Driving scalable growth for an AI-powered school ERP

THE COMPANY

The client is an AI-Powered School ERP that streamlines all school operations, from admissions and academics to fees, transport, and more. It solves for disparate systems used in schools with one seamless platform. Used by over 800 schools globally, the app is fully customisable to meet diverse school needs.

KEY BUSINESS DRIVER

During the early stages of growth, referrals played a major role, with school management in India spreading the word through personal contacts and word-of-mouth, which led to both initial and follow-up acquisitions.

KEY RESTRAINT

Relying heavily on referrals made it difficult to expand beyond the personal network. To scale further and reach new markets, it became clear that additional acquisition channels were needed.

What did we solve for?

ICPs and Sales Enablement

Ideal Customer Profiles (ICPs) were established to target schools beyond referrals.

This expanded the Total Addressable Market (TAM), streamlined sales efforts, and reduced ad-hoc reach-outs. Sales and pre-sales members were hired to support these efforts.

Key decision-makers and accounts were identified via sales intelligence platforms (Sales Navigator, SignalHire).

Additional services like digital marketing and website design for schools were introduced as upsell opportunities and door openers for sales.

Lead Gen for Inside sales

Inside sales efforts were supported with paid campaigns on search and software discovery platforms.

Leads were integrated into the CRM for lead scoring. Qualified leads were prioritised for customised demos and nurturing. Automated follow-ups and reminders were implemented across customer stages.

An ABM campaign using LinkedIn and email reach-outs was launched with customised content, including case studies, product videos, and feature listings.

Key metrics, CPL/CAC, were tracked and showed MoM improvements.

International GTM: Channel Partners

Data-driven decision as international schools generated higher ACV.

Successfully onboarded local partners across Europe and Africa.

Custom sites created to extend reach to new regions: Middle East & Africa.

Referrals from existing international schools sparked strong interest from other schools within their networks.

Clients wanting to become marketing partners was an AHA moment, revealing an unexpected growth channel.

The Outcomes

Onboarding Success: 18 schools in India were onboarded outside of referrals within 3 months, all on premium plans, leading to higher ARR.

New Revenue Streams: The introduction of additional services resulted in 2 schools signing up and opening a new revenue stream.

Looking for a marketing team to scale your growth efforts?

Cost per Lead (CPL) or qualified leads

Reduced by 72%

Sales Qualified Leads (SQLs) in 3 months

Increased by 42%

International Expansion:

The campaign led to new avenues and partnerships on the global front, opening new markets. With the introduction of market based offerings, adoption is on the rise for the application.