Coursera logo

Coursera

Launching new products for new enterprise markets

Deliverables

  • Program launch email campaigns (copy, creative, list segmentation)
  • Global lead gen webinars
  • Pitch decks for sales
  • Web and landing page copy
  • Buyer personas

Results

  • Successful launch of Coursera for Government
  • Successful rapid launch of Coronavirus Initiative for Campus, used by more than 3,700+ universities to date

 

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Tackling two new markets

Coursera, founded in 2012, is a provider of massively open online courses. When they wanted to move into the enterprise market, they brought in an EM product marketer to launch a product for government entities, and then for the higher education market.

A partner they could turn to

When Coursera was a startup, they had hired EM consultants for web development and design. They knew we could find them seasoned product marketing talent to help them launch Coursera for Government.

We provided a product marketer with a track record of new product launch success and experience in enterprise B2B marketing, including government. She designed the strategy, created buyer personas, built the web presence, executed on an event list and did case studies, pitch decks and an email nurture series.

Based on her success, they also asked her to launch their next product, Coursera for Campus. When COVID hit, our marketer had the depth of experience and ability to think outside the box to do a rapid launch in unprecedented times.

"Feedback from her counterparts in sales is universally positive. Our key stakeholders respect her and see her as a peer. She brings good judgment."

Speed to meet the market need

Coursera was able to launch its second and third enterprise products with leadership from our marketer. She was able to launch the Coronavirus Initiative for Campus in just two weeks in order to meet COVID-driven demand for online learning. The Coursera for Government launch was also a success, with our product marketer even recruiting government customers to speak at a conference.

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How can we help you?

Whether your marketing needs are big or small, short-term or long-term, you can count on EM Marketing consultants to be your trusted partners. When you have a job that needs to get done right in any marketing practice area, from content, design, and SEO to strategy, operations, and analytics, let’s talk.