Growth-led SEO + CONTENT + SOCIAL MEDIA + PAID ADS Case Study

How growth.cx Helped Eloit build a Scalable Demand Engine Across Global Education Markets

4x

Monthly qualified leads (11 → 44 per month)

4.7x

Non-branded organic clicks (410 → 1,840)

46%

Reduction in cost per lead ($48 → $25.80)

About Eloit

Eloit is a London-based EdTech company that helps schools, colleges, and care institutions. They run their operations on a single AI-powered platform. Its flagship product, Edisapp, covers attendance, examinations, communication, administration, and student engagement. The company is trusted by 700+ institutions across South Asia, the Middle East, Europe, and Africa.

Website :

eloit.com

Business Type :

B2B SaaS / EdTech

Offices :

London, UK

Engagement:

5 months

Company size:

Mid-market & enterprise schools

Ideal Customer Profile :

Buyers: Principals, academic directors, ops heads

Regions: South Asia, Middle East, Europe, Africa

The Challenge

01
A proven product with a growth engine that wasn't keeping pace

By the time Eloit came to growth.cx, the product story was strong. Over 700 institutions trusted Edisapp. The platform had 510+ modules. The team had already built a global footprint across four continents. None of that was in question.

What wasn't working was the demand generation layer. Marketing wasn't producing a qualified pipeline at a rate that matched Eloit's vision. It was mainly about where the business wanted to go, and because attribution didn't exist.
02
No search foundation for competitive categories

Edisapp was competing against established names like Classter, Fedena, and Teachmint for category-level keywords. But there were no topic clusters, no structured solution pages, and no content built around region-specific intent. Schools searching for ERP software in the UAE behave differently from institutions doing the same search in South Asia. That distinction wasn't reflected anywhere in the strategy.
03
Messaging led with modules, not decisions

510 modules are a real differentiator. But a school principal evaluating software isn't counting modules; they're asking whether it will reduce their staff's admin workload, whether it’ll improve how parents stay informed, and whether other schools they respect are using it. That angle was entirely absent from the website copy.
04
No attribution, no optimization lever

Paid, SEO, and email were each running independently with no shared measurement framework. Budget was being spent across channels, but there was no way to trace a demo request back to a specific keyword, campaign, or email sequence. Without that signal, there was nothing to optimize toward.
05
A complex buying committee with generic nurture

Selling a school ERP means convincing a principal, an IT head, and often a governing board, sometimes simultaneously. Each stakeholder has different objections and different criteria for a yes. The existing email sequences treated them all the same way, which is why response rates were flat.

The Audit

What a structured audit revealed across every channel

Before touching any live campaign, growth.cx ran a full-stack audit across SEO, messaging, paid media, and email. Here's what it found.

SEO and Website

Key solution pages had minimal organic visibility. Search terms like "school management software UAE" and "best school ERP for K-12" were sitting there as low-competition, high-intent opportunities with no content targeting them. There was no keyword strategy segmented by buyer stage or geography; the same content was expected to serve South Asian and Middle Eastern intent simultaneously, which it couldn't. Landing pages funneled traffic to the Edisapp homepage, which was feature-heavy enough to appeal to IT evaluators already in research mode, but converted school principals at a much lower rate. Only 6 keywords were ranking on page 1 across all tracked terms.

Messaging

The platform's capabilities came through clearly. What didn't come through was what those capabilities meant for a school leader's day-to-day reality. "510+ modules" and "your staff spend 40% less time on admin" are fundamentally different messages. It's like one lists what exists, the other explains why it matters. Only one of them starts a conversation. Beyond that, there was no differentiation between principal-facing, IT-facing, and board-facing content. Strong trust signals like certifications, regional compliance credentials, and peer institution names, existed but weren't being used where they would have mattered most.

Demand Generation

Leads from paid campaigns entered a single generic nurture sequence. They didn't know where they came from or what role they held. Campaign attribution was absent. So there was no way to connect a demo to a specific channel, ad, or piece of content. Marketing and sales operated without a shared pipeline target or a clear definition of what qualified a lead for handoff.

Our Strategy

Three phases: foundation, activation, scale

Rather than fixing each channel in isolation, growth.cx built a single demand engine designed to serve the full buyer journey, bring in the right decision-makers, give them content that matches where they are in their evaluation, nurture them through a buying process that often involves multiple stakeholders, and hand them off to sales as genuinely qualified opportunities.

