LinkedIn Lead Gen integration

Applies to Dynamics 365 (online), version 9.x

[This topic is pre-release documentation and is subject to change.]

Dynamics 365 for Marketing, includes a connector for LinkedIn Lead Gen. Use this feature to see how people are interacting with your marketing initiatives in LinkedIn and to bring leads and lead information generated by using the LinkedIn Lead Gen tools directly into Dynamics 365.

To see the information collected by LinkedIn Lead Gen, open a lead and go to its LinkedIn Lead Info tab.

To sync leads from LinkedIn and run campaigns on LinkedIn, you need access to a LinkedIn account that can manage sponsored content by using LinkedIn Campaign Manager.

Enable users to work with the connector and assign security roles to users

The solution creates two new security roles, which you assign to users so they can work with LinkedIn Lead Gen forms in Dynamics 365. A third role, LinkedIn Lead Gen S2S Inbound, is an internal security role used by the solution to sync data.

  • LinkedIn Lead Gen Forms Administrator: Users with this role can configure lead matching strategies, LinkedIn field mapping, and solution settings for Dynamics 365 Connector for LinkedIn Lead Gen Forms.
  • LinkedIn Lead Gen Forms Salesperson: These users can authorize LinkedIn user profiles to sync data to Dynamics 365, and view details about the synced submissions.

Assign these security roles to users you want to provide access to the LinkedIn Lead Gen menu item. To learn how to assign a security role to users, see TechNet: Create users and assign Dynamics 365 (online) security roles.

Configure a matching strategy to update leads from LinkedIn Lead Gen ads

When a new lead is synced from LinkedIn, Dynamics 365 can either update an existing lead record if the person is already known, or create a new lead if it's the first contact with this person. New LinkedIn leads appear as LinkedIn Form Submissions in Dynamics 365. The information in LinkedIn form submissions consists of the answers given by LinkedIn members when they submitted the forms.

To match existing leads in Dynamics 365 (online) with new LinkedIn form submission answers, users who have at least the LinkedIn Lead Gen Forms Connector Administrator security role can define a LinkedIn lead matching strategy in Dynamics 365. A matching strategy maps the fields of a LinkedIn form submission to the record fields for a lead in Dynamics 365. By default, a matching strategy based on a lead's email address is activated.

A matching strategy applies to all LinkedIn leads in the same Dynamics 365 organization. If a matching strategy contains more than one field mapping, all mappings must match before an existing lead record is updated. We recommend maintaining simple matching strategies—for example, strategies based only on phone number or email address. If only a subset of the fields match, by default Dynamics 365 creates a new lead from the form submission.

Create a LinkedIn lead matching strategy

  1. Go to Marketing > LinkedIn Lead Gen > LinkedIn Lead Matching Strategies.

  2. To create the matching strategy, select New, enter a Name, and then select Save.

  3. To add a LinkedIn field mapping record, select Add and enter the name of the LinkedIn member field.

  4. Select the LinkedIn Field Mapping record to add it to this matching strategy.

Activate a different LinkedIn lead matching strategy

  1. Go to Marketing > LinkedIn Lead Gen > LinkedIn Lead Matching Strategies.

  2. In the list, select the matching strategy that you want to activate.

  3. In the Activate menu in the matching strategy details, select Yes.

  4. If another matching strategy is active, it will become deactivated.

Edit a LinkedIn lead matching strategy

  1. Go to Marketing > LinkedIn Lead Gen > LinkedIn Lead Matching Strategies.

  2. In the list, select the matching strategy that you want to edit.

  3. To add an additional LinkedIn field mapping record, select Add and enter the name of the LinkedIn member field.

  4. To remove a LinkedIn field mapping record, select Delete.

Delete a LinkedIn lead matching strategy

  1. Go to Marketing > LinkedIn Lead Gen > LinkedIn Lead Matching Strategies.

  2. Select the check box for the lead matching strategy you want to delete. You can't delete the activated lead matching strategy.

  3. Select Delete, and then confirm your deletion.

Establish a connection between Dynamics 365 Connector for LinkedIn Lead Gen Forms and LinkedIn

Before we can sync leads from LinkedIn campaign accounts to a Dynamics 365 organization, a LinkedIn member with access to LinkedIn Campaign Manager is required to authorize their LinkedIn accounts in Dynamics 365. In Dynamics 365, this user requires at least a LinkedIn Lead Gen Forms Connector Salesperson security role.

More information about assigning security roles to users: TechNet: Create users and assign Dynamics 365 (online) security roles

Authorize Dynamics 365 to sync data from LinkedIn Campaign Manager

  1. Go to Marketing > LinkedIn Lead Gen > LinkedIn User Profiles.

  2. To add a new LinkedIn user profile record, select New, enter a Name, and then select Save.

  3. To add LinkedIn accounts to this user profile, select Authorize on the command bar.

  4. Enter the credentials for your LinkedIn profile, and then select Sign In.

  5. In the permissions dialog box, select Allow.

  6. Check and confirm the Dynamics 365 organization you want to sync your LinkedIn data to.

After successful authorization, the associated LinkedIn accounts are listed in the Associated LinkedIn Accounts section. You can review the details of the LinkedIn accounts in the form. It might take a few seconds to get the accounts; try refreshing the view if you don't see them.

LinkedIn form submissions are now synced automatically to Dynamics 365. You'll be able to see the data in Dynamics 365 as soon as the sync is complete, which might take a few minutes. Usually it's not required, but you can trigger an optional, on-demand sync of LinkedIn form submissions after authorizing a profile by selecting Sync submissions.

Analyze leads and lead performance

When a LinkedIn lead matches a lead record in Dynamics 365 (online), the lead record is updated with additional information. In addition to the updates of individual lead records, charts on dashboards can represent the performance of a marketing campaign on LinkedIn.

See the details of a lead

To see the details of a lead record in Dynamics 365, go to Marketing > Lead Management > Leads and select the lead record from the list. If the lead was created by Dynamics 365 Connector for LinkedIn Lead Gen Forms, the lead source is LinkedIn Sponsored Content. If an existing lead record was updated, Dynamics 365 updates the lead field values by using the information submitted by the lead on LinkedIn. More information: Create or edit a lead

Note

LinkedIn campaigns automatically create a Customer Journey record. To stop these records from being automatically generated, a system administrator or customizer needs to edit the LinkedIn LeadGen Integration Configurations entity and change the value for the Create Journeys for LinkedIn Campaigns attribute from Yes to No. For quick access to this custom entity, consider adding it to the site map.

Review the aggregated lead performance

Work with a dashboard containing charts about the source of new leads, or create new dashboards by using the charts that matter the most to get your reporting completed.

When you create your own dashboard, consider adding a chart for the record type LinkedIn Form Submissions to see how your campaigns perform compared to each other. Or, you can create a Leads by Source chart for the record type Lead. Give it a try!

Analyze individual LinkedIn Lead Gen forms and submissions

To see all form submissions in Dynamics 365, go to Marketing > LinkedIn Lead Gen > LinkedIn Form Submissions. You can drill down to individual submissions to see the details of the lead and the information provided by the LinkedIn members when they answered the underlying LinkedIn Lead Gen form.

See also

Manage customer information