B2B Lead Generation with LinkedIn Lead Gen Forms

In November 2024 and March 2025, Oscar Bravo supported two targeted performance marketing campaigns for Lufthansa Group B2B Marketing. The campaigns were designed to generate high-quality B2B leads through LinkedIn Lead Gen Forms. The goal was to generate interest in the Lufthansa Group's B2B products, PartnerPlusBenefit and BusinessToGo, by reaching the right audience at the right time with minimal friction and full data compliance. 

In close collaboration with the Lufthansa Group B2B Marketing team, sales stakeholders, and the agency Mindshare, Oscar Bravo developed paid content and campaign assets optimized for LinkedIn’s lead generation format. The campaigns leveraged LinkedIn’s native form functionality, which auto-fills user details directly from their profile, significantly reducing drop-off and increasing conversion, especially on mobile. 

Both campaigns regenerated their spendings already in newly acquired revenue. They aimed to generate lower-funnel B2B leads for the Lufthansa Group’s loyalty and booking platforms, as well as prove the effectiveness of LinkedIn Lead Gen Forms as a scalable, GDPR-compliant lead generation format.

Overall, the campaigns demonstrated strong conversion performance, efficient CPL, and measurable business impact. In addition to generating qualified leads, the campaigns provided a replicable performance marketing blueprint for future B2B activations within the Lufthansa Group.