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Maximize Your Advertising Effectiveness with Mailchimp and LinkedIn

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Discover Mailchimp’s Lead Gen Integration with LinkedIn

Table of Contents

  1. Data challenges markets face today
  2. Why is first-party data so important for marketing?
  3. The power of two: Mailchimp and LinkedIn
  4. What it means to use the Mailchimp Lead Gen Integration with LinkedIn to its fullest
  5. Making the most of LinkedIn leads
  6. Getting started
  7.  Save on LinkedIn advertising offer

Data challenges marketers face today

Modern marketers are turning more and more, to first-party data as their preferred resource for personalized marketing. First-party data is collected by you or your company (the first party) directly from the customer, follower, or site visitor. While this data is beneficial, it’s also a little more challenging to work with, depending on the platform and resources.

For example, purchasing LinkedIn ads and using LinkedIn Lead Generation Forms makes it easy to collect first-party data. However, nurturing your leads outside the platform can take time and effort.

That’s why Mailchimp built a Lead Generation integration with LinkedIn. With it, you can import and segment your LinkedIn Lead Gen Form data from ads you purchased in LinkedIn into your Mailchimp account, streamlining insights from this data without time-consuming data entry or cumbersome spreadsheets.

Why is first-party data so important for marketing?

Marketing is almost entirely data-driven, but not all data is created equal. When companies gain  direct customer consent when collecting first-party data, they also have more agency over the data that is collected compared to third-party customer data. These attributes make first-party data a highly valued type of information.

And there’s no doubt about the importance of first-party data to marketers:

Generally, this data can be more reliable, targeted, and accurate than other data gained through intermediaries. LinkedIn provides access to highly relevant networks of people for you to collect first-party data from outside of a website or application.      

One of the significant challenges to utilizing first-party data is integration and data silos. Moving and using first-party data effectively across marketing channels can become more difficult when teams work across different platforms. The Mailchimp Lead Gen integration with LinkedIn syncs the LinkedIn lead gen data from your LinkedIn ads with Mailchimp, eliminating some of the effects of cross-platform data silos. 

The power of two: Mailchimp and LinkedIn

We can’t overstate the edge that marketers experience when they pull data from customer-driven platforms like LinkedIn. But no one, not even the most dedicated marketer, has the time, resources, or patience to take data from one account and manually enter it into another.

Mailchimp’s Lead Gen integration with LinkedIn fills that gap by connecting lead generation, lead nurturing, and multichannel marketing across the two platforms. Mailchimp will check your LinkedIn account for new Lead Generation forms from purchased LinkedIn ads and import the information. The information will automatically be segmented depending on how you set up your audience in Mailchimp; see Making the Most of LinkedIn Leads for more information on this process.

You can welcome them to your network, share industry insights or expert advice, or ask for a meeting to close the deal. Additionally, your leads will start receiving personalized messaging from campaigns you associated them with, or you can add them to new groups and campaigns in the same way you would non-LinkedIn related audiences. Building an automated email nurture series can help curate your customer journey and spark lasting customer relationships with your new leads.

The integration also allows you to retarget your LinkedIn leads through channels like email or SMS (available on Mailchimp US paid plans ) by creating customized campaigns based on the data you collected, like who they are, what they do, or what they’re interested in, efficiently marketing across channels[1]. Taking advantage of Mailchimp’s pre-built Journeys and AI content generation tools help you build effective messaging that reaches your leads at the right time in their buying journey.

Lastly, the integration puts all your LinkedIn and Mailchimp audience data in one place, making it easy to analyze your ROI and make informed decisions about different marketing strategies across channels.

The Mailchimp integration with LinkedIn can help you maximize your ROI on your LinkedIn ad spend by allowing you to quickly apply LinkedIn Lead Generation Form data from purchased LinkedIn ads to make meaningful connections through targeted email campaigns in your Mailchimp account and do a better job at reaching out to your customers on their terms.

The advantages of using Mailchimp

The value of using Mailchimp comes in the form of savings and insights. Savings, in terms of time, and insights in terms of understanding who your potential customers are and how they interact with your business.       

Mailchimpempowers millions of users worldwide to grow their audience and revenue with world-class marketing technology, award-winning customer support, and inspiring content.

Mailchimp users see:

  • Up to 39x ROI[2]
  • 33% higher click rate when they segment their campaigns than when they don’t
  • Up to 7x more orders with automated journeys.      

