Toprankers, a leading EdTech company in India building a test prep platform preparing students for unconventional careers was facing the challenge of attracting and engaging its target audience effectively, in a very competitive market.

Services: Fractional CMO
education marketing agency

Challenges

Item No.

01. Limited career & brand awareness

In our country, the careers of engineering & medicine are widely popular in stark contrast to the other new-age careers now present. Toprankers, a relatively young brand in a crowded market with the niche of unconventional careers, had a limited brand presence, along with limited career awareness.

Item No.

02. Overwhelmed and undereducated consumers

In the post-pandemic world, consumers have been bombarded with information and choices from several edtech brands, and they may not have a good understanding of the different services and products that are available.

Item No.

03. Complex customer journeys

The customer journey in the online education market is often complex, as consumers need to research different options without physical touch points and brands need to build trust to engage potential consumers in the digital space.

Our Solution

Toprankers engaged our Fractional CMO services to help them overcome these challenges and achieve their marketing goals.
We began by conducting a comprehensive assessment of Toprankers’ business, target audience, and competitive landscape.
This helped us to identify the key areas where they needed to focus their efforts.

Our Strategy

Buyer Funnel Mapping

We mapped out the customer journey to identify the key touchpoints where we could engage with potential customers and move them down the funnel.

01

Email, SMS and Whatsapp Marketing

We developed and implemented targeted email marketing campaigns to reach potential customers at different stages of the buyer journey. We also used email automation to send personalized messages based on individual customer behaviour.

02

Online sessions, chatbot, college seminars, and face-to-face sessions

We created and delivered engaging online sessions, relaunched a chatbot, and held college seminars and face-to-face sales sessions to educate and inform potential customers about Toprankers’ services.

03

New Marketing Properties & Initiatives

We strategised and established new marketing properties which with consistent campaigns over the years are on their way to become established brand opportunities for Toprankers. Marketing campaigns such as The Toprankers Great Learning Festival aka TGLF, Maha Scholarship Test, and Toprankers Saarthi, appeal to the target audience to build positive brand awareness for long-term benefits.

04

Marketing Automations

We built marketing automation strategies and customer journeys to increase customer engagement with personalized messaging on various mediums like email, SMS, WhatsApp, etc. based on individual customer behaviour.

05

Our Results

7

increase in brand awareness

50

Increase in Lead Engagement

2X

Revenue growth in a year
  1. Increased brand awareness: We reached 7x more target customers through our marketing efforts, which helped to increase brand awareness and visibility.
  2. Improved customer engagement: With increased lead engagement of about 50%, we were able to demonstrate that our marketing messages were resonating with potential customers.
  3. Boosted conversion rates: With all these combined efforts, the conversion rates improved and we were able to reach new customers, which helped Toprankers double its revenue.

Conclusion

The case of Toprankers demonstrates the importance of a well-crafted marketing strategy and team. By understanding Toprankers’ unique challenges and developing a tailored solution, we were able to help the company achieve its marketing goals, strengthen its brand presence, and increase lead engagement, conversions, and sale revenue. The company was also able to establish itself as a leading player in the EdTech market as a preferred platform for unconventional careers.