Use Case BSB → Bulldozer → The collective of marketing & growth experts

+30%

in sales

sales meetings.

+220%

leads generated

The company

BSB (Burgundy School of Business) is a leading generalist business school, ranked among the top 15 business schools in France. Based in Dijon and Lyon, BSB trains some 3,000 students to become multi-skilled managers in various fields, with strong expertise taught in 2 dedicated schools: the School of Wine & Spirits Business, and the School of Media, Culture & Communication. Programs range from post-baccalaureate to MBA.

Challenge & Objective

The higher education market in France is changing, splitting up into large academic groups and sector-based schools. In this competitive context, BSB needs to adopt a more commercial approach to compete with the grandes écoles and specialized training courses. A change of mindset is crucial to adapt to these new dynamics.

BSB had noticed an upsurge in digital acquisition and was therefore looking to accelerate with the support of an outsourced team. Bulldozer was chosen to support this change of mindset and offer a complete solution to meet BSB's objectives.

BSB's main objective is to increase the number of new integrated students in France, with an initial target of 1,100 integrated students by 2023 and an ultimate target of 1,100 integrated students, representing an increase of 27%. This ambitious objective is guiding the actions we are taking.

‍

"Working with Bulldozer has enabled us to optimize our acquisition device, refine our sales funnel and improve our performance and conversion rates. One of the most striking aspects has been to create a dynamic within our marketing team and to get the sales department on board. Thanks to regular meetings and rigorous project management, we've all felt that our skills are growing.

Bulldozer has also helped us adopt a data-driven mindset. The importance of data-driven decision-making is now central to our strategy. This enables us to be more reactive and precise in our actions, which is crucial in such a competitive market.

Finally, integrating sales into the strategy has been extremely beneficial. Involving our sales people has enabled us to align our efforts and improve our overall efficiency. This strengthened collaboration between the marketing and sales teams is making a huge difference to our results."

Sandrine Reboud

Marketing & Communication Manager

The team

Jordan Chenevier-Truchet

Co-founder

David Ansillon

Chief Operating Officer

Léo Machabert

Artistic Director

Strategy

Construction of a sales funnel in collaboration with the marketing and sales departments.
‍
Deployment of an Ads strategy on Google and Meta: Implementation of advertising campaigns targeting both France to maximize visibility and attract new prospects.
‍
Using Hubspot to manage relationships with prospects and leads, setting up tailored nurturing campaigns to keep prospects interested right through to conversion.
‍
Optimizing landing pages and funnels:

Creation and Optimization: Design and continuous improvement of landing pages and specific funnels via Hubspot to maximize conversion rates.
Lead magnets and customized funnels: Iteration on lead magnets and customized funnels to effectively attract and convert prospects.

Refinement of the Value Proposition (CTVP) to better meet the expectations of the various market segments, highlighting the strengths and benefits of BSB's programs.
‍
Creation of content and campaigns based on programs offered, targets (parents vs. students), and specific content (lead magnets, open days, brochures).
‍‍
Marketing and Sales Ops improvement: Continuous optimization of marketing and sales operations to increase the conversion rate of leads into integrated students, by improving the processes and tools used.