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 most innovative ISO-certified English learning center with over 2,500 successful alumni. They needed to strengthen brand awareness and scale high-quality lead generation through digital channels, with a clear line from digital activity to actual enrolled students.
I led the digital performance strategy end-to-end: campaign architecture, lead magnet development, Facebook Pixel and GA integration, audience targeting, A/B testing program, and retargeting funnel design. I also worked closely with the sales team to understand lead quality and refine targeting based on downstream conversion data.
The campaign strategy was built around lead magnets rather than direct enrollment CTAs. I developed conversion-focused campaigns using interactive content like English level tests and free ebooks, which allowed prospective students to self-qualify by demonstrating intent through engagement before being passed to sales. This filtered for higher-quality leads from the start.
Using Facebook Pixel and GA behavioral data, I analyzed which audience segments, ad formats, and content types were driving the strongest downstream conversion rates. This informed a continuous refinement loop: targeting was tightened, messaging was adjusted based on what the data showed about user motivation, and retargeting sequences were built to re-engage visitors who had shown interest but hadn't converted.
A structured A/B testing program ran throughout the engagement, systematically testing audience segments, creative formats, and CTA messaging against each other. Every decision to scale or cut budget was grounded in test data rather than assumptions.
Leads generated rose by 75%. Contracts closed from digital channels increased by 50%. Cost per qualified lead decreased by 22%. The program established WSE as one of the strongest digital lead generation operations in Myanmar's education sector at the time.
Lead quality is a downstream problem that must be solved upstream. The decision to use lead magnets that required active engagement, rather than passive form fills, was the key strategic choice. It meant the leads we generated had already demonstrated intent, which made every step of the sales funnel more efficient. Working closely with the sales team to understand what "qualified" actually meant in practice was equally important.