For many marketers, collecting quality leads is hard. On mobile, it’s even harder. 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?
Today, we’re excited to launch LinkedIn Lead Gen Forms, a new solution that helps you drive even more high-quality leads from your Sponsored Content campaigns by removing the main barrier to mobile conversion: making someone complete a clunky contact form on a smartphone.
Lead Gen Forms make it easy to collect leads from the nearly 500 million professionals, influencers, and business decision-makers who use LinkedIn. When members click on one of your ads, their LinkedIn profile information automatically populates an in-app form that they can submit instantly — without having to type in their info by hand.
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, 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.
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 optimize for the results that matter with LinkedIn Sponsored Content.
With Lead Gen forms, you can:
Exceed your demand gen objectives: Ninety percent of the 50 customers surveyed from our 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 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 ROI: 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 CRM 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, Oracle Eloqua, and Microsoft Dynamics 365 accounts.
“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,” said Fareed Raja, digital channel manager at Jack Welch Management Institute, a leading online education institution. “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, adds, “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.”
“Our Sponsored Content campaign had very specific objectives. We were hosting a webinar on the rising threat of fraud to engage with our customers and to generate leads from professionals interested in our solutions.” said Micah Thompson, Marketing Automation Manager at Experian. “Adding lead generation forms to the campaign made it easier, quicker and more intuitive for busy professionals to access our content. The impact was an uplift of 51% on lead conversion rate compared to the standard customer journey through sponsored content. Plus we achieved an increase in the number of leads from our most relevant markets by 16%.”
Given that 80% of member engagement with Sponsored Content happens on smartphones, we are confident that a mobile-first approach to Lead Gen Forms will offer advertisers the best results. At launch, Sponsored Content campaigns running with Lead Gen Forms will only be served on the LinkedIn mobile app, but we’ll expand that capability to desktop campaigns in the coming months. We will also let advertisers use Lead Gen Forms on Sponsored InMail campaigns, for both mobile and desktop, later this year.