Lead Generation Campaign | Mathletics Lesson Plans
A two-week top-of-funnel campaign designed to attract U.S. teachers and school administrators to Mathletics through a high-value downloadable lesson plan. I led the end-to-end campaign execution—including creative briefing, email and ad strategy, landing page optimization, targeting, reporting, and insights. The campaign generated strong engagement from educators, identified high-performing channels, and provided actionable learnings for future demand-gen activities.
Building Early-Stage Demand With Real Value for Educators
To expand Mathletics’ reach in the U.S. market, we launched a focused top-of-funnel campaign offering teachers a free classroom lesson plan—a high-value resource aligned with curriculum needs. This incentive served as both an engaging brand touchpoint and an effective lead magnet.
By combining targeted prospect emails with paid acquisition across Facebook, LinkedIn, Google Ads, and Twitter, the campaign successfully drove educators to the landing page and collected new TOF leads for ongoing nurturing.
Executing a Multi-Channel Strategy to Maximize Reach
Each channel played a specific role in meeting educators where they already were:
Facebook delivered the strongest results, particularly among teachers and principals, with CPLs well below internal benchmarks.
Email was leveraged to reach our existing prospect list and re-engage cold leads. Through subject line testing, we achieved open-rates above industry benchmarks. Email was also used to nurture leads down the funnel towards a free trial.
LinkedIn helped reach principals, curriculum coordinators, and specialists with high intent messaging, while A/B image testing revealed clear engagement preferences.
Google Ads captured search-intent traffic from educators actively looking for lesson plans.
Together, these channels demonstrated how diversified top-of-funnel activation can reveal strong audience pockets and cost-efficient scaling opportunities.
Translating Learnings Into Long-Term Demand Generation
The campaign delivered strong educator engagement and surfaced clear insights into channel efficiency and persona responsiveness. Facebook proved to be the most scalable and cost-efficient channel, while prospecting emails highlighted the value of owned audiences. These insights directly informed future spend allocation, audience building, and messaging direction.
The campaign also laid the foundation for a structured nurture program for TOF campaigns—turning initial interest into trial signups and future MQLs via a series of email nurtures (pictured above).