"In the history of my marketing experience
at this school, I’ve never seen us convert
that quickly."

Elizabeth Hogan
Associate Dean, Global Marketing
Fuqua School of Business
Duke University

Duke University generates record-breaking leads with Sponsored InMails

  • Challenge


    Educate prospects and generate qualified international leads for Cross Continent MBA program

  • Solution


    Sponsored InMail campaign focused on targeted global regions

  • Results


    Cost per lead 10% lower than other channels; 68% open rate on Sponsored InMails


Duke University's Cross Continent MBA program offers a unique value proposition that can be difficult to convey through traditional ad formats. "It's always been a challenge to recruit working professionals in emerging markets, because our concept is that students continue in role while earning a world-class MBA," says Elizabeth Hogan, Associate Dean for Global Marketing at Duke's Fuqua School of Business.

The university program needs a seamless way to target prospects in specific regional markets with detailed messaging that outlines how the program works. A conversion form will add the prospects to a contact database, so that Duke's admissions counselors can follow up with qualified leads.


Duke's marketing team chose LinkedIn Sponsored InMails to help them reach their idealprospects in a number of global regions, including India, Russia, and Latin America. "LinkedIn is a professional network for people who are interested in furthering their career, which is a natural fit for people who are interested in developing their careers through a MBA program," says Hogan. Duke developed an email template that shared the key value propositions of the unique program and a call to action to sign up for moreinformation, which generated more than 2,000 leads.

"This campaign gave us an opportunity to target the right people and make them awareof this program, and it was phenomenally successful," Hogan adds.


  • 68% open rate
  • Cost per lead 10% less than other channels
  • 400% increase in conversions compared to 2013 campaign
  • Sales pipeline closure speed increased 300%