How to use LinkedIn’s Lead Gen to sell more

Lilach Bullock on Lead generation,


Hands up if your business has way too many leads. Hands up if you’re getting tired of all the quality leads that keep coming your way. No?

No. Whether the volume of leads you’re acquiring is a trickle or a torrent, it’s not enough. It’s never enough. Not because you’re greedy, but because new prospects are the lifeblood of every business. Leads, aka future customers, are integral to your survival. But you don’t want to survive, you want to prosper, and the more qualified leads you can collect, the easier that objective becomes. LinkedIn Lead Gen Forms is a relatively new addition to the business network, one that supposedly makes it easier than ever to collect quality leads.

But do Lead Gen Forms work, or do they only succeed in extracting revenue from thirsty businesses? Cos that’s the first thing to know about LinkedIn’s lead capture service: it integrates with your brand’s sponsored content. Those leads are gonna cost you in other words, which will come as no surprise. The question is, does this cost of acquisition constitute a worthwhile investment?

What to know about Lead Gen Forms

Lead Gen Forms was introduced in April 2017 with the goal of streamlining lead generation, particularly for mobile users. 58% of the site’s visitors access LinkedIn on mobile, making it a demographic that marketers can’t afford to overlook. Enterprise purchases might be made on desktop, but the information gathering process which led to those purchases began on mobile.

LinkedIn Lead Gen

Smartphones are great for digesting content on the go but they suck when it comes to lead capture forms. The smaller screen coupled with the fact that many forms simply replicate the desktop version means that mobile conversions are historically low. Filling out forms on your phone is a pain in the anatomy and it’s a sore point that LinkedIn Lead Gen Forms aims to eradicate. The concept neatly solves two problems at once: the fact that LinkedIn already has the contact details of its 500 million users and the fact that you’d like to obtain those details. Rather than compel each reader to manually enter their details to learn more, LinkedIn does the hard work for them, populating an in-app form that can be submitted in a trice.

In theory, it’s a win-win for everyone. For LinkedIn because they generate more revenue from the sponsored content you pay for. For the reader because they can request further information with minimal effort. And for you because the odds of your sponsored content generating leads have now increased substantially. What’s more, you’re not just getting a name and an email address – now you’re receiving information on the prospect’s company name, job title, location and more. All valuable data that can be fed into your CRM and used to nurture those leads with a view to generating more sales.

LinkedIn Lead Gen

There’s another benefit of using Lead Gen Forms: you can specify a thank you page that will appear after the reader’s submitted their details. This could be a page filled with links to more relevant content or which will send them to your site to learn more. All useful stuff. There’s nothing revolutionary about LinkedIn’s lead capture forms, yet they have the potential to substantially boost your conversion rate. No matter how slick, seamless and mobile-friendly the forms on your website are, they still require the reader to fill them out from scratch. If they’re logged in on LinkedIn, all that’s done for them.

How to sell more with Lead Gen Forms

Publishing sponsored content and integrating Lead Gen Forms is a great start, but a business can’t live on leads alone. How do you use this service to sell more? Well, it all starts with the content itself. The reader will likely be engaging with your brand for the first time and may have no idea who you are. Your content needs to establish trust and establish authority from the outset. You’re not just looking to create strong content in other words, but specifically content that says “I know what I’m talking about and I can help you with that problem you have”. You can’t close a deal in a single piece of content, but if you can do enough to whet the reader’s appetite, the sales part can come later, once you’ve captured their details and nurtured them from Interested Reader to Interested Customer.

LinkedIn can help you capture those leads, but it’s what you do with them afterward that counts. Sure, you can measure various data points using LinkedIn Campaign Manager that will allow you to determine how successfully your content is compelling readers to fill forms and to calculate your ROI, but it’s once those leads enter your CRM that the real work begins. Lead lists can be downloaded manually from Campaign Manager or imported directly with CRM software such as Marketo and Microsoft Dynamics 365.

LinkedIn Lead Gen

Using automation, you can then target these leads with tailored content that builds upon the initial piece that caught their attention and which further builds trust whilst keeping your brand and services in their mind. Don’t be too pushy or salesy at this stage: just because a person has expressed an interest in something you’ve published doesn’t mean they’re ready to become a lifelong customer. In fact purchasing may be the last thing on their mind at this stage. Don’t make the mistake of thinking you can just capture leads and then add them to your general mailing list.

Start using lead generation software today

Interested in generating leads? Jumplead is a great tool for generating and managing leads with lead forms, landing pages, email nurture and marketing automation. Start generating leads today. Try Jumplead for free

Sure, technically you can do so, but that’s not intelligent marketing. That’s more a case of “Collect and hope for the best”. Instead, when you’re creating sponsored content to publish on LinkedIn, take a longer view. Think not just in terms of one piece, but an entire sequence of pieces that starts on LinkedIn and continues in the prospect’s inbox as they’re sent a series of automated follow-ups. These should build upon the initial topic whilst also building a relationship between you and the reader.

LinkedIn’s sponsored content in conjunction Lead Gen Forms can expose your brand to a vast new audience. But if you’re to put names to faces, so to speak, and turn those strangers into familiar customers, there’s a lot of follow-up work to be done. The game might be held on LinkedIn’s court but the ball’s in your hands. What are you gonna do with it?

