LinkedIn launches Lead Gen Forms – hello accurate data!

Forms, the Marmite of marketing. You either love them or hate them. Myself, I love them, as long as they’re used correctly. Like most things I guess. Nothing is more frustrating than being presented with a form that’s too long, not pre-populated, pre-populated with the wrong information, not fit for purpose in a mobile environment, or even one that could have been a blind-submit. It’s a poor form strategy. Or lack thereof. Which will reflect in the quality of submissions, and negatively impact ROI.

It might seem obvious, but, I like the use of forms because they convert the unknown audience into known. Combined with synchronised content management systems (CMS), customer relationship management (CRM) and marketing automation platforms (MAP), we can then start to serve onsite and offsite content based on the route and message through which they enter the site.

With full reporting, we are then able to measure the true ROI through the sales funnel, and the exact contribution our marketing efforts are having from the marketing qualified leads (MQLs) supplied. It also provides an opportunity for discussions, both with clients and internal team members, around performance, and what the next stages are.

According to Royal Mail1, around 6% of revenue is currently being lost through poor quality data

We’re all used to seeing Sponsored Content on LinkedIn. And, once we click the call to action, we’re at the mercy of the website form strategy. However, in the last couple of weeks you may have had a different experience with LinkedIn Sponsored Content.

LinkedIn has developed a new solution which is designed to help drive higher-quality leads from Sponsored Content: Lead Gen forms. The form leverages data that LinkedIn holds on its 500 million users; be they professionals, influencers or business decision-makers. This not only makes it more appealing for the user, due to the speed in which they navigate the form, it also ensures that the data supplied is 100% correct.

This is welcome news. Particularly when you consider that, according to Royal Mail, around 6% of annual revenue is being lost through poor quality data.

1 Royal Mail 2016 market research

LinkedIn Sponsored Content

Lead Gen Form - pre-populated

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So, how will LinkedIn Lead Gen Forms, benefit your marketing activity?

  1. Help to exceed objectives, and reduce costs – by utilising LinkedIn’s professional audience and accurate profile data we can benefit from improved targeting, both from a data and relevant message perspective. The provision of quality over quantity is an enabler in helping to meet, and even exceed, programme performance. As a result, a lower cost per lead (CPL) will be possible, with higher conversion rates.
  2. Improve ROI – LinkedIn’s Campaign Manager tool provides the ability to track the necessary metrics in real-time. And, if your company uses Oracle Eloqua, there’s even better news. They have been quick out of the blocks and are the first marketing cloud vendor to launch an app that connects with LinkedIn’s Lead Gen Forms, which will provide centralised consolidation of data and reporting information.
  3. Simplified lead management – whatever the company’s level of maturity when it comes to collecting and syncing of inbound records, there are options to fit. A straightforward download can be supplied if there's too much internal red-tape, through to full CRM/MAP system syncing.

The form has initially only been tested on LinkedIn’s mobile app, prior to being deployed on the desktop version. It could be argued that fewer people will click through, but on the other hand I prefer quality over quantity.

LinkedIn have made this a seamless user experience, whilst providing businesses with the ability to have clean data, and enhanced and measurable programme ROI. With the General Data Protection Regulation (GDPR) just over a year away, the use of streamlined data capture methods is going to be even more crucial. With all that said, the form needs to be supported by strong content and a compelling call to action if to stand any chance of resonating with the audience.

Chris Horley | Senior Account Manager| April 2017

What approach does your company take to data collection of inbound data, if any at all?

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