LinkedIn Lead Generation with Lead Gen Forms: Full Guide and Examples

If your aim is to rapidly begin buying high-quality B2B leads, look no additional. LinkedIn Lead Gen Forms are probably the greatest methods to generate leads and new alternatives for your enterprise. From a consumer’s perspective, they’re scalable, fast, and straightforward to arrange and customise.

But what’s extra necessary is how they assist your enterprise. LinkedIn Lead Gen varieties boast a number of the finest advertising metrics of all lead technology channels, with wonderful conversion charges, high-quality leads, and focusing on parameters unique to LinkedIn.

The common conversion price on a LinkedIn Lead Gen Form is 13%!

Table Of Contents

How LinkedIn Lead Gen Forms work

Here’s a fast overview of how LinkedIn Lead Gen Forms work:

Seamless consumer expertise: Lead varieties seem as adverts on consumer feeds and inboxes. They’re designed to mix in with the platform itself, counteracting banner blindness. Users can ship the shape with out ever leaving their present browser tab.
Hassle-free: Just one click on from the consumer opens the shape and prefills it with data taken from their profile (title, contact data, firm title, seniority, job title, location). Another click on sends the shape. That’s it.
Easy to work with: Who wants one other massive system of their martech stack. LinkedIn Lead Gen presents a built-in editor that permits you to create, edit and optimize varieties. It’s intuitive sufficient for use out of the field. Context: Advertising is only when your prospect is already searching for a product like yours whereas they see the advert. This makes the advert really feel extra like a serving to hand than a buzzing insect. In this regard, LinkedIn is completely different from different platforms. People use it to study, meet folks and construct their careers, an excellent purchaser mindset for B2B communication.Personalization: While LinkedIn Lead Gen varieties keep a constant visible design (a essential selection), you get entry to many different methods to make your advert stand out. A “Thank You” web page, and customised personalization token fields corresponding to: title, firm title, and many others. are all nice methods to provide your promotions a private contact.Powerful focusing on: LinkedIn isn't just one other social community. It has a very distinctive group, coupled with focusing on instruments that allow you to faucet into its potential with extremely related communication. LinkedIn Ads common a formidable 6.1% conversion price for B2B campaigns within the US. For comparability, B2B advert campaigns on Google search have a mean conversion price of two.58%. While CPLs on LinkedIn are usually larger than on most platforms, don’t let that put you off. What issues is lead high quality, and on LinkedIn, you'll typically goal decision-makers, who're value considerably extra as leads.Comprehensive efficiency monitoring and optimization: All related information is aggregated and offered to you within the Analytics part. CPL, fill price, leads per viewers section, and so forth.

You can use this data to run A/B checks on inventive or viewers, testing one variable at a time. For customers who’d moderately handle leads in their very own system, it’s attainable to manually export leads from LinkedIn Campaign Manager or to combine LinkedIn with a advertising automation platform or a buyer relationship administration (CRM) instrument.

At GetResponse, we’ve just lately used the LinkedIn Lead Form Ads to advertise our Forrester Total Economic Impact examine.

We selected this method as a result of we wished to make the most of the focusing on choices obtainable on LinkedIn and decrease the friction in our prospects’ journey. After all, it’s simpler to fill out a pre-filled signup kind on LinkedIn than undergo a separate touchdown web page and manually fill out the small print.

We saved the shape fairly brief (Three-Four fields) as a result of you may all the time discover extra data by immediately going to your lead’s LinkedIn profile. We additionally made certain to streamline the method and arrange immediate notifications each time a brand new lead crammed out the shape. Plus, all our new leads went immediately into our CRM platform.

The general value per lead (CPL) we noticed was in step with the trade benchmarks ($30-$40), nonetheless, all of it comes all the way down to the way you arrange your focusing on and your kind.

One factor to notice is that the contacts you accumulate via LinkedIn Lead Form Ads can not all the time be handled as leads (particularly for those who’re advertising an enterprise product) as most customers are signed up with their private e-mail addresses. A possible answer might be to arrange the shape to solely let via enterprise e-mail domains. That’ll decrease your conversion charges, however on the identical time, your possibilities of qualifying the leads may also be larger.

