TL;DR
- The sector is getting more competitive. A school has to take an acquisition and ROI mindset, not just an academic one.
- A clear funnel (Ads → Landing pages → Nurturing → Conversion) is a direct lever on growth. Continuous tuning of each step lifts results sharply.
- Combining Google Ads and Meta widens reach and captures different prospect segments.
- Using HubSpot to track, segment and follow up on leads is key to turning interest into real enrolments.
Challenge / Objective
The higher education market in France is changing, splitting between large academic groups and sector-specific schools. In this competitive context, BSB needed to adopt a more commercial approach to compete with major business schools and specialized programs. A mindset shift was crucial to adapt to these new dynamics.
BSB had observed the rise of digital acquisition and therefore wanted to accelerate with the support of an external team. Bulldozer was chosen to support this mindset shift and provide a complete solution to address BSB’s objectives.
BSB’s main objective was to increase the number of new students enrolled in France, with a first step of returning to the 2023 enrollment level and an ultimate objective of 1,100 enrolled students, representing a 27% increase. This ambitious objective guided the actions implemented.
Strategy
- Building a sales funnel in collaboration with the marketing and sales teams.
- Deploying an Ads strategy on Google and Meta: implementing targeted advertising campaigns in France to maximize visibility and attract new prospects.
- Using HubSpot to manage relationships with prospects and leads, by setting up tailored nurturing campaigns to maintain prospect interest through to conversion.
- Landing page and funnel optimization:
- Creation and optimization: designing and continuously improving dedicated landing pages and funnels through HubSpot to maximize conversion rates.
- Lead magnets and specific funnels: iterating on lead magnets and personalized funnels to attract and convert prospects effectively.
- Refining the value proposition — CTVP to better address the expectations of different market segments, highlighting the strengths and benefits of BSB’s programs.
- Creating content and campaigns based on the programs offered, target audiences — parents vs. students — and specific content such as lead magnets, open days, and brochures.
- Improving marketing and sales operations: continuously optimizing marketing and sales operations to increase the conversion rate from leads to enrolled students by improving the processes and tools used.
Results
Growth objectives:
- +30% revenue — objective achieved.
- x7 sales meetings.
- +220% leads generated.
