“Cognition is helping us to drive a wholesale reappraisal to our approach to marketing and implement and drive inbound marketing tactics across the global Wall Street English network.”
Ivan Croxford, Head of Marketing Programmes
Development at Wall Street English International
About Wall Street English
Wall Street English is a leading global provider of English language teaching and has over 420 centres in 29 countries. Established since 1972, they have helped people realise their dreams with English. Over 3 million people have been taught English at Wall Street English centres around the world.
Challenge
Cognition were engaged to restructure Wall Street English's global marketing strategy and roll this out using HubSpot, their chosen CRM, marketing and sales platform to multiple territories.
All territories required HubSpot onboarding and set up. Also, bespoke training on the HubSpot CRM, Marketing Hub and Sales Hub so that teams could communicate and collaborate effectively.
Solution
A bespoke training programme was developed to introduce each territory to HubSpot. This included funnel-based nurturing campaigns, advanced sales tactics, sales automation, and the psychology behind closing more deals.
A 6-12 month course was produced to include a 3-day onsite training, and weekly online training department-wide. Cognition developed a global sales programme to run alongside ongoing marketing tactics and formulated new processes, reporting, and ongoing optimisation tactics for continual improvement across the business.
Results
Following a successful test in year one, Cognition were engaged to roll out the strategy and training programme to all 35 global territories. Results included:
- Standardised marketing campaigns across the global network
- Granular visibility and reporting of performance metrics across marketing and sales
- Large increase in contact to lead conversions
- Increase in overall sales, territory-wide
- Significant reduction in paid media spend
- 110% of sales target in Saudi during Ramadan
- Full 6-month HubSpot training program rolled-out globally
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