Achieving Explosive Growth for an EdTech SaaS Through a From-Scratch Performance OS System
About the Client
An AI-driven remote exam platform serving institutions across India and the Middle East. They previously relied entirely on referrals, with no outbound system, no structured funnel, and no established marketing foundation.
Challenges
The product category was new to the market requiring significant buyer education.
Zero outbound pipeline and complete dependency on referrals.
Unclear audience segmentation across universities, schools, edtech platforms, and coaching institutions.
Low-quality leads due to unstructured forms, weak filtering, and poor qualification flows.
Unpredictable response times and inconsistent follow-up processes.
Budget constraints that required rapid experimentation with minimal waste.
Our Solution
Approach
We built a full-funnel Performance OS structure from scratch, combining ads, creative experimentation, funnel testing, qualification systems, automation, and team alignment.
Process
Conducted baseline market research to identify viable audience segments despite low category awareness.
Launched multiple creative angles using problem-solution frameworks and product walkthroughs.
Tested two initial funnels: WhatsApp direct response and Meta lead submission with structured qualification.
Built segmentation-based video and carousel creatives for different institution types.
Introduced a VSL landing page and ran multi-channel campaigns through search, social, and video platforms.
Implemented automation layers to improve follow-up speed and lead management reliability.
Converted long-form qualifying questions into simple MCQs to improve completion accuracy.
Adopted OTP verification to reduce invalid submissions and ensure lead authenticity.
Tested multiple targeting combinations using broad, interest-based, and tiered geographic structures.
Introduced weekly creative refresh cycles to avoid fatigue and identify winning combinations.
Results
The Performance OS system established a predictable outbound engine for a product that had previously relied entirely on referrals. By combining ads, automation, qualification, creative testing, and internal process improvements, the EdTech SaaS company built a scalable performance foundation capable of sustaining long-term acquisition momentum.
Key Takeaway
When a market is uneducated and competition is low, growth depends on the speed of iteration. Performance OS enables rapid experimentation across ads, funnels, content, and qualification to identify the fastest path to consistent, high-quality demand.
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