Lead Generation & Webinar Lead Generation, Performance Marketing & SaaS Growth Case Study

growth.cx Drives Lead Generation for NurtureCRM, Cutting CPL by 50–65% and Delivering 200+ High-Intent Leads

200+

Leads Generated

52–65%

CPL Dropped

About NurtureCRM

NurtureCRM is an advanced CRM and automation platform designed specifically for educational institutions. It helps institutes streamline their lead flow, automate nurturing, improve team collaboration, and simplify payment collection, all in one system.

What pain-points NurtureCRM addresses?

Centralizes student, lead, and course management in one platform.
Automates follow-ups, admissions, and counselling workflows to save time.
Tracks payments, batches, and attendance for complete operational visibility.
Integrates CRM updates automatically, reducing manual data entry.
Provides insights and reports to improve decision-making for institute growth.
Supports communication via email, SMS, and notifications to engage leads effectively.

Website :

https://nurturecrm.in/

Offices :

Bangalore, India

Business Type :

B2B SaaS

Industry:

Edtech CRM

Ideal Customer Profile :

Regions: India ( Metro Cities)

Buyer Persona: Institute founders, education business owners, coaching directors, admissions heads, operations managers, and EdTech entrepreneurs.

Domains: Education & Training Industry

Company Size: Small-to-mid SaaS companies (20–50 employees)

Our Observations & Challenges

lead (CPL) was unsustainably high, and the lead-to-paid-customer ratio was far below industry benchmarks

Before partnering with us, NurtureCRM faced key performance issues:

High Cost Per Lead
- Previous CPL: ₹800 – ₹1,100
- Resulting in limited scalability
Low Lead-to-Paid Customer Ratio
- Only 12–15% from lead → paying customer
- Below industry benchmarks for SaaS in the education segment
Inefficient Lead Qualification
- High volume of unqualified leads
- Low SQL (Sales Qualified Lead) percentage
Need for Automation Adoption
- Institutes were not fully aware of the value of process automation
- Target decision-makers were scattered across metros

Our Strategies

Full-Funnel Performance Marketing Setup

We rebuilt the funnel across Meta Ads and integrated automations:

Cold audience campaigns targeting education founders, business owners, and institute directors
Retargeting campaigns based on website visitors & engagers
Instant automation for inbound enquiries using WhatsApp & Meta lead flow optimization.

Optimization in First 30 Days

We analyzed performance and introduced fine-tuned targeting:

Narrowed down audiences to metro cities with higher purchase intent
Adjusted spending based on institute segmentation and CRM buyer persona
Implemented automation to instantly qualify and route leads to team members

CPL improvement achieved in the first month: From ₹800–1,100 ➝ ₹550–700

Webinar Funnel Setup

To attract high-intent leads, we launched a value-driven webinar:

Messaging focused on “Automate your institute operations & improve revenue.”
Targeted institute owners, education entrepreneurs & coaching center founders

Webinar Results

CPL: ₹80–₹150
Total Leads: 200
Webinar Participants: 76
Audience: Business owners, institute founders, education CEOs
All from metro cities

The webinar delivered not just leads, but quality, sales-ready conversations.

SQL Improvement

Through:

Better targeting
Automated lead qualification
Improved nurturing workflows

We increased the SQL ratio by 13% within 45 days.

What worked?

1. Metro-Focused Targeting

Targeting only metro cities helped reach decision-makers who were more aware of CRM solutions and had higher purchase readiness. This significantly improved lead quality and reduced CPL.

2. Narrowing Down to Owners & Founders

Focusing on institute owners, education founders, and business owners ensured that the enquiries were from people with actual authority to buy.

3. Webinar Funnel Strategy

The webinar approach generated high-intent leads at a very low cost (₹80–₹150). Out of 200 leads, 76 attended — a strong 38% attendance rate.

4. Improving Lead Qualification

Setting up automated flows and better filters increased the SQL ratio by 13%, reducing time wasted on junk leads.

5. Adjusted Ad Spend Based on Institute Segments

We optimized budgets for:

Better-performing cities
High-quality interest segments
Retargeting pools

This pushed CPL down to ₹380–₹550 within 45 days.

6. Automation for Enquiry Handling

The instant follow-up flows on WhatsApp & Meta:

Reduced response delays
Increased inbound call pickups
Moved leads faster to the sales team

What didn't work?

1. Initial Broad Targeting

Early campaigns that targeted wide education interests brought in:

More junk leads
Lower-quality traffic
Higher CPLs (₹800–₹1,100)

2. Generic Ad Creatives

Initial creatives that focused on CRM features didn’t resonate. The shift to problem-solution messaging (automation, lead leakage, and fee collection issues) improved engagement.

3. Lack of Retargeting Depth

At the beginning, the retargeting pool was small. As we built more traffic, retargeting began performing strongly — but initial weeks had weaker results.

4. Low Awareness About CRM

Many institutes didn’t initially understand CRM automation benefits, which made the cold campaigns slower in generating qualified leads.

5. Too Many Unqualified Leads Before Automation

Before nurturing flows were set up, many leads were not responding or converting. Automation helped filter and engage them properly.

End Result

1. Cost Per Lead Reduced by 52–65%

Before: ₹800–₹1,100
After Optimization: ₹380–₹550

This drastic drop made the campaigns far more scalable and budget-efficient.

2. Lead-to-SQL Conversion Improved by 13%

Automation + refined targeting brought in higher-quality leads, enabling the sales team to focus on prospects with actual buying intent.

3. Webinar Funnel Delivered High-Intent Leads

CPL: ₹80–₹150
Total Leads Generated: 200
Participants: 76 (38% attendance)

These were business owners, education founders, and institute directors — exact ICP profiles.

4. Improved Lead-to-Paid Customer Ratio

From a baseline of 12–15%, the conversion rate significantly improved (moving toward industry benchmarks) as lead quality and nurturing flows strengthened.

5. Faster Lead Handling Through Automation

Automated WhatsApp follow-ups
Immediate routing to the sales team
Reduced delays in call-backs

This increased engagement and speed-to-lead, resulting in better conversions.

6. Stronger Funnel Foundation for Scaling

NurtureCRM now has:

Clear ICP targeting
A working webinar model
A healthy retargeting pool
Predictable lead flow
Lower acquisition cost
Better sales efficiency