Generating demand through LinkedIn Lead Gen Forms

Maybe you already get it. You’re not collecting leads because your form sucks. And now, you’re ready to change that, armed with antidotes to asking for too much, having a form not worth filling out, and creating a form that isn’t user-friendly.

One of my favorite ways to put these recommendations into action is through LinkedIn Lead Gen Forms. #NotAnAd… I just like this solution because it easily satisfies the guidance we frequently give to clients when they’re looking to do lead generation.




As Campaign Manager for your LinkedIn Company Page, you can pay to create Sponsored Content within LinkedIn that displays as an ad in the news feed of users you target. Just like with traditional LinkedIn ads, you can determine who sees your lead gen ads by targeting users based on parameters like location, company name, company size, job title, job seniority, etc. The content basically looks like any update — with an image and copy — that you as a company or a user would share, but is only shared with the ideal users you’re hoping to get your message in front of.

LinkedIn Lead Gen Forms take it a couple steps further by including a call-to-action button on the ad that attaches to a custom and (potentially) pre-filled form that LinkedIn helps you design. CTA options include:

  • Sign Up
  • Apply Now
  • Download
  • Get Quote
  • Learn More
  • Subscribe
  • Register



When a user clicks on the call-to-action button, he or she is then directed to a Lead Gen Form that automatically populates the fields you’ve selected/requested with information from the user’s LinkedIn profile, such as name, email address, company, etc. It doesn’t send them to an external page; users stay in-platform, using personal profile and contact information they’ve already authorized when they signed into LinkedIn. And the form is mobile-friendly/mobile-optimized, making it easier for them to fill in any remaining data if they’re on their phones or tablets.

Each of these characteristics seems to help eliminate some of the usual friction in filling out and submitting a form (and thereby leads to more form completions!).

Depending on the form fields, some info may have to be manually entered, so we suggest not going overboard with the number of fields you ask users to complete. In fact, LinkedIn acts as its own form police by limiting you to seven fields per form (though we still think that’s too many). After all, who wants to type lots of information, especially on a tiny touch screen?


Once users do submit the form, they’ll see a “thank you” where you can share next steps and connect them to the destination of your choice — your website, a webinar, a downloadable eBook, whatever.


LinkedIn stores your leads in Campaign Manager for easy download in real-time or integration with your company’s marketing automation or CRM tool. Simultaneously, you can also track campaign performance across user demographics and data that includes impressions, clicks, cost per lead, lead form fill rate, etc.


LinkedIn Marketing Solutions: Lead Gen Forms


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