B2B Segmentation in Education: Case Studies
- Henry McIntosh
- 1 day ago
- 9 min read
B2B segmentation in the UK education sector is all about targeting schools and institutions more effectively by grouping them based on shared characteristics. Why? Because schools differ widely in funding, priorities, and decision-making structures. Here's what you need to know:
Why it matters: Without segmentation, marketing efforts waste resources. For example, 80% of an education supplier's revenue often comes from just 20% of schools.
How it works: Use data like Ofsted ratings, funding allocations (e.g., Pupil Premium), and school type to personalise your outreach.
Case studies:
A school vendor improved engagement by focusing on job roles (e.g., headteachers vs. subject leaders) and tailoring messages regionally.
A higher education provider used intent-based segmentation to boost ROI and conversion rates by monitoring user behaviour.
Key takeaway? Tailor your messaging to the right audience at the right time by leveraging data and segmentation strategies. This approach not only improves engagement but also reduces wasted marketing spend.
Case Study 1: Data-Driven Targeting for School Outreach
Navigating fragmented data is a key challenge in UK education marketing, especially when trying to connect with the right decision-makers in schools.
Challenge: Fragmented and Unreliable Data
A UK-based educational vendor faced a familiar hurdle: incomplete and inconsistent data. With over 130 distinct job roles in schools - ranging from headteachers and bursars to subject leaders and business managers - it was tough to pinpoint who held purchasing power versus who influenced day-to-day decisions [3].
Their database was missing essential details like Ofsted performance ratings, Pupil Premium allocations, and school sizes. This lack of information made it impossible to tailor messaging to reflect each school's priorities or financial realities. To complicate matters further, the diverse management structures across Academy, Faith, Independent, Special, and State schools meant financial processes and authority levels varied widely [3].
Solution: Role-Based and Geographic Segmentation
To tackle these challenges, the vendor adopted a two-part segmentation strategy using the Spirit database [1]. First, they focused on job role segmentation, targeting specific contacts such as headteachers for strategic decisions and department heads for subject-specific products. Messaging was customised based on each school's Ofsted rating, using themes like "improvement" for underperforming schools and "retain" for high-achieving ones [1].
The second approach involved geographic segmentation, ensuring case studies were regionally relevant and suitable for local curricula. This method also ensured rural schools weren't overlooked. As Isobel Ellis, Marketing Executive at Buzz Education, explained:
Targeted campaigns to a mix of relevant job titles perform best... you can boost your engagement rates by up to 15% when you add extra relevant job titles to your mailing list. [3]
These strategies allowed the vendor to significantly improve their targeting, ensuring their campaigns resonated with the right people in the right places.
Outcome: Better Engagement and Lower Costs
The results were impressive. Between April 2022 and April 2023, The Education Group in London partnered with Vixen Digital to segment their audience into three key groups: existing students, non-respondents, and future prospects. By further breaking down non-respondents by region, they managed to secure 56 new customers from a previously disengaged audience. Their segmented workflows also led to a 50% increase in sign-ups for their student membership club [5].
Cognita Schools, which oversees more than 77 private schools across the UK, saw even more dramatic outcomes. Their data-driven approach resulted in a 74% rise in pupil enquiries, a 200% boost in conversion rates, and a 67% drop in paid advertising costs per acquisition [6]. These results highlight how precise segmentation not only enhances engagement but also slashes unnecessary spending, making marketing efforts far more effective.
Case Study 2: Personalisation for Higher Education Platforms
Intent-based segmentation has become a game-changer for connecting with prospective students and decision-makers in higher education. By tailoring communication based on user behaviour and engagement, organisations are overcoming the challenges of generic messaging and achieving measurable results.
Challenge: Generic Messaging Missed the Mark
City & Guilds, a London-based awarding organisation, faced a significant hurdle: their one-size-fits-all communication approach wasn't resonating with their diverse audience of education stakeholders. For instance, a Head of Hairdressing and a general administrator received the same messaging, despite having vastly different needs and priorities [7].
Adding to the problem, niche providers were delivering highly specialised content, making City & Guilds’ broad messaging seem out of touch. Without data-driven targeting, they struggled to identify which institutions and decision-makers were truly contributing to sales performance [4][7]. Their static follow-up strategies led to poor open rates and fewer sales opportunities compared to more dynamic, automated approaches.
