Your CEO Mentor - Online Course

Brand Story

Your CEO Mentor are only two years young and are nearing 1 million downloads on their hugely popular No Bullsh!t Leadership podcast hosted by Martin Moore and produced by his daughter, Emma Green.

The father and daughter duo saw a significant hole in the leadership education market - there was a huge amount of theory around about leadership, but very little practical, cut through content created from the perspective of someone who has actually been in the trenches as the CEO of a multi-billion dollar business.

In 2018 they developed their 7-week online leadership course, Leadership Beyond the Theory, which is an incredible practical and interactive program delivered digitally twice a year to hundreds of leaders from around the world.

They’ve had students from companies such as Google, ALDI, BHP, Qantas, Sanofi and Diageo.

Everything they do is driven by a single purpose:

“At Your CEO Mentor we have a single purpose; to improve the quality of leaders, globally.”

Goal

In November 2020, Your CEO Mentor and Optimised Digital celebrated one year working together growing their Leadership Beyond the Theory course.

Our goal is continual and two fold:

1. Increase leads via their lead magnets which in turn feeds into,
2. Increase Leadership Beyond the Theory online course paid registrations (twice yearly).

Solution

As always, we look at every customer touch point:

• Ads
• Organic social media
• Website & landing page experience
• Delivery
• Nurture sequencing
• Continual engagement

The increase in revenue from the first course cohort we marketed together compared to the second 300% was due to extensive attention to detail in the strategy creation phase, manipulation of audiences within Facebook, LinkedIn and Google paid platforms together with a more powerful landing page. These elements together, created the result we were after!

We are continually reviewing and improving every single element of the business to optimise for best performance and greatest revenue increase.

Results

The very first course cohort we worked together on, we were able to increase leads and decrease cost per acquisition by 50%.

Following this, we were able to decrease it again by a further 50% with ongoing optimisation of objectives, creatives and audiences.

In the second cohort, we were able to 3 X revenue and massively improve return on ad spend (ROAS) by looking at every marketing element within the campaign holistically rather than individually.

We were able to exceed results again for the March 2021 cohort and we’re super excited to increase again for the September cohort and Marty’s new book launch in the States later this year!