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CASE STUDY

Product Marketing strategy and funnel optimization for an International Coaching School

A comprehensive look at the collaboration between Heba Global and Luisa Toro Coach, showcasing the strategic marketing and funnel redesign that achieved audience expansion and elevated the coaching program's impact.

1. Introduction

In this case study, I highlight the strategic alliance with Heba Global, a leader in executive education and professional coaching. Heba Global specializes in empowering businesses and individuals to navigate cultural and technological changes, promoting self-awareness and the power to inspire transformation in others.

This collaboration centers on revolutionizing Heba Global's marketing and sales funnel strategies, aiming to widen audience reach and enhance the effectiveness of their renowned coaching programs. As Luisa Toro Coach, my role was instrumental in redefining Heba Global's engagement strategies, ensuring their esteemed coaching services resonated with a diverse, evolving audience.

2. Context

Context and Challenges of the Heba Global - Luisa Toro Coach Collaboration

The prestigious Heba Global coaching school, known for certifying future coaches, faced two key challenges in its growth and evolution:

Audience Renewal: The need to attract a new market segment (people aged 25 to 35) persisted, but the existing content strategy failed to capture this desired group's attention.
Post-Graduation Challenges: Many of the school's graduates struggled to establish themselves in the competitive job market as certified coaches, requiring new skills and knowledge for their professional success.

These challenges led Heba Global to seek strategic collaboration with my personal brand: Luisa Toro Coach, with which I have gained recognition for her expertise in strategic planning, productivity, and entrepreneurship, as evidenced by a strong presence on social media.

Product strategy for the shared couse in collaboration. This was the product to be marketed (example of an image for an Instagram carousel).

3. Objectives

Context and Challenges of the Heba Global - Luisa Toro Coach Collaboration

The collaboration between Heba Global and Luisa Toro Coach focused on three main objectives:

Joint Program Development: Led by Luisa Toro, this program would focus on training coaches aspiring to launch and manage their own online businesses.
Innovation in Lead Capture: Leading the transformation of Heba Global's lead capture strategy, using channels like newsletters and Instagram for more effective communication.
Diversification and Rejuvenation of the Buyer Persona: Expanding and rejuvenating the typical buyer persona of Heba Global, adapting to current market trends and preferences.

Three types of courses designed for different target markets.

4. Challenges

Context and Challenges of the Heba Global - Luisa Toro Coach Collaboration

The collaboration between Heba Global and Luisa Toro Coach focused on three main objectives:

Audience Diversity: There was a clear divergence between the followers of both brands. Not all Heba followers were interested in entrepreneurship, and conversely, not all Luisa Toro Coach followers were entirely focused on obtaining professional coaching certification.
Product Value Perception: As the offered program represented a significant investment, and personal development is not always considered an urgent need, convincing potential customers of its intrinsic value and long-term return on investment was a challenge.

5. Planning and Strategy of the Collaboration

Planning and Strategy of the Collaboration between Heba Global and Luisa Toro Coach

Upon starting the collaboration with Heba Global, I had a clear vision of the necessary training content for aspiring coaches to venture online. However, I faced two key challenges: developing a robust marketing strategy and creating an effective sales funnel for a high-value program.

Strategic Objectives of the Project:

Effective Marketing Strategy Development: The primary goal was to establish a marketing strategy that efficiently promoted our high-value program. This involved identifying and employing effective tactics and channels to capture and persuade our target audience of the program's value proposition.
Optimized Sales Funnel Construction: The second objective was to design and execute a sales funnel aligned with the needs and behaviors of our target audience. This process ranged from creating relevant content to continuous automation and optimization to maximize conversions.

Sales funnel implemented for the ADS campaign (from top to bottom with a lead magnet in the middle part).

Organic flow designed to raise awareness.

Initial Actions and Target Audience Analysis:

Defined Target Audience: We targeted entrepreneurs, professionals in development, human resources directors, and team leaders.
Direct Communication: We used specific messages like "Do you need new tools for people management?" and "Fulfill your dream and launch your online business!" to directly capture our audience's attention.

