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Bruna Prado
← Case studies · Channels built from scratch

SUPERA · 2019 to 2020 · Growth · Inbound

Inbound from scratch

I joined SUPERA, an education franchise network, with the challenge of exploring demand generation through inbound. There were already people for social media, press and design, so I took on inbound, on my own.

Part 1 · the foundation

CRM and nurturing, from scratch

I implemented the CRM on my own and built all the nurturing flows, with leads nurtured and MQLs distributed to franchisees.

What happened

  1. CRM

    Implemented on my own

    I set up the franchisor's CRM and the distribution of MQLs to the units, so the right lead reached the right franchisee.

  2. Nurturing

    Email that turns into a free class

    4 → 1,279free-class sign-ups from email, all of 2019 vs. Jan to Jul 2020

    I built every sequence myself. Email-to-sign-up conversion went from 1.29% to 4.47%.

  3. Engagement

    More people reading

    310 → 28,598website sessions from email

    The bounce rate dropped from 77% to 51%, and each visit started viewing more pages.

Evidence click the image to enlarge

Google Analytics, email source: Jan to Dec 2019 with 310 sessions and 4 free-class sign-ups; Jan to Jul 2020 with 28,598 sessions and 1,279 sign-ups, a 4.47% conversion rate

Part 2 · the chain effect

From traffic to enrollment

Then came landing pages, SEO with link building, more campaigns and webinars, which also drove engagement on the other channels.

What happened

  1. First

    Traffic took off

    Every landing page, piece of content and webinar connected me with more leads, and the website grew exponentially.

  2. Then

    The leads came

    +679%inbound leads per month, from 1,385 in February to 10,788 in September

    September was the best month in the series, 38% above August.

  3. Finally

    Enrollment

    Aug and Sepinbound enrollments above those from the paid media agency

    The owned channel started delivering more enrollments than the media investment.

See the chain happening
  1. CRMimplemented on my own
  2. NurturingMQLs to franchisees
  3. Landing pages and SEOwith link building
  4. Webinarsthat drove engagement on other channels
  5. Trafficgrows first
  6. Leads+679% from February to September
  7. Enrollmentsabove paid media
  8. Applause and the CEO's congratulationsat the month-end close

One build led to the next: more content brought more leads, which called for more campaigns, landing pages and webinars.

“In her brief time at SUPERA, we can describe the company's inbound strategies as before and after Bruna Prado.”

Cristiano Thales, marketing coordinator at SUPERA, in a LinkedIn recommendation (translated from Portuguese)

Evidence click the image to enlarge

Chart of the franchisor's inbound leads per month, from 1,385 in February to 10,788 in September 2020Chart of enrollments by source in 2020: the inbound enrollment line overtakes paid media in August and September
Charts redrawn with the 2020 data; absolute enrollment values hidden to protect the company

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