Committing to a career change/upskilling and enrolling in a suitable education programme is a major life decision and fraught with questions. That’s why our focus was to adapt to the distinct journey of each lead and engage them in a manner that was most relevant to them.

A one-size-fits-all approach was a no-go! The first step was to stop treating the leads as numbers and start treating them as real people. 

Our strategy focused on using first-party data to segment leads based on various data points. Leads were nurtured through automated email workflows triggered by different actions/events like eBook download, webinar registration, action taken on the website, etc. This led to increased engagement and successful qualifying of leads. 

We treated every email as an opportunity to remove blockers from the user’s decision making journey.