“Cognition is helping us to drive a wholesale reappraisal of our approach to marketing, including implementing inbound marketing tactics across the global WSE network.”
Ivan Croxford, Head of Marketing Programmes Development, Wall Street English International
Wall Street English is a leading global provider of English language teaching. They have 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.
The global market for English learning is a large industry and this continues to grow today.
Cognition was 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.
A bespoke training programme was developed to introduce each territory to HubSpot, and leverage the full potential of the software. This included funnel-based nurturing campaigns which would inform how territories adapted inline with their customers, and sales tactics from deal stages, to sales automation, through to 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 the ongoing marketing tactics and formulated new processes, reporting, and ongoing optimisation tactics for continual improvement across the business.
"Cognition have helped us to prove the power of Inbound and delivered fantastic value by utilising HubSpot to successfully attract and nurture prospects"
Joe Speck, Wall Street English International
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
An email was received from WSE International, subject: June 110%:
"I just wanted to share that the Saudi team reported achieving 110% of their sales target in May which was a significant result considering Ramadan. I wanted to thank everyone for their hard work and contribution to this effort. We have already come such a long way."