Industry
Edtech
Headquarters
Ottawa, Canada
Geo targeted
APAC, US, UK, India, APAC
Institution Size
2,000+ students
The Challenge
Hatch Coding, an EdTech platform teaching kids to code through interactive 3D and VR/AR environments, had successfully built a loyal base in its home market of Canada. However, their next phase of growth required expanding into new regions, acquiring students directly through online channels, and building demand with schools and education partners globally. The company lacked a cohesive marketing strategy to scale both its B2C and B2B efforts in a highly competitive edtech landscape.
The Approach
I designed a dual-track marketing strategy to address both sides of the business: families (B2C) and educational institutions (B2B).
For the B2C side, I built a performance marketing strategy targeting parents with children aged 8–14 in key international markets. Paid search and social campaigns were tailored by geography, while email nurture journeys and content marketing helped drive trial and conversions.
In parallel, I developed a B2B demand generation engine targeting international schools and education organizations. I created a segmented messaging framework, ran outbound campaigns, and optimized the website and CRM workflows to support the full sales cycle.
The Results
🌍 Expanded Global Reach
From a single Canadian region to users in the US, India, and the UK
🚀 +3.4x Growth in Trials
Increased paid trial sign-ups within 60 days
📥 Generated First Inbound B2B Leads
from international education organizations
🔄 Built Full-Funnel Nurture Flows
Tailored for both parent and partner segments
🧠 Unified Messaging Across Audiences
Aligned consumer and institutional messaging for greater impact
📣 Turned a Quiet Launch into a Full-House Win
Through the agility and precision of paid social, we transformed what was shaping up to be an empty room into a packed and high-performing success
Thiago Silva 