John Dorman, Marketing Director of Nessy Learning Ltd, discusses how the company can leverage marketing automation to unlock their potential in the large US education market. Nessy provides language-based learning programs for children with difficulties. To expand in the US, Nessy will provide a free 60-day pilot program to generate awareness and leads, then nurture those leads through an inbound marketing strategy utilizing content and an affiliate program. They will track engagement through their CRM and platform to optimize conversion and identify top prospects.

1. John Dorman
Marketing Director
Nessy Learning Ltd
‘How marketing automation is
unlocking our marketing potential’

2. The Nessy Story
• Founded by Mike Jones in 1999
• Struggled with learning difficulties as a child due to Dyslexia
• Home taught, his mother went on to establish the Belgrave School
and Dyslexia Centre in Bristol
• Following a successful career he trained as a teacher in the field of
learning difficulties
• Spent 10 years developing specific learning programs
• Established a unique learning method

3. Nessy Today
• Highly praised language-based, multisensory, structured, sequential,
cumulative, congnative and flexible learning program for children
with learning difficulties
• Cloud based eLearning, delivered via desktop, tablet and app
• Established and well regarded in the UK
• Currently used by 10,000 schools
• 15,000 home users
• 4,000 app downloads per month

4. The Opportunity
• Legislation changes in the US has created a new opportunity
• Requirement for all schools to have a means for identifying and
treating reading and learning difficulties in children
• Over 90,000 schools in the US
• Market x6 times the size of the UK
• No specialist competitor in market

5. The Challenge
How does a small UK business with XX staff conquer the US market?
• Field sales?
• Advertising and PR?
• Partners?
• Direct mail?

6. The Solution
• Leverage Nessy’s brand reputation and strength in the UK
• Provide a free 60-day pilot of the comprehensive program
• Provides contact details and data
• Enables nurture
• Utilise Nessy’s wealth of product and marketing content
• Supports inbound marketing strategy
• Higher value assets trigger awareness and acquisition
• Activate and affiliate partner program

7. The Plan
Generate
Awareness
Capture Nurture
Score the
Lead
Convert the
Sale
Affiliates
Facebook
media
SEO
Referrals
Book
Requestfor60-dayfreepilot
Pilot
engagement
SFDC
CRM
.Net platform pilot
management
Integration
.Net platform
account activation

8. Why inbound marketing is right for Nessy
• More efficient, manageable and scalable
• Builds a pipeline of sales ready leads
• Enables greater prospect and customer engagement and interaction
• Ability to develop smarter, customer centric communications
• Creates a platform to manage the customer lifecycle
• Ties all marketing systems together for greater visibility
• Enables accurate forecasting and ROI

9. Where is Nessy on the journey?
• Part integration for Salesforce and Act-On
• Now working to improve integration between
Nessy .Net Platform > Salesforce > Act-On
• Pilot campaigns built as a static flow with no
dynamic content
• Immediate focus is to improve delivery rates and
conversion of initial email
• Once integration is working we’ll make the
campaigns more dynamic and customer centric
• Longer-term goal is to develop further campaigns
for future customer lifecycle

10. Results to date – open & clicks
2months
Total stats

11. Click reports

12. Unique email reporting

13. Reverse IP

14. Results to date
• Have greater visibility of customer engagement
• Ability to track engagement through to sales
• Can identify, track and record prospect actions
• Able to optimise delivery and conversion

15. Thank you for your time
Nessy Learning Ltd
10 Upper Belgrave Road
Clifton
Bristol, BS8 2XH
+44 (0)117 923 9777
info@nessy.com