The Challenge
Outschool is an educational technology platform that provides interactive online classes to kids aged 3-18. They had a well-known B2C brand, but needed assistance expanding their outreach to a newer B2B audience (companies looking to offer virtual classes as an employee benefit to working parents). The internal marketing team had worked hard to create lots of content, so they were looking for an agency knowledgeable in HubSpot to use these assets for lead generation.
The Solution
Using Outschool’s newly written content, our agency built out a digital marketing campaign focused on getting conversions. We created landing pages, redesigned marketing emails and updated hero banners on the website…all backed up with A/B testing.
As email marketing efforts continued, we further segmented contacts within HubSpot, breaking them into lists for top vs. mid-funnel leads, as well as the unengaged crowd that needed special outreach. Our agency also implemented a newsletter as a way to continue outreach through thought leadership rather than sending sales messages.
Outschool had been blogging previously, but both B2C and B2B divisions were posting on an outside platform (Ghost). To move all of B2B’s marketing efforts onto the HubSpot platform, we built out two blogs for two distinct audiences: schools and employers.
The Outcome
The Outschool marketing team now has a suite of must-have templates within HubSpot that visually match their brand and are easy to update for future campaigns.
The emails we created had a 7.5% CTR (2x higher than previous campaigns!) and lead to a 239% increase in website sessions from email. This generated nearly 500 new B2B leads from our landing pages offering gated content downloads.
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