Facebook has introduced a feature that allows advertisers to send sales data into customer relationship management (CRM) software like Salesforce and Oracle Marketing Cloud.
Lead Ads automatically fills in user information for them when they sign up for information from businesses through Facebook.
Partnerships with major business software firms allow the data to be fed back into CRM systems in real time, making it readily available for marketers who can then better target promotional efforts and content at potential customers.
Facebook for Business said that Lead Ads simplifies the process of signing up to business information, such as newsletters, offers and events, through a mobile device.
"When someone clicks on your lead ad, a form opens with the person's contact information automatically populated, based on the information they share with Facebook, like their name and email address," the company explained.
"Automatically populating the contact information that people share with Facebook makes filling in the form as fast as two taps: one click on the ad to open the form and another to submit the autofilled form."
Businesses can also customise the forms and are no longer stuck with using the ones Facebook offers as default. Marketers can also add their own disclaimers to ensure that their approved legal language is used.
The addition of Lead Ads, in particular its integration with some of the world's most used CRM systems, is indicative of Facebook expanding the feature set of its social network and creating a better platform for sales, marketing and advertising operations to target customers.
Facebook has built its fortune from advertising, but the firm has around 1.5 billion users, recording a huge one billion users accessing its service in a single day, making it challenging for brands to effectively and accurately target their desired audience.
Allowing Facebook user data to be collected securely by CRM systems means that Lead Ads should allow businesses to use the analytics and marketing features often built into or used with CRM software to filter through the interest expressed in their companies and respond accordingly.
Facebook is also adding more sales and marketing features to its Messenger service, having recently revealed a beta version of Business on Messenger that enables users to start conversations with companies through the instant messaging app.
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