Integrating Marketo with Facebook and LinkedIn Lead Gen Forms

Integrating Marketo and LinkedIn forms with Marketo is extremely easy to do. Once your forms are built on those platforms, you just need a few steps in Marketo to connect the systems together.

Facebook

Before you can make the most of this integration in Marketo, you have to create a form(s) to reference in Marketo.

Creating a Lead Gen Form on Facebook

  • Create an ad using the consideration of lead generation
  • After defining your audience placement, budget and creative, scroll down to Lead Form
  • Click the New Form Button
  • Name it something relevant
  • Add copy and images
  • In questions, you can use standard fields from Facebook or ask your own questions which you can map later
  • Once finished, click confirm

Setting Up Facebook Lead Gen Forms in Marketo

  • Go to the Admin section in Marketo
  • Click on ‘LaunchPoint’
  • Click the ‘New’ drop down and click ‘New Service’
  • For ‘Display Name’ enter ‘Facebook Lead Gen Forms’ or something similar
  • On the ‘Service’ dropdown, select Facebook Lead Ads’
  • Click ‘Next’ and then authorize your personal Facebook account
  • Your personal LinkedIn account must have the Facebook page that you want to connect with Marketo
  • If you have more than one advertising account, select the one you want to use for Marketo
  • All the field mappings should be correct but you can also edit them if you wish or create additional mappings if you creating custom questions on your Facebook form
  • To create mappings of custom questions, click the add button and select the Facebook question you created in the left hand column
  • In the right hand column, select the Marketo field you want it to map to
  • Do this for all of your custom questions
  • Click ‘Create’

LinkedIn

Just like Facebook, you have to create the form  on your advertising account on LinkedIn first.

Creating a Lead Gen Form on LinkedIn

  • In your LinkedIn advertising account, create an ad for Sponsored Content
  • Select the option to ‘Collect leads using LinkedIn Lead Gen Forms’
  • Select the post you want to use as the promotion or create a new one
  • Create a new form template
  • Fill out the form name, offer headline, and offer copy
  • Setting Up Facebook Lead Gen Forms in Marketo
  • Click next and on the next screen select all of the field you want to collect data from (7 maximum)
  • Complete your thank you message
  • You will now be back to the lead form selection, choose your call to action and the form you just created
  • Click next and go through audience and budget

*Unlike Facebook, LinkedIn does not allow you to create mapping for custom fields.

Setting Up LinkedIn Lead Gen Forms in Marketo

  • Go to the Admin section in Marketo
  • Click on ‘LaunchPoint’
  • Click the ‘New’ drop down and click ‘New Service’
  • For ‘Display Name’ enter ‘LinkedIn Lead Gen Forms’ or something similar
  • On the ‘Service’ dropdown, select ‘LinkedIn Lead Gen’
  • Click ‘Next’ and then authorize your personal LinkedIn account
  • Your personal LinkedIn account must have the advertising account that you want to connect with Marketo
  • If you have more than one advertising account, select the one you want to use for Marketo
  • All the field mappings should be correct but you can change any if you want LinkedIn data mapped to another field
  • Click ‘Create’

Finished

Now, you are all set to create your smart campaigns off of the Facebook and LinkedIn form fills.

About Jason Raisleger 65 Articles
I am a digital marketer from Green Bay, Wisconsin. I am a WordPress and Marketo evangelist and love writing about web design, marketing automation, and other cool digital tools.