IMD Business School's Conversational Marketing Transformation

We sat down with the team at IMD, Europe's largest business school, to hear how Qualified has transformed their organization in a post-COVID world.

IMD Business School's Conversational Marketing Transformation
Maura Rivera
Maura Rivera
August 21, 2020
min read
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

We just launched our newest case study with IMD business school: check it out. IMD is one of the world’s leading business schools, having just been recognized by the Financial Times as the top 3 executive education programs in the world (for the ninth year in a row!) To some people’s surprise, IMD functions much like a B2B company. They drive prospective participants to their site, and rely on forms to capture leads. They then have a team of program advisors dedicated to following up with leads and converting them into opportunities. IMD recently embarked on a mission to “fix” their sales process and improve website conversions.

With Salesforce as the backbone of their business, IMD naturally chose Qualified to run their Conversational Marketing Program. We sat down with Liam Taylor, Digital Marketer at IMD, to understand how things are going since implementing the platform 6 months ago.

Here are some highlights from the case study:

Program advisors and qualified participants meet in real time

IMD instantly connects returning Leads and Contacts, as well as other high-intent website visitors, with their team of program advisors. These IMD advisors immediately jump in to help educate visitors about IMD’s programs and move people through a sales cycle. 

Chatbots help them scale

They use bots to engage visitors and book sales meetings around the clock, even when their program advisors are offline. 

Salesforce drives intelligent sales conversations

IMD connects Qualified with Salesforce and Pardot. They can surface Lead and Contact information, as well as firmographic data, the moment someone lands on their site. This empowers their sales reps with a 360-degree view of their website visitor and also shapes routing.

Let’s not forget about the most important piece–their success to-date! Since go-live, Conversational Marketing has helped IMD achieve growth: 

  • 8% increase in web conversions
  • 15% more likely to move from Lead to Opportunity
  • 30% increase in booked sales meetings

Have we piqued your interest? Cruise on over to the IMD case study to dive in deeper.

Liam also presented their entire Conversational Marketing strategy in Sercante’s Martech for Higher Ed Summit! You can watch the recording here:


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