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LinkedIn Lead Gen Forms Are Changing Everything for the B2B Market: Here is how

Lead generation is important to every business. To increase your customers’ base, you need a stream of leads from a reliable source. The truth is, generating leads is hard. This why 65% of businesses say generating traffic and leads is their biggest marketing challenge.

Lead generation on LinkedIn

However, there are more platforms for marketers to get targeted leads for their businesses. The most popular one is social media.

If you are looking for the best social media platform to generate targeted leads, it is LinkedIn.

It is surprising because Facebook seems to be the giant of social media platforms. But for lead generation, LinkedIn beats Facebook to it.

Over 80% of B2B leads sourced from social media come from LinkedIn.

Lead generation on LinkedIn

This is not surprising because LinkedIn is where business professionals congregate. LinkedIn revealed that there are now 630 million business professionals on their network. 100 Million of the users are active daily and 63 million users are in decision-making roles. There are over 9 million business profiles from over 200 countries of the world.

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Looking at the numbers critically, that means 40 million users that are in positions to make business decisions are waiting to become your business leads.  This shows that LinkedIn is a reservoir of targeted leads for b2b businesses.

That’s not all. 75% of all registered LinkedIn users have incomes of over $50,000 and 44% have incomes of over $75,000. It will also interest you to know that executives from all Fortune 500 companies are on LinkedIn and a recent survey revealed that this 76% of these executives check their LinkedIn accounts daily.

The sweetest part of it all is that half of all LinkedIn users are likely to purchase from a company they engage with on LinkedIn.

Sure, by now you are eager to get started with LinkedIn lead generation.

So, let’s get started.

The best place to generate targeted leads on LinkedIn is through the LinkedIn Lead Gen form.

What are LinkedIn Lead Gen Forms?

LinkedIn lead gen forms are pre-filled forms that advertisers can use to generate quality leads. When a user clicks on the call to action button on the LinkedIn ad that has a lead gen form, the form is populated with the user’s contact and profile information from LinkedIn automatically. Find an example below.

Lead generation on LinkedIn

When they click on the submit button, the advertisers get the information. From there, you can either lead them to your website or share content with them as they become your lead.

Lead generation on LinkedIn

One good thing about LinkedIn lead information is that they are up to date. The information is pulled from the profile of members to ensure that they are up to date (No fake emails). This makes it easy to convert the leads to sales.

LinkedIn lead gen form gives advertisers the opportunity to collect leads at conversion rates that is much more than the LinkedIn benchmarks. LinkedIn data revealed that LinkedIn lead gen form campaigns increase conversions by 2-3x when compared to standard sponsored content campaigns. They help you get more leads from your sponsored content campaigns.

The LinkedIn lead gen form helps you to get valuable information from potential leads on the devices they use most – the phones. This helps to remove the barrier commonly faced by businesses on mobile devices.

With LinkedIn Lead gen forms, you get reduced cost. Also, you can measure your results in the campaign manager tracking metrics like CPL, form fill rate and other key metrics that will help you manage your LinkedIn campaign.

Therefore, use LinkedIn lead gen form to promote case studies, e-books, white papers, newsletter sign-ups or a webinar.

Is Linkedin lead gen forms profitable for businesses?

Let’s look at two businesses that are killing it with Linkedin lead gen forms.

LinkedIn lead gen forms success stories

Many advertisers and marketers who have used LinkedIn lead gen form revealed that it has a high return on investment. In fact, LinkedIn revealed that “90% of the 50 customers surveyed from their pilot beat their cost-per-lead (CPL) goals. They also saw lower CPLs with Lead Gen Forms compared to their standard sponsored content campaigns”.

Below are case studies from Templafy and Bynder.

Templafy, one of the fastest-growing tech businesses in Europe, had a challenge with generating quality leads that can turn into paying customers. The company turned to LinkedIn for solutions.  They run sponsored content campaigns with LinkedIn lead gen form. Below is the result:

  • They generate between 15 and 25 marketing qualified leads (MQLs) every week
  • MQLs convert into active sales opportunities at a rate of 20%
  • The cost per MQLs has reduced 55% over four months, with cost per sales opportunity down by 43%
  • The ROI is estimated to be over 475%

Secondly, Bynder – a software company faced the challenges of generating high-quality sales leads in enterprise-level businesses. They decided to use LinkedIn Lead Gen Forms and other advertising strategies. With the LinkedIn lead gen form, the company was able to increase the rate at which leads were generated by 500% and achieved a 20% conversion rate.

The next question is, how do you manage leads generated from Linkedin lead gen forms?

LinkedIn lead gen forms Management

Lead Management contributes a lot to converting leads to paying customers. Therefore, you need to create a system that will ensure you follow up with leads quickly to close them. One way to get this done is by keeping your CRM updated regularly. This can take time to do manually. It will involve downloading leads from your lead gen form campaign manually in a CSV file in campaign manager and manually uploading it to your CRM database.

Moreover, you only have access to lead’s data for 90 days. LinkedIn removes the data after 90 days to protect users. So you need to constantly download your lead data to your CRM database.

This is cumbersome and can take up some time and energy.

What if I tell you there is a simpler way to quickly update your leads in your CRM without downloading and uploading it manually?

If you use any of the popular CRMs such as Hubspot,  Salesforce and Marketo to manage your leads, you can integrate your LinkedIn lead gen forms with your marketing automation or CRM provider. You can do this through Leadsbridge. This will help to pull your LinkedIn leads into the CRM in real-time.

This is the best way to leverage the platforms you already use to get more targeted leads for your business. Giving you the opportunity to automate your workflow and be more productive.


It is time to use LinkedIn lead gen forms to get massive targeted leads to your business. If you want know how to collect more qualified leads with LinkedIn Lead Gen Form don’t miss out our webinar.

Mark Cirillo

Try LeadsBridge now!