XpertLearning is a Dubai-based digital learning, talent, and performance solutions provider. Around 2003, Paul Micheal Gledhill and his business partner were keen to start a business in the ed-tech space, and after several discussions with prospective partners and global e-learning platform providers, they founded XpertLearning—and have since ranked among the top 100 SME businesses in the region consistently. From multinationals and academic institutions to government bodies, XpertLearning has gained recognition as a prominent brand in online education.

With other offices in the region, as well as in eastern Europe, the company’s growth over the years has been organic. “Back then,” Gledhill recollects, “people didn’t know anything about e-learning or learning management systems. I remember my first sale to an original bank here was for pre-recorded CDs or DVDs of international speakers. Gradually, people became more aware, and it’s been a lot easier to convince people about online learning.”

XpertLearning’s earliest clients were mostly from the mid to large segment, and back then, they had to contact them the old-fashioned way: they built contact lists, went knocking on office doors, and had face-to-face conversations. “A major turning point for the business was the adoption of the internet and people working in an online environment,” Gledhill says. “Learning online is a lot less expensive than bringing people into a classroom, so our business grew as people looked for cost-effective solutions.”

The challenge

XpertLearning’s early approaches to marketing involved getting featured in magazines or local newspapers, radio programs, and TV shows, which helped with lead generation. “But the idea of walking around buildings and knocking on doors has certainly changed,” Gledhill notes. “Even in our industry of online learning and talent and performance management, people must embrace technology. We transitioned from building lists and taking photographs to conducting web research online.”

The company’s focus, ultimately, is on how to communicate its message to its market, which they accomplish by sending out mailers. “Even with emails,” Gledhill says, “we know that blanket mailing everyone can lead to trouble. It’s a one-at-a-time approach. The key difference lies in automation, which has played a significant role in our transformation; we moved from door-knocking and conversations to delving into software to automate processes.” While they were deploying emails for their marketing, Gledhill believes they initially lacked sophistication. “There are certain limitations to email marketing, such as the number of emails one can send and the potential for being flagged as spam, especially in today’s environment. This poses security risks and can also get one blocked.”

While automating their work, the XpertLearning team tried out a few CRM solutions. They built a solid database and invested in software to help access and manage it, but as they got deeper into sending email marketing campaigns, it became increasingly important to update and sync their customer database so that the whole team had access to it.

“Though we started early, we found limitations in the solutions we used,” Gledhill recalls. “There’s a significant change management effort that needs to take place when shifting from a familiar software tool to another, whether it’s for efficiency, cost, or other reasons. There are factors like price, the quality of support and service, the feature set, and the potential for API and expandability. There’s a lot of decision-making from a strategic standpoint.”

And then came the pandemic, during which companies felt a greater need for learning management software, virtual classrooms, and similar tools. Suddenly, XpertLearning was inundated with calls from training companies wanting to partner with them in order to shift their traditional training to a virtual format.

“It’s strange that the world stopping due to a pandemic was the best time for an entrepreneur to be in business in our industry, but that’s the truth,” Gledhill says. “The interesting thing is that we don’t see it slowing down. I think once it’s embedded, even in a blended journey where you might do some work online and then go to a classroom, it’s changed our game for good. From an entrepreneurship standpoint, that’s a real benefit.”

The solution

The team had reached a stage where they had invested in software, but then found that there wasn’t a lot of flexibility. Many of the tools they tried were prohibitive from both cost and functional standpoints. “It was clear that email was still crucial to business, because it still worked,” Gledhill says. “Otherwise, we wouldn’t do it. I still believe that email campaigns, when done properly, work.”

The XpertLearning team wanted software that they could use, and one that was large enough to accommodate their growing database with thousands of HR and learning professionals. “We wanted to make sure that we reached our target audience with appropriate and timely content,” Gledhill says. “Nothing overly pushy—maybe just monthly newsletters—and we wanted the flexibility not to overwhelm people with too many emails. The flexibility to build automation for all these kinds of things is really important to us.”

A few discussions and searches later, Gledhill found Zoho. “One reason we wanted to work with Zoho is that it feels like an international product with local representation, and I think that’s how we operate as a business,” he recalls. “We needed an email campaign software tool that could stand alone. I understand Zoho has a plethora of fully integrated software tools, which is great, but in my case, it was like having a beautiful car but wanting a better engine. That was Zoho Campaigns.”

The benefits and ROI

Gledhill has noted several benefits from working with Campaigns. “We’ve been using Zoho Campaigns and have been quite happy with its functionalities, including contacts, lists, and automation, and particularly its integration with our CRM software, which saves us a lot of time and effort in updating contacts, especially when dealing with spam or employee turnover,” he says. “Previously, manual updates were necessary, but now, with Zoho, our process is automated. This integration has also streamlined segmentation, reporting, and analytics, thus providing valuable insights.”

Looking ahead

With two decades of organic business growth and a host of stakeholders from various departments—including tech, sales, and customer success—using a good email software tool has been crucial for XpertLearning. “As we anticipate expanding—including potential mergers and acquisitions—Zoho’s versatility will be instrumental in accommodating a larger team and more extensive operations,” Gledhill says. “I feel that within the next two years, AI will become commonplace, as these technologies become ubiquitous. While some find AI unsettling, I view it as an opportunity to embrace technology for enhanced communication. In today’s business landscape, technology—and its integration into communication strategies—is paramount for success.”

To know more about XpertLearning, click here.

To Know more about Zoho Campaigns: https://www.zoho.com/campaigns