Dario Rizzo, B2B Marketing Manager at GetResponse

1. How to plan a LinkedIn Ads marketing campaign with Lead Gen Forms

In this part, we'll create a step-by-step plan for a lead technology marketing campaign on LinkedIn. 

LinkedIn Lead Gen Form example.LinkedIn Lead Gen Form instance

Target Audience

Do the required analysis to grasp your goal buyer. The quantitative method might sound adequate, however there's a restrict to what will be discovered from LinkedIn’s information instruments.

To acquire a real understanding you want qualitative information. Seek out Groups on LinkedIn and go to some profiles of people that can be in your target market to get an understanding of what they record on their profile. You can just about goal something listed on a LinkedIn profile.

Tip: You can and will set up a monitoring script known as “Insight Tag” in your web site. It will collect details about individuals who go to your web site and ship it to your LinkedIn account so you may then re-target these guests. 

Lead gen form setup - selecting the target audience.Lead gen kind setup – deciding on the target market.


All adverts on LinkedIn are served based mostly on an public sale system. By default, bids are set robotically, however you may select to do handbook bidding for those who choose (and is usually recommended; what we do for all our purchasers to get essentially the most return). The algorithm identifies goal prospects and decides which advert can be displayed based mostly on a wide range of elements corresponding to: focusing on, what different advertisers are bidding, seasonality, and many others. This makes sure focusing on parameters inflate the price of campaigns greater than others.

Form size

Decide what data you need your lead gen varieties to seize. The restrict is 7 fields, however normally, you gained’t want greater than 5. The fantastic thing about utilizing LinkedIn Lead Gen Forms is that all the fields you ask for are already pre-populated along with your target market’s LinkedIn profile data, so in simply 2-Three clicks they’ll be registered as a lead after they submit your lead kind. No must manually fill that lead gen kind!

Note: LinkedIn helps customized fields, so you may ask one thing extra particular than simply title or e-mail. For instance, for those who’re promoting advertising automation software program, you possibly can ask entrepreneurs “what number of hours do you spend every day doing duties that may be automated”.

LinkedIn lead gen form example.LinkedIn lead gen kind instance


Tone and construction: The finest approach to earn belief is to not sound like a stereotypical salesman. Good adverts seize the texture of a pleasant speak between two folks – not two companies. Your tone ought to be conversational, respectful, and according to the remainder of your on-line presence.

Structure: Keep it brief, clear, and straightforward to grasp. Place a name to motion on the finish of your message. 

Message: Don’t speak about your self, speak to the prospect. Approach every dialog like a transaction. What worth are you able to provide in alternate for his or her contact data? What is exclusive about your services or products? How does it tackle their wants? What are the prices and dangers related to related merchandise, and the way do you tackle them?

If you’re sending your varieties via LinkedIn InMail, it’s additionally a good suggestion to construction your message in a method that invitations dialog. Consider phrasing components of your message as questions, and bear in mind many individuals on LinkedIn even have one thing to supply – be it their data, connections, or personal product. Ask them to let you know about it, many individuals can be glad to share.

LinkedIn lead generation ad creative example.LinkedIn lead technology advert inventive instance

Plan for contingencies

While getting ready your marketing campaign, observe down any concepts for testing sooner or later. Alternative methods to phrase your message, potential new instructions for focusing on, something that may assist you to react rapidly in case your marketing campaign wants enhancements as soon as it’s launched.

Rest of the funnel

When your marketing campaign begins bringing in leads, it’s good to be ready for managing them. Who will observe up along with your leads and on which channels? The finest approach to method that is to export the leads into your chosen CRM. This enables you to hold observe of when every lead was contacted, by who, and thru what channel. It’s additionally a good suggestion to plan a lead nurturing cycle and have it in place earlier than you launch your marketing campaign. Finally, you want a approach to ship scorching results in gross sales.

