Use Case: Enhancing Lead Generation and Sales Conversion for an Australian EdTech Startup

Client Overview

Our client, an established EdTech startup from Australia, five years into operation, recognized for delivering cutting-edge educational technology platforms, were facing issues in their outbound marketing, inbound lead conversion and sales cycle.They have a strong product portfolio, but few unidentified factors in marketing funnel hindered their growth.

Students using VR glasses while sitting at table and listening to teacher at IT lesson

Challenges

The client was facing couple of hiccups in demand gen process:

  • The outbound marketing and lead gene­ration were underachieving due to missing strate­gic integrated approach.
  • Inbound lead conversions were­ also low, with only 10% converting into clients—this is one third the usual industry rate­.
  • On top of this, due to the lack of BANT(Budget, Authority, Need, Timeline) qualification process, their sales cycle was taking too long. The­ routine cycle spanned up to 60 days, longer than expected.

Solution: Data-driven, integrated Marketing and Sales Enablement

  1. Integrated Marketing Strategy (Paid + Organic):
    • Retargeting Campaign Implementation: Intensified multi-channel retargeting across industry-specific platforms, leading to a 30% uptick in qualified leads.
    • SEO and Content Strategy Optimization: By revamping SEO and content strategy, the startup saw a 40% increase in organic traffic within six months and a 25% growth in inbound leads per quarter.
  2. Enhanced Sales Enablement:
    • Personalized Lead Nurturing: Implemented a lead nurturing program that increased the conversion rate of inbound leads to 25%, doubling the previous rate.
    • Sales Process Streamlining: With refined sales processes, including training and new CRM tools, the sales cycle was reduced to an average of 30-45 days, a 33% reduction.

Results

The integrated approach to marketing and sales enablement brought about noteworthy performance enhancements:

  • Increased lead generation:by 60% with the addition of retargeting campaigns, revamping the website and improvised SEO friendly content strategy.
  • Enhanced Conversion Rates: Increment in conversion rates from 10% to 25%-30%.
  • Sales Cycle Efficiency: A reduction in the sales cycle from 60 days to 30-45 days increased the turnover rate of deals closed.
  • Business Expansion: As an outcome of all the implemented strategies, the sales increased by 40%,showing a solid return on the new strategy investments and substantial market growth.

Key Results:

Increased lead conversion rate from
10% to 25-30%
Reduction in sales cycle from
60 days to 30-45 days
Increment in sales by 40%

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