Solution: Intent-Based Segmentation with Lead Magnets
City & Guilds tackled this challenge by integrating Dotdigital with their CRM, enabling them to monitor real-time web behaviour and gain a more holistic view of their customers [7]. The key to their strategy was recognising visitor intent as soon as someone interacted with their platform. For example, when a Head of Hairdressing visited a page about beauty qualifications, the system automatically sent a personalised follow-up offering a relevant download or the option to schedule a conversation with a support team member - rather than a generic brochure [7].
The Education Group (TEG) took a similar approach but added their own twist. Using HubSpot-based email automation, TEG segmented their database into three groups: existing students, non-respondents, and future prospects. They went even further by customising workflows for specific regions, such as South America, and leveraging their "TEG Club" as a lead magnet. This allowed them to deliver content tailored to individual preferences and reading habits, which proved particularly effective in re-engaging previously unresponsive leads [5].
Outcome: Improved Conversion Rates and ROI
The results were impressive. City & Guilds reported a 15:1 ROI, a 51% open rate, and a 32% increase in campaign opportunities thanks to their triggered messaging strategy [7]. Meanwhile, TEG saw 4,300 student enquiries, a 25% click-through rate, and a 50% boost in membership sign-ups. Notably, they converted 56 previously disengaged prospects into customers [5].
As Vixen Digital aptly summarised:
The key lies in segmenting your database, automating without losing personalisation and reporting on success effectively. - [5]
These examples highlight how intent-based segmentation can drive higher engagement, better conversion rates, and stronger ROI for higher education platforms. By focusing on personalised, data-driven strategies, organisations can transform their outreach and achieve meaningful results.
Key Takeaways from B2B Segmentation in Education
Drawing insights from the case studies above, effective segmentation in the education sector relies on a combination of strategies that cater to the unique needs of schools and higher education institutions. Demographic segmentation, for instance, groups schools based on size, funding levels, and Ofsted ratings [1]. Role-based segmentation focuses on tailoring messages to key decision-makers like Headteachers or ICT Managers [11]. Meanwhile, intent-based segmentation uses real-time behaviour and engagement patterns to predict needs and drive results [4]. The most impactful campaigns often blend these approaches for maximum effectiveness.
Keeping data up-to-date is essential. Frequent staff changes and school reorganisations can quickly make marketing lists obsolete, so maintaining accurate and verified databases is a must [11]. Also, schools with specific funding, such as Pupil Premium or Sport Premium allocations, are more likely to respond positively to messaging that aligns with their budgets [1]. Similarly, Ofsted ratings can serve as useful triggers for adjusting communication: schools with declining ratings may respond better to messages focused on improvement, while high-performing schools prefer retention-focused messaging [1].
Common Segmentation Frameworks
Geographic segmentation remains a core method, aligning messages with regional needs and priorities. Role-based segmentation addresses the specific concerns of different stakeholders: Headteachers prioritise learning outcomes, Business Managers focus on budgets, and ICT Managers are concerned with digital solutions [11]. Intent-based segmentation takes this further by analysing past spending habits and online behaviour to predict future needs. For example, one education publisher used five years of purchasing data to identify institutional attributes linked to strong sales performance [4].
In higher education, attitudinal segmentation is gaining traction. This approach focuses on understanding motivations and barriers rather than relying solely on demographic data. Arden University, for instance, conducted a 2022 study involving 1,225 students to develop a six-segment model based on learning preferences and career goals [8]. Similarly, the UK Department for Education updated its strategy in February 2025 by introducing a "Life Stage" question. This categorises individuals as career changers, recent graduates, or current students, enabling more personalised guidance [2].