Lead nurturing flow example.Lead nurturing circulation instance

2. Targeting deep dive

Creating an viewers

There are 3 ways to create an viewers on LinkedIn. You can create one from scratch, selecting LinkedIn’s platform-specific focusing on parameters. You can import an viewers created in a third occasion program, corresponding to a buyer database or mailing record (known as account-based advertising lists; in any other case often called ABM). Finally, you may create lookalike audiences based mostly on one other viewers. When to make use of which possibility?

If your aim is to succeed in new audiences along with your product, create a lookalike viewers based mostly on an present one. If your aim is promoting once more to previous prospects, use ABM lists and launch a remarketing marketing campaign. You can goal individuals who visited your web site, interacted with adverts, or downloaded your content material. If none of your saved audiences matches the objectives of your marketing campaign, create a brand new viewers by deciding on parameters from a listing.

Note that on LinkedIn you may goal both people or corporations. The latter possibility permits for efficient account-based advertising campaigns.

Targeting parameters

Below you will see that the total record of parameters you may goal customers on LinkedIn with. Use them to slim down your target market. Each parameter can be utilized in two methods – to incorporate, or to exclude from the viewers. 


Geographic Region – necessaryMember Age – higher to not use it, since most individuals conceal their age on LinkedIn.Member Gender 

Education and pursuits

Member GroupsMember SkillsDegreesFields of ResearchMember Schools


Years of ExperienceJob SeniorityJob FunctionJob TitleCompany ConnectionsCompany FollowersCompany SizeCompany IndustryCompany Name

LinkedIn Ads targeting builder.LinkedIn adverts focusing on builder

Three. Budget and Schedule

Campaign funds

How a lot you pay for LinkedIn adverts will depend on many elements, most significantly, clickthrough price and different interplay metrics, who you goal, and competing bids from different advertisers.

This is an effective time to resolve what KPIs you need to measure for those who haven’t already. Define your objectives and the way a lot you’re keen to spend per measurable unit. In any case, begin your marketing campaign by spending small sums to ensure every little thing is about up accurately. Optimize till you’re capable of obtain a very good ROI. Saving part of your LinkedIn adverts funds for A/B testing a number of management teams is a good way to make use of your funds extra effectively, and provides you beneficial insights for future campaigns. Usually, after a number of weeks comes a second the place you dedicate most of your funds to one of the best performing combos. But it’s by no means a foul thought to proceed developing with new methods to tweak your marketing campaign. Approach it like a cycle of steady enchancment.


You can see how your marketing campaign is performing with real-time reporting in your Campaign Manager account. LinkedIn can observe conversions, value per lead, lead kind completion price, and best-performing viewers segments. If a marketing campaign isn’t performing nicely, return to the drafting board. You can determine points by A/B testing – attempt altering the copy, inventive, varieties, CTA, touchdown web page, testing one variable per take a look at at a time. Sometimes the issue lies in focusing on, on this case, attempt altering a single focusing on parameter and see if it improves your metrics.

Four. LinkedIn Lead Gen Form Ad Format 

When you create an advert on LinkedIn, you may create new adverts within the visible editor or use one in every of your present posts as an advert. You can use Lead Gen varieties with any of the 4 codecs obtainable on LinkedIn: 

Single Image – the essential format. Single Image is a stable selection if you wish to promote one thing that doesn’t want numerous house, corresponding to an e book, or a webinar.Carousel – much like a single picture, however with a scrolling mini-gallery. This enables you to current a number of merchandise collectively.Video – the high-engagement format. Short movies that look good on cell are a good way to advertise services with a sophisticated choice =-making course of. Make certain your video tells the entire story even with out sound, 79% of audiences on LinkedIn watch movies with hold forth.InMail – enables you to ship messages to your potential audiences. This format works nicely in case your aim is to construct relationships with prospects.Conversation Ads – for those who’ve ever performed an RPG online game, this may really feel acquainted. These adverts begin conversations during which customers progress by selecting from a set of obtainable choices. It’s a excessive engagement format, and a good way to study extra about prospects.

LinkedIn ads format selection.LinkedIn adverts format choice

5. Managing Your Leads (Download or by way of CRM)

Storing and cleaning information

The leads you get out of your marketing campaign want a spot the place they are often saved and segmented. An excel spreadsheet is nice sufficient for small-scale operations, however something greater requires a CRM, ideally linked to your advertising automation platform. 

