LinkedIn enhances Lead Gen Forms for marketers

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LinkedIn has added three new enhancements to Lead Gen Forms to boost reach and response. The features will give audiences an easier way to submit information through pre-filled forms with a few clicks.

Lead Gen Forms allows marketers to gather data from subscribers to their demos, ebooks, newsletters, and more, while protecting their privacy. It has cut 30 percent of expenses in cost-per-lead, according to the company.

The new enhancements will continue to drive ROI for LinkedIn’s lead gen marketers: bid auto-optimization, desktop delivery, and accessible lead management.

Bid Auto-Optimization

LinkedIn has expanded bid auto-optimization to cover Lead Gen Forms.

Marketers can start using auto-optimization in Campaign Manager next week at a better price.

First, you select Lead Form Submissions on the Bid and Budget page. Then, 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.

 

linkedin bid auto-optimization lead gen forms

 

Bid auto-optimization is a bid option for Sponsored Content with conversion tracking enabled.

If you choose objective-based bidding for your Sponsored Content campaign, and Website Conversions as your objective, the campaign will use enhanced cost per click as the default bid option for auto-optimization.

Desktop Delivery

This enhancement pops up when the Lead Gen Forms option is clicked.

Auto-filling Lead Gen Forms helps mobile users when typing details is time-consuming. Extending this to desktop users gives businesses an easier way to reach people. It fits organizations with more traffic from desktop users.

 

linkedin desktop delivery lead gen forms

Accessible Lead Management

LinkedIn has made it easier for SalesForce Sales Cloud and Microsoft Dynamics 365 users to access Lead Gen Forms data.

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.

Microsoft owns LinkedIn so the integration with Dynamics 365 should be seamless. While the two operate separately, we expect to see more product integration between the two.

LinkedIn launched Lead Gen Forms in April last year to good responses.

Businesses who used Lead Gen reduced costs per lead. The increased usage on mobile devices is also providing new channels for businesses to connect.

LinkedIn says it will add more Lead Gen Form features over the next few months.


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Author: Francis Rey

Francis is a voracious reader and prolific writer. His work appears on SocialBarrel.com and several other websites, covering social media, technology and other niches.

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