EdTech Brand Launch
The Challenge
A UK-based EdTech startup needed to enter the Asian market with zero brand recognition. Competing against established players with 10x budgets, they required a lean, performance-driven strategy that could generate qualified leads while building credibility in a skeptical market.
Our Strategy
Position as the "data-driven alternative" through thought leadership content
Build trust via LinkedIn with founder-led posts and case study breakdowns
Target decision-makers (L&D managers, HR directors) with precision Facebook and LinkedIn ads
Create a lead magnet (free skills gap analysis tool) to capture high-intent prospects
Execution
Month 1: Brand identity development, website optimization, installed analytics tracking, launched LinkedIn organic content (3 posts/week).
Month 2: Launched lead magnet landing page, began LinkedIn and Facebook ad campaigns with A/B testing on 6 creative variations.
Month 3: Scaled winning ad creatives, introduced retargeting campaigns, published 2 guest posts on industry blogs for backlinks and credibility.
Month 4: Webinar series launch promoted via ads and email sequences, optimized demo booking flow reducing friction by 40%.
The Results
Cross-platform impressions (LinkedIn, Facebook, Google Display)
Email captures via lead magnet and webinar registrations
Qualified demo calls with decision-makers
13 closed deals within campaign period
Cost per qualified lead, 60% below industry benchmark
Poppy Lab Insight
"In B2B EdTech, trust beats features. Instead of promoting product specs, we led with founder insights on hiring trends and skills gaps. This positioned the brand as an advisor, not a vendor. The shift from "sign up now" to "learn more" CTAs dropped cost-per-lead by 40% while increasing lead quality."
Popylabs turned our brand from unknown to industry-recognized. 500K impressions and 2K demo requests in the first quarter.
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