Additionally, many LinkedIn users are leaders and key decision-makers—giving marketers access to high-quality first-party data. Marketers see the following benefits from incorporating LinkedIn into their marketing strategies:

  • Advertising on LinkedIn brings brands a 2-3x lift in brand attributes[3]
  • Conversion rates increase by up to 2x for LinkedIn marketers
  • LinkedIn audiences are 6x more likely to convert after viewing brand and acquisition messaging

As a savvy marketer, you might already utilize LinkedIn to generate high-quality leads. But you can boost your paid LinkedIn engagement even further by integrating audience segmentation, automated lead nurturing, and multichannel marketing with Mailchimp.    

What it means to use the Mailchimp Lead Gen Integration with LinkedIn to its fullest

Marketers love collecting first-party data through purchased ads using LinkedIn Lead Generation Forms because they make it easy for potential clients to share their information with a few clicks and remain on LinkedIn while gaining access to e-books, whitepapers, etc. Fewer clicks, more engagement, simplified form filling and being able to remain on LinkedIn during the process. And Mailchimp offers a range of marketing tools, including automatic send day optimization, which helps you determine the best day to send communications to different audiences; a Campaign Manager, to help you plan, execute, and analyze your marketing efforts; and SMS marketing options, where you can create, edit, schedule, and send SMS messages within Mailchimp1.  

Using this integration to reach out to customers on their terms can efficiently maximize your LinkedIn advertising and Mailchimp marketing effectiveness simultaneously. This can mean increasing conversions, sales, and growth.

Consider the following hypothetical:

A cybersecurity company purchases a LinkedIn paid ad to advertise their company. The organization shares a whitepaper they produced about a new security protocol with their followers and those that search the cybersecurity hashtag via a LinkedIn Lead Gen form to gather new leads and additional information about leads they already have.

As an example of new lead collection, a CEO of another cybersecurity company searches LinkedIn for “#cybersecurity,” a weekly task they undertake to look for new developments in the field. They come across a carousel ad featuring the other company’s whitepaper describing a new security protocol they hadn’t heard of before. The CEO can then click on the ad, consent to share their information with a few clicks and continue scrolling the hashtag search. When the CEO is ready to view the whitepaper, a link is ready to be downloaded in their LinkedIn InMail.

Using the Mailchimp integration with LinkedIn, the CEO’s contact information is imported from LinkedIn upon the next scheduled data sync, and added to the cybersecurity firm that published the paper       “new protocol” audience where  an automatic alert to notifies the CEO when the firm has new content available or other relevant campaigns via any channel, they desire is created.

And the ultimate multichannel lead nurturing journey begins by combining the power of Mailchimp’s features with LinkedIn generated leads.

How Wow Digital increased sales using the integration

For example, Mailchimp customer Wow Digital is an agency that handles marketing, branding, web design, UX/UI design, accessibility, SEO, and more for nonprofit and charitable organizations. They use the Mailchimp integration with LinkedIn and LinkedIn Ads with Lead Gen forms with success. The company used the strategy highlighted in the example above, nurturing its LinkedIn derived webinar series’ participants through automated Mailchimp campaigns. Doing so resulted in a 31% email nurture series click rate, and 1 of every 5 webinar attendees signed on for a new project. 

The integration helped Wow Digital increase engagement and sales and save time nurturing LinkedIn leads. In addition, the integration is simple, as you will see in the steps below.

Making the most of LinkedIn leads

(Design: This section is intended to serve as a visual representation of how to use the integration. Each step comes from the Mailchimp + LinkedIn Integration Deck. I added the slide numbers so the images provided by Mailchimp could be found easily. I don’t think there is enough room to include a representation of every slide. I would go for slides 8 and 10 or 13. )

We’ve put some thought into the value of your time and made it simple to use. See how here.

Each feature has been tailored to help you extract the most from your LinkedIn ad spend and create touch points that everyone can get excited about.

Getting started

Rather than endlessly adding to your MarTech stack, Mailchimp consistently brings innovations and integrations that can make your job easier, increase the power of the tools you already use, improve the customer experience, and, most importantly, boost vital metrics like click-through rates, customer lifetime value (CLV), and revenue.

