Business professionals love LinkedIn for networking and brand-building, but marketers love LinkedIn because they can send outreach to 922.3 million users with LinkedIn ads. Who wouldn't want LinkedIn Lead Gen Forms to be a part of their business's marketing strategy?

LinkedIn Lead Gen Forms allow businesses to capture leads through paid ads on LinkedIn. Instead of traditional ads—where users are directed elsewhere—LinkedIn Lead Gen Forms keeps folks in their feed. When a user clicks on a LinkedIn ad call-to-action, they'll see a pre-filled form with their profile information, which they can easily submit with just one click.

Sounds easy, but you still have to put in the time and effort to convert those leads into customers. While Zapier can't pitch your company's value—that's better left to humans—we can help you streamline your lead generation process. 

By creating Zaps—our word for automatic workflows, you can automatically add your new leads to your Customer Relationship Manager (CRM), organize your leads in a spreadsheet, and more with Zapier's LinkedIn Ads integration. 

Table of contents

• Notify your sales team

• Add new leads to your CRM

• Send immediate emails to new leads

• Add leads to a marketing newsletter

• Add new leads to a webinar

• Organize lead information for data analysis

Before we get started

When automating LinkedIn Lead Gen with Zapier, use the Zapier LinkedIn Ads integration, which also works to automate your LinkedIn Custom Audiences account. 

There are two main parts to every Zap:

• The trigger: an event that starts a Zap, like when a lead fills out a LinkedIn Lead Gen form.

• The action: an event a Zap performs after it's triggered, like adding that new lead to your CRM. A single Zap can perform one or more actions.

The LinkedIn Lead Gen Forms integration has two triggers:

• New Event Registration Form Response: triggers when you receive a new event response. 

• New Lead Gen Form Response: triggers when you receive a new form response. 

Now, let's dive into popular ways to automate LinkedIn Lead Gen Forms. 

Notify your sales team

New leads are like seeds. With enough care and finesse, those leads will grow into paying customers. But if your sales team isn't aware those leads exist, they're not going to grow into anything.

In-app notifications and emails only work if your team is attached to their inbox or always on LinkedIn, but they're likely working elsewhere to close deals. These Zaps will automatically notify your sales team in a team chat app whenever there's a new lead from LinkedIn Lead Gen Forms.

Add new leads to your CRM

Customer relationship management (CRM) apps are a central source of truth for many businesses. They contain all the information you need on leads, customers, deals, and more. They can also be a central source of headaches whenever information isn't accurate. Many CRMs will have some automation features built in, but there are still some things your team needs to update manually.

Your LinkedIn leads don't have to be one of them. These Zaps will automatically add your new leads as contacts in your preferred CRM.

Send immediate emails to new leads

Reaching out to leads as soon as they show interest means they're more likely to convert. But as you scale your LinkedIn lead gen form intake, it's impossible to manually reach out to every new submission. 

Use these Zaps to instantly send leads a welcome email as soon as they fill out your LinkedIn form. That way, they hear from you right away—and are more likely to engage with your brand. 

Add leads to a marketing newsletter

It takes more than one welcoming marketing message to convert a lead into a customer. That's where email newsletters play an important role. They allow you to put leads on long-term email nurture campaigns designed to turn them into customers.

These Zaps will automatically add new leads from LinkedIn to your subscriber list, ensuring that your email lists are up to date with every single lead you bring in.

Add new leads to a webinar

Webinars are a great way to introduce leads to your product or service. Offer people something valuable, and they might become a customer. Webinar logistics are already stressful, from planning content to testing tech. These Zaps will automatically register your leads to your webinar app of choice, so that's one less thing you have to worry about.

Organize lead information for data analysis

As with any lead generation campaign, you should analyze the results so you can plan future campaigns. You can export lead data from LinkedIn Lead Gen Forms to a CSV file, but if you want to analyze lead information as it comes in—for example, if you want to adjust your campaign messaging—these workflows will automatically add a new lead to your favorite spreadsheet, database, or analytics app.

If you work with tools we didn't feature here, don't worry! Zapier works with thousands of apps in combination with LinkedIn Lead Gen Forms. Head to our App Directory and search for the one you use, or browse to find the right solution for your needs.

This article was originally published in April 2017 and previously updated by Krystina Martinez. It was most recently updated by Ellie Huizenga in July 2023.