Some of the most powerful integration features that B2B marketers have at their disposal is the LinkedIn Marketo integration. With this integration, you are able to directly pass leads from LinkedIn ads to Marketo and bi-directional sync lists with both platforms, thus enabling easy management of the two tools. In this blog, we’ll share how to set up the LinkedIn Marketo integration, how to push LinkedIn leads to Marketo, and how to sync your Marketo list to LinkedIn to increase the effectiveness of your marketing.
Why Integrate LinkedIn Ads with Marketo?
Before looking at the how-to of LinkedIn Marketo integration, let’s discuss why it’s so important. LinkedIn is one of the most effective platforms for generating business-to-business leads because of the targeting it provides to marketers to reach decision-makers in various industries. Marketo is a powerful tool for marketing automation that stands out for lead management, nurturing, and scoring. Thus, there is an opportunity to automatically forward LinkedIn leads to Marketo so you never lose sight of your conversions. This integration decreases the potential of inputing wrong data or having to manually enter information, and allows your leads to seamlessly enter your marketing funnel for follow-ups.
Setting Up LinkedIn Marketo Integration
Here’s how to set up your LinkedIn Marketo integration:
1. Access LinkedIn Campaign Manager:
To set up tracking codes, first, open your LinkedIn Campaign Manager account. If you have not already done so, you will need to construct the first one here as well. This is where you will be able to control all your LinkedIn ads and set up the integration.
2.Navigate to the ‘Account Assets’ Section:
Navigate to the ‘Account Assets’ tab in LinkedIn Campaign Manager, then choose the ‘Lead Gen Forms. This is where you can create a form that captures leads right from the LinkedIn ads.
3. Create a Lead Gen Form:
Fill out the Lead Gen Form on LinkedIn. Some of the details to specify in the form fields include name, email address, job title, and company details.
4. Connect Marketo to LinkedIn:
To access integrations in Marketo go to ‘LaunchPoint’; this is where all your integrations are handled. Here, you will click on the ‘Add New Service’ button and then on the drop-down box, select LinkedIn as the service. In order to proceed with providing access to the selected profile, you will need to provide credentials for LinkedIn.
5. Map Lead Gen Form Fields to Marketo Fields:
When Marketo has been linked to LinkedIn, you’ll then want to match fields from the LinkedIn Lead Gen Forms to the Marketo fields. This guarantees that all the data gathered on LinkedIn is assigned correctly to Marketo.
6. Test the Integration:
Check how the leads are being pushed into Marketo from LinkedIn. Generate a test lead on LinkedIn and check to make the lead came through the Marketo database.
Pushing LinkedIn Leads to Marketo
After you’ve set up the LinkedIn Marketo integration, funneling LinkedIn leads to Marketo is just a push of a button. Here’s how it works:
- Lead Generation: Every time a member engages with the LinkedIn ad and fills out the Lead Gen Form, the information of the participant is collected.
- Data Transfer: All the data collected from leads on LinkedIn will be synchronized and translated to Marketo in real-time.
- Lead Nurturing: When the lead is in Marketo, it can be moved to a nurture campaign, and you can follow-up, send emails, score, or route the leads to another funnel you may have set up.
The integration of LinkedIn to Marketo facilitates the transition from lead generation to revenue realization without any drop off; hence making it easier for you to convert leads to customers.
Syncing Marketo Lists to LinkedIn
The LinkedIn Marketo integration not only lets you forward LinkedIn leads to Marketo but also lets you use Marketo list on LinkedIn to advertise more effectively. Here’s how you can sync your lists:
1. Create a Marketo List:
When using Marketo, create a smart list of the leads that you wish to target with LinkedIn ads. You can sort the list according to the lead score that ranks the leads, title, industry, or any other custom fields that you may have.
2. Sync the List to LinkedIn:
Open Marketo and navigate to the ‘LaunchPoint’ tab, select LinkedIn, and then go to the sync list option. Now go to LinkedIn and connect the Marketo list that you generated.
3. Target Your Audience on LinkedIn:
Once this list is synchronized, it can help you to develop a special audience for your LinkedIn advertising. It enables the kind of advertising aimed at the particular leads on Linked In that are already in your Marketo list, helping to improve the outcomes of the existing campaigns.
4. Monitor and Optimize:
When using the LinkedIn ads, ensure you are closely following the performances of your campaign and make the necessary changes as you deem appropriate. The LinkedIn Marketo integration naturally syncs your Marketo list with your LinkedIn campaigns.
Conclusion
The LinkedIn Marketo integration offers a powerful way to streamline your lead generation and management processes. By automating the transfer of LinkedIn leads to Marketo and syncing your Marketo list to LinkedIn, you can ensure that your marketing efforts are both efficient and effective. Whether you’re looking to capture new leads or retarget existing ones, integrating LinkedIn with Marketo is a strategy that can drive significant results for your business. With the right setup and ongoing management, this integration can help you maximize the ROI of your LinkedIn advertising efforts and turn more leads into customers.