What Email Marketers Need to Know About LinkedIn Lead Gen Forms

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Are you looking for high-quality subscribers to join your list?

(Okay, okay. That’s a silly question. Of course you are!)

There are hundreds of tactics out there that’ll help you grow your list. These tactics typically promote adding many subscribers, but very few of them focus on how to add the right subscribers. If you want to attract subscribers that will convert to paying customers and raving advocates, you have to be where your target audience is.

For many, that audience might be on LinkedIn – the world’s largest professional network.

Learn how you can use LinkedIn’s advertising platform with Zapier and AWeber to grow your list and create a remarkable opt-in experience for new subscribers.

Easier lead generation for everyone

Using LinkedIn’s advertising platform, you can dial in the targeting to help your incentive or offer reach the right people at the right time and grow your email list. And with LinkedIn Lead Gen Forms, your prospects’ information is pre-filled using their profile data. This means you’ll get more accurate information and less abandoned forms.

LinkedIn Lead Forms
Image source: LinkedIn

Using Zapier, you can now automatically send new lead information from LinkedIn Lead Gen Ads to your AWeber account.

In short, over 500 million registered LinkedIn users can be one click away from joining your AWeber email list!

To learn more about how to get started with LinkedIn ads, I recommend checking out Zapier’s step-by-step guide.

Same flow, less friction

Not sure how this might fit into your current strategy? Here are a few content starter ideas to help you get started. In many cases, you can use LinkedIn Lead Gen Forms similarly to how you currently run LinkedIn ads or ads on other platforms. By pre-filling lead form information, you’ll simply be decreasing the user’s friction to sign up.

Not sure where to start? Here are four ideas for how you can practically use LinkedIn ads to grow your list:

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1. Invite LinkedIn users to join an educational webinar or demo

One of the best ways to promote the value of your product or service is to invite users to learn or experience that product or service firsthand.

A simple ad promoting a webinar or demo at a designated time or place can attract attendees. You may be doing this now by directing ad traffic to a landing page or your webinar signup page.

With LinkedIn Lead Gen Forms, however, you can collect the registration right in LinkedIn. Using Zapier, you can send that information, along with relevant tags, to AWeber. Using multi-step zaps, you can even send the information to AWeber and a compatible webinar hosting platform as well, like GoTo Webinar.

2. Offer a guide, checklist or eBook to LinkedIn users

Creating an attractive incentive or lead magnet (such as a PDF guide or checklist) is a great way to grow your list. Use a LinkedIn ad to offer it to your audience with a one-click path to receive it. Looking for inspiration? Check out this guide on creating the perfect incentive.

Using Zapier, you can send your new leads to AWeber with a corresponding tag. Use this tag to trigger an automated email campaign from AWeber that delivers the incentive. Add an additional autoresponder email to nurture the relationship with your new subscriber, provide additional value and offer additional products and services.

3. Create and deliver an automated email course

At AWeber, we’ve found great success educating prospects with email courses. We use a sequence of automated emails configured to be sent over a set period of time to deliver course content.

You can create a simple email course with AWeber in minutes using Campaigns, and market the course on LinkedIn using LinkedIn Lead Gen Forms. When a prospect opts-in to your course, you can automatically send their information to AWeber using Zapier and immediately deliver the first email lesson.

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4. Encourage LinkedIn users to set up a consultation

Are you a coach or consultant? Invite a prospective customer to sign up for a free consultation.

You can do this by implementing a simple LinkedIn Lead Gen Form ad inviting users to book some time. When a subscriber is added to your list via Zapier, include a link to schedule the actual 10 to 15-minute call with a free tool called Calendly.

Using Calendly, you can automate your scheduling, minimize the time spent emailing back and forth with prospects and ensure that your consultation is limited to a short amount of time.

Get started today


When using automation and advanced advertising tools like LinkedIn’s platform, there’s a ton of room for creativity and innovation.

To learn more about connecting AWeber to Zapier, check out this Knowledge Base article.

Although AWeber’s Zapier integration can be used with a free Zapier account plan, LinkedIn Lead Gen Forms is a Premium zap (which requires a paid subscription to Zapier). You can check out their 14-day trial to see if it’s right for you!

Please also note that by default, confirmed opt-in is turned on for all AWeber integrations. This can be changed to single opt-in. Contact our customer solutions team to discuss single opt-in options when using Zapier or other trusted integrations.

I can’t wait to see how you use these exciting new features! If you’re using ads and automation to grow your business, share your success in the comments below.

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