Grant Thornton Bharat’s LearninGT boosts lead conversion rate by optimising LinkedIn Ads
Grant Thornton Bharat’s LearninGT boosts lead conversion rate by optimising LinkedIn Ads
Grant Thornton Bharat’s LearninGT boosts lead conversion rate by optimising LinkedIn Ads
Grant Thornton Bharat is a member of Grant Thornton International Ltd, a pre-eminent Indian consulting firm. LearninGT, the learning management solution arm of Grant Thornton Bharat, provides upskilling service for finance, accounting, technical and analytical courses.
While LearninGT was marketing to a professional audience on LinkedIn, they were using the platform sporadically. With a belief that the platform had their target audience, a commitment to mastering the platform and support from the LinkedIn Ads team, LearninGT was able to accelerate growth, recording over 20% year-on-year increase in qualified leads and an equivalent drop in Cost Per Lead.
THE CHALLENGE
LearninGT was leveraging LinkedIn Ads from 2019 for sporadic needs. However, they remained convinced that LinkedIn was the ideal platform to engage their target audience. In 2022, the team decided to dial up usage in partnership with the LinkedIn Ads team.
THE SOLUTION
The LearninGT team optimised key campaign levers to maximise business outcomes.
Messaging and creative: Continual focus on refinement of messaging and creatives contributed to lead conversion. Grant Thornton experimented with creative design best practices, showcasing their unique value proposition and featured people's imagery to build trust and credibility.
Audience: They discovered that there was a gap between their original targeting parameters and the Ideal Customer Profile. While their courses are best suited for Accounting and Finance professionals with up to three years of working experience, they had been targeting the entire Accounting & Finance function. This resulted in many irrelevant leads, which weighed down conversion rate and drove up Cost Per Lead.
The team began experimenting with other targeting parameters such as Skills and Seniority, and monitored campaign performance regularly to optimise quickly.
Bidding Strategy: They used Maximum Delivery as their campaign bidding strategy, allowing Campaign Manager to automatically optimise their ad spend based on objectives.
As results improved, the team began directing more budget to LinkedIn Ads. This gave their campaigns scale and improved ad frequency, which helped lift their results.
THE RESULTS
Over the past year, LearninGT has achieved significant results across its key marketing metrics:
15-20%
Increase in qualified leads
20%
Decrease in Cost Per Lead
3x
Improvement in lead conversion rate
6x
Growth in LinkedIn Ads investment in 3 years
KEY SUCCESS FACTOR: A TEST-AND-LEARN MINDSET
• LearninGT was committed to continuous testing and learning in order to develop a LinkedIn Ads campaign strategy that worked for their business and objectives.
• They stayed closely connected with their LinkedIn Ads team and were receptive to suggestions about optimising campaign drivers.
“In just one year, we’ve achieved 20% more qualified leads and 20% lower Cost Per Lead on LinkedIn Ads. We now have a compelling business case for an always-on investment to drive greater business outcomes.”
Siddharth Talwar
Partner
Grant Thornton Bharat
Siddharth Talwar
Partner
Grant Thornton Bharat
Pradeep Pandey
Director, LearninGT
Grant Thornton Bharat
Pradeep Pandey
Director, LearninGT
Grant Thornton Bharat
Drive impactful business results with LinkedIn Ads as your trusted partner
Grant Thornton Bharat is a member of Grant Thornton International Ltd. With 9,000+ people across 17 offices around the country, Grant Thornton Bharat is one of the pre-eminent Indian consulting firms and offers end-to-end solutions for a business lifecycle. Through its people over profit focus, client centricity and impact on the ecosystems within which it operates, the firm is reshaping the values of the profession and going beyond to shape a more vibrant Bharat. Grant Thornton Bharat is creating, preserving and transforming value, every day with its industry-led approach and services within Assurance, Consulting, Tax, Digital/Technology Transformation. View Company page.
Headquarters: New Delhi, India | No. of Employees: 5,001 – 10,000 | Industry: Accounting