IEBS is one of Spain and Latin America's leading online business schools. To support expansion in Spain, Brazil, Colombia and Mexico, it needed an efficient lead generation engine that could supply a pipeline of leads while ensuring ROI by keeping quality high. Targeting highly relevant audience segments through skills, industry and seniority enabled the school to deliver personalised Message Ads aligned with professional aspirations - increasing IEBS' conversion rate to leads by 4x and the value of leads by 67%.

The Challenge

•  Support ambitious international growth targets for the school
•  Target relevant professionals with tailored messaging
•  Generate a strong pipeline of leads in Spain, Brazil, Colombia and Mexico
•  Increase the value of leads to ensure efficiency and ROI

The Solution

•  Full funnel LinkedIn marketing strategy
•  Combination of skills, seniority and industry targeting
•  Sponsored Content and Text Ads to build awareness
•  Personalised Message Ads with invitations to learn in-demand skills and take on new roles
•  LinkedIn Lead Gen Forms

Why LinkedIn?

•  Unique targeting capabilities
•  International reach
•  Level of audience insights available
•  High standard of customer support

Results

•  Lead conversion rate of 30% in Latin America - 4x the IEBS average for other platforms
•  Lead conversion rate of 15% in Spain - 3x the IEBS average for the market
•  CPL reduced below €12 in Latin America and €25 in Spain
•  Value of LinkedIn leads 67% higher than those of other platforms