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Lead Sync Use Cases

Warning

Deprecation Notice
The Marketing Version 202406 (Marketing June 2024) has been sunset. We recommend that you migrate to the latest versioned APIs to avoid disruptions. See the Migration page for more details. If you haven’t yet migrated and have questions, submit a request on the LinkedIn Developer Support Portal.

Overview

LinkedIn Lead Sync enables advertisers to collect and sync high-quality leads directly from LinkedIn Lead Gen Forms to marketing automation platforms, CRMs, and CDPs. This streamlines sales outreach, marketing automation, and re-targeting efforts, ensuring a seamless and efficient lead management process.

Why?

Partners and end-users require these use cases for the following reasons:

  • Automation: Eliminates manual steps, ensuring leads flow into automated marketing and sales workflows.
  • Enrichment: Enhances leads by adding additional fields for better lead scoring and routing.
  • Scoring: Helps prioritize leads based on value and relevance.
  • Routing: Directs leads to the appropriate team members for immediate action.
  • Reporting: Measures lead conversion into pipeline opportunities and ROI.

Permissions

Applications must have an access token with the following permissions:

  • r_marketing_leadgen_automation
  • r_ads
  • r_organization_admin

Lead Gen APIs require separate access from the LinkedIn Marketing API Program. Developers must apply for access.

Pre-requisites

  • Your developer application must have access to the Lead Sync API product.
  • You need access to at least one ad account with one of the following roles:
    • Account Administrator
    • Campaign Manager
    • Leads Manager

Use Case 1: Lead Syncing to CRM/CDP/Marketing Automation Platforms

Sync LinkedIn Lead Gen Forms data directly to a destination such as a marketing automation platform, CRM, or CDP to automate sales and marketing efforts.

Procedure/Workflow

  1. Obtain User Authorization: Secure permission to access leads and ads data.
  2. Retrieve User’s Ad Accounts: Identify relevant ad accounts for lead syncing.
  3. Select Ad Account(s): Allow the user to choose ad accounts to sync leads from.
  4. Look Up Organization: Validate the user's organization association.
  5. Retrieve Lead Gen Forms: Fetch available Lead Gen Forms associated with the selected ad account.
  6. Map Lead Gen Form Fields: Align form fields with the CRM/CDP’s data fields.
  7. Register for Lead Notifications: Enable push notifications for real-time lead updates.
  8. Fetch Lead Data: Retrieve leads from LinkedIn once notified.
  9. Sync Leads to Destination: Push the collected leads into the configured marketing platform, CRM, or CDP.

Use Case 2: Lead-to-Sales Reporting

Connect lead data with sales outcomes to understand the conversion rate from lead to purchase.

Procedure/Workflow

  1. Sync Lead Data with Sales System: Integrate LinkedIn leads with internal sales tracking systems.
  2. Track Lead Progression: Monitor the movement of leads through the sales funnel.
  3. Analyze Lead Effectiveness: Compare generated leads against actual purchases.
  4. Optimize Campaigns: Use insights to refine targeting and improve lead conversion.

Use Case 3: Real-Time Sales Notifications

Enable sales representatives to receive real-time notifications when a new lead is captured.

Procedure/Workflow

  1. Enable Webhook Notifications: Configure LinkedIn to send push notifications for new leads.
  2. Trigger Alerts to Sales Teams: Notify relevant sales representatives as soon as a lead is generated.
  3. Provide Lead Details: Include key lead information in the notification for quick action.
  4. Facilitate Immediate Follow-Up: Ensure sales teams act promptly on new leads to improve conversion rates.

Webhook Push vs Pull for Lead Sync

Lead synchronization can be achieved using two methods: the push model (webhooks) and the pull model (periodic API requests). The push model is recommended as it allows real-time lead synchronization by triggering webhooks when a new lead is generated. This ensures immediate updates and faster response times for sales teams. The pull model, on the other hand, requires periodically querying the API for new leads, which can introduce delays and requires additional resources to manage scheduled requests. A combination of both methods provides a balance between real-time responsiveness and data reliability.