Target Audience Details:

Age Range: 25 to 50 years.
Marital Status: Indifferent.
Profession: Professionals with leadership and team management responsibilities.
Hobbies and Desires: Individuals interested in exclusive experiences, personal and mental development, and highly valuing therapy and personal transformation.
Specific Pain Points:
Feelings of impostor syndrome when starting a business without certification.
Uncertainty about how to start an entrepreneurship.
Fear of having missed the right time to start a business.
Fear and insecurity about how to use social media to promote their services.
Sales Funnel Development: Based on the most effective practices for high-value program marketing and specific sales funnels, I designed a funnel adapted to the needs of our program and target audience.

6. Design Thinking

Empathize

Deepening Understanding and Empathy

Understanding Key Challenges: The development of the sales funnel and content strategy was based on a deep understanding of two central challenges:

Creating a marketing strategy aimed at promoting a high-value program.
Designing an effective sales funnel for our specific target audience.

Personal Experience and Recognition of Heba's Value: My experience in launching my online business provided me with a unique perspective on the value of training for entrepreneurs. However, I needed a better understanding of Heba's value proposition as a coaching school. To achieve this, I conducted interviews with staff responsible for coaching training at Heba and reviewed official documents to learn about their coaching methodology.

Key Discoveries about Heba Global

Endorsed by the International Coaching Federation.
Offering official international professional coach certification.
Years of experience in high-level training, collaborating with renowned companies like Banco Santander.
Training modalities both online and in-person.
Exclusive teaching methodology "Helastric".

Content Strategy Based on Research: The strategy for organic and paid content was constantly adapted based on direct feedback from potential customers.

In-depth interviews

To directly address the pain points and solutions for our target audience, I conducted individualized coaching sessions to resolve doubts about the training, interacting with potential students and other key players.
These sessions served as live market research, revealing the needs, desires, and barriers of users.

Main Findings from the Interviews

The need for flexible payment methods for the training, as the single payment of 3,900 € was a significant barrier.
Varied interest: Some participants were exclusively interested in entrepreneurship training, not in coaching certification.

Development of User Profiles and Empathy Maps

I developed three distinct user profiles:

Persona A: Individuals seeking to train as coaches without immediate plans to start a business.
Persona B: Those interested in venturing through professional coaching.
Persona C: People who want to start a business but not specifically through coaching.

The three Personas created that represent the target market.

Empathy Map for Persona 1.

Empathy Map for Persona 2.

Empathy Map for Persona 3.

Define

Competitive Analysis and Benchmarking

To clearly define our strategy and objectives, I conducted a detailed competitive analysis, evaluating the main coaching schools and their market positioning:

European School of Coaching (EEC):

Reputation: Highly recognized both in Europe and internationally.
Programs: Variety in executive, personal, and team coaching.
Accreditation: Accredited by the International Coaching Federation.
Resources: A wide range of educational resources for students and coaches.
Alumni Network: Extensive and active, providing support and professional opportunities.
Online Positioning: Strong presence on social media, especially LinkedIn.

Efic School of Coaching:

Specialization: Focused on executive and team coaching.
Practical Approach: Direct application of coaching in business environments.
Accreditation and Experience: Accredited, with experienced instructors.
Online Positioning: Good SEO and SEM positioning, less active on social media.

CORAOPS - Coaching Company for Professionals:

Business Focus: Coaching services oriented towards professionals and companies.
Customized Programs: Training and coaching tailored for companies.
Accreditation: Programs accredited by the International Coaching Federation.
Online Positioning: Limited activity on social media.

Heba Global:

Global Reach: Ability to offer online training internationally.
Variety of Programs: Personal and team coaching, among others.
Accreditation: Accredited by the International Coaching Federation.
Online Positioning: Limited presence on social media, an area for improvement in collaboration with Luisa Toro Coach.

Based on this analysis and the empathy previously developed, I identified the central problems to address and defined the specific objectives of our collaboration. This step was crucial to establish a clear direction and strategic approach for the project.

Ideate

Generating Ideas and Exploring Solutions

Brainstorming Sessions: We organized creative brainstorming sessions, focusing on generating innovative solutions to the identified challenges. These sessions were crucial for opening up space for new and creative ideas.
Multidisciplinary Collaboration: To leverage a wide range of perspectives, we involved a multidisciplinary team in the ideation process. This ensured that every aspect of the challenge was considered from different angles and with a variety of expert approaches.
Selecting Promising Ideas: From the generated ideas, we prioritized those that showed the greatest potential for effectively addressing the marketing and sales challenges identified.

