LinkedIn earlier this month introduced a new solution for its advertisers, called the LinkedIn Lead Gen Form. This solution was created to enable marketer with the ability to collect quality leads across all device types, especially handheld devices like Mobile.
Lead Gen Forms makes it easy for marketers to collect comprehensive lead record as the in-app form populates information like the person’s name and contact info, company name, seniority, job title, location, and more from their profile once a user clicks on one of the ads. Because this lead data comes from the member’s up-to-date LinkedIn profile from nearly 500 million professionals, influencers, and business decision-makers using LinkedIn.
Post the form submission, marketers have the option of presenting an in-app “thank you” page to the user that helps them get redirected to the desired website, eBook, case study, or another destination page of their choice for more information.
Here is a small video by LinkedIn to help understand how it works –
I am sure this new solution from LinkedIn must be ringing bells for most of you as this is a feature that Facebook has been providing for a long time now.
Nevertheless, LinkedIn Lead Gen forms would be really helpful for B2B marketers due to the platforms strong capabilities & huge user base. The only challenge I see with this new solution is marketers capturing a bit of stale data as well as many of the LinkedIn members do not update their profile frequently, even after a big change in their professional stature, though this should not be more than 1% of the case.
According to LinkedIn a pilot program involving 50 companies exceeded their cost-per-lead (CPL) goals, and also led to lower CPLs compared to other campaigns.
At present, Sponsored Content campaigns running with Lead Gen Forms will only be served on the LinkedIn mobile app, but LinkedIn states that this capability would be expanded to desktop campaigns in the coming months and would also let advertisers use Lead Gen Forms on Sponsored InMail campaigns, for both mobile and desktop, later this year.