How SKEMA achieved scalable and consistent lead generation without sacrificing quality

About SKEMA Business School 

SKEMA Business School is a global institution with a digital-first mindset that shapes both its marketing strategy and prospective student journey. 

Although rooted in France, SKEMA has a strong international footprint, offering multi-campus programmes across Europe, Asia, the US and beyond. As part of its growth-driven SKEMA 2030 strategy (UNVEIL 2030), the school is also expanding with new campuses in Australia and India, further reinforcing its commitment to global mobility.

The challenge 

SKEMA’s ambitious programme portfolio and growing global presence required a solution that could scale lead generation across different programmes and countries without compromising quality. Moreover, it needed to integrate into SKEMA’s existing tech stack and be deployed across multiple stakeholders and teams. 

In short, SKEMA was seeking an engaging, consistent, and globally scalable approach that would continue to deliver measurable performance year after year. 

The solution 

In 2022, SKEMA partnered with House of Education and launched a Digital Advisor on the school’s website, using personalisation and gamification to generate engagement, while also guiding and matching prospects to the school’s programme offerings. 

The customisable nature of the Digital Advisor allowed for a localised and multi-market solution that caters to SKEMA’s international footprint. As such, English, French and Portuguese prospects are able to access the Digital Advisor in their preferred language, thus optimising their user journey while also emphasising SKEMA’s global inclusivity. 

The advantages of this approach are highlighted by Isabelle Chiosi, Marketing & Product Communication Manager at SKEMA: 

“The format is playful, short, mobile-friendly, and allows us to reach leads worldwide.” 

Additionally, a key pillar to the success of the partnership is the Advisor’s seamless integration into SKEMA’s CRM, capturing the data points from each lead and activating them into existing nurturing workflows. Isabelle emphasises this by explaining, 

“The Digital Advisors serve as a first level of engagement. They reveal users’ personality traits and programme match, so each lead is automatically assigned a persona and enters our marketing automation workflows.” 

The results 

Throughout the last 4 years, the partnership has continued to grow, and currently spans: 

• 27 programmes (including Bachelor, MSc, Specialised Masters, and Executive Education) 
• 6 stakeholders across global marketing and recruitment teams 

But most importantly, the success of the partnership lies in the durability of the Digital Advisors, with SKEMA continuing to receive 3000–4000 leads annually. As Isabelle points out, 

“Unlike many digital campaigns that lose effectiveness over time, this format has continued to perform consistently year after year”.