Education and training
Training providers and education businesses where enrolment cycles and course fit determine conversion.
Training providers sell intakes with fixed start dates, not evergreen products. Prospects may research for months; advisers are often in delivery during peak enrolment. Employer-sponsored and individual learners need different paths, and open day registrants do not always attend. Workflow design centres on course fit checks, cohort deadlines, and nurture that respects long decision cycles.
Common lead sources
- Course enquiry and brochure download forms
- Open day, taster session, and webinar registrations
- Phone enquiries from career changers and HR teams
- Paid social and search campaigns tied to intake dates
- Alumni, past enquirers, and lapsed applicant databases
- Employer training requests and apprenticeship levy enquiries
Common operational problems
- Advisers cannot respond during delivery weeks.
- Prospects research for months with no structured touchpoints.
- Employer-sponsored and individual leads share one inbox.
- Open day no-shows are not recovered systematically.
- Start dates pass with enquiries still marked open in customer records.
- Funding eligibility questions block progress without self-serve clarity.
Typical qualification criteria
- Course, level, and delivery mode: online, campus, or hybrid
- Target start date and flexibility on cohort intake
- Funding route: self-funded, employer, apprenticeship, or grant
- Prior qualifications and entry requirements (self-declared, verified later)
- Location and travel constraints for face-to-face provision
- Decision timeline and whether other providers are being compared
Recommended workflows
- Course fit questionnaire before adviser calendar access
- Long-cycle nurture keyed to intake deadlines, not generic monthly emails
- Open day confirmation sequence and no-show recovery offer
- Employer enquiry routing to B2B team with company details capture
- Deadline reminders at 30, 14, and 7 days before cohort close
- Reactivation of past enquirers before each new intake window
Communication channels
- Email for course information, funding guides, and enrolment steps
- Phone for adviser conversations and complex eligibility questions
- SMS for open day reminders and deadline nudges (with consent)
- Webinar platforms for group sessions (registration sync scoped per provider)
Reporting focus
- Enquiry to adviser conversation rate by course line
- Open day registration, attendance, and enrolment funnel
- Enrolment conversion by source and intake cohort
- Employer versus individual sales process split
- Time from first enquiry to enrolment (cycle length by course type)
Education marketing must comply with advertising standards and enrolment regulations applicable to your provision type (including Ofsted or awarding body rules where relevant). We do not guarantee enrolment outcomes.
Relevant services
Find out what your business is losing
We will look at your new enquiries, old leads, unanswered quotes and current follow-up process, then show you where opportunities may be getting missed.