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Lead Generation Improvements at LinkedIn

LinkedIn has certainly had a busy year and it is proving very beneficial for enterprises and their workers. 

Earlier in the year, LinkedIn introduced lead-generation forms to sponsored posts, and this week announced it has added support for the data collection tool to Sponsored InMails. What this means is that marketers and advertisers are now able to promote their offerings and target users both in the news feed and in private messages to individual users. 

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LinkedIn Lead Generation Forms

Marketers will be able to curate leads and contact information (data like someone’s name, email address, job title, company name and other select fields from their public profile), but one of the most appealing features is the addition of custom questions. Marketers are now able to collect not just standard contact information, but also add their own multiple-choice or free-form fields (or a mixture of the two) which could help greatly in qualifying leads. 

LinkedIn also introduced Dynamic Ads this week, a format (see the animated image below) that the Microsoft-owned company suggests has a click-through rate twice as high as standard display ads. The ads can be customized to target individual users and feature their name, profile photo, title or job function. 

LinkedIn Dynamic Ads

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