Case Study: Electrical Trades College (ETC)

Electrical Trade College (ETC)1

Building a Scalable Sales & Lead Nurturing Engine with HubSpot

About The Client | Electrical Trades College (ETC)

It is one thing to have a talented sales team, and it is quite another to have a sales system that actually supports them.

When we first started working with ETC, a prominent multi-course education provider, they had the talent. What they didn't have was a way to scale.

Because their students often return to enrol in several different programmes, the sales environment is naturally complex. 

They weren't just managing one person - they were managing multiple courses, various follow-up schedules, and different outcomes - all at the same time.

The team was relying almost entirely on memory. They had to remember whom to call, when to email, and where each student sat in the journey. This created a ceiling on their growth.

Here is how we helped them break through it by turning manual effort into an automated sales engine.

The Challenge | Sales Follow-Ups Dependent on Memory

In any high-volume sales environment, "remembering" is a dangerous strategy. For ETC, this manual approach led to: 

36599cb2-8e2c-4523-86ab-00087a57cd73The process wasn't broken - it just didn't scale. To grow, ETC needed to move away from individual effort and toward a structured system.

The iBusinessFormula Solution| Automating the Sales Journey Through Deal Stage Movement

To give you a better look at how we structured the "brain" of this operation, here is a deeper dive into the technical logic we built.

To scale ETC’s operations, we didn't just hand them a new tool - we built a digital engine using HubSpot Sales Hub to act as the "brain" of their enrolment process.

The goal was to move away from a memory-based culture and toward a system-driven one.

The Solution | Process-Driven Automation

We focused on three core pillars to ensure the sales team could focus on conversations rather than administration.

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1. Action-Based Triggers

Instead of having staff manually decide what happens next, we programmed the system to respond instantly to any sales activity.

  • Automated Nurturing: If a student isn't ready to enrol immediately, the system triggers a series of helpful automated emails to keep ETC top of mind.
  • Instant Communication: The moment a deal stage is updated, the student receives the exact information or documents they need for that specific step.
  • Task Management: HubSpot automatically assigns follow-up tasks to the sales representative, ensuring no student is ever forgotten.
2. Multi-Course Pipeline Logic
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Managing a student who wants to enrol in three different programmes can be a mess in a standard CRM. We solved this by designing a "multi-deal" architecture.

  • Individual Deal Tracking: We created separate deals for every course interest. This allows the team to see that a student might be "Awaiting Payment" for one course while still "In Discussion" for another.
  • Personalised Messaging: Because each deal is tracked separately, the automated emails are specific to the course the student is actually interested in, rather than a generic "thank you."
  • Clean Data: This structure prevents returning students from overwriting their old records, keeping the enrolment history clear and accurate.

3. Real-Time Performance Visibility

We replaced manual spreadsheets with live dashboards that provide a single source of truth for leadership.
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  • Pipeline Velocity: We can now see exactly how long it takes for a student to move from an initial enquiry to a paid enrolment.
  • Bottleneck Identification: If 50 leads are stuck at the "Interview" stage, management can see it instantly and reallocate resources to clear the jam.
  • Sales Accountability: Dashboards track call volumes, email open rates, and conversion successes for every team member, making performance reviews data-driven rather than anecdotal.

4. Personalised Segmentation and Lifecycle Marketing

We extended the system beyond the initial sale to ensure long-term student value and operational clarity.

  • Course-Specific Personas: We developed tailored templates for different pathways (e.g. Alarm or CCTV courses). This gives sales reps an instant checklist of prerequisites and eligibility, allowing them to qualify leads with total confidence.

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Moe Kabbara | Director of Electrical Trades College

  • Automated Re-engagement: We built workflows to nurture past students. By promoting newly introduced courses to those who have already completed a programme, we turned one-time enrolments into repeat customers.

  • Integrated Analytics: By implementing HubSpot forms and landing page tracking, every interaction is recorded. This creates a complete engagement history, giving the team a 360-degree view of a student’s interests before the first phone call is even made.

The Impact |From Manual Effort to a Self-Running System

By embedding automation directly into the deal stages, ETC fundamentally changed how its sales team operates.

What was once a process driven by memory and manual follow-ups is now powered by a system that works in the background, every day.

As a result, ETC achieved:

  • Faster response times, with students receiving timely communication at every stage of their journey

  • Consistent follow-ups across all sales representatives, removing variation in performance

  • Improved enrolment conversions, as leads are nurtured daily until a decision is made

  • Clear separation and tracking of repeat enrolments across multiple courses

  • Reduced administrative load, allowing sales teams to focus on conversations rather than coordination

Most importantly, leadership now has real-time visibility into the entire enrolment pipeline - from first contact to payment - enabling better forecasting, accountability, and decision-making.

Client Feedback

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To manage our sales and lead process, we were relying too heavily on memory to track conversions into enrollments, which created a significant bottleneck.

The iBusinessFormula team built us a proper digital brain using HubSpot. Our HubSpot-based sales process now handles follow-ups and tracks every student across multiple programs. It has completely transformed the way we work, providing me with total visibility over the entire pipeline.

This new sales process allows us to manage each student across various courses without any confusion. My team now spends more time having meaningful conversations with prospective students rather than getting bogged down with administrative tasks.
The transition from a manually managed sales process to a data-driven one has been truly transformative.iBusinessFormula excels at turning complex sales challenges into scalable, automated solutions.
I've known Rishad professionally for over 6 years, and he has built an amazing team that genuinely cares for their clients and is excellent at what they do.

 — Moe Kabbara, Director, Electrical Trades College

Final Thoughts

For ETC, this transformation was not about adopting new software.

It was about removing friction from the enrolment journey - for both students and staff.

By turning deal-stage movements into automated actions, iBusinessFormula helped ETC build a sales operation that is structured, measurable, and scalable. Every follow-up happens on time. Every student interaction is recorded. Every opportunity is visible.

The result is a sales system that doesn’t rely on individual effort to succeed - it’s designed to perform consistently as the business grows.

This partnership has positioned ETC with a future-ready enrolment engine capable of supporting higher lead volumes, repeat course enrolments, and sustained growth without increasing operational complexity.

Looking to build a similar system?

Get in touch with iBusinessFormula to see how we help growing businesses and how we can simplify your sales and marketing processes to help your team work smarter, not harder.

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