Increased B2B lead generation by 25%
After a successful first year promoting both short and long-term leadership courses at the school, the economic landscape changed, leading many industries to struggle and resulting in cuts to budgets, particularly for training. Our goal was to maintain demand for the courses that were fully booked last year, even as registrations declined. We achieved this through a mix of online and offline events, leveraging content created by former students to reach their networks, implementing an efficient system for collecting and following up on leads, and creating tailored content that addressed the challenges of investing in education during tough times. Collaborating with faculty, we organized webinars on "Leadership in Times of Crisis," which attracted an average of 150 attendees each. Our lead scoring and nurturing system yielded a 15% increase in final lead status (whether won, lost, or still in contact) compared to the previous year when leads were categorized as non-responsive. Our comprehensive event strategy effectively managed the entire marketing funnel, resulting in a 40% year-over-year increase in Q&A events, which serve as conversion opportunities. Key takeaways for future projects include focusing on quality over quantity; we had leads in the pipeline but discovered new methods to engage and converse with them.