Content Planning and Sales Funnel Prototype

Initial Content Development: Based on the selected marketing strategies, I constructed the initial content. This included key messages, marketing tactics, and creative design elements, all aligned with our target audience and strategic objectives.
Sales Funnel Prototype Creation: I developed a prototype of the sales funnel, carefully designing the structure and key contact points along the user's journey. This prototype was essential for visualizing and planning the user interaction with our program and services.

Content Planning for all marketing channels: organic, email marketing, marketing automation and ADS.

Testing

Testing Strategies and Sales Funnel

Testing with Representative Users: I conducted thorough tests of our marketing strategies and sales funnel using groups of representative users. This approach allowed us to gain a realistic view of how our strategies would be received by the target audience.
Feedback Collection and Performance Analysis: I actively collected feedback and performance data to assess the effectiveness of our solutions. This feedback process was crucial for understanding market reactions and the efficacy of our tactics.
Adjustments Based on Results: Based on the results and feedback, I made necessary adjustments and refinements to improve our strategies and sales funnel.

Implement

Implementation of Strategies and Sales Funnel

Large-Scale Implementation: After validating the strategies and sales funnel, I proceeded with their large-scale implementation. This included increasing the investment in advertising to maximize reach and effectiveness.
Close Monitoring and Continuous Optimization: During the implementation, I closely monitored the execution of the strategies and continued to collect relevant data, allowing for further optimization of our tactics. This was particularly important for our organic strategies on Instagram and email marketing, as well as for our paid strategy through Facebook ads.

7. Project Results

Collaboration Experience and Challenges Overcome

This collaboration represented one of the most significant professional challenges in my career. For seven months, I led different areas of the project simultaneously, collaborating for the first time with an international company and elevating the value of my coaching services.

Pilot Course Results

The initial goal was to register 10 students for the pilot course. Throughout the process, we faced several obstacles that impacted this goal, resulting in the registration of 5 students.
With a course price of €3,900, the total sales accounted for €19,500.
The investment in ADS was €2,000.
Total earnings accounted for €17,500.
The ROI was 975%.

Long-term plan to remove blockers in the future and be able to scale growth.

Main Challenge: Payment Options

One of the biggest challenges was the lack of financing options for students. Despite the high interest in the training, the requirement for a single payment of 3,900 Euros proved to be a significant barrier.
Of the 38 individuals who initially showed interest and dedicated time to discuss the program with me, only 5 completed the registration. This highlighted the importance of offering flexible payment methods in future programs.

Impact on Heba Global and Key Learnings

This financing challenge became a valuable lesson for Heba Global, emphasizing the need to implement more flexible payment options in future course launches.
This project not only demonstrated adaptability and problem-solving ability in a challenging environment but also provided crucial insights into the importance of understanding and addressing the financial needs of potential students.

Example of results presentation designed for Heba. Result 1: Facebook segmentation.

Example of results presentation designed for Heba. Result 2: New Buyer Persona.

Example of results presentation designed for Heba. Result 3: Lead Nurting and Mail automation strategy.

Example of results presentation designed for Heba. Result 4: Market Research.

8. Conclusions

Learnings and Achievements of the Collaboration

Mutual Benefits and Growth

This collaboration proved to be extremely positive for both brands. Heba Global managed to update its communication and test a new program that meets the needs of its graduated students. For Luisa Toro Coach, collaborating with such a prestigious brand in the market significantly raised the perceived value of my brand, opening the door to increasing the price of previously offered online courses.

Learning Experience and Adaptation

Despite not reaching the initial numerical goal of enrollments in the pilot test, the project was a qualitative success. It demonstrated great adaptability and learning, which is fundamental in any challenging project.
Additionally, it laid a solid foundation for future successes by identifying areas for improvement and opportunities to refine the sales strategy and student experience.

Importance of Active Listening and Direct Interaction

This case study highlights the crucial importance of listening to and understanding client needs. Implementing direct interactions, especially in pilot phases, is essential for accurately identifying the pain points, fears, and perceptions of potential clients about the product.

Collaboration in Challenge Resolution

This financing challenge became a valuable lesson for Heba Global, emphasizing the need to implement more flexible payment options in future course launches.
This project not only demonstrated adaptability and problem-solving ability in a challenging environment but also provided crucial insights into the importance of understanding and addressing the financial needs of potential students.