Marker Learning
nf&co. drove 7x growth in monthly leads for Marker Learning and reduced CPLs 50%
We launched 5 paid channels, developed a premium creative portfolio (with formats native to Search, Meta, TikTok, NextDoor, and Spotify), and reached new high-value customer segments through audience testing.
↑7x
Monthly Leads Volume
↓50%
Cost Per Lead
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Marker Learning provides affordable virtual evaluations and tutoring for learning disabilities—including ADHD, Dyslexia, and Dysgraphia.
Deployed Full-Funnel Growth Strategies
For highly targeted services with long consideration windows, strategic audience targeting is crucial. We identified and constructed audiences of parents and adult students, segmented by intent: those already considering traditional in-person evaluations, and those who have not yet considered testing.
On Paid Search, we used keyword planning tools and market research to identify and target high-intent queries, then deployed a rigorous testing strategy to scale winning themes.
To reach those not yet in the consideration phase, we expanded Marker’s reach across top-of-funnel channels, launching campaigns on Meta, TikTok, Spotify, and NextDoor. We developed creative native to each platform and A/B tested to improve targeting and engagement.
Developed a Winning Creative Portfolio
Marker’s creative portfolio features premium, DR-focused creative. On Meta, UGC and customer testimonials tell relatable stories to attract leads. We combine these assets with premium calls-to-action (CTAs) to drive conversion. On TikTok, native-style captions and animated content tell the Marker story to a younger audience. On Spotify and NextDoor, native in-feed ads broaden Marker’s reach to net new audiences. Creative iteration has been a key driver of cost per lead (CPL) improvements.
Targeting Expansion Reaches New Customers
Marker’s core value proposition—learning disability evaluations at ¼ of the cost—is attractive to parents and adults seeking accommodations at school or work. We used rigorous audience and targeting testing across channels to identify new, incremental audiences.
On Meta, audience testing has unlocked scale from a wide range of interests, signals, and Lookalike audiences. On Google, we’ve expanded targeting beyond high-intent keywords to also acquire higher funnel leads.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
In closing
Over 18 months, our partnership with Marker has driven a 7x increase in monthly leads and cut CPLs in half. Our strategic testing, creative iteration, and targeting expansion has led to ongoing efficiency gains. As Marker rolls out new services, continuing to reach highly qualified prospects will be the foundation for continued growth.
