Client: Engenious University
Industry: EdTech / Career Upskilling
Target Audience: QA & Software Testing Professionals
Primary CTAs: Workshop registrations → Upskilling interest → Program enrollment
Campaigns Run: 3 outbound campaigns across funnel stages
The Problem
Engenious University serves QA and software testing professionals — a segment facing rapid disruption due to AI and automation. While demand for upskilling was real, the challenge was activation and trust, not awareness.
QA professionals are cautious buyers. Many attend free sessions but hesitate to commit to paid programs unless the value is proven and the timing feels right. Relying solely on inbound traffic or ads made it difficult to guide prospects through this journey in a structured way.
Engenious University needed a system that could:
- Drive attendance for free, value-led workshops
- Engage professionals worried about job security
- Convert high-intent learners into a paid career accelerator
Our Approach (What We Actually Did)
We treated this engagement as a multi-stage outbound funnel, not a single campaign. Instead of pushing enrollment immediately, we designed outreach that matched the emotional and professional state of the audience at each stage.
Each campaign had a distinct role:
- Build trust through a free workshop
- Address AI-driven job security concerns
- Convert readiness into paid enrollment
Phase 1: Driving High-Intent Attendance for a Free QA Workshop
The first campaign focused on inviting QA specialists to a free live workshop titled “Stop Applying, Start Getting Hired.” Messaging was aspirational but grounded, speaking directly to frustrations around job applications and stagnant hiring outcomes.
Because the CTA was educational and low-friction, engagement came quickly. The campaign generated strong interest and resulted in 9 confirmed workshop registrations, creating an immediate pipeline value of $2,250 from attendees who progressed beyond the session.
More importantly, this phase validated outbound as a reliable way to activate QA professionals for live learning events.
Phase 2: Addressing AI Anxiety with Upskill-Focused Messaging
With workshop engagement established, the second campaign shifted tone. This outreach targeted QA professionals concerned about AI’s impact on job security. Messaging focused on awareness and future-proofing rather than selling a program.
The goal here was not conversion, but signal detection, identifying professionals actively thinking about upskilling. Replies during this phase were thoughtful and intent-driven, confirming that the audience resonated deeply with the problem framing.
This campaign warmed the audience further, preparing them psychologically for the next step.
Phase 3: Converting Readiness into Paid Program Enrollment
The final campaign targeted QA professionals already showing interest or alignment and introduced the AI QA Career Accelerator program. Because trust had been built in earlier phases, this outreach didn’t feel abrupt or salesy.
Messaging focused on outcomes, structure, and timing, positioning the program as a logical next step rather than a new offer. As a result, conversations transitioned smoothly into enrollment discussions.
This campaign resulted in 3 confirmed enrollments, generating $7,497 in revenue from a highly targeted audience.
Results (Across Engenious University Campaigns)
Across three campaigns, Engenious University successfully built a full outbound-driven conversion funnel.
The system delivered:
- Consistent engagement from QA professionals
- Strong workshop participation
- High-quality upskilling conversations
- $9,747+ in combined pipeline and revenue, driven entirely through outbound
Beyond the numbers, the campaigns demonstrated that outbound could be used not just to sell, but to educate, warm, and convert a technically sophisticated audience.
Why This Worked ?
This engagement succeeded because the outreach matched intent at every stage. Instead of forcing enrollment, we let interest evolve naturally, from curiosity, to concern, to commitment.
By sequencing campaigns thoughtfully and respecting the buyer’s journey, the system allowed conversions to compound rather than stall.
Final Takeaway
This case study shows that outbound works exceptionally well for education and career upskilling, when it’s treated as a funnel, not a pitch.
By combining value-led workshops, problem-aware messaging, and timely enrollment outreach, we helped Engenious University turn professional uncertainty into decisive action and measurable revenue.
