Case
Keycode is a company that provides accelerated training programs for individuals and organizations in the IT sector, helping to transform talent and create new connections and job opportunities.
Goal
To improve the qualification level of new leads compared to those identified by the brand in previous digital marketing campaigns.
Solution
A mix of acquisition strategies targeting semi-senior IT professionals, which includes:
- Refinements: Double or triple segmentation efforts that combine variables using Y instead of O.
- Exclusions: A layer of exclusions based on data about the profiles receiving impressions.
- Aspirational: We aimed to set ourselves apart by using an aspirational message, stepping away from the promotional common ground typically found in the industry.
The LinkedIn audience tool played a crucial role in the segmentation process.
Results
The account achieved 542 MQLs (Marketing Qualified Leads) at an average cost of $3.80, 40% lower than the LinkedIn average.