LinkedIn Lead Gen Forms are a powerful tool for capturing valuable lead information, and when seamlessly integrated with Marketo, they can supercharge your lead management efforts.
I've been using LinkedIn Lead Gen for two years, and I have never encountered this exception before. To verify, I conducted a test and found that the company gets updated if I fill in a different company value in the LinkedIn form.
This is strange! Marketo's product manager confirmed this on one of the Community posts. Below is what the PM had to say about this:
"The Marketo Support team is correct. If a lead fills out a LinkedIn lead gen form and includes a company name, when that lead comes over to Marketo, if the email address of that lead matches the email address of an existing lead record but the company names don't match, Marketo rejects the lead that came over and the existing lead record's activity history is not updated with that LinkedIn form fill. At this time, there are no near term plans to change this. We will add a note about this in the user documentation and look at possible changes in the future."
I will reach out to the support team to verify this. It's possible that there may be something I overlooked during the testing process. I'll make sure to keep you updated on their response. Regarding the Community post, could you please share the link with me?
Finally I got response from Adobe Support Team on this. Below is their response,
All LinkedIn leads will come into Marketo and update the lead record’s activity history (synclead), even if the leads have a different company name than the existing lead records, if the Marketo subscription is connected to a CRM system.
The only scenario where the LinkedIn leads will not come into Marketo is if the existing lead record in Marketo is associated with an explicit company.
Creation of company records through the Company APIs occurs only when Marketo is not connected to a CRM such as if a customer exports their CRM data and imports it into Marketo using the Company and Lead APIs.
They will be updating this info in official Marketo Docs.
Great suggestion, Xander! You always come up with cool and innovative ideas. :)
I think this should do the trick for non-Marketo and CRM-synced lead records. However, this still won't work for the contacts records, which is reasonable though. I also liked the idea Mac (in the comments below) proposed re using a data enrichment/intent platform for populating the company name.
Since no activities are logged for the Company name mismatch scenario, users never realize whether they have reasonable number of such occurrences to justify using a workaround, which is one of the key challenges in this case. Perfect example of out of sight, out of mind! :)
Was just recently considering utilizing LinkedIn lead gen forms! Good to know!
My first instinct is to just omit the company field and try to backfill that data using Zoominfo. Manually verifying could be easy to do as well with smaller campaigns.
Thank you for your comment, Mac! I'm glad that you found this tip useful. Also, yes, using an enrichment platform makes sense, especially if you already have one in your stack. It's just that using an enrichment platform, you're still kinda relying on indirect data, rather than the data directly submitted by the person (but I suppose that'd not be a biggie as long as the data is accurate).
I've been using LinkedIn Lead Gen for two years, and I have never encountered this exception before. To verify, I conducted a test and found that the company gets updated if I fill in a different company value in the LinkedIn form.
This is strange! Marketo's product manager confirmed this on one of the Community posts. Below is what the PM had to say about this:
"The Marketo Support team is correct. If a lead fills out a LinkedIn lead gen form and includes a company name, when that lead comes over to Marketo, if the email address of that lead matches the email address of an existing lead record but the company names don't match, Marketo rejects the lead that came over and the existing lead record's activity history is not updated with that LinkedIn form fill. At this time, there are no near term plans to change this. We will add a note about this in the user documentation and look at possible changes in the future."
I will reach out to the support team to verify this. It's possible that there may be something I overlooked during the testing process. I'll make sure to keep you updated on their response. Regarding the Community post, could you please share the link with me?
That'd be great. Thank you so much, Siddesh. :)
Here's the link to the post: https://nation.marketo.com/t5/product-discussions/issue-with-integration-between-linkedin-and-marketo-linkedin/td-p/339625
I was a bit skeptical about this bug/nuance at first too, but then PM confirmed it on the thread.
Hello Darshil,
Finally I got response from Adobe Support Team on this. Below is their response,
All LinkedIn leads will come into Marketo and update the lead record’s activity history (synclead), even if the leads have a different company name than the existing lead records, if the Marketo subscription is connected to a CRM system.
The only scenario where the LinkedIn leads will not come into Marketo is if the existing lead record in Marketo is associated with an explicit company.
***An explicit company is a company record created through the Company APIs (https://developers.marketo.com/rest-api/lead-database/companies/#create_and_update).
Creation of company records through the Company APIs occurs only when Marketo is not connected to a CRM such as if a customer exports their CRM data and imports it into Marketo using the Company and Lead APIs.
They will be updating this info in official Marketo Docs.
Thanks!
Siddesh
Thank you so much for the being on top of this, Siddesh! I've indeed got this confirmed with the engineering team as well! I'll update the post. :)
Would you suggest saving the LI value to a custom field and automating the data via a Marketo Flow?
Great suggestion, Xander! You always come up with cool and innovative ideas. :)
I think this should do the trick for non-Marketo and CRM-synced lead records. However, this still won't work for the contacts records, which is reasonable though. I also liked the idea Mac (in the comments below) proposed re using a data enrichment/intent platform for populating the company name.
Since no activities are logged for the Company name mismatch scenario, users never realize whether they have reasonable number of such occurrences to justify using a workaround, which is one of the key challenges in this case. Perfect example of out of sight, out of mind! :)
Was just recently considering utilizing LinkedIn lead gen forms! Good to know!
My first instinct is to just omit the company field and try to backfill that data using Zoominfo. Manually verifying could be easy to do as well with smaller campaigns.
Thank you for your comment, Mac! I'm glad that you found this tip useful. Also, yes, using an enrichment platform makes sense, especially if you already have one in your stack. It's just that using an enrichment platform, you're still kinda relying on indirect data, rather than the data directly submitted by the person (but I suppose that'd not be a biggie as long as the data is accurate).