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.