LinkedIn launches Lead Gen Forms, a new way to drive high-quality leads from Sponsored Content

LinkedIn today highlighted that that 80% of member engagement with Sponsored Content happens on smartphones. The old contact forms approach is not very user-friendly as the members have to type in all their details to fill the form you have created. LinkedIn today announced the launch of Lead Gen Forms, a new effective way to drive high-quality leads from Sponsored Content campaigns. Using the Lead Gen Forms, you can collect leads from the nearly 500 million LinkedIn network members with ease. When members click on one of your Lead Gen Forms, their LinkedIn profile information automatically populates an in-app form that they can submit instantly.

  • 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.
  • 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.

Sponsored Content campaigns running with Lead Gen Forms will only be available on the LinkedIn mobile app, but LinkedIn will expand it to desktop campaigns in the coming months. LinkedIn is also planning to allow advertisers use Lead Gen Forms on Sponsored InMail campaigns, for both mobile and desktop, later this year.

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