The Mailchimp integration with LinkedIn allows you to maximize your advertising effectiveness by directly applying Mailchimp’s powerful features to the first-party data you collect by purchasing ads on LinkedIn.

Get started right away by visiting the “Connect or Disconnect Mailchimp for LinkedIn Lead Gen Forms,” page and follow the directions.

Save on LinkedIn advertising offer

When you connect your eligible LinkedIn account with your Mailchimp account and spend $500 in LinkedIn ads for the first time, you may be eligible for a $500 ad credit. Here’s how it works: 4

  1. Build a LinkedIn Lead Gen Form using the LinkedIn account you plan to advertise with
  2. Link your eligible LinkedIn account with your Mailchimp account by following the directions on the following page: “Connect or Disconnect Mailchimp for LinkedIn Lead Gen Forms”
  3. Spend $500 on LinkedIn ads for the first time
  4. Get $500 in LinkedIn ad credit

Not a Mailchimp user yet? Sign up today!

Learn more about how Mailchimp has stepped up the game with AI so you can optimize campaigns, analyze data, create, and deliver the right message to the right person at the right time in “The Future of AI Marketing Isn’t Added On – It’s Built In.”

Disclaimers

Intuit Mailchimp and LinkedIn sold separately.

Availability of features and functionality varies by plan type. For details, please view Mailchimp’s various plans and pricing.  

4 Terms and Conditions apply    

(Add Mailchimp copyright.)

CTA Page

Connect your account today. Get started by visiting the LinkedIn Lead Gen Forms integration page or the “Connect or Disconnect Mailchimp for LinkedIn Lead Gen Forms” help article.

To learn more about Mailchimp, contact our sales team.

+1 (844) 298-9347

[CTA button] Schedule a call

[Badge] Mailchimp is a member of the LinkedIn Marketing Partner Program

[1] SMS is available as an add-on to US paid plans only and SMS credits are added to your account after purchase. Application and agreement to terms is required before purchasing credits. Credits are issued monthly, and unused credits expire and do not roll over.  Pricing varies. See terms for details

[2] All e-commerce revenue attributable to paid plan users’ Mailchimp campaigns for Aug ’21 – July ’22 period.

3 All stats can be found on the LinkedIn Marketing Solutions Website

30 Second Video Script

Video Title: Maximize Your Advertising Effectiveness with Mailchimp and LinkedIn

Frame 1: Streamline multichannel leads with Mailchimp’s the Lead Gen forms integration with LinkedIn.

Frame 2: Connect your account. (Images for this action can be found here: Connect or Disconnect Mailchimp for LinkedIn Lead Gen Forms.)

Frame 3: Advertise on LinkedIn. (Include an InMail or LinkedIn ad with an asset to download.)

Frame 4: Your LinkedIn leads are automatically imported into Mailchimp. (Images for this can be found here: Mailchimp + LinkedIn Integration Deck slide 8.)

Frame 5: View your Mailchimp and LinkedIn data in one place. (Images for this can be found here: Mailchimp + LinkedIn Integration Deck slides 10 and 13.)

Frame 6: Segment and send automated emails or SMS messages that meet your customers where they are. (Images for this can be found here: Mailchimp + LinkedIn Integration Deck slide 11. SMS Disclaimer: SMS is available as an add-on to US paid plans only and SMS credits are added to your account after purchase. Application and agreement to terms is required before purchasing credits. Credits are issued monthly, and unused credits expire and do not roll over.  Pricing varies. See terms for details.)

Frame 7: Send the right message to the right people at the right time simply by using the Mailchimp integration with LinkedIn.

Frame 8: And see how first-party data can work for you. Up to 39x ROI1 and up to 7x more orders with automated journeys.  ((Disclaimer 1 – All e-commerce revenue attributable to paid plan users’ Mailchimp campaigns for Aug ’21 – July ’22 period. Disclaimer 2 – Up to 7x more orders generated through users’ connected stores versus when they used bulk emails for Jan 1, 2022 – Jul 1, 2023. Features and functionality of CJB vary by plan. (Note, the second disclaimer was removed from the whitepaper by Mailchimp.)

Frame 9: Connect your account today!

Frame 10: Spend $500, Get $500 in LinkedIn ad credits*(Highlight the $500 for $500 deal. (Info for this can be found here: Mailchimp + LinkedIn Integration Deck slide 14. Mailchimp does not have an official image for this deal now.)