The customer
IESE Business School, a renowned institution in the world of business education, faced the challenge of modernizing and diversifying its student recruitment strategy for its focused programs. The school sought not only to increase the number of leads, but also to optimize the advertising investment in various digital channels.
The challenge
By then, the method of attracting targeted programs had consisted of launching SEM campaigns. Other acquisition channels such as social networks or other advertising formats within Google, such as video or display, had not been exploited. The need to deepen and diversify its acquisition channels became evident in order to reduce the cost per lead and increase its international reach.
The solution
- Multichannel optimization: Diversification of advertising investment in Meta, Google, LinkedIn and later on TikTok, focusing on more creative and targeted campaigns.
- Sales funnel with multiple impacts: the launch of several campaigns in parallel for a single program, strongly accompanied by remarketing, improved acquisition, as the potential customer was accompanied through the conversion funnel by remarketing via engagement on social networks or for visitors on the website.
- Innovative creative: Development of attractive and effective advertising material to maximize the number of leads while keeping costs low. In this sense, a competition analysis was carried out and those creatives that worked best were analyzed.
- Visualization Dashboard with Looker Studio: Implementation of a dashboard to efficiently monitor conversions and campaign performance.
- Usability and CRO testing: Application of conversion rate optimization techniques to improve the user experience on the website and increase the effectiveness of campaigns.
- Synchronization with Salesforce: All campaigns were customized with Salesforce-specific UTMs. This enabled detailed monitoring of the attribution of each ad campaign across channels, providing a holistic, real-time view of performance and ROI.
Results
- 120% increase in leads in the first year of launch: The strategy resulted in a substantial increase in the number of leads, exceeding the initial objectives.
- Reduction in cost per lead: Multi-channel optimization led to a significant decrease in the average cost per lead in the first year of 46%.
- Effective Campaign Management: The integration with Salesforce enabled precise control and adjustment of campaigns in real time.
- Data-driven continuous improvement: Insights provided by the Looker Studio dashboard, CRO tests and analysis of creative CTRs facilitated continuous and effective improvements to the engagement strategy.
