Measure ROI: LinkedIn’s reporting tools in LinkedIn Campaign Manager track key metrics like CPL, form fill rate, and other important data points to measure the value marketers are getting from their ad spend. In the near future, LinkedIn also plans to include demographic reports that show the exact number of leads marketers are getting from specific audience segments.

Easily manage leads: With Lead Gen Forms, marketers can download lead lists from Campaign Manager or sync leads with the marketing automation or CRM system of their choice through LinkedIn’s partners Driftrock and Zapier. Soon, marketers will also be able to send their lead data directly to their Marketo, Oracle Eloqua, and Microsoft Dynamics 365 accounts.

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