How OpenSesame 2Xed their SALs in a single quarter

About 

OpenSesame is an eLearning platform that helps organizations close skill gaps and enhance employee engagement. 

‍

‍Challenge

Before AdConversion, OpenSesame was generating a healthy number of leads through paid media initiatives, but they wanted more of these leads to turn into MQLs, SALs, and opportunities. 

‍

Solution

First, we focused on improving conversion tracking, passing offline conversion events (SALs, opportunities, customers) into LinkedIn Campaign Manager — this allowed us to train LinkedIn’s algorithm to identify the highest quality leads.

Next, we focused on improving OpenSesame’s targeting. 

For demo campaigns, we excluded irrelevant job titles, industries, and company sizes and layered good-fit job titles onto the 180-day remarketing audiences, significantly reducing the number of leads that weren’t qualified to buy. 

We also introduced more awareness campaigns — promoting ebooks, blogs, toolkits, etc. — to increase brand affinity and continue to grow OpenSesame’s remarketing pool.  

‍

‍Results

After implementing these changes, OpenSesame saw the following results:

1. 40% increase in lead to MQL rate
2. 2X the amount of SALs compared to the previous quarter
3. 50% increase in pipeline compared to the previous quarter