Summary

The web content provides a comprehensive guide on integrating LinkedIn lead gen forms with HubSpot for B2B SaaS companies, detailing the process from setting up the integration to creating workflows for automated lead management.

Abstract

The article outlines a step-by-step process for integrating LinkedIn lead generation forms with HubSpot CRM, specifically tailored for B2B SaaS companies but applicable to other business models. It begins with enabling the out-of-the-box LinkedIn integration in HubSpot, setting up lead tracking, and syncing LinkedIn forms. The guide then delves into creating LinkedIn forms, mapping form fields to HubSpot data fields for accurate tracking, and building workflows in HubSpot to automatically compile leads into organized lists. The author emphasizes the importance of field mapping and UTM codes for campaign tracking and provides visual aids to illustrate the setup process. The article concludes with a note on the limitations of the integration for HubSpot free account users and offers additional resources for campaign naming conventions and LinkedIn campaign structures.

Opinions

The author believes that integrating LinkedIn lead gen forms with HubSpot is particularly useful for B2B SaaS companies running paid campaigns on LinkedIn.
They suggest that the principles of the integration process are broadly applicable, extending beyond B2B SaaS to B2C and service companies.
The author values organization and tracking, advocating for the use of workflows to automatically manage leads and for the inclusion of UTM codes to track campaign performance.
They highlight the convenience of the integration, noting that leads will be automatically sent to HubSpot once the form is filled out.
The author points out a limitation of the integration, mentioning that LinkedIn forms will not appear in the regular HubSpot Lead gen forms list, which could affect how leads are monitored.
They offer a solution to this limitation by creating an automated list through a HubSpot workflow, ensuring all LinkedIn leads are captured in one place.
The author encourages readers to reach out with questions and to follow them on LinkedIn for more marketing insights, indicating a willingness to engage with the audience and provide further assistance.
They also recommend a cost-effective AI service as an alternative to ChatGPT Plus (GPT-4), suggesting a preference for value-driven tools in marketing tech stacks.

How to send leads from LinkedIn lead gen forms to Hubspot

Quick LinkedIn — Hubspot integration guide

If you’re running paid campaigns on LinkedIn and using Hubspot as your CRM, you’ll find this useful.

As usually, I’m focusing on B2B SaaS companies, but the principles will apply to B2C and service companies too.

Let’s start with the basics.

When running paid ads, you want LinkedIn users to convert to customers. This conversion happens when a demo request form if filled in on LinkedIn, or when the user goes to your website and fills in a demo form there.

I will only cover the native LinkedIn lead gen forms here, and write a separated guide for tracking the leads that convert on the website.

We’ll cover four main points:

The integration of the two platforms, and the user flow
The form building in LinkedIn
Mapping the fields to ensure correct tracking
Creating a workflow for automatic lead list building

Let’s get started.

Hubspot — LinkedIn integration & user flow

Hubspot offers an out-of-the-box integration with LinkedIn, so if you go to your account, under Marketing > Ads, you’ll see that you can choose to connect your social platforms to the CRM.

Select LinkedIn, and follow the steps to set up the integration.

You will be redirected to the Ad overview, and should be able to see your account connected. Set the lead tracking on ‘Auto tracking’.

Next, under ‘Lead syncing’, enable the LinkedIn form tracking. If you’re not running any lead gen ad, you’ll see ‘0 forms’, but once you ad a form to your LinkedIn account, they’ll be automatically synced, and you’ll see them in your HS account.

However, note that these forms won’t be available under Marketing > Lead Capture > Forms, like the general HS forms.

So in order to keep all the leads from LinkedIn organized, we’ll build some automatic lists a bit later.

For now, let’s move on to step 2: creating the LinkedIn forms.

Creating and syncing the LinkedIn forms

This step is quite straight-forward. In your LinkedIn Campaign Manager, go to Assets > Lead gen forms, and build your first form. Then, add it to a campaign, and leave it on Draft for now.

When a user fills in this form, the contacts will be automatically sent to Hubspot, through the already enabled integration. However, the form fields need to be mapped with Hubspot data fields, to make sure everything is sent to your CRM.

In the Form details fields, add the Headline (CTA of the form), and the Privacy policy URL. Don’t add the Privacy text here, we use a checkbox for consent in the next step.

Then, under Lead details, enable the following fields, and add the text for consent:

Next, add the UTM code for tracking your campaign in the Landing page URL field.

Finally, under Hidden fields, add the following (don’t change the letter case, use lowercase and keep it all as bellow):

source = linkedin
medium = paid_social
campaign_name = your campaign name, for internal use and tracking purposes only

Once your form is created, go ahead and add it to a campaign. Create a lead campaign with the goal of Lead generation, and follow the steps. At the end, you should see your ad with the form in your Ads list.

Click on the three dots, then ‘View’, and you’ll be able to preview and test the form.

Fill in the form and click ‘Submit’, to have your first lead data sent to Hubspot.

Step 3: Map the fields to ensure correct submissions

If you now go to your Hubspot account, under Marketing > Ads, you should see your new campaign.

If you hover over the campaign name, you’ll see the option to ‘See details’. Click it and this sidebar will open.

We’ll go and create a workflow to collect all the leads from this campaign in one list. But before doing so, one more thing: let’s check the field mapping.

Go back to HS Settings > Ads > Lead syncing. You will now see the form tracked in Hubspot.

Click on the form, and you’ll see this sidebar.

Then, click on the form name (‘Book a demo’ in this case), and you’ll see the field mapping. If there are no errors, you’re good to go.

However, like mentioned in the beginning, this form doesn’t appear in your regular Lead gen forms list. So although you’ll be able to see the leads in your Contact list, it’s not handy to always have to check the submissions by going to Settings > Ads.

So let’s build the automatic list to collect all LinkedIn ads in one place.

Create a HS workflow to send all leads to one list

Just a note: This will not work if you’re using the HS free account. However, if you’re on a paid plan, just go to Automation > Workflows, and create a new workflow.

The trigger for you will be a Form submission -> Anyone who filled in the form listed above.

When this trigger happens, send the Contact to a new list. Make sure you follow some naming conventions — for example, you can reuse the campaign name, or just name your list ‘LinkedIn leads’, if you want to collect all your paid leads in one list only.

This is it. Your LinkedIn forms are now sending leads to HS in an automated list :).

Hope you find this useful! Let me know if you have questions and follow me here or on LinkedIn for more non-fluffy marketing stuff!

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For an example of LinkedIn campaign structure, take a look at this template, or watch the video below. It explains how LinkedIn paid works, and how to structure a campaign, including what types of ads to use for each funnel stage.

For Campaign Naming Conventions, take a look at this document: https://docs.google.com/spreadsheets/d/1Rgu4AOsFkA49arDxXtwtM_Jfvt4FbA7JZ0Wo3GXEZ7M/edit?usp=sharing

Hope this was useful!