The challenge
Our client faced the challenge of engaging two very different audiences. CXOs and CFOs focus on business transformation and ROI, while Chief Data Officers, Chief Data Scientists and senior leaders in data and business operations prioritise technical excellence and long-term strategy.
Having previously delivered a top 10 resource that addressed tariff solutions, The Information Lab had demonstrated its ability to provide value to audiences actively seeking solutions. The task now was to turn that credibility into a strong pipeline of high-quality leads without chasing unqualified contacts.
The solution
We developed a precision-targeted LinkedIn advertising campaign combining data-driven audience insights with compelling creative execution.
The strategy involved creating distinct messaging for each audience segment. For CXOs and CFOs, the focus was on business transformation and ROI. For Chief Data Officers, the messaging highlighted technical capability and data strategy excellence.
LinkedIn’s advanced targeting tools allowed us to reach 13,588 CXO and CFO prospects and 20,342 Chief Data Officer prospects, achieving 44% audience penetration for CXOs and CFOs and 68% penetration for Chief Data Officers.
Multiple ad variations were tested to identify the most effective messaging, with continuous optimisation ensuring the strongest-performing creative rose to the top.
The top Chief Data Officer ad achieved a 0.74% click-through rate with a 9.83% conversion rate. The leading CXO ad delivered a 17.24% conversion rate despite a lower click-through rate of 0.51%. The campaign demonstrated that careful planning, precise targeting and creative testing could turn clicks into meaningful conversations.
The results
The campaign exceeded expectations. It generated 20 marketing-qualified leads, 82% above the target of 11, from 33,930 impressions, 13% more than originally estimated. The overall conversion rate was 8.73%, well above the five per cent target, validating the audience segmentation and creative strategy.
Performance analysis revealed opportunities for future optimisation. The Chief Data Officer audience showed potential for further segmentation, with Data Scientists achieving a 1.03% click-through rate. A tapered delivery with pulses could maximise engagement across the campaign lifecycle. Extending the campaign duration would allow retargeting of non-converting form openers, increasing overall conversion rates. Analysis of converters suggested cost per click could be reduced by more than 10% by targeting only the job titles that convert.
“Working with the team made it easy to turn our expertise into a campaign that spoke to the right senior leaders. The results showed there is strong demand for practical data insight that helps organisations move forward.”
Lolly Tondani
Marketing Director
The Information Lab
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