Miles Education
Miles Education had a strong product - US CPA certification with genuine career value. But awareness of the qualification's relevance was uneven across India, UAE, and the USA. The programme was heavily dependent on cold calling, ad spend was high with inconsistent returns, and the marketing team was small relative to the ambition. The market needed to be educated before it could be converted.
The shift was from outbound-heavy to education-led. Content assets - blogs, whitepapers, webinars, video - were built to explain the qualification's value before asking anyone to enrol. SEO and city-specific landing pages brought in organic intent. Ad spend was diversified across search, YouTube, LinkedIn, and niche platforms. The funnel was redesigned end to end with lead scoring, nurture sequences, and CRM integration. A community layer - LinkedIn groups, mentorship access - added trust at the consideration stage.
Approximately 25,000 qualified, educated leads per month - consistently. Monthly enrolments grew from around 200 to 350. Conversion efficiency improved and reliance on cold calling reduced significantly.
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