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Engaging hard-to-reach audiences on LinkedIn

SDA Bocconi School of Management, a premium Business School that is widely regarded as one of the best in Europe (5th in the European B-School Rankings 2021), piloted a lead generation campaign on LinkedIn. Its objective was to test the platform’s ability to help drive high-quality leads among a niche audience. The positive results have since convinced the Business School that LinkedIn deserves a permanent place in its channel marketing mix.

The Results

SDA Bocconi School of Management first generated a good volume of high-quality leads for a set number of its Programs, including leads from hard-to-reach audiences such as government officials. It did so at a cost-per-lead that was 40% below its target and to positive feedback from its sales team. It then extended the lead generation campaign to all its International MBA and Masters Programs to drive more results.

-40%

cost-per-lead

Cost per lead on LinkedIn -40%

Objective

  • SDA Bocconi’s channel marketing team set out to understand LinkedIn’s ability, as a marketing channel, to drive enrolments for its Masters and executive Programs.
  • It launched two pilot campaigns on LinkedIn. The Programs were pitched specifically to niche audiences, which have traditionally been hard-to-reach segments for the Business School. This made it a good litmus test for LinkedIn’s precise targeting capabilities.

Approach

  • SDA Bocconi, its media agency and the LinkedIn Marketing Solutions team worked closely together to define and refine its targeting strategy.
  • By applying best practices and committing to a test-and-learn approach, SDA Bocconi drove a good volume of high-quality leads within just two months. Cost-per-lead was 40% lower than its target, which was benchmarked against other channels, and the quality of the leads was validated by its sales team.

Success factors

  • Ongoing campaign optimization and a test-and-learn mindset was integral to SDA Bocconi’s success on LinkedIn. Its campaigns were initially geared towards driving high-intent audiences to complete a form on its website. When this did not produce ideal results, SDA Bocconi trialled Lead Gen Forms instead and quality leads started flowing in.
  • SDA Bocconi also kept a close watch on its campaign performance data, drawing insights about ad performance, audience demographics and behavior in order to continuously refine its strategy.
Screenshot of an ad published by SDA Bocconi in LinkedIn

Turn high-intent audiences on LinkedIn into high-quality leads for your organisation.

SDA Bocconi School of Management
is regarded as a premium Business School in Italy and one of the best in Europe. It is built on the entrepreneurial spirit, academic excellence and long-lasting tradition of Bocconi University. SDA Bocconi designs a wide number of MBAs, Masters Programs, Executive Career Development courses, Online Programs and Executive Custom Programs. It is ranked #5 in European Business School Rankings 2021 by the Financial Times and #1 for Faculty Quality in Europe by The Economist.

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Headquarters
Milan, Italy

Number of employees
201-500

Industry
Higher Education

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