If you are a B2B company and you were to focus on only one channel for your company’s lead generation, it has to be LinkedIn. It allows you to build relationships, establish thought leadership, gain insights, generate leads, improve branding, and build communities. It is unarguably the most important social media network for B2B marketers to reach out to top buyers.
Statistics have shown that the platform isn’t just a good choice for B2B marketers – it’s undoubtedly the best. The conversion rates are top-notch and the cost per lead (CPL) is $120 (LinkedIn Ad Benchmarks 2021), which is lower compared to other advertising networks.
Lead Gen Forms is among the most popular advertising products on LinkedIn. By integrating it with your LinkedIn campaigns, you can collect valuable, accurate, and relevant lead data while reducing all the friction associated with it. In this blog post, we’ll cover everything that you can do using LinkedIn Lead Gen Forms along with its limitations. We’ll also cover how integrating it with marketing intelligence platforms like SMARTe Enrich through APIs can provide marketers with the highest quality data that can be fed into lead generation campaigns.
Haven’t you ever wished your marketing database was enriched with the most recent information of your prospects? So much so that when a user visits your website and click on the CTA, they will be greeted with a sign-up form, and LinkedIn will automatically pull in information from their account. Sounds good, right? Essentially, LinkedIn Lead Gen Forms add a call-to-action (CTA) to your sponsored posts on LinkedIn, further asking users to sign-up, download your e-book, or whatever buyer journey you would like to direct them to. This way, marketers can boost their conversion by converting visitors into qualified leads with just a few clicks on their ads. And the visitors do not even have to manually type in their information.
Listed below are a few advantages of using LinkedIn Lead Gen Forms:
Ease of Use
You can get the data you need without reducing the conversion rates. You only need to design the right experience for completing the form. The information is pre-filled from the user’s public LinkedIn profiles. Thus, the users will not be asked to fill the forms manually.
Does not affect conversion rates
LinkedIn Lead Gen Forms make it super easy for users to convert their prospects into leads by removing unnecessary friction. The number of fields in the Lead Gen Forms is limited. All they need are a couple of clicks – one is the CTA (call to action) and the next step is to submit the information.
Massive Coverage in Mobile Users
57% of LinkedIn’s traffic is mobile users (Source: Hootsuite). This is very important in marketing today. You can tap into this huge market by using LinkedIn Lead Gen Forms.
A chance at double conversion
When your prospect completes a sign-up or follows your CTA, you get the user’s email address. Furthermore, when they click your link on the ‘Thank You’ page, you can lead them to your website or any other landing page where you can upsell or cross-sell a different product of your choice.
Limitations of LinkedIn Lead Gen Forms
LinkedIn Lead Gen Forms, however, has its own set of issues and limitations. We have listed some of them down here.
Inadequate data for sales outreach
Pre-filled LinkedIn profile data which is often a contact’s personal information is not very useful for sales teams. LinkedIn users do not divulge a lot of their data like business email addresses, mobile numbers, etc. on their public profile. Increasing the available form fields from 3 to 10 does not guarantee useful prospect insights needed for sales conversations. Increasing the fields will only reduce successful form-fills.
Delayed conversion and sales cycle
When such leads are captured, the post-campaign effort to manually enrich and append the required or insightful data points can be laborious, often taking days to weeks to complete! This in general delays the lead conversion cycle and further delays the sales cycle.
Bad customer recall
Bad customer recall is a nightmare for all marketers. How often have we heard from prospects, “When did I fill your form?”. The pre-filled data capturing functionality of these forms tend to become the biggest nemesis for sales development teams, as prospects hardly remember how and why they subscribed in a very crowded LinkedIn Ads ecosystem.