Comparison of Challenges, Strategies, and KPIs
Feature | School Outreach (K-12) | Higher Education Platforms |
Main Challenges | Fragmented data, high staff turnover, slow annual budget cycles [11][4] | Declining enrolment, generic messaging, multi-layered committee decisions [11][9] |
Segmentation Approach | Demographic (e.g. Pupil Premium, Ofsted), geographic, and role-based (Headteacher vs. Business Manager) [1][11] | Intent-based, life-stage (career changer vs. student), and programme-specific (Master's vs. Doctoral) [9][2] |
Primary KPIs | Pipeline value, cost-per-lead, engagement with specific school roles [11] | Application volume, lead conversion rate, ROI [9] |
A global university case study highlights the effectiveness of detailed segmentation. By running programme-specific PPC campaigns for 400 graduate programmes, the university achieved a 300% ROI and tripled its lead volume [9]. This example underscores the value of granular segmentation, proving that the added complexity can deliver substantial returns in both school outreach and higher education contexts.
Conclusion
Case studies highlight how effective B2B segmentation can significantly boost engagement and ROI in the education sector. For example, Anglia Ruskin University saw a 34% rise in applications [10], showcasing the tangible impact of a personalised, data-driven marketing strategy.
Moving away from a one-size-fits-all approach allows education suppliers to allocate resources more effectively. Research shows that 80% of revenue often comes from just 20% of schools, making it crucial to concentrate on high-value segments [1]. This approach helps tackle the unique challenges of the education sector, such as fragmented data and complex decision-making processes. By combining demographic data, behavioural patterns, and intent-based triggers, organisations can ensure their messaging connects with the right audience at the right time.
While issues like scattered data and intricate decision-making structures present hurdles, they are manageable with the right tools and strategies. Methods such as propensity modelling, automated email campaigns, and tailored landing pages have delivered results across various institutions.
The takeaway is clear: adopt segmentation strategies that integrate demographic, behavioural, and psychographic data. Continuously refine your messaging based on actual performance, and embed these insights into your CRM. By doing so, institutions can not only navigate competitive markets but also position themselves for long-term success.
FAQs
How can B2B segmentation enhance marketing effectiveness in the education sector?
B2B segmentation plays a key role in improving marketing efforts within the education sector. By pinpointing specific audience groups, it allows for messaging and targeting that feels personalised and relevant. Analysing factors like school size, funding sources, or purchasing history helps suppliers direct their resources towards the most promising prospects, cutting down on wasted time and effort with less suitable audiences. The result? Better response rates and quicker sales cycles.
Take pricing strategies, for example. Segmentation can enable suppliers to offer tailored pricing for small schools compared to larger academies. Or it might involve showcasing unique benefits to schools with a high percentage of Pupil Premium students. When paired with a data-driven media approach, this level of precision can deliver impressive outcomes. A well-targeted campaign could introduce new audiences to your offering, highlight the key advantages, and retarget those who express interest - ultimately driving measurable growth.
For organisations looking to adopt effective segmentation strategies, Twenty One Twelve Marketing provides expertise in reaching even the most complex and hard-to-reach audiences, turning potential obstacles into opportunities for growth.
What are the benefits of using role-based and geographic segmentation in schools?
Role-based segmentation enables schools to craft messages specifically designed for groups like parents, teachers, school counsellors, or prospective students. By focusing on what each audience cares about most, schools can share content that feels more relevant and meaningful. This personalised approach often results in stronger engagement and improved outcomes compared to sending out generic messages.
Geographic segmentation, on the other hand, allows schools to fine-tune their strategies by taking local factors into account. Things like funding levels, pupil premium eligibility, Ofsted ratings, and regional demographic trends can all influence how schools communicate. By aligning outreach efforts with the unique characteristics of each area, schools can make better use of their marketing budgets and run campaigns that resonate more effectively with local communities.
How does intent-based segmentation improve conversion rates for higher education providers?
Intent-based segmentation involves organising prospects into groups based on their actions and signals, such as how they browse, engage with content, or make enquiries. This approach allows higher education institutions to send personalised messages at the precise moment a prospective student shows interest. For instance, someone who downloads a prospectus or attends a virtual open day could receive customised follow-ups focusing on topics like tuition fees or specific course details that align with their interests.
This method has proven to be highly effective. Universities that tailor their communication to match intent signals - whether it's understanding motivations or addressing potential concerns - have reported noticeable increases in enrolment rates. By leveraging tools like CRM systems and web analytics, institutions can fine-tune their audience segments and create targeted campaigns. This not only reduces barriers in the decision-making process but also ensures marketing budgets are used more efficiently, resulting in a higher conversion of engaged prospects into enrolled students.
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