3 Ways To Improve Your LinkedIn Lead Generation Form Performance

Social Media Marketing

First a little background. We have a team here that processes and qualifies LinkedIn Lead Gen Form submissions as part of inbound marketing programs across numerous clients. If a lead is qualified, we’ll pass it to our clients sales team.

Our SDR’s have told us that the majority of LinkedIn Lead Gen Forms are churning out crummy, unqualified leads. Almost 99% are junk. So what is going on with this objective type on LinkedIn and how can we adjust?

We have been doing this for clients over the past 8+ years. The lead quality from the “Lead Gen Form” objective type has steadily declined to a point where less than .2% of those leads become sales qualified leads or accounts.

In our findings, more than 75% of the people that “submit” these lead gen forms had no recollection of doing so and had no interest in doing business with our clients.

LinkedIn is great, but how do we generate better quality leads from our LinkedIn budget? Here are three options:

Get Tighter With Your Audience Selection:

Narrow your list to specific accounts and contacts and set up your campaign to only deliver to those lists.

Use the job function audience selection tool to ensure you’re targeting the appropriate people.

Use the “exclude” feature to keep out Job Titles that aren’t critical decision makers or influencers in the buying process.

Abandon LinkedIn “Lead Gen Forms” and Try Reverse IP

Drive traffic to your website from LinkedIn and apply a reverse IP tool (website visitor identification tool) so you can see who is landing on your website and what pages they are viewing.

Have sales or marketing follow up with accounts that fit into your ideal customer profile and provide additional educational content that the user may be seeking or find helpful.

Retargeting Ad Campaigns

Use retargeting ads to exclusively target the people and accounts that are in your target list AND went to your website. This is an extremely tight audience of people and accounts that you want to do business with that have already shown interest in your products or services.

Use lots of great ad content in the retargeting phase to deliver content with answers to any additional questions or objections this audience might have. Deliver trust-building content like case studies or testimonials as well.

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Bay MarketForce delivers best practice marketing, strategy, plans, and execution techniques with revenue growth in mind. Mixing traditional marketing tactics along with digital technology, prospect data, and demand generation strategies, Bay MarketForce provides an integrated sales and marketing solution to help grow our client’s revenue and customer base.