Building a high-volume, intent-driven lead generation system for Myanmar's leading ISO-certified English learning center, scaling leads while reducing acquisition cost.
Wall Street English Myanmar was the country's leading ISO-certified English learning center with 2,500+ alumni. The brief was to scale qualified lead generation through digital channels with a direct line to enrolled students, not just form fills.
End-to-end digital performance strategy: campaign architecture, lead magnet development, Facebook Pixel and GA integration, audience targeting, A/B testing, and retargeting funnel design. I worked closely with the sales team to define what "qualified" actually meant downstream, then built targeting to match.
The core strategic choice was lead magnets over direct enrollment CTAs. Interactive content like English level tests and free ebooks let prospective students self-qualify through engagement before reaching sales, filtering for intent from the start.
From there I ran a continuous refinement loop: behavioral data from Facebook Pixel and GA informed tighter audience targeting, retargeting sequences re-engaged high-intent visitors who hadn't converted, and a structured A/B testing program systematically tested segments, formats, and CTAs throughout.
75% increase in qualified leads. 50% growth in contracts closed from digital channels. 22% decrease in cost per qualified lead.
Lead quality is a downstream problem that has to be solved upstream. Building intent into the lead magnet itself made every subsequent step in the funnel more efficient. That design choice mattered more than any individual targeting or budget decision.