The talent management solutions provider used Sponsored Content and conversion tracking to drive engagement throughout the funnel and cut cost per lead (CPL)
Cornerstone OnDemand’s cloud-based talent management solutions provide organisations with software to manage the full lifecycle of their employees. They cover recruiting, onboarding, training and development, performance management and succession planning. Combining Sponsored Content and conversion tracking enabled Cornerstone’s EMEA marketing team to build brand awareness whilst driving leads at a cost less than half that of search.
Combining brand awareness with lead generation
“LinkedIn is by far the most relevant communications opportunity for our business,” says Bhanu Chawla, Head of Digital Strategy for Cornerstone in EMEA. “We needed a platform where we could build awareness for our brand and proposition whilst driving leads at the same time.” Bhanu and his team developed a content-led approach that could leverage LinkedIn’s capacity for precision targeting and give prospects working in HR clear reasons for sharing their contact details with Cornerstone. Research studies were used to create eBook assets that could be downloaded in exchange for contact details. The team then tailored the Sponsored Content promoting these assets to the top priorities of different industries and markets. “The granularity is the powerful thing,” says Bhanu. “We can target not only by job title but also by market location and industry vertical – and this helped to drive a really strong engagement rate.”
Tracking conversions to drive down cost per lead
Cornerstone’s EMEA marketing team then used LinkedIn conversion tracking to monitor how that engagement translated into completed form fills, downloaded eBooks – and leads. By identifying the Sponsored Content executions that delivered the highest ratio of leads, Bhanu and the team were able to optimise their campaigns not just around more clicks – but around more valuable clicks. “We often found that some of our more creative Sponsored Content executions – those using illustrated images, for example – drove leads at a higher rate,” explains Bhanu. “We were then able to switch more budget to those executions and drive down our cost per lead (CPL).” This approach enabled Cornerstone to beat all campaign targets in terms of engagement rates, number of leads and CPL, with an engagement rate of over 1% and a CPL less than half that of search advertising.
