Case Study: Alliance Manchester Business School achieves higher-quality leads and strong engagement with LinkedIn Marketing Solutions

Alliance Manchester Business School Increases Lead Gen Success with Sponsored Content and InMail

Alliance Manchester Business School, a leading UK business school, needed to recruit accomplished professionals for its MBA and executive education programs. Traditional channels — unreliable email lists and broad display ads — made it difficult to identify and reach senior-level prospects in the right mindset, so the School turned to LinkedIn for a more precise solution.

By combining Sponsored Content and InMail and using LinkedIn’s targeting by location, industry and job seniority, Alliance MBS drove prospects to news, course pages and alumni testimonials, achieving about 58% InMail open rates and ~6% click-through rates — well above benchmarks. Complementary Sponsored Content raised awareness, A/B testing and stronger CTAs improved engagement, and the campaigns have helped increase the quality and volume of MBA applications year over year.

Alliance Manchester Business School

Martin Starkey

Marketing Officer