SkillHub is an innovative platform designed to help principals and school heads streamline and analyze skill development activities in schools, while also identifying hidden talents in students. Developed under the SchoolWizard umbrella, SkillHub aimed to revolutionize how schools implement and evaluate talent and skill-based learning programs.
As the Product Marketing Lead, I spearheaded the Go-To-Market (GTM) strategy using the CCEBT Framework: Channels, Communication, Expectation, Budget Allocation, and Timeline. The following details the planning and results of this effort.
Objective: Optimize distribution and accessibility to reach schools efficiently.
Primary Channels:
Direct Sales: Leveraged a 4-member sales team trained to present the SkillHub value proposition to school administrators.
Partnerships: Collaborated with regional education consultancies and teacher training organizations to promote SkillHub.
Digital Channels:
Website: Built dedicated landing pages optimized for conversions with a CTA for product demos. Achieved a 2.5% conversion rate from website visits.
Social Media Campaigns: Ran targeted ads on LinkedIn and Facebook, reaching over 50,000 school leaders with an 8% CTR.
Webinars: Organized bi-weekly webinars for school decision-makers, leading to an average attendance of 200 participants per session. Conversion from webinar attendees to leads stood at 25%.
Objective: Craft clear, compelling messaging tailored to the audience.
Core Messaging:
"Implement a skill development journey aligned with NEP 2020"
"SkillHub empowers schools to unlock the potential of every student through data-driven insights and actionable tools."
Emphasized benefits such as Aligned with NEP 2020, time savings (40% reduction in manual analysis) and improved student outcomes.
Content Strategy:
Developed 10+ blogs and promoted them to targeted audiences.
Developed an e-book titled "A Principal’s Guide to Skill Development," downloaded by 3,000+ users in the first quarter.
Created email drip campaigns segmented by user persona, achieving an open rate of 28% and CTR of 15%.
Engagement:
Utilized case studies and testimonials from pilot schools, which contributed to a 20% increase in trust and credibility metrics.
Objective: Define clear KPIs and benchmarks to track GTM success.
Adoption Goals:
Target: Enable adoption in 50 schools within the first 6 months.
Achievement: Surpassed the target with 60+ schools onboarded.
Engagement Metrics:
Product demo-to-purchase conversion rate: 30%.
Active monthly users (AMU): 85% of onboarded schools consistently used the platform.
Customer Feedback:
Satisfaction rate: 90%, based on post-implementation surveys.
Net Promoter Score (NPS): +72, indicating strong advocacy among users.
Objective: Optimize spending across GTM activities for maximum ROI.
Breakdown:
Digital Marketing (Ads, Content Creation): 32%.
Sales Enablement (Training, CRM): 24%.
Events & Webinars: 20%.
Partnership Initiatives: 16%
Miscellaneous (Collateral, Tech Tools): 8%
Return on Investment (ROI):
ROI from marketing spend: 4x, generated in 6 months.
Objective: Launch SkillHub within a structured timeline, ensuring alignment across teams.
Phase 1: Pre-Launch (Month 1-2):
Conducted market research with 50 school principals to refine product features and messaging.
Designed marketing collateral, including brochures, demo videos, and social media creatives.
Phase 2: Launch (Month 3):
Organized a virtual product launch event attended by 500+ school leaders.
Released an introductory offer of 15% off the annual subscription, leading to 20 early adopters within the first month.
Phase 3: Post-Launch (Month 4-6):
Focused on retention through onboarding workshops and monthly newsletters.
Monitored adoption and engagement metrics, making iterative improvements based on user feedback.
📈 Increased Adoption: Enabled 60+ schools to adopt SkillHub within the first 6 months of launch.
💰 Revenue Growth: Contributed to a 35% increase in SchoolWizard’s overall revenue through SkillHub integrations.
😊 Customer Satisfaction: Achieved a 90% satisfaction rate among school administrators using the platform.
Data-Driven Approach: Leveraged customer insights and KPIs to drive decision-making and ensure success at every stage of the GTM plan.
Scalable Strategy: A well-executed multi-channel approach allowed rapid scalability while staying within budget.
User-Centric Communication: Tailored messaging resonated with school administrators, fostering trust and adoption.