Company Overview

Mrs. Wordsmith is a global literacy company helping children learn phonics and vocabulary through printed and digital products. With approximately 50 employees across Mexico, the US, Philippines, London, Nordic countries, and Israel, the company achieved over £1 million in revenue last year.

The Challenge

As Mrs. Wordsmith expanded their B2B strategy to reach more schools, they faced a critical bottleneck. While their lead generation was successful—capturing quality leads through events and email marketing with an appealing 3-month free trial offer—they struggled with what happened next.

Key pain points:

• Strong lead generation but poor conversion after trial activation

• Lack of proper follow-up processes for activated users

• No community building around new users unfamiliar with the brand

• Overwhelming new users with too much information at once

• Focus solely on top-of-funnel metrics while neglecting the complete customer journey

As Luis, Head of Marketing, explained: "My biggest struggle was not so much on the lead side... The problem is what to do after they activate the offer. How to follow up and how to make sure they're gonna convert at the end of the day."

The Solution

Rather than delivering a static PDF report, the go-to-market assessment provided an in-depth, hands-on approach that examined every aspect of Mrs. Wordsmith's strategy—including both B2B and B2C channels.

Assessment highlights:

• Comprehensive review of all email flows and marketing content

• Analysis of the complete customer journey, not just lead generation

• Identification of both quick wins and long-term strategic opportunities

• Focus on execution support rather than theoretical recommendations

Key Insights & Recommendations

Community Building Over List Building

The assessment revealed that Mrs. Wordsmith was building an email list rather than a community. For the education sector, where referrals and testimonials are crucial, community building became a strategic priority.

Content Strategy Refinement

Instead of overwhelming prospects with information, the recommendation was to provide a more measured, step-by-step approach to nurture trial users effectively.

Channel Focus Validation

The assessment confirmed that their chosen channels (events and email marketing) were correct, preventing resource dilution across too many channels.

Results & Impact

Immediate Changes

• Improved trial-to-conversion processes with proper follow-up protocols

• Enhanced user engagement tracking to identify pain points and success factors

• Refined messaging strategy based on actual user feedback rather than assumptions

• Clearer focus on optimizing existing channels instead of expanding prematurely

Long-term Strategic Shift

"Before we were seeing just a picture and now we are seeing the movie," Luis noted. The assessment transformed their perspective from focusing on isolated funnel segments to understanding the complete customer journey.

Business Validation

The assessment provided confidence that their core strategy was sound while identifying specific areas for improvement, allowing the team to avoid the trap of constantly chasing new leads without optimizing conversions.

Client Testimonial

"I have been a marketeer myself for over 15 years. And even with all the expertise that we have, we need someone that has better knowledge, not just about the industry, but what is actually working—the best practices—and trying to have a fresh pair of eyes on what we are doing... That's why we are continuing this partnership."

— Luis, Head of Marketing, Mrs. Wordsmith