EDHEC turned to Junto's experts to strengthen its acquisition performance and hit its MQL goals despite a constrained budget
Facing the need to generate 20% more leads for the fall 2025 intake with no additional budget, Junto deployed an agile strategy based on LinkedIn Sponsored Messaging. With it, EDHEC not only closed the gap but exceeded its lead and MQL targets, while significantly cutting its acquisition costs.
+130%
IN LEADS GENERATED BETWEEN APRIL AND MAY 2025
÷7
IN AVERAGE CPA
128%
OF THE MQL GOAL REACHED
To meet an ambitious lead generation goal with no additional budget, EDHEC entrusted Junto with optimizing its paid media strategy. The challenge: make up a volume shortfall through new, high-performing channels, while sticking to strict budget constraints.
Optimizing acquisition
Junto identified Sponsored Messaging as an underused strategic channel. By allocating part of the budget to this format, tailoring the messages with custom visuals produced by Angel Studio, and finely structuring the audiences, EDHEC was able to exceed its MQL goals while drastically reducing its costs.
Performance amplifiée, méthode validée
Leadgen – Éducation – Optimisation budgétaire
Junto's team worked closely with EDHEC's marketing teams to hit its qualified lead generation goals
Activating a high-potential LinkedIn channel
To make up a lead generation shortfall without touching the overall budget, Junto recommended activating Sponsored Messaging, with 30% of the budget allocated to it starting in March 2025.
Creative support from Angel Studio
The group's creative agency designed visuals aligned with EDHEC's brand guidelines and the demands of the LinkedIn format, ensuring brand consistency and visual impact.
Optimizing the message and targeting
Junto advised EDHEC on wording: adding dynamic fields, structuring the message, personalizing the tone, and strategically choosing the recipients.
Goals reached and the playbook proven
With this approach, EDHEC exceeded its MQL goals at 128% and divided its CPA by 7. A winning strategy now being rolled out to other business units.
Reaching their goals
The partnership between EDHEC and Junto successfully relaunched acquisition and exceeded MQL targets despite an unchanged budget
By putting an agile LinkedIn strategy in place, EDHEC made up its lead generation shortfall and even exceeded its forecasts for the 2025 intake. By testing a new channel, Sponsored Messaging, and relying on creative tailored to its audience, the school generated +130% more leads between April and May.
CPA was divided by 7, and the MQL goal was reached at 128%, proving the effectiveness of the setup. Building on this success, EDHEC extended the method to other business units, with equally promising early results.
Lead generation
Significant volume growth driven by activating Sponsored Messaging
Performance optimization
Lower CPA through refined targeting and a high-converting format
Better qualification
Higher MQL rate thanks to more relevant messaging
Multi-BU rollout
Strategy extended to the group's other entities with positive results
Want to generate more qualified leads too?
Looking to improve the performance of your LinkedIn campaigns while keeping costs under control? With Junto, transform your marketing programs by activating innovative channels like Sponsored Messaging. From strategy to creative, we help you exceed your MQL goals, just as we did with EDHEC.