The business
Wall Street English is an international English language learning academy for children and adults. Founded in 1972, they have taught over 3 million students in more than 29 countries around the world.
The challenge
Wall Street English has over 420 centres in 29 countries across the globe, from Spain to Mongolia. As they operate under a franchising model, each centre was executing their sales and marketing slightly differently.
Wall Street English wanted to ensure their sales and marketing teams were aligned and working together, no matter where they were located. So they asked for Cognition’s help in implementing HubSpot across all of their teams and ensuring every team was trained in how to get the most out of this powerful platform.
The solution
Implementing HubSpot would provide consistency across teams in every continent, but each team needed slightly different HubSpot setups to support their marketing. Wall Street English’s Russian team required integration of the Russian social media platform VK, for example, while their Korean team used Twilio.
Some teams also had existing CRM systems in place and wanted to maintain them, which meant we needed to make sure HubSpot fitted seamlessly into their current processes and systems. So our HubSpot specialists’ worked with each team to customise HubSpot to their exact requirements.
Our HubSpot and psychology experts then visited each team in person. Firstly, we provided science-backed sales and marketing training, and then our HubSpot experts trained every team member on HubSpots’ myriad tools and features. This ensured that everyone could get maximum value from HubSpot.
The result
With HubSpot in place and their teams fully trained in how to use it, Wall Street English was able to:
- Align and standardise their sales and marketing across the global network
- Get granular visibility of and reports on their global performance
- Significantly increase their contact-to-lead conversion rate
- Increase in overall sales, territory-wide
- Significantly reduce their paid media spend
Here’s just one of the success stories Wall Street English shared with us:
"I just wanted to share that the Saudi team reported achieving 110% of their sales target in May which was a significant result considering Ramadan. I wanted to thank everyone for their hard work and contribution to this effort. We have already come such a long way."
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