Date:

2026

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A Performance Marketing Case Study of Driving High-Intent Leads to Achieve PMP Training Enrollment Goals

Client Background

A renowned provider of the globally popular PMP Certification Training program, running monthly sessions in Mumbai for students and project management professionals to empower them with  best project management principles, tools and techniques. To address the challenge of significantly increasing their relevant lead generation and securing higher-quality prospects within their precisely defined target audience, the company made the strategic decision to engage the services of D21.

The Challenge

While the client’s PMP Certification Training was popular, they faced a core marketing challenges in the digital space:

  1. Lead Quantity vs. Quality: They needed to increase the overall volume of leads to fill monthly training sessions, but more importantly, a higher percentage of those leads needed to be relevant,i.e. professionals seriously considering PMP certification and ready to enroll.
  2. Effective Audience Engagement: Their existing digital reach was not fully capitalizing on platforms where their target audience i.e students and project management professionals—spent their time, needed a focused approach for each social media channel.
  3. Demonstrating ROI and Credibility: A key challenge is showing instructor expertise, passing percentages, career values etc., to potential students & professionals that the course guarantees certification success and worthy return on investment.
  4. Content Saturation and Differentiation: The market is flooded with a number of PMP prep materials. The training program must create unique, high-value content to cut through the noise and position itself as the essential path to passing the exam.

The D21 Approach

We developed an integrated digital marketing strategy focused on high-quality content and targeted audience engagement across social media platforms and email.

Step 1: Strategic Social Media Campaign:

We concentrated our efforts on the key platforms used by their target demographic:

  • Platform Focus: Executed targeted marketing campaigns on LinkedIn (for professionals), Facebook, and WhatsApp for broader and mobile-centric reach.
  • Creative Strategy: Developed and utilized a range of attractive creatives, including compelling videos, testimonials, and visually engaging posts to communicate the value of PMP certification.
  • Targeted Communication: Ensured that communication was tailored to address the specific needs and aspirations of both project management professionals and students.

Step 2: Content Optimization and Lead Nurturing

To maximize relevance and conversion, we focused on the message and the follow-through:

  • Diverse Media: Suggested and implemented various media types, such as video content explaining the PMP value proposition and testimonial clips to build trust.
  • Email Integration: Implemented targeted email marketing campaigns, including automated replies and follow-up sequences, to effectively drive and nurture leads.
  • Ongoing Optimization: Continuously monitored campaign performance to adjust targeting and creative assets, ensuring ad spend was focused on delivering the most relevant traffic.

The Results