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Seven months after introducing lead generation forms to sponsored posts, LinkedIn is adding support for the data collection tool to Sponsored InMails, creating an opportunity to target users of the professional social network both publicly in the news feed and privately via message. Marketers will be able to curate qualified leads and contact information easily, thanks to a button that prospects click in an ad, message, or post.

With Sponsored InMails, marketers are able to run personalized, one-on-one messages to LinkedIn users as before, but while there was previously a noticeable drop-off among prospects when they were asked to provide their information, lead generation forms make that data easier to collect. LinkedIn said that marketers will be able to collect quality data, like someone’s name, email address, job title, company name, and other select fields from their public profile.

The company has also launched a new Dynamic Ads format, which it says will deliver a click-through rate that’s twice as high as a standard display ad. Dynamic Ads are customized to target the individual user, featuring their name, profile photo, title, or job function.

The Dynamic Ads are designed to make the targeted user feel they are receiving content that is relevant to them. They can click on a link to preview the advertised content, and if they do, LinkedIn’s lead generation forms will ensure the marketer receives their contact information.

Both the lead generation forms for Sponsored InMails and the new Dynamic Ads format support integrations with customer relationship management platforms such as Driftrock, Marketo, Microsoft Dynamics 365, Oracle Eloqua, and Zapier.


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