Hands up if your business has way too many leads. Hands up if you’re getting tired of all the quality leads that keep coming your way. No?

No. Whether the volume of leads you’re acquiring is a trickle or a torrent, it’s not enough. It’s never enough. Not because you’re greedy, but because new prospects are the lifeblood of every business. Leads, aka future customers, are integral to your survival. But you don’t want to survive, you want to prosper, and the more qualified leads you can collect, the easier that objective becomes. LinkedIn Lead Gen Forms is a relatively new addition to the business network, one that supposedly makes it easier than ever to collect quality leads.

But do Lead Gen Forms work, or do they only succeed in extracting revenue from thirsty businesses? Cos that’s the first thing to know about LinkedIn’s lead capture service: it integrates with your brand’s sponsored content. Those leads are gonna cost you in other words, which will come as no surprise. The question is, does this cost of acquisition constitute a worthwhile investment?

What to know about Lead Gen Forms

Lead Gen Forms was introduced in April 2017 with the goal of streamlining lead generation, particularly for mobile users. 58% of the site’s visitors access LinkedIn on mobile, making it a demographic that marketers can’t afford to overlook. Enterprise purchases might be made on desktop, but the information gathering process which led to those purchases began on mobile.

LinkedIn Lead Gen

Smartphones are great for digesting content on the go but they suck when it comes to lead capture forms. The smaller screen coupled with the fact that many forms simply replicate the desktop version means that mobile conversions are historically low. Filling out forms on your phone is a pain in the anatomy and it’s a sore point that LinkedIn Lead Gen Forms aims to eradicate. The concept neatly solves two problems at once: the fact that LinkedIn already has the contact details of its 500 million users and the fact that you’d like to obtain those details. Rather than compel each reader to manually enter their details to learn more, LinkedIn does the hard work for them, populating an in-app form that can be submitted in a trice.

In theory, it’s a win-win for everyone. For LinkedIn because they generate more revenue from the sponsored content you pay for. For the reader because they can request further information with minimal effort. And for you because the odds of your sponsored content generating leads have now increased substantially. What’s more, you’re not just getting a name and an email address – now you’re receiving information on the prospect’s company name, job title, location and more. All valuable data that can be fed into your CRM and used to nurture those leads with a view to generating more sales.

LinkedIn Lead Gen

There’s another benefit of using Lead Gen Forms: you can specify a thank you page that will appear after the reader’s submitted their details. This could be a page filled with links to more relevant content or which will send them to your site to learn more. All useful stuff. There’s nothing revolutionary about LinkedIn’s lead capture forms, yet they have the potential to substantially boost your conversion rate. No matter how slick, seamless and mobile-friendly the forms on your website are, they still require the reader to fill them out from scratch. If they’re logged in on LinkedIn, all that’s done for them.

How to sell more with Lead Gen Forms

Publishing sponsored content and integrating Lead Gen Forms is a great start, but a business can’t live on leads alone. How do you use this service to sell more? Well, it all starts with the content itself. The reader will likely be engaging with your brand for the first time and may have no idea who you are. Your content needs to establish trust and establish authority from the outset. You’re not just looking to create strong content in other words, but specifically content that says “I know what I’m talking about and I can help you with that problem you have”. You can’t close a deal in a single piece of content, but if you can do enough to whet the reader’s appetite, the sales part can come later, once you’ve captured their details and nurtured them from Interested Reader to Interested Customer.

LinkedIn can help you capture those leads, but it’s what you do with them afterward that counts. Sure, you can measure various data points using LinkedIn Campaign Manager that will allow you to determine how successfully your content is compelling readers to fill forms and to calculate your ROI, but it’s once those leads enter your CRM that the real work begins. Lead lists can be downloaded manually from Campaign Manager or imported directly with CRM software such as Marketo and Microsoft Dynamics 365.

LinkedIn Lead Gen

Using automation, you can then target these leads with tailored content that builds upon the initial piece that caught their attention and which further builds trust whilst keeping your brand and services in their mind. Don’t be too pushy or salesy at this stage: just because a person has expressed an interest in something you’ve published doesn’t mean they’re ready to become a lifelong customer. In fact purchasing may be the last thing on their mind at this stage. Don’t make the mistake of thinking you can just capture leads and then add them to your general mailing list.

Start using lead generation software today

Interested in generating leads? Jumplead is a great tool for generating and managing leads with lead forms, landing pages, email nurture and marketing automation. Start generating leads today. Try Jumplead for free

Sure, technically you can do so, but that’s not intelligent marketing. That’s more a case of “Collect and hope for the best”. Instead, when you’re creating sponsored content to publish on LinkedIn, take a longer view. Think not just in terms of one piece, but an entire sequence of pieces that starts on LinkedIn and continues in the prospect’s inbox as they’re sent a series of automated follow-ups. These should build upon the initial topic whilst also building a relationship between you and the reader.

LinkedIn’s sponsored content in conjunction Lead Gen Forms can expose your brand to a vast new audience. But if you’re to put names to faces, so to speak, and turn those strangers into familiar customers, there’s a lot of follow-up work to be done. The game might be held on LinkedIn’s court but the ball’s in your hands. What are you gonna do with it?

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Lilach Bullock
Professional Speaker, Lead Conversion Expert, Social Media Specialist & Occasional Diva. Proud mum
UK https://www.lilachbullock.com/