Intelliworks, a software-as-a-service platform for higher education, has successfully increased lead volume while cutting the cost-per-lead by 40% through innovative marketing strategies on LinkedIn. Their targeted approach allows them to connect with education professionals early in the decision-making process, enhancing student recruitment and retention efforts. By utilizing LinkedIn's advanced advertising capabilities, Intelliworks has achieved a significant share of qualified online leads that rival traditional paid search campaigns.

1. Ads
Intelliworks boosts lead
volume while reducing
cost-per-lead by 40%
About Intelliworks — www.intelliworks.com
• CRM for higher education
• Privately-held company based in Bethesda, Maryland
• Software-as-a-Service (SaaS) platform for student
recruitment, enrollment, marketing and retention used
Intelliworks is a rapidly growing software company that by nearly 200 institutions worldwide
provides CRM solutions for higher education. Colleges and
universities that want to improve their student recruitment, Objectives
enrollment, marketing, and retention efforts look to • Target higher education enrollment, admissions, and
Intelliworks to help them make purposeful connections with IT professionals
students and drive tuition-based revenue.
• Reach potential customers early in their decision cycle
Intelliworks’ software-as-a-service (SaaS) platform gives • Raise volume of quali ed leads cost effectively
institutions access to comprehensive CRM technology and
services at a low upfront cost, with minimal burden on their Why LinkedIn?
IT departments. As a result, hundreds of organizations • #1 trusted resource for business professionals
worldwide have chosen Intelliworks as their CRM platform.
• Precise targeting by industry, job function, location,
Clients range from large state universities to small private
and professional interests
liberal arts colleges, to publicly-traded educators and
education service providers. • Members actively focused on professional growth,
education, peer connections
Dan Obregon, Vice President of Marketing for Intelliworks,
says, “Relative to other companies in the market, Intelliworks Results
is young and agile. We don’t necessarily have the big • 22% of quali ed online leads come from LinkedIn
marketing budgets of some of the legacy players, but with
• Cost-per-lead is 40% less than leads delivered by
innovative technology and a passionate customer base, we search advertising
compete very effectively.”
• Increased conversions since campaigns started using
LinkedIn's Lead Collection capability

2. CRM is a fairly new concept for many colleges and universities,
so an important part of the sales process is educating buyers CRM for Higher Education
about their options. It's essential for companies like Recruit and Retain More Students with SaaS
Intelliworks to reach decision makers early in the process. CRM Built for Higher Ed
From: Intelliworks
Reaching buyers on LinkedIn
One of the keys to Intelliworks’ success is connecting with Intelliworks ad promoting CRM for higher education
decision makers online to provide insight and best practices
around student enrollment, engagement, and technology
selection. Dan says, “The education market relies heavily on “We found that LinkedIn Ads perform better than display ads
referrals and word-of-mouth. Opinions of peers and peer in trade publications and trade websites. With display ads,
institutions often outweigh other information sources, so it there’s no guarantee that your message will reach your exact
is important for us to engage enrollment, admissions, and audience, whereas with LinkedIn, you know precisely whom
IT professionals where they gather. One of these places is you’re reaching based on title or group membership.
LinkedIn. LinkedIn’s targeting capabilities are unrivaled.”
“We’d been active in LinkedIn Groups for higher education – Increasing lead volume while controlling costs
sharing content, running polls, participating in discussions.
With LinkedIn, Intelliworks has tapped into a pro table new
As we learned more about the LinkedIn platform, we decided
resource for demand generation. Dan reports, "We started
to experiment with LinkedIn Ads. We ran some test
advertising with LinkedIn just one year ago, and today
campaigns and what caught our attention was the quality of
LinkedIn Ads delivers 22% of our online leads. LinkedIn
leads. The same kinds of people that we’d have conversations
delivers a volume of quali ed leads that’s comparable to our
with in LinkedIn Groups were taking an active interest and
paid search campaigns, at a cost per lead that’s 40% less.”
downloading the resources we made available through our
ad campaigns.”
“We’re pleased with our results and committed to continual
improvement. For example, we tested landing pages that
LinkedIn Ads complement paid search were more action oriented, which enhanced conversions.
Then we tested LinkedIn’s new ‘Lead Collection’ capability,
After successfully using paid search ads for several years, Dan
which lets our audience provide their email address and
discovered that LinkedIn added an important dimension to his
request that we contact them on LinkedIn in a single click.
demand generation program. He explains, "Paid search is
The Lead Collection capability reduced barriers to conversion
intent-based – it nds people who are experiencing a problem
and further increased our ow of quali ed leads.
right now. LinkedIn lets us reach professionals even earlier,
when they have latent pain and are just starting to think about
“We’re a small but growing organization that serves a unique
solutions. Our LinkedIn ads expose potential buyers to
market. We may not have the big conference and print
Intelliworks and let us provide educational resources early in advertising budgets of the larger players in our industry, but
the decision process." LinkedIn helps us get in front the right people early in the
decision-making cycle. With LinkedIn, we connect with the
Precise targeting in a niche market exact professionals we want to reach and show them we
Intelliworks’ customers come from speci c sub-segments of understand their business and can provide tremendous value.”
the overall education market. This can be challenging when
the segmentation and targeting options of traditional media
don’t provide the optimal level of granularity. Dan states,
“One of the things we like best about LinkedIn Ads is the
ability to reach our exact audience. We target a niche within
a niche – the people speci cally responsible for student
recruitment within higher education institutions.
Reach new customers with LinkedIn Ads, LinkedIn’s advertising solution for direct response
marketers. www.linkedin.com/ads
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