Phase 1 : Building the Foundation

ICP segmentation by region and institution type, because South Asian, Middle Eastern, and European buyers have meaningfully different behaviors and timelines
Messaging framework rebuilt around school outcomes rather than platform features
SEO opportunity mapping covering category keywords and region-specific long-tail terms
Persona-specific landing page strategy replacing the homepage-first traffic flow
Competitor positioning audit across Classter, Fedena, and Teachmint

Phase 2: Activating Demand

Topic clusters built around school management, communication, administration, and student engagement
Google and LinkedIn campaigns launched with persona-specific landing pages for each audience
Retargeting strategy for visitors who engaged with key pages but didn't convert
Role-specific email nurture sequences running independently for principals, IT heads, and governing board members
An attribution framework was implemented across all channels, so every demo request could be traced back to its source

Phase 3: Scaling What Worked

Keyword expansion into geo-specific categories and competitor comparison terms
Conversion rate optimization on the highest-performing landing pages
Budget reallocation toward proven audiences and ad formats
Weekly performance reviews with structured A/B testing cycles
SQL criteria tightened with the sales team to improve handoff quality

End Results

What 5 months of coordinated execution delivered

SEO and Organic

Metric

Before

After

Change

GSC Impressions

Before:18,400

After: 74,200

Change: 4X

GSC Clicks

Before: 920

After: 3,180

Change: +245%

Organic Sessions

Before: 4,200

After: 11,600

Change: +176%

Non-branded Organic Clicks

Before: 410

After: 1,840

Change: 4.7x

New Users

Before: 3,900

After: 9,700

Change: +149%

Keywords on Page 1

Before: 6

After: 38

Change: 6.3x

Google Ads

Metric

Outcome

Total Spend

$4,800

Qualified Leads Generated

186

Cost Per Lead

$25.80 (down from $48)

Reduction in CPL

46%

LinkedIn Ads

Metric

Outcome

Total Spend

$3,200

Leads Generated

Cost Per Lead

$34

Email Automation

Metric

Outcome

Contacts Enrolled in Nurture

1,240

Average Open Rate

41% (vs. ~22% industry average)

Reply Rate

14%

Progressed to Sales Conversations

Converted to Sales-Qualified

43 (55% SQL rate)

Pipeline Impact

Metric

Before

After

Change

Qualified Leads Per Month

Before: 11

After: 44

Change: 4x

Sales Demos Booked

Before: -

After: 60+

Change: -

Opportunities Advanced to SQL

Before: -

After: 43

Change: -

Total Paid Media Spend

Before: -

After: $8,000

Change: -

LEARNINGS

What Worked

01
Outcome-focused messaging outperformed feature lists across every channel. Ads, landing pages, and email sequences that led with what school leaders would actually experience: less admin time, better parent communication, smoother operations, converted better than anything that led with product capabilities.
02
Long-tail, geo-specific SEO targeting attracted higher-intent prospects and faced significantly less competition than broad category terms. Searches like "school attendance software Middle East" and "best school ERP India" get visitors who were already close to a buying decision.
03
Splitting email sequences by role made a real difference. Once principals, IT heads, and governing board members received content tailored to their specific concerns, response rates improved materially compared to the previous single-sequence approach.
04
Trust signals placed early on landing pages, regional compliance certifications, named peer institutions, and customer testimonials that improved conversion rates. The same signals buried at the bottom of a page had no measurable effect.
05
Weekly performance reviews with structured test cycles meant every learning was compounded. What the team discovered in month 2 was actionable by month 3.

What We had to Rethink

Running unified paid campaigns across South Asia, the Middle East, and Europe in a single audience underperformed significantly. Buyer behavior, decision timelines, and price sensitivity varied enough between regions that geographic segmentation had to be rebuilt before paid performance improved.
Sending paid traffic to the Edisapp homepage generated volume but not quality. The feature-dense homepage worked well for IT evaluators already in research mode, but converted school principals at a fraction of the rate that institution-specific landing pages did once they were built.
Broad "school administrator" targeting on LinkedIn generated impressions but low-quality clicks. Layering on institution size and seniority filters reduced overall volume but doubled lead quality.