Wall Street English
One of the world’s leading providers of English language education engaged Cognition to optimise the use and effectiveness of HubSpot across 35 global territories.
Project Overview
Wall Street English, one of the world’s leading providers of English language education, engaged Cognition to optimise the use and effectiveness of HubSpot CRM across 35 global territories.
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Sector
Education
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Territory
Global
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Challenge
How to embed behavioural science to optimise the CRM
Outcomes
Increase in conversions at each funnel stage in every territory.
The team in KSA highlighted an unexpected 110% increase in conversions during Ramadan.
Higher lead and sales performance despite reduced paid media spend.
Data
System
In each territory, we conducted qualitative research to assess to what extent HubSpot was improving marketing and sales performance. This included interviews with clients.
Story
System
We created a messaging framework and sales assets customised to suit every territory. This framework was also used in a consistent programme of internal communications in every territory to create a practical structure for linking technical proficiency in HubSpot to the psychological demons of marketing and sales.
Engagement
System
We visited each territory to conduct in-person training followed by an series of workshops The HubSpot team customised processes for each region, addressing specific needs. This approach ensured seamless adoption without disrupting existing processes. Our psychology experts then visited regional teams to deliver science-based sales and marketing training.
"Cognition helped us drive a wholesale reappraisal of our approach to marketing across the global WSE network"
Joe Speck, Global Web & Content Manager
Key Psychological Insight
The tendency of organisations to build too much complexity into their CRM inhibits engagement and sales growth. Our research suggests that a minimalist (i.e. “What’s the minimum we need the system to do to achieve the desired outcome?”) is always more effective than a maximalist (i.e. “Just look at ALL the amazing things this technology can do!”) approach to technology adoption.