There are three areas during which specialised software program could make your work simpler – advertising automation, lead nurturing, and gross sales integration. We will focus on every of those in flip, however first a phrase on information high quality.

As any statistician would let you know, junk information is a reality of life. We must depend on strategies to keep up a database that displays actuality – in any other case, we threat losing cash reacting to false data.

How are you able to guarantee information integrity? By gathering it from a trusted supply. Good information, information from Linked Lead Gen is mostly fairly dependable. You nonetheless would possibly encounter some junk information, however not practically as a lot as from different platforms. In addition, some CRMs provide instruments that may assist keep a wholesome database by:

Storing and organizing information on a unified platform. This contains information of conversations and interactions – telephone calls, chat logs, emails, transactions, downloads, Creating persistent profiles within the database to rely much less on impermanent identifiers corresponding to cookies.Removing duplicates.Matching damaged information into coherent units, for instance figuring out that who contacted you as we speak is identical particular person because the nameless customer who browsed your presents yesterday.Informing you and robotically updating information when an e-mail despatched to a lead bounces.

Read extra: Email List Management Best Practices

Adding to those, listed below are a number of finest practices that may assist your enterprise keep information integrity.

Store solely the lead information you want, or anticipate to want within the foreseeable future.Set an ordinary for information high quality essential to create new information in your CRM.Automate mundane information entry the place attainable. Provide clear instructions to workers who enter information into your system (salespeople will typically rapidly jot it down throughout calls) to all the time double-check the contact data they obtain.

Lead gen form thank you message.Lead gen kind thanks message

Marketing automation and lead nurturing 

The finest approach to handle massive datasets and interactions throughout a number of channels is to automate as a lot of the method as attainable. Very small-scale operations are higher off with out automation, as setting it up is a time funding. As companies scale, they more and more depend on advertising automation.

Each motion in your web site can begin a sequence of preprogrammed reactions. To use an instance, a brand new lead from LinkedIn would possibly arrive in your web site searching for extra data. If your automation system, LinkedIn, and web site are built-in, this go to would create a persistent document in your system with all the data from the lead kind, IP, and insights about how the lead used your web site – pages visited, time spent, clicks, downloads and extra. 

Common options are providing an e book to guests, beginning a customized drip marketing campaign for brand spanking new subscribers, or opening the chat window after the customer opened the web page with offers.

Personalized email message example.Personalized e-mail message instance

Each workflow can (and sometimes ought to) department into completely different, extra customized reactions as you study extra about every customer. For instance, in case your target market contains each impartial professionals and small corporations, you need to ship them two completely different ebooks.

Sales integration

A clear, segmented contact database won't solely assist you to with lead nurturing and remarketing, however all workers working with information may also work extra successfully.

With a CRM, every salesman is aware of who was focused, when, by whom, via what medium, and if there was a sale. They can go away notes, assign duties, and price the chance of future gross sales. You might actually have a system that robotically assigns results in the salesperson who's finest outfitted to cope with specific varieties of leads, for instance, high-seniority decision-makers in IT corporations might be contacted by a salesman with extra technical experience. 

Sales Navigator

If you’d moderately not use a CRM, LinkedIn presents its personal paid instrument to handle contacts, known as “LinkedIn Sales Navigator.” It provides you entry to prolonged InMail options, customized lead lists, and real-time updates on leads.


Now you recognize every little thing it is advisable to plan and execute lead technology campaigns and accumulate leads on LinkedIn.

Let’s convey all of it collectively: 

Understand your viewers, its wants, and the way your product matches this context.Ask just for the data you want. Respect prospects’ privateness.Use a conversational tone, concentrate on worth Be constant along with your tone and message.Spend your funds slowly at first, when you A/B take a look at audiences, format, and replica to enhance ROI. Set up a course of to transform leads into gross sales, observe interactions, and keep relationships with prospects.

So go forward, launch your first LinkedIn Lead Form marketing campaign as we speak!

And for those who’re searching for a advertising automation answer that’ll assist you to drive extra enterprise, try how one can generate leads with GetResponse.

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