Driving Growth with Strategy, Digital and Event GTM for EdTech B2B SaaS

I was engaged as lead marketing consultant for a global Corporate Training and Educational Technology Solutions provider delivering business simulations to 58,500+ participants across 165 corporate clients and 70 business schools in 82 countries.

Measurable Outcomes

• Increased qualified pipeline through targeted SaaS and EdTech campaigns

• Improved lead quality and conversion through refined ICP targeting and messaging

• Reduced cost per acquisition through data-led optimisation

• Accelerated growth and product adoption through scalable campaign delivery

The Context & Challenge

The business needed a scalable marketing engine capable of serving two very different audiences: Enterprise HR/L&D Directors and Business School Deans. The brief required GDPR-compliant social selling, stronger organic search visibility, and the agility to pivot messaging rapidly during COVID-19 — all while building measurable pipeline.

My Strategy & Execution

I designed and executed a focused, multi-channel growth strategy spanning ABM, SEO-led content, agile campaign development, and product marketing.

SEO-Led Thought Leadership
I built rolling six-month thematic content calendars and authored monthly thought-leadership articles and narrative case studies. All content was keyword-targeted, digitally optimised, and structured for readability. This included case-led storytelling demonstrating large-scale enterprise onboarding (3,500+ employees) and validating innovative simulation-based learning within a leading London MBA program.

Highly Targeted ABM & Social Selling
I implemented a GDPR-compliant “3-touchpoint” LinkedIn strategy targeting 50–100 C-suite prospects monthly. Outreach was deeply researched and anchored in relevant past deployments, enabling strategic conversations rather than transactional pitches. Around major industry in-person events, such as the Employee Engagement Summit, I aligned email outreach aligned with social selling tactics to generate concentrated meeting volume.

Product & UX Copywriting
I extended beyond external marketing to develop in-app UX copy, competitor positioning reports, and messaging for an “Entrepreneur” simulation — supporting its transition into a self-serve product model using early stages AI and machine learning.

Agile COVID-19 Pivot
In mid-2020, I rapidly repositioned messaging around remote working, virtual collaboration, and workforce re-skilling requirements. Campaigns were grounded in timely, credible insight, ensuring relevance and authority during this period of uncertainty.

Highlighted Outcomes & Metrics

Quantitative Metrics:

• 348 targeted social link clicks, converting at 10% into 35 direct inbound leads

• 27% increase in website form completions

• 10 high-value introductory meetings generated per key industry event

• 6 direct pipeline conversations with multinational enterprise leaders and Russell Group Business School Deans

• Achieved peak organic content download rates of 17.6% (Graduate Recruitment) and 15.4% (Academic)

• Increased a single post’s impressions from 491 to 49,500 through strategic amplification on Twitter

Qualitative Metrics:

• Converted industry events from brand presence into structured pipeline accelerators through coordinated pre- and post-event ABM sequences

• Embedded powerful social proof (4.8/5 engagement score; 98% recommendation rate) directly into campaign messaging

The result was a disciplined, insight-led marketing engine that combined authority, agility, and measurable commercial impact across enterprise and higher education markets.

Length of engagement: 9 months