SNAPSHOT
The Problem: How do you sell a high-ticket, enterprise-grade Learning Management System in a world obsessed with cheap, self-serve SaaS apps?
The Fix: A “Full-Stack” Intervention. (We didn’t just write ads; we re-engineered the user experience from the inside out.)
The Result: A consultative sales process that builds massive authority before the prospect even books a demo.
ONCE UPON A TIME…
Meet ‘WhatCourse LMS’.
A serious B2B player in the UK educational technology space.
(And when I say serious, I mean they handle the heavy stuff. Corporate L&D. Compliance. Vocational training academies with complex financing needs.)
But they had a problem that was driving them up the wall: The entire SaaS industry is currently infected with a virus called “Product-Led Growth” (PLG).
You know the type. “No humans! Automation only! Let them sign up for free!”
That works fine if you’re selling a $10/month to-do list app. But WhatCourse? They are selling a Ferrari engine for training management.
Trying to shove their high-touch, consultative offer into a low-touch, self-serve funnel was like trying to sell a jet engine via a vending machine. It was awkward. It was misaligned. And it was leaving money on the table.
They came to us with a simple plea: “How do we stop competing on features and start winning on value?”
HELP WAS AT HAND
Most agencies would have just slapped some new headlines on the landing page and called it a day. We did not do that. We performed strategic open-heart surgery.
We realised that for a product this robust — where financing terms and administrative automation are key selling points — the “marketing” doesn’t stop at the click. The product IS the marketing.
So, we got our hands dirty:
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The “Deep-Dive” UX Consulting:
We didn’t just talk about the learning platform; we helped shape it. We consulted on the actual user experience to ensure the promise made in the copy was delivered in the software.
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The “Consultative” Frame:
We looked at their sales process. Instead of hiding the “Book a Demo” button like a dirty secret (as PLG fanboys suggest), we elevated it. We positioned the demo not as a sales pitch, but as a high-value strategic consultation for mid-sized businesses.
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The “Friction” As A Feature:
We took their complex financing options (fees on outstanding balances, etc.) and reframed them. Instead of burying them in the T&Cs, we turned them into a flexibility asset for training academies strapped for cash flow.
THE DAY WAS SAVED
The result was… well, frankly, it was a breath of fresh air.
By ignoring the “self-serve” trend and doubling down on a premium, high-touch experience, the disconnect vanished.
Learners got an experience that felt intuitive (thanks to our UX work). Training managers felt understood, not sold to. And the sales team stopped chasing tyre-kickers and started talking to serious training providers who actually have a budget.
They finally had:
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A user experience that matched their premium positioning
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A sales funnel that filtered for serious, high-value prospects
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A product narrative that highlighted automation and AI without sounding like buzzword soup
AND THEY LIVED HAPPILY EVER AFTER
Today, WhatCourse LMS isn’t just another software tool. They are a comprehensive partner for UK training providers. They bridged the gap between “clunky corporate software” and “slick consumer tech.”
And as for us? We’re still in the trenches with them.
Because when you find a client willing to let you fix the product and not just the promo… you stick around.
That’s the kind of work we do.
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