Introducing 3 New LinkedIn Lead Gen Form Enhancements

New Enhancements Will Drive More ROI for Your Lead Gen Forms

May 2, 2018

colleagues checking out linkedin's new lead gen form auto optimization features

A year ago, we set off on a mission to make it even easier for marketers to collect more leads from their LinkedIn campaigns with the introduction of LinkedIn Lead Gen Forms. This offering makes it easy for your audience to submit their information through forms that can be pre-filled in a couple of clicks.

By adding a Lead Gen Form to their Sponsored Content or InMail campaigns, marketers can collect accurate lead data from people who sign up for their ebooks, demos, newsletters, and more, all in a way that protects member privacy. To date, customers using Lead Gen Forms have reported a 30% reduction in cost-per-lead.

Today, we’re happy to announce three enhancements designed to continue driving ROI for our lead gen marketers: bid auto-optimization, desktop delivery and accessible lead management.  

Bid Auto-Optimization for Lead Gen Forms

Want to get more bang for your lead gen “buck”? We have expanded our bid optimization tools to include Lead Gen Forms. Next week, marketers will be able to use automatic optimization in Campaign Manager to get more leads for a better price. When you select “Lead Form Submissions” on the Bid and Budget page, Campaign Manager will auto-adjust your bid to serve your Sponsored Content with a Lead Gen Form to more members who are more likely to submit a form. A Director of Marketing at Oracle adds,

When we enabled lead-gen bid optimization, we saw an awesome 36% decrease in cost-per-lead, which we were very happy with.

Marketers in our beta have also seen strong results so far: an average 30% increase in lead form submissions and a 23% decrease in cost per lead.

Desktop Delivery

Getting people to fill out a form is hard -- especially on mobile. This is why we took a mobile-first approach when we first launched Lead Gen Forms. We’re happy to share that Sponsored Content Lead Gen Form campaigns now serve to members visiting LinkedIn on the desktop, further enabling marketers to convert their audiences at scale on LinkedIn.

Accessible Lead Management

You can easily manage your leads by either downloading lead lists from Campaign Manager, or setting up a direct integration with your preferred marketing automation or CRM provider. Marketers can now send their lead data directly to two new partners: Salesforce Sales Cloud and Microsoft Dynamics 365, making lead management even easier for you and your sales teams. To set up an integration with one of our partners, visit our Help Center.

Over the next few months, we'll be introducing additional features to help you get the most out of your lead gen campaigns on LinkedIn. Ready to start getting leads now? Sign into Campaign Manager and create your first Lead Gen Form today.