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B2B: Back To School Extra Marks Growth Campaign For Schools & Institutions

About the Brand

Extramarks is a prominent edtech company based in India that provides comprehensive digital learning solutions to schools and educational institutions. Extramarks offers a range of products tailored to enhance teaching efficacy, student engagement, and administrative efficiency. Their core offerings include digital smart classes, online assessments, and personalized learning modules aligned with national and international curriculums.

 

Objective

  • Reach the key decision-makers.
  • Improving lead qualification ratios Month over Month

Solution

  • Audience Identification and Segmentation:
    • Targeted school owners, management, principals, and teachers across India.
    • Segmented the audience based on their job roles and decision-making ability to tailor messaging effectively.
  • Change in Strategy:
    • Analyzed previous performance and keyword data to identify that only interactive digital smart classes were widely known in the industry.
    • Devised a strategy to primarily generate leads for the known solutions to ensure higher engagement.
    • Created a remarketing and sales funnel to build awareness and interest around other solutions.
  • Strong BoF Campaigns to Create Interest Around Other Solutions:
    • Implemented remarketing strategies to re-engage visitors and build trust through effective communication.
    • Focused on driving attention toward other solutions for educational institutions.
  • Continuous Optimization:
    • Conducted A/B testing to refine ad content that resonated with the pain points of teachers and principals.
    • Adjusted campaigns based on performance data to maximize engagement and conversions.

 

Campaign Creative

Impact

  • Meta Ads Conversion:
    • Our performance in Meta Ads has seen a significant boost, achieving a remarkable increase of 35% from qualified leads to demo booked.
  • Google Ads Cost Per Conversion:
    • Our Google Ads efforts resulted in a substantial reduction in cost per conversion of 25%.
  • Lead Quality:
    • We were able to improve the lead qualification rate by 119% in 6 months, indicating high engagement from our target audience.
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