Imagine Learning Classroom (LearnZillion)

LearnZillion empowers teachers to spend less time building student-facing materials from scratch and more time meeting their students' needs.

The Ask

LearnZillion was on a mission to use targeted campaigns to penetrate the nation's top 10% of school districts.

The Opportunity

  • We identified the need to establish a comprehensive tracking protocol before scaling our nationwide campaign, which would allow us to communicate our campaign efficacy to executives and potential investors.
  • We identified that an owned channel strategy was possible for the thousands of districts using LearnZillion’s free content.
  • We identified that sales and marketing automation could address the core inefficiency preventing LearnZillion from targeting the remaining 85% of districts.

The Process

Acquisition strategy

  • We launched a nationwide account-based marketing strategy, advertising +25 products while optimizing and reporting on campaign efficacy.
  • We delivered data stories and analytical insights to C-level executives with attractive, comprehensive visualizations and custom dashboards.

Campaign Tracking and Experimentation

  • Implemented UTM parameters to track performance with third-party vendors and internal campaigns.
  • Established experiment protocol and codified results for future iterations.

In-product interventions

  • We installed in-app advertising inventory, allowing us to upsell prospective users with customizable interventions.

Marketing and Sales automation

  • Worked with Finance operations to develop an online order process that triggered CRM automation.
  • Installed a semi-automated live chat that allowed prospects to ask questions on the online ordering page.

The Results

  • Generated 28% of all new business with a return on ad spend (ROAS) of 2,040%, six times our previous year’s performance of 340% ROAS.
  • The LearnZillion Pro product generated 5% of revenue their revenue in its first year.
  • After developing a healthy pipeline of ARR, LearnZillion was acquired by one of the largest education companies in the market.

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