Case Study: The Institute of Management Accountants (IMA) achieves 513% increase in email signups with LinkedIn Marketing Solutions

IMA® optimizes its targeting efforts on LinkedIn with continuous analysis and refinement

The Institute of Management Accountants (IMA), a global association that awards the CMA® certification, aimed to grow its email list to drive more exam registrations. Working with agency The Gate, they needed to make every advertising dollar count by reaching the right accounting and finance professionals most likely to sign up for certification information.

By using LinkedIn’s custom targeting—job titles, related fields of study, industry segments and recent job seekers—plus ongoing monthly analysis to remove underperforming segments and close collaboration with LinkedIn reps, the team continually refined its audience and messaging. The campaign delivered a 513% year‑over‑year increase in email signups and made LinkedIn responsible for 41% of recent campaign signups, leading IMA to consider shifting more budget to the platform.

The Institute of Management Accountants

Thomas Verderber

Supervisor of Business Analytics