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LinkedIn Launches Updated Lead Gen Forms Integration for Zapier, Providing New Automation Opportunities

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LinkedIn has made collecting audience data a little easier with the launch of a new Event Registration trigger in the Lead Generation Forms integration for Zapier, enabling you to connect your gathered lead gen forms info with third-party tools and apps.

LinkedIn Zapier integration

For those unfamiliar, Zapier is an automation tool that enables you to connect different app functionalities into a single stream.

LinkedIn Zapier integration

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Retrieved from Zapier on September 23, 2021

The app makes it easier to set up automation flows like this, without needing specific programming knowledge, with Zapier’s bolt-on modules essentially enabling you to build processes that can streamline your efforts, without a lot of technical set-up on your part.

And the updated LinkedIn Lead Gen integration could provide significant benefits – as explained by LinkedIn:

Automation can make it significantly easier (and faster!) to add registrants from LinkedIn to an event or to a list in another app, like your web conferencing tool or a CRM”

For example, using the Zapier/LinkedIn lead gen integration, you could create an automation flow that automatically adds a webinar registrant in Zoom every time someone signs up for your event, or you could add all Lead Gen Forms responses to a Google Sheet for easy sorting and retargeting.

LinkedIn’s Lead Generation forms enable you to capture key details on interested users, including their name, contact info, company name, seniority, job title, and location. The details are automatically populated into your form, as per the data on the users’ LinkedIn profile, making it an easy way to gather audience insights, which you can then add into your own audience database.

And with that, you can also segment and categorize your contact info for future outreach, with the Zapier integration making this a step easier by automating direct upload of that info direct to a spreadsheet, or your CRM.

It’s a good addition, and while you do need to have an active Zapier account, it may well be worth the investment for those running events, and looking for better ways to track and maintain their audience data.

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You can learn more about LinkedIn’s Lead Generation Forms integration for Zapier here.

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with the Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download here, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

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Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report here.

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