• Client
  • Pearson TQ: The UK’s leading apprenticeship training provider
  • Focus
  • 1 : Many
  • Objective
  • Generate better qualified marketing leads
  • Strategy
  • A content programme with targeted appeal

The challenge

Our programme with Pearson TQ started well. Using the hook of the Apprenticeship Levy – a Government initiative to boost apprenticeships in England – we delivered a number of segmented, content-driven campaigns that generated a high volume of leads within multiple audiences.

But our testing programme revealed something interesting. A persona who held the key to decision making. We wanted more of them—and to know much more about them.

The pivot

A new campaign targeted specifically at Learning & Development Managers was devised. One which catered to varying levels of market maturity, and required prospects to self-qualify themselves, under the guise of a benchmarking assessment.

Alongside BANT questions on their need states and spending potential, we assessed participants on their preparedness for the Levy and their relationships with existing training partners. 

Their reward was a graded score on their readiness to deliver apprenticeships successfully alongside a personalised report offering advice on their identified gaps. Nurture (email and remarketing) was segmented into eight separate comms streams, each containing new content relevant to the need states of participants, based on a complex scoring architecture.

The results

For the target audience: 

  • • A high value, personalised brand experience with Pearson

For Pearson TQ:

  • • A treasure trove of prospect data for opportunity management
  • • 276 marketing leads and 23 C-Level meetings amongst the UK’s top employers within the first 12 weeks
  • • Lead generation and nurture on autopilot for the next 12 months

Martech

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