Case Study: MIT Sloan Executive Education achieves increased revenue and qualified leads with Charles River Interactive

MIT Sloan Executive Education adds 10,000 leads and $250,000 with Charles River Interactive

MIT Sloan Executive Education sought to increase brand awareness and generate leads for its non-degree executive programs by offