21 min read
LinkedIn Lead Gen Forms
Native lead capture with pre-filled forms, CRM integration, and conversion optimization strategies.
Introduction to Lead Gen Forms
LinkedIn Lead Gen Forms capture leads directly within the LinkedIn platform, eliminating the need for external landing pages. Because form fields are pre-filled with data from members' LinkedIn profiles, these forms deliver 2-3x higher conversion rates compared to traditional landing pages while providing higher-quality lead data.
code
Lead Gen Forms Benefits:
┌─────────────────────────────────────────────────────────────────────┐
│ WHY USE LEAD GEN FORMS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Conversion Advantages │
│ ├── Pre-filled fields from LinkedIn profile │
│ ├── No landing page development needed │
│ ├── Mobile-optimized native experience │
│ ├── Reduced friction (2 taps to submit) │
│ ├── 2-3x higher conversion rates │
│ └── Lower cost per lead (typically) │
│ │
│ Data Quality Advantages │
│ ├── Verified professional email addresses │
│ ├── Accurate job titles and companies │
│ ├── No typos or fake information │
│ ├── Rich professional context │
│ └── LinkedIn profile URL included │
│ │
│ Performance Comparison: │
│ ────────────────────────────────────────────────────────────────── │
│ Metric Landing Page Lead Gen Form │
│ ────────────────────────────────────────────────────────────────── │
│ Conversion Rate 3-8% 10-25% │
│ Cost Per Lead Higher Lower │
│ Data Accuracy Variable Very High │
│ Mobile Experience Often poor Excellent │
│ Setup Time Hours/Days Minutes │
│ Form Abandonment 40-60% 10-20% │
│ │
│ Best Use Cases: │
│ ├── Content downloads (ebooks, whitepapers) │
│ ├── Webinar/event registrations │
│ ├── Newsletter signups │
│ ├── Demo/consultation requests │
│ ├── Free trial signups │
│ └── Quote requests │
│ │
└─────────────────────────────────────────────────────────────────────┘Form Structure and Setup
Lead Gen Forms consist of several components that work together to capture and deliver lead information.
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Lead Gen Form Anatomy:
┌─────────────────────────────────────────────────────────────────────┐
│ │
│ ┌────────────────────────────────────────────────────────────────┐ │
│ │ FORM HEADER │ │
│ │ │ │
│ │ Offer Headline (60 chars max) │ │
│ │ "Download Our 2026 B2B Marketing Benchmark Report" │ │
│ │ │ │
│ │ Offer Details (200 chars max) │ │
│ │ "Get insights from 500+ B2B marketers on budgets, │ │
│ │ channels, and strategies that are working today." │ │
│ │ │ │
│ └────────────────────────────────────────────────────────────────┘ │
│ │
│ ┌────────────────────────────────────────────────────────────────┐ │
│ │ FORM FIELDS │ │
│ │ │ │
│ │ ┌──────────────────────────────────────────────────────────┐ │ │
│ │ │ First Name [John ] │ │ │
│ │ │ Last Name [Smith ] │ │ │
│ │ │ Email [john.smith@company.com ] │ │ │
│ │ │ Job Title [Marketing Director ] │ │ │
│ │ │ Company [Acme Corp ] │ │ │
│ │ │ Company Size [201-500 employees ▼ ] │ │ │
│ │ │ Primary Challenge [Lead generation ▼ ] │ │ │
│ │ └──────────────────────────────────────────────────────────┘ │ │
│ │ │ │
│ │ 📎 Pre-filled from LinkedIn profile │ │
│ │ │ │
│ └────────────────────────────────────────────────────────────────┘ │
│ │
│ ┌────────────────────────────────────────────────────────────────┐ │
│ │ FORM FOOTER │ │
│ │ │ │
│ │ Privacy Policy: [Required link] │ │
│ │ │ │
│ │ ┌──────────────────────────────┐ │ │
│ │ │ [Submit Button] │ │ │
│ │ │ "Download Report" │ │ │
│ │ └──────────────────────────────┘ │ │
│ │ │ │
│ └────────────────────────────────────────────────────────────────┘ │
│ │
│ ┌────────────────────────────────────────────────────────────────┐ │
│ │ THANK YOU MESSAGE │ │
│ │ │ │
│ │ "Thanks for downloading! Check your email shortly." │ │
│ │ │ │
│ │ [Website URL Button] or [Direct Download Link] │ │
│ │ │ │
│ └────────────────────────────────────────────────────────────────┘ │
│ │
└─────────────────────────────────────────────────────────────────────┘Form Field Options
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Available Form Fields:
┌─────────────────────────────────────────────────────────────────────┐
│ PRE-FILLED FIELDS (from LinkedIn profile) │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Contact Information │
│ ├── First Name (most reliable) │
│ ├── Last Name (most reliable) │
│ ├── Email Address (professional email, very reliable) │
│ ├── Phone Number (if on profile, ~60% fill rate) │
│ └── LinkedIn Profile URL (always available) │
│ │
│ Professional Information │
│ ├── Job Title (from current position) │
│ ├── Job Function (LinkedIn-categorized) │
│ ├── Seniority Level (LinkedIn-determined) │
│ ├── Company Name (from current position) │
│ ├── Company Size (from Company Page) │
│ └── Industry (from Company Page) │
│ │
│ Location Information │
│ ├── City │
│ ├── State/Province │
│ ├── Country │
│ └── Postal Code │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ CUSTOM QUESTION TYPES │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Single-Line Text │
│ ├── Free-form text input │
│ ├── Character limit: 100 characters │
│ └── Use for: Specific questions, comments │
│ │
│ Single Select (Dropdown or Radio) │
│ ├── Up to 10 predefined options │
│ ├── Forces one choice │
│ └── Use for: Qualification questions, budget ranges │
│ │
│ Multi-Select (Checkboxes) │
│ ├── Up to 10 options │
│ ├── Allows multiple selections │
│ └── Use for: Interests, challenges, product features │
│ │
│ Hidden Fields │
│ ├── Not visible to user │
│ ├── Pass through tracking parameters │
│ └── Use for: UTM parameters, campaign IDs, source tracking │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ FIELD LIMITS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Total fields: Up to 12 per form │
│ Recommended: 3-5 fields for best conversion │
│ Custom questions: Up to 3 per form │
│ Hidden fields: Up to 20 per form │
│ │
└─────────────────────────────────────────────────────────────────────┘Form Setup Best Practices
code
// Lead Gen Form configuration patterns
const leadGenFormConfiguration = {
// High-conversion form example (content download)
contentDownloadForm: {
name: '2026_Benchmark_Report_Download',
header: {
headline: 'Download the 2026 B2B Marketing Benchmark Report',
description: 'Insights from 500+ marketers on budgets, channels, and strategies that drive results.',
},
fields: [
{ type: 'prefilled', name: 'firstName', required: true },
{ type: 'prefilled', name: 'lastName', required: true },
{ type: 'prefilled', name: 'email', required: true },
{ type: 'prefilled', name: 'company', required: true },
{ type: 'prefilled', name: 'jobTitle', required: true },
],
customQuestions: [], // None for maximum conversion
thankYou: {
message: 'Your download is on its way! Check your inbox.',
landingPageUrl: 'https://company.com/thank-you/benchmark-report',
},
privacyPolicy: 'https://company.com/privacy',
expectedConversion: '15-25%',
},
// Qualification form example (demo request)
demoRequestForm: {
name: 'Demo_Request_Qualified',
header: {
headline: 'Request a Personalized Demo',
description: 'See how [Product] can help your team [key benefit] in just 30 minutes.',
},
fields: [
{ type: 'prefilled', name: 'firstName', required: true },
{ type: 'prefilled', name: 'lastName', required: true },
{ type: 'prefilled', name: 'email', required: true },
{ type: 'prefilled', name: 'company', required: true },
{ type: 'prefilled', name: 'jobTitle', required: true },
{ type: 'prefilled', name: 'phone', required: false },
],
customQuestions: [
{
type: 'single_select',
question: 'What is your timeline for implementation?',
options: ['Immediately', 'Within 3 months', '3-6 months', 'Just researching'],
purpose: 'qualification',
},
{
type: 'single_select',
question: 'Approximate company budget for this category?',
options: ['Under $10K', '$10K-$50K', '$50K-$100K', '$100K+', 'Not sure'],
purpose: 'qualification',
},
],
thankYou: {
message: 'Thanks! A team member will reach out within 24 hours to schedule your demo.',
landingPageUrl: 'https://company.com/demo-confirmed',
},
privacyPolicy: 'https://company.com/privacy',
expectedConversion: '8-15%',
},
// Event registration form
eventRegistrationForm: {
name: 'Webinar_Registration_Q1',
header: {
headline: 'Register for [Webinar Name]',
description: 'Join [Speaker] on [Date] for insights on [Topic]. Includes live Q&A.',
},
fields: [
{ type: 'prefilled', name: 'firstName', required: true },
{ type: 'prefilled', name: 'lastName', required: true },
{ type: 'prefilled', name: 'email', required: true },
{ type: 'prefilled', name: 'company', required: true },
],
customQuestions: [
{
type: 'single_select',
question: 'What topic interests you most?',
options: ['Topic A', 'Topic B', 'Topic C', 'All of the above'],
purpose: 'content_personalization',
},
],
thankYou: {
message: 'You\'re registered! Check your email for calendar invite and join link.',
landingPageUrl: 'https://company.com/webinar/confirmation',
},
expectedConversion: '20-35%',
},
};Form Optimization Strategies
Optimizing Lead Gen Forms requires balancing conversion rate against lead quality. Here are proven strategies for different objectives.
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Form Optimization Framework:
┌─────────────────────────────────────────────────────────────────────┐
│ CONVERSION OPTIMIZATION │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Reduce Field Count │
│ ├── 3-5 fields: 15-25% conversion rate │
│ ├── 6-7 fields: 10-15% conversion rate │
│ ├── 8+ fields: 5-10% conversion rate │
│ └── Each field added reduces conversion ~5-10% │
│ │
│ Optimize Form Header │
│ ├── Clear value proposition in headline │
│ ├── Specific benefit, not vague promises │
│ ├── Match ad creative messaging │
│ ├── Use numbers when possible (e.g., "500+ insights") │
│ └── Create urgency when appropriate │
│ │
│ Thank You Page Strategy │
│ ├── Deliver on promise immediately (download link) │
│ ├── Set expectations for follow-up │
│ ├── Provide next step (book meeting link) │
│ └── Track thank you page visits for conversion verification │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ LEAD QUALITY OPTIMIZATION │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Strategic Qualification Questions │
│ ├── Ask 1-2 qualifying questions max │
│ ├── Use single-select for clean data │
│ ├── Frame questions positively │
│ └── Make optional if unsure of impact │
│ │
│ High-Value Qualification Questions: │
│ ├── Timeline: "When are you looking to implement?" │
│ ├── Budget: "What's your estimated budget range?" │
│ ├── Authority: "What's your role in purchasing decisions?" │
│ ├── Need: "What's your primary challenge?" │
│ └── Current solution: "Are you using a solution today?" │
│ │
│ Question Design Tips: │
│ ├── Avoid yes/no (use ranges instead) │
│ ├── Include "Other" or "Not sure" options │
│ ├── Order options from highest to lowest quality │
│ └── Use neutral language (avoid bias) │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ A/B TESTING FRAMEWORK │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ High-Impact Test Variables (Priority Order): │
│ 1. Field count (3 vs 5 vs 7 fields) │
│ 2. Headline copy │
│ 3. Custom question inclusion │
│ 4. Description copy │
│ 5. Thank you message │
│ │
│ Testing Best Practices: │
│ ├── Test one variable at a time │
│ ├── Run for minimum 100 submissions per variant │
│ ├── Allow 2+ weeks for statistical significance │
│ ├── Consider lead quality, not just conversion rate │
│ └── Document learnings for future forms │
│ │
│ Measuring Lead Quality: │
│ ├── Track lead → MQL conversion rate │
│ ├── Track lead → opportunity conversion │
│ ├── Monitor sales feedback on lead quality │
│ ├── Compare against non-LinkedIn leads │
│ └── Calculate true cost per qualified lead │
│ │
└─────────────────────────────────────────────────────────────────────┘Conversion Rate Benchmarks
code
// Lead Gen Form performance benchmarks
const leadGenFormBenchmarks = {
// By offer type
byOfferType: {
ebook_whitepaper: {
conversionRate: { low: 12, typical: 18, high: 28 },
cpl: { low: 40, typical: 75, high: 120 },
},
webinar_registration: {
conversionRate: { low: 15, typical: 25, high: 40 },
cpl: { low: 30, typical: 55, high: 90 },
},
checklist_template: {
conversionRate: { low: 18, typical: 28, high: 45 },
cpl: { low: 25, typical: 45, high: 75 },
},
demo_request: {
conversionRate: { low: 6, typical: 12, high: 20 },
cpl: { low: 80, typical: 150, high: 250 },
},
free_trial: {
conversionRate: { low: 8, typical: 15, high: 25 },
cpl: { low: 60, typical: 100, high: 180 },
},
consultation_quote: {
conversionRate: { low: 5, typical: 10, high: 18 },
cpl: { low: 100, typical: 175, high: 300 },
},
newsletter_signup: {
conversionRate: { low: 20, typical: 35, high: 50 },
cpl: { low: 15, typical: 30, high: 50 },
},
},
// By industry vertical
byIndustry: {
technology_saas: {
avgConversionRate: 14,
avgCpl: 95,
},
financial_services: {
avgConversionRate: 11,
avgCpl: 140,
},
healthcare: {
avgConversionRate: 13,
avgCpl: 115,
},
manufacturing: {
avgConversionRate: 16,
avgCpl: 85,
},
professional_services: {
avgConversionRate: 12,
avgCpl: 110,
},
education: {
avgConversionRate: 18,
avgCpl: 65,
},
},
// By field count
byFieldCount: {
'3_fields': { conversionMultiplier: 1.0 },
'4_fields': { conversionMultiplier: 0.92 },
'5_fields': { conversionMultiplier: 0.85 },
'6_fields': { conversionMultiplier: 0.75 },
'7_fields': { conversionMultiplier: 0.65 },
'8_fields': { conversionMultiplier: 0.55 },
},
};CRM Integration
Connecting Lead Gen Forms to your CRM ensures leads are instantly available for sales follow-up and marketing nurture.
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CRM Integration Options:
┌─────────────────────────────────────────────────────────────────────┐
│ NATIVE INTEGRATIONS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Salesforce │
│ ├── Real-time lead sync │
│ ├── Custom field mapping │
│ ├── Campaign member tracking │
│ ├── Lead assignment rules supported │
│ └── Setup: Campaign Manager → Matched Audiences → Data Import │
│ │
│ HubSpot │
│ ├── Real-time contact creation │
│ ├── Form submission tracking │
│ ├── Workflow trigger support │
│ ├── Custom property mapping │
│ └── Setup: HubSpot → Marketing → Ads → Connect LinkedIn │
│ │
│ Microsoft Dynamics 365 │
│ ├── Lead entity creation │
│ ├── Custom field mapping │
│ ├── Marketing list support │
│ └── Setup: Dynamics → Settings → LinkedIn Integration │
│ │
│ Marketo │
│ ├── Lead sync with program tracking │
│ ├── Smart campaign triggers │
│ ├── Custom field support │
│ └── Setup: Marketo → Admin → LaunchPoint → LinkedIn │
│ │
│ Oracle Eloqua │
│ ├── Contact creation │
│ ├── Campaign response tracking │
│ ├── Lead scoring integration │
│ └── Setup: Eloqua → Setup → Integration → LinkedIn │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ ZAPIER / API INTEGRATION │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Zapier Integration │
│ ├── Connect to 3,000+ apps │
│ ├── Near real-time (1-15 min delay) │
│ ├── Custom field mapping │
│ ├── Multi-step automation │
│ └── Setup: Zapier → Create Zap → LinkedIn Lead Gen Forms │
│ │
│ LinkedIn Marketing API │
│ ├── Full programmatic access │
│ ├── Real-time webhook notifications │
│ ├── Bulk lead download │
│ ├── Custom integration flexibility │
│ └── Requires developer resources │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ MANUAL DOWNLOAD │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ CSV Export │
│ ├── Available in Campaign Manager │
│ ├── Up to 90 days of lead history │
│ ├── Includes all form fields │
│ ├── Good for backup / auditing │
│ └── Not recommended for primary lead flow │
│ │
└─────────────────────────────────────────────────────────────────────┘CRM Integration Implementation
code
// CRM integration patterns
const crmIntegrationPatterns = {
// Salesforce integration example
salesforceMapping: {
leadGenFormFields: {
firstName: 'FirstName',
lastName: 'LastName',
email: 'Email',
phone: 'Phone',
company: 'Company',
jobTitle: 'Title',
industry: 'Industry',
companySize: 'Company_Size__c',
// Custom question mappings
timeline: 'Implementation_Timeline__c',
budget: 'Budget_Range__c',
},
additionalFields: {
LeadSource: 'LinkedIn Lead Gen Form',
LinkedIn_Campaign__c: '{{campaign_name}}',
LinkedIn_Ad__c: '{{ad_name}}',
LinkedIn_Form__c: '{{form_name}}',
Lead_Gen_Date__c: '{{submission_date}}',
LinkedIn_Profile__c: '{{linkedin_url}}',
},
leadAssignment: {
rule: 'Round robin by territory',
fallback: 'Marketing queue',
},
},
// HubSpot integration example
hubspotMapping: {
contactProperties: {
firstname: 'firstName',
lastname: 'lastName',
email: 'email',
phone: 'phone',
company: 'company',
jobtitle: 'jobTitle',
linkedin_lead_source: 'LinkedIn Lead Gen Form',
linkedin_campaign: '{{campaign_name}}',
linkedin_ad: '{{ad_name}}',
},
workflowTriggers: [
{
trigger: 'linkedin_lead_source IS LinkedIn Lead Gen Form',
action: 'Enroll in LinkedIn Lead Nurture Workflow',
},
{
trigger: 'timeline IS Immediately',
action: 'Create task for sales rep',
},
],
listMembership: {
list: 'LinkedIn Leads - Q1 2026',
autoAdd: true,
},
},
// Zapier multi-step automation
zapierAutomation: {
trigger: {
app: 'LinkedIn Lead Gen Forms',
event: 'New Lead',
},
actions: [
{
step: 1,
app: 'CRM',
action: 'Create/Update Lead',
},
{
step: 2,
app: 'Slack',
action: 'Send notification to #new-leads channel',
message: 'New LinkedIn lead: {{first_name}} {{last_name}} from {{company}}',
},
{
step: 3,
app: 'Google Sheets',
action: 'Append row to Lead Tracker',
},
{
step: 4,
app: 'Email (SMTP)',
action: 'Send content to lead',
delay: '0 minutes',
},
{
step: 5,
app: 'Calendar',
action: 'Create follow-up reminder',
delay: '1 business day',
},
],
},
};Lead Delivery and Follow-up
Speed of follow-up dramatically impacts lead-to-opportunity conversion. Leads contacted within 5 minutes are 9x more likely to convert.
code
Lead Follow-up Framework:
┌─────────────────────────────────────────────────────────────────────┐
│ RESPONSE TIME IMPACT │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Response Time Connection Rate Qualification Rate │
│ ─────────────────────────────────────────────────────────────── │
│ < 5 minutes 400% higher 9x more likely to convert │
│ 5-30 minutes Base rate Standard conversion │
│ 30-60 minutes 60% lower 50% less likely │
│ 1-24 hours 75% lower 75% less likely │
│ 24+ hours 90% lower 90% less likely │
│ │
│ Recommendation: Contact demo/consultation leads within 5 minutes │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ AUTOMATED LEAD ROUTING │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Routing Criteria: │
│ ├── Geography (state, region, country) │
│ ├── Company size (SMB vs. Enterprise) │
│ ├── Industry vertical │
│ ├── Qualification score │
│ ├── Account ownership (existing accounts) │
│ └── Round robin (equal distribution) │
│ │
│ Notification Channels: │
│ ├── CRM task/notification │
│ ├── Email alert │
│ ├── Slack/Teams message │
│ ├── SMS alert (for hot leads) │
│ └── Mobile app push notification │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ FOLLOW-UP SEQUENCES │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Content Download Lead (Top of Funnel): │
│ ├── Immediate: Email with download link + related resources │
│ ├── Day 2: Educational email expanding on topic │
│ ├── Day 4: Case study relevant to their industry │
│ ├── Day 7: Invitation to webinar/demo │
│ └── Day 14: Final value-add + clear CTA │
│ │
│ Demo Request (Bottom of Funnel): │
│ ├── < 5 min: Phone call attempt + calendar invite email │
│ ├── + 30 min: Second call attempt if no answer │
│ ├── + 2 hours: Personalized email with calendar link │
│ ├── Day 1: LinkedIn connection request (sales rep) │
│ ├── Day 2: Second email with alternative times │
│ ├── Day 3: Phone call + voicemail │
│ └── Day 5: Final email + content offer │
│ │
│ Event Registration: │
│ ├── Immediate: Confirmation email with calendar invite │
│ ├── Day -7: Reminder email with prep content │
│ ├── Day -1: Final reminder with join link │
│ ├── Event day: Join link reminder 1 hour before │
│ ├── Post-event: Recording + additional resources │
│ └── Post-event + 3 days: Related offer/next step │
│ │
└─────────────────────────────────────────────────────────────────────┘Automated Follow-up Implementation
code
// Lead follow-up automation
const leadFollowupAutomation = {
// Lead scoring based on form responses
leadScoring: {
rules: [
// Timeline scoring
{ field: 'timeline', value: 'Immediately', score: 30 },
{ field: 'timeline', value: 'Within 3 months', score: 20 },
{ field: 'timeline', value: '3-6 months', score: 10 },
{ field: 'timeline', value: 'Just researching', score: 0 },
// Budget scoring
{ field: 'budget', value: '$100K+', score: 30 },
{ field: 'budget', value: '$50K-$100K', score: 20 },
{ field: 'budget', value: '$10K-$50K', score: 10 },
{ field: 'budget', value: 'Under $10K', score: 5 },
// Company size scoring
{ field: 'companySize', value: '10001+', score: 20 },
{ field: 'companySize', value: '1001-5000', score: 15 },
{ field: 'companySize', value: '201-1000', score: 10 },
// Seniority scoring
{ field: 'seniority', value: 'CXO', score: 25 },
{ field: 'seniority', value: 'VP', score: 20 },
{ field: 'seniority', value: 'Director', score: 15 },
{ field: 'seniority', value: 'Manager', score: 10 },
],
thresholds: {
hot: 60, // Immediate sales outreach
warm: 35, // Fast-track nurture
cool: 0, // Standard nurture
},
},
// Email sequences by lead score
emailSequences: {
hot_lead: {
sequence: [
{
delay: '0 minutes',
template: 'hot_lead_immediate_response',
subject: '{{first_name}}, let\'s schedule your demo',
},
{
delay: '4 hours',
template: 'hot_lead_followup_1',
subject: 'Quick question about your demo request',
condition: 'no_reply',
},
{
delay: '1 day',
template: 'hot_lead_followup_2',
subject: 'Alternative times for {{company}}\'s demo',
condition: 'no_reply',
},
],
},
warm_lead: {
sequence: [
{
delay: '0 minutes',
template: 'content_delivery',
subject: 'Your download: {{content_name}}',
},
{
delay: '2 days',
template: 'educational_followup',
subject: '3 insights from the {{content_name}}',
},
{
delay: '5 days',
template: 'case_study_share',
subject: 'How {{similar_company}} achieved {{result}}',
},
{
delay: '8 days',
template: 'demo_soft_ask',
subject: 'Want to see this in action?',
},
],
},
},
};pxlpeak Integration
Connect Lead Gen Forms to pxlpeak for unified lead tracking, attribution, and optimization.
code
// pxlpeak Lead Gen Form integration
import { pxlpeak } from '@pxlpeak/sdk';
// Configure Lead Gen Form sync
await pxlpeak.linkedin.leadGenForms.configure({
accountId: LINKEDIN_AD_ACCOUNT_ID,
syncSettings: {
enabled: true,
frequency: 'realtime', // or 'hourly', 'daily'
historicalSync: {
enabled: true,
daysBack: 90,
},
},
fieldMapping: {
// Map LinkedIn fields to pxlpeak properties
email: 'email',
firstName: 'first_name',
lastName: 'last_name',
company: 'company',
jobTitle: 'job_title',
linkedInUrl: 'linkedin_profile_url',
// Custom fields
timeline: 'purchase_timeline',
budget: 'budget_range',
},
enrichment: {
enabled: true,
sources: ['clearbit', 'zoominfo'], // Third-party enrichment
fields: ['company_revenue', 'employee_count', 'tech_stack'],
},
attribution: {
model: 'data_driven', // pxlpeak attribution model
windowDays: 90,
touchpoints: ['ad_view', 'ad_click', 'form_submit'],
},
});
// Lead Gen Form performance analytics
const formPerformance = await pxlpeak.linkedin.leadGenForms.analyze({
dateRange: { start: '2026-01-01', end: '2026-01-31' },
metrics: [
'submissions',
'conversion_rate',
'cost_per_lead',
'lead_to_mql_rate',
'lead_to_opportunity_rate',
'pipeline_generated',
],
dimensions: ['form_name', 'campaign', 'ad'],
filters: {
formNames: ['Demo_Request', 'Benchmark_Download'],
},
});
// Example output
// {
// summary: {
// totalSubmissions: 342,
// avgConversionRate: 14.8,
// avgCPL: 87,
// leadToMqlRate: 42,
// pipelineGenerated: 285000
// },
// byForm: [
// { form: 'Demo_Request', submissions: 89, cvr: 11.2, cpl: 142, mqlRate: 68 },
// { form: 'Benchmark_Download', submissions: 253, cvr: 18.4, cpl: 58, mqlRate: 31 }
// ]
// }
// Optimization recommendations
const recommendations = await pxlpeak.linkedin.leadGenForms.getRecommendations({
accountId: LINKEDIN_AD_ACCOUNT_ID,
optimizationGoal: 'maximize_mqls',
});
// Example recommendations
// {
// formRecommendations: [
// {
// form: 'Demo_Request',
// action: 'reduce_fields',
// details: 'Remove phone field - only 45% fill rate, 12% abandonment',
// expectedImpact: '+15% conversion rate'
// },
// {
// form: 'Benchmark_Download',
// action: 'add_qualification_question',
// details: 'Add timeline question to improve lead quality',
// expectedImpact: '+25% MQL rate, -10% volume'
// }
// ]
// }Lead Quality Tracking
code
// Track lead quality through the funnel
await pxlpeak.leadFunnel.configure({
source: 'linkedin_lead_gen_forms',
stages: [
{
name: 'Lead',
trigger: 'form_submission',
valueAssignment: 'fixed',
value: 50, // Estimated lead value
},
{
name: 'MQL',
trigger: 'crm_status_change',
criteria: { status: 'Marketing Qualified' },
valueAssignment: 'fixed',
value: 200,
},
{
name: 'SQL',
trigger: 'crm_status_change',
criteria: { status: 'Sales Accepted' },
valueAssignment: 'fixed',
value: 500,
},
{
name: 'Opportunity',
trigger: 'opportunity_created',
valueAssignment: 'dynamic',
valueField: 'opportunity_amount',
},
{
name: 'Closed Won',
trigger: 'opportunity_won',
valueAssignment: 'dynamic',
valueField: 'opportunity_amount',
},
],
attribution: {
creditAllocation: 'multi_touch', // or 'first_touch', 'last_touch'
linkedInCredit: 'proportional',
},
});
// Generate funnel report
const funnelReport = await pxlpeak.leadFunnel.report({
source: 'linkedin_lead_gen_forms',
dateRange: { start: '2026-01-01', end: '2026-03-31' },
groupBy: ['form_name', 'campaign'],
});Compliance and Privacy
Lead Gen Forms must comply with privacy regulations and LinkedIn's policies.
code
Privacy and Compliance Requirements:
┌─────────────────────────────────────────────────────────────────────┐
│ REQUIRED ELEMENTS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Privacy Policy Link │
│ ├── Required on every Lead Gen Form │
│ ├── Must link to company's privacy policy │
│ ├── Policy must explain data collection and use │
│ └── Must be accessible (working URL) │
│ │
│ Data Handling │
│ ├── LinkedIn stores leads for 90 days │
│ ├── You receive data, LinkedIn does not use it for targeting │
│ ├── GDPR/CCPA compliant data transfer │
│ └── Members can request data deletion │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ GDPR CONSIDERATIONS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Lawful Basis │
│ ├── Consent: Member actively submits form │
│ ├── Legitimate Interest: B2B marketing context │
│ └── Document your legal basis │
│ │
│ Data Subject Rights │
│ ├── Right to access: Provide lead data on request │
│ ├── Right to deletion: Honor deletion requests │
│ ├── Right to portability: Export data in standard format │
│ └── Right to object: Provide opt-out mechanism │
│ │
│ Best Practices │
│ ├── Include consent language in form description │
│ ├── Honor unsubscribe requests within 10 days │
│ ├── Maintain suppression lists │
│ └── Document consent for each lead │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ LINKEDIN POLICIES │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ Prohibited Uses │
│ ├── Selling lead data to third parties │
│ ├── Using data for non-disclosed purposes │
│ ├── Scraping or automating data extraction │
│ └── Contacting leads for unrelated offers │
│ │
│ Form Content Guidelines │
│ ├── No discriminatory content │
│ ├── Accurate representation of offer │
│ ├── Clear value exchange │
│ └── Professional business purpose │
│ │
└─────────────────────────────────────────────────────────────────────┘Related Documentation
- LinkedIn Ads Complete Guide - Platform overview and strategy
- LinkedIn Campaign Types - Ad format specifications
- LinkedIn Targeting - Audience building and ABM
- Insight Tag - Conversion tracking setup
- LinkedIn Optimization - Performance improvement strategies