LinkedIn streamlined the process of collecting quality leads from the professional network with Tuesday’s introduction of LinkedIn Lead Gen Forms.
LinkedIn Lead Gen Forms eliminate one of the major obstacles to conversions—relying on users to fill out contact forms, which is even more difficult on mobile devices—by auto-populating an in-application form with information from users’ LinkedIn profiles and allowing them to instantly submit those forms.
Divye Khilnani, who works on product management for the professional network, wrote in a blog post that 80 percent of engagement with LinkedIn Sponsored Content occurs via smartphones, adding that Sponsored Content campaigns incorporating LinkedIn Lead Gen Forms will only be served via its mobile app, but it will be expanded to desktop “in the coming months.”
He said LinkedIn Lead Gen Forms will be extended to Sponsored InMail campaigns on mobile and desktop later this year and wrote in a blog post:
Once someone submits a Lead Gen Form, you’ll get a comprehensive lead record that includes 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, you can present members with an in-app “thank you” page that immediately connects them with your content or sends them to your site to learn more.
Khilnani also outlined tasks that can be accomplished using LinkedIn Lead Gen Forms:
Exceed your demand gen objectives: 90 of the 50 customers surveyed from our pilot beat their cost-per-lead goals. They also saw lower CPLs with Lead Gen Forms compared with their standard Sponsored Content campaigns.
But it’s the quality of the leads that our 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 your return on investment: Our reporting tools in LinkedIn Campaign Manager track key metrics like CPL, form fill rate and other important data points to measure the value you’re getting from your ad spend. In the near future, we’ll also include demographic reports that show the exact number of leads you’re getting from specific audience segments.
Easily manage your leads: With Lead Gen Forms, lead management is seamless.
You can download lead lists from Campaign Manager or sync leads with the marketing automation or customer-relationship-management system of your choice through our partners, Driftrock and Zapier. Soon, marketers will also be able to send their lead data directly to their Marketo, Eloqua and Microsoft Dynamics accounts.