Improve Your LinkedIn Lead Generation Form Performance
SDR’s have told us that the majority of LinkedIn Lead Gen Forms are churning out crappy, unqualified leads. So what is going on with this objective type on LinkedIn and how can we adjust?
First a little background. We have a team here that processes and qualifies LinkedIn Lead Gen Form submissions as part of inbound marketing programs. If a lead is qualified, we’ll pass it to our clients sales team.
We have been doing this for clients over the past 7+ 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.
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:
Narrow your list to specific accounts and contacts and set up your campaign to only deliver to those lists.
- Drive traffic to your website 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. Follow up with relevant emails/calls.
- Retarget to 1 AND 2 from above. Not OR, but AND. Target the people and accounts that are in your target list and went to your website. Now you can do forms or direct them back to your website.
Follow up with relevant emails/calls. Save budget and only deliver paid media to the people and accounts on your lists.
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.