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“We integrated 2 of the most difficult projects with LeadSquared. We had to meet 2 KPIs—course registrations and course completion rates. With LeadSquared’s marketing automation capabilities we’ve generated 1000 course registrations and met our KPIs already.”
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Course Registrations
Funnel Visibility
Approval Process
Lead Engagement
Insignia Learning is a B2B medical education partner to life science organizations. They create medical education and professional development solutions. They take into consideration the learning objectives and needs of the therapy area and the respective category environment.
Building content for other organizations required a lot of back and forth with the clients thus slowing down the process of getting registrations and enrollments for their courses. Manual tracking and compiling registrations from different platform proved to be a challenge that needed a more holistic solution.
Their research and peer recommendation led to LeadSquared’s Edtech CRM—a tool that helped them streamline their processes.
The team was manually managing the nurturing and onboarding process which meant communications were silo-ed and the team had no overall visibility.
The team had to build the content as well as marketing communication from scratch. They also had to take constant approvals from their clients before moving ahead with the content. This significantly slowed down the approval process as it was managed on email and through offline communication.
With clear KPI goals mentioned by the client, it was important for Insignia’s team to have visibility on how the leads were progressing down the funnel. But because campaigns were managed on different platforms, it was difficult to get complete insights on the movement.
The team relied on excel sheets to manage leads and follow-ups. As updating sheets and the lead conversations was a manual process, follow-ups were getting missed that affected their conversion rates.
Because most of the processes were repetitive and being managed manually, it was difficult for the team to focus on meeting their KPIs. This resulted in longer response times and a broken nurturing process.
These challenges encouraged them to look for a holistic solution that would help them overcome the woes of manual labor. As mentioned earlier, their research led them to LeadSquared; marketing automation, omnichannel communication, and detailed tracking helped them meet their KPIs faster.
While building workflow processes in the system, the team creates the entire flow in one-go. It means that all the content and messaging can be viewed in a single window. This helps them in getting faster approvals from the clients.
LeadSquared’s activity tracking and advanced reporting ensures that the team remains updated with how the leads are moving forward. The management has a view of how many leads are interested, how many go into the nurturing flow, and how many are converted into registrations.
With custom automation in place, the team can easily set up follow-up tasks, call back reminders, and follow-up emails to continue personalized and contextual conversations to ensure better conversion ratios.
Automation not only helps the counsellors stay on top of their tasks, but it helps the marketing team to streamline their nurturing and qualification process. The team sends out email and WhatsApp communication by simply adding them to a sequence while the nurturing happens on autopilot.
The team also plans to leverage WhatsApp Converse to make their registration process easier and reduce friction and drop-offs due to an increased number of steps.
Insignia Learning has taken the advantage of building an efficient marketing process by leveraging automation and reports. This has had positive impacts on their course registrations and encourages them to identify new flows for course completion as well.
If you would also like to build an effective marketing strategy fuelled by robust automation, then try out LeadSquared’s Edtech CRM.
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