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

Auto-populating fields speeds the process and lowers drop-off LinkedIn

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 to boost conversion rates while collecting lead data including names, email addresses, job titles, company names and “select other fields” from LinkedIn profiles. According to Moore and Mithal, open rates in the professional network’s beta-test were an average of three times higher than those for standard landing pages. Lead Gen Forms for Sponsored InMail will roll out this week.

  • Custom questions: Marketers can now add custom questions to Lead Gen Forms—up to three custom question fields, as well as a blank field for open-ended questions. This feature works for both Sponsored InMail and Sponsored Content.
  • Lead Gen format for Dynamic Ads: Moore and Mithal said Dynamic Ads deliver double the click-through rates of standard display ads, and this new format enables marketers to “instantly generate leads and enable content downloads—such as the download of an ebook or white paper—directly from the ad unit itself. In just a couple of clicks on your Dynamic Ads creative, members can send you their full name and email address without ever having to type their info by hand. Once someone submits their information through the ad unit, your content will automatically start downloading to their desktop.” These ads are currently available via LinkedIn account representatives.

Leads can be accessed directly via LinkedIn Campaign Manager or by leveraging the professional network’s partners—those currently supported are Zapier, Driftrock, Oracle Eloqua, Marketo and Microsoft Dynamics 365—to add leads to marketing-automation or customer-relationship-management systems. David Cohen is editor of Adweek's Social Pro Daily.