HDFC Life grows qualified leads by 175% on LinkedIn

HDFC Life, as one of India’s leading private life insurance companies, has an active marketing presence on LinkedIn that has been evolving:

As the COVID-19 situation unravelled and India began experiencing job losses, it became a challenge validating leads from display network advertising —audiences may show interest but do they have the financial confidence to buy an insurance product? LinkedIn helped address that.

For Prasad Pimple, Senior Vice President – Ecommerce & Digital Marketing, this signalled a need to pivot to LinkedIn for demand generation efforts.

Brand as a foundation for faster nurture

Research has found that audiences exposed to both brand and demand messages on LinkedIn are six times more likely to convert. HDFC Life’s performance marketing team took this to heart and developed a full-funnel demand generation strategy on LinkedIn that built on the brand’s community engagement.

Paid media content was carefully crafted to offer guidance around economic, financial and job stability and offer assistance. From awareness, the team found that the time-to-conversion became much faster. And while Cost Per Lead from LinkedIn is marginally higher than HDFC Life’s previous experience with display advertising networks, the team is convinced that the quality makes it worthwhile.