LinkedIn Beefed Up Its Lead Gen Forms Offerings

Marketers that have used Lead Gen Forms have lowered their average cost per lead by more than 20 percent

LinkedIn Tuesday announced several updates to the Lead Gen Forms for Sponsored Content that debuted in April.

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.

LinkedIn Marketing Solutions senior product managers Jack Moore and Vasudha Mithal announced in a blog post Tuesday that marketers that have used Lead Gen Forms have lowered their average cost per lead by more than 20 percent, and they introduced the following new features:

  • Lead Gen Forms for Sponsored InMail: Moore and Mithal said open rates for Sponsored inMail are “commonly above 40 percent,” but the extra step of filling out forms on landing pages led to the drop-off of some prospects, adding that Lead Gen Forms for Sponsored InMail enable marketers...
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