A Strategic GTM Launch That Took LearnSphere Global in the EdTech Market
Client Overview
LearnSphere is an emerging EdTech company offering AI-driven learning management systems (LMS), personalized tutoring modules, and corporate upskilling programs. While the platform had been successful in pilot phases with academic institutions, LearnSphere wanted to expand into new markets, including B2B enterprise learning and international higher education.
Despite their innovative product, they faced challenges in market positioning, identifying the right buyer personas, and scaling their entry into non-domestic markets.
The Challenge
When LearnSphere approached us, they had an advanced platform but lacked a structured GTM (Go-To-Market) strategy. Their key pain points included:
- Unclear ICP (Ideal Customer Profile) across different geographies
- Fragmented brand positioning between B2B (corporate) and B2C (student-facing) segments
- Limited awareness and trust in non-native markets like the US, UK, and UAE
- No repeatable playbook for scaling user acquisition
They needed a roadmap to successfully launch and scale in these markets without diluting the brand or burning budgets.
Objectives
- Define market segments, ICPs, and key value propositions
- Build an end-to-end GTM strategy focused on corporate L&D (Learning & Development) and institutional partnerships
- Develop assets (pitch decks, landing pages, messaging frameworks) tailored to each segment
- Launch and scale pilots in international markets
- Generate qualified leads and partnerships within 90 days
Strategy
1. Market Intelligence and ICP Definition
We started by conducting in-depth market research across three verticals:
- Higher Education Institutions in the UK and UAE
- Corporate Learning & Development departments in the US (mid-sized tech and consulting firms)
- Online Coaching Platforms looking for white-labeled LMS solutions
This led to the development of distinct ICP profiles, such as:
- “Learning Experience Managers at tech firms with 200–1000 employees”
- “Academic Deans at UK universities offering online degrees”
- “Product Heads at bootcamps/edtechs needing LMS APIs”
2. Value Proposition and Messaging Framework
Based on ICP interviews and competitor gap analysis, we crafted three core value propositions:
- For Corporates: “Boost employee productivity by 40% with AI-personalized upskilling paths.”
- For Universities: “Launch scalable online degrees with immersive learning journeys.”
- For EdTechs: “Power your learning stack with our customizable, API-first LMS.”
Each proposition was supported by data points, proof of success, and localized case studies.
3. Channel and Persona Mapping
We mapped the entire GTM funnel from awareness to acquisition and aligned it with relevant channels:
- Outbound (B2B): ABM campaigns using LinkedIn Sales Navigator, cold emails, and webinars
- Inbound (B2C): SEO blog content, webinars, and retargeting ads
- Partnerships: Strategic tie-ups with EdTech marketplaces and L&D communities
This was supplemented with persona-specific assets:
- Pitch decks for university decision-makers
- Video testimonials from corporate L&D heads
- Interactive product demo tours for edtech partners
4. Pilot Launch in the UK and US
We launched a 90-day pilot GTM campaign in the UK and US focusing on:
- 1:1 cold outreach to 500+ leads
- “Future of Learning” virtual event for enterprise L&D leaders
- Landing pages with regional case studies and localized trust signals
- Paid search ads targeting “corporate LMS USA” and “AI learning platform UK”
5. Sales Enablement and Feedback Loops
To empower LearnSphere’s internal team, we created:
- Sales scripts tailored to decision-maker pain points
- Objection-handling documents
- A GTM dashboard in HubSpot to track campaign performance
Weekly feedback loops were established to iterate quickly based on early market signals.
Execution Timeline
- Week 1–2: Market segmentation, persona interviews, messaging setup
- Week 3–6: Content development, asset creation, GTM funnel design
- Week 7–12: Campaign execution, demos, webinars, sales enablement
- Week 13–14: Data analysis, GTM playbook documentation, scaling plan
Results After 3 Months
- Partnerships Signed: 5 institutions and 3 corporate L&D teams onboarded
- Demo Conversion Rate: 22% of demo requests converted to paid pilots
- MQLs Generated: Over 600 across UK and US campaigns
- Sales Cycle Reduced: From 90 to 45 days through targeted nurturing
- Client Feedback: 90% of prospects appreciated the localized pitch materials
- Cost per Lead: 18% lower than previous paid marketing efforts
Client Testimonial
“We had a solid product but lacked the clarity and structure to scale internationally. The GTM plan gave us a clear playbook. Within 3 months, we were in talks with top universities and enterprise clients.”
— Adiraaj Sinha, CEO, LearnSphere
Conclusion
This engagement proved that launching a tech product in new markets isn’t just about good software — it’s about strategic alignment. With well-defined ICPs, tailored messaging, and a focused GTM funnel, LearnSphere successfully bridged the gap between innovation and adoption in the EdTech space.
