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STUDYTUBE

Drives revenue by balancing brand and demand

Studytube is the fastest-growing learning platform in Europe, offering an all-in-one solution for professional learning. As the business scales, Studytube’s Growth Marketing team is responsible for consistently driving a high volume of quality leads at a stable Cost Per Lead.

In 2021, Studytube’s Growth Marketing team started collaborating with LinkedIn to leverage deeper audience insights and refine its full-funnel strategy on the platform.

Results

By strengthening brand marketing efforts at the top of the funnel and identifying untapped audiences on LinkedIn, Studytube significantly improved lead quality. This was evidenced by stronger conversion rates throughout the prospect journey from lead to MQL, SQL and sales opportunity.

Results

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“To drive sustainable business growth, a full-funnel marketing strategy is essential. In B2B, many buyers are not ready to make a purchase right now. About 25% of our budget is dedicated to brand marketing as an investment in future pipeline while 75% goes towards demand generation activation. Because our top-funnel feeds bottom-funnel, we don’t have to worry about pipelines drying up. Striking this balance is key to our marketing success on LinkedIn.”

Headshot of Casper Leijen

Casper Leijen
Growth Manager
Studytube

Challenge

  • To consistently drive a high volume of quality leads from a well-defined target audience
  • To optimise their marketing approach on LinkedIn after lead generation results had peaked and plateaued
Illustration of a ma n and a woman discussing in front of a laptop.

Solution

  • Collaborated with LinkedIn to identify untapped audiences and deepen engagement with more members of the buying committee
  • Refined their full-funnel strategy with increased top-funnel investment into brand awareness
  • Adopted a multi ad format approach and added Text Ads at the top of the funnel to achieve optimal ad frequency while controlling spend
  • Refreshed creatives regularly to pre-empt ad fatigue, maintain content relevancy score, win more auctions and earn higher share of impressions

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Success Factors

1. Achieving top-funnel scale to feed bottom-funnel activity 
With an increased focus on brand awareness, Studytube grew its reach through broader targeting at the top of the funnel. Instead of relying on job titles, they started targeting audiences by skills and job functions to grow impressions for longer-term demand generation. In the short term, they retargeted the best-performing segments towards conversion.

2. Offering fresh and personalised messages
for key industries
To achieve optimal campaign frequency without fatigue, Studytube runs about six creative variants of each ad. They also focus on delivering industry-specific messages for greater audience resonance. For example, pictured here:

•  For the construction industry (top): In construction, the following applies: Only if you are a learning organisation can you keep up with social changes.
•  For Government (bottom): How do you give civil servants and municipalities the knowledge they need to keep up with the 21st century? Read it in our white paper.

Doing so also helped solidify Studytube’s industry expertise in the eyes of its audience and build brand trust.

Studytube is an all-in-one solution for developing, managing and disseminating knowledge within organisations, from short videos to comprehensive learning paths, online and in class. With Studytube, organisations have training for every learning need. Its Learning Experience Platform and Learning Management System is delivered on a single platform that everyone can easily work with: employees, trainers, managers and administrators.
View company page.

Headquarters: Amsterdam, Netherlands | No. of Employees: 201 - 500 | Industry: Software Development

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