How we transformed Questionmark into a corporate growth partner
The decisions businesses make about their people really matter. So they need to be informed by reliable data on skills and knowledge. This was the heart of our campaign, which transformed how corporate leaders saw Questionmark.
The campaign increased year-on-year lead generation , delivered record-breaking media coverage and engagement and supported record breaking sales leads. It repositioned Questionmark as a driver of business growth, not just education software, transforming how corporate leaders saw the business, and helping drive it to exit.
Challenge
Questionmark was a well-established name in education technology, known for its sophisticated assessment software and expertise in exam invigilation. But its potential within large corporations, in sectors like oil and gas, pharmaceuticals, and financial services, was largely untapped.
While its platform could help businesses improve recruitment, identify training needs, and map workforce skills, the brand was still seen primarily as an “education company.” As a result, Questionmark was struggling to resonate with human resources (HR), learning and development (L&D), and senior business leaders.
Approach
We worked alongside the marketing team to reposition Questionmark as a partner in business growth, rather than simply an assessment provider.
Through the integrated multi-channel campaign, “decisions matter,” we worked as part of the client and agency team to deliver:
- Redefined brand positioning, messaging, proposition and web: reframed Questionmark as an enabler of growth, not just a software vendor
- Content engine: white papers, thought leadership, webinars, podcasts, infographics and gated assets to demonstrate value and capturing leads
- Sector relevance: tailored content to address the pain points of HR, L&D, and business leaders across industries
- Targeted campaigns: launched segmented email and content for paid media activity to reach key management decision makers
- Media engagement: secured extensive coverage – in titles such as The Telegraph, Financial Times and Forbes Magazine – through interviews, thought leadership, and topical commentary
- Full-channel activation: worked with other agency partners and in-house team to amplifiy awareness through earned media, display ads, syndication, events, social content and sponsorships
- Dynamic campaigning: worked with marketing team to relentlessly track data ensured we knew what was and wasn’t working, so we could double down on what delivered most impact
Results
Our campaign repositioned Questionmark from an education technology brand into a trusted corporate partner. It didn’t just generate new leads. It redefined the company’s value story, shifted market perception, and accelerated its long-term strategic goals, leading to an exit within two years
- New lead generation: delivering a higher quality of leads with almost 80% of new name opportunities coming from a marketing activity
- Record media coverage: 6000+ articles and features in one year
- Boosted engagement: higher email open rates, increased web traffic, and stronger social interaction