Building the B2B Demand Gen engine from the ground up to become the #1 marketplace for online tertiary education.
In late 2021 Open Universities Australia (OUA) identified a key roadblock in achieving their ambition to be the leading tertiary education marketplace in Australia. Although they had a strong consumer brand, they were misunderstood as a competitor by the industry – impacting growth of partner universities (a niche audience of 42 in Australia) and limiting the growth of programs on the marketplace.
With a historical focus on the student market, OUA needed a trusted partner to support them in developing the B2B/ Partner Marketing strategy and build the demand-gen engine.
We started with the discovery phase engaging key stakeholders across the business from marketing, product and sales in immersive workshops, competitive market review, and full customer journey mapping. Through this, we then developed a comprehensive strategy to identify positioning opportunities and succinct value proposition; lifecycle marketing strategy including lead scoring methodology and nurture programs; ABM maturity model, and a set of key metrics to build into activity and guide always on optimisation.
Working as an extension of the team, we are now actively rolling out the strategy, managing the execution and guiding the ongoing development to deliver to business goals.