Maximising Qbit Business School results with LinkedIn Inmail

Challenge

Increase qualified leads 

Solution

Segmentation strategies and optimisation of Inmail campaigns on LinkedIn

In collaboration with Adsmurai, Qbit Business School decided to broaden the reach of its LinkedIn campaigns. They opted for broader audiences, identifying that too precise targeting negatively affected the performance of the campaigns.

Inmail campaigns on LinkedIn allow personalised messages to be sent directly to users' LinkedIn inboxes, even if they are not direct contacts. This provides an effective way to reach targeted audiences with a personalised message that tends to have a higher open rate than other ad formats.

The strategy focused on two key criteria: people with a university education and at least two years of work experience, which significantly broadened the audiences and eliminated unnecessary qualifiers. To maximise reach, audiences were optimised by excluding non-relevant sectors or job roles, improving results both on the platform and in the CRM. The leads generated were converted into interviews and subsequently into enrolments.

In addition, Inmail content was revised, adjusting titles and including hyperlinks in texts to improve ad performance. An image traffic campaign targeting the same audience was also activated to diversify formats and support Inmail's structure with visual materials.

Results

Significant improvements in LinkedIn campaign performance

By applying these changes and avoiding hyper-segmentation, relying on broad and qualitative segmentations relevant to our buyer persona, an extraordinary improvement was achieved in just a few months.

• Increase in the number of leads: The 206% increase in registered leads indicates that the strategy of broadening audiences and optimising campaigns was extremely effective in attracting more interested prospects.

• Reduction in cost per lead (CPL): The 34% reduction in CPL demonstrates that not only were more leads generated, but it was also done more efficiently, optimising the budget spent.
  
  

• Lead quality: The 400% increase in interviews suggests a significant improvement in lead quality, as more leads progressed through the sales funnel.

• Increase in enrolments: The 400% increase in enrolments and 64% improvement in the lead to enrolment conversion rate highlight that the strategy not only attracted more leads, but also improved their qualification and willingness to enrol.

Ultimately, the success of this collaboration consolidated LinkedIn as a reliable platform for obtaining quality leads and enrolled students for Qbit Business School, demonstrating that a well-targeted and optimised strategy can lead to outstanding results in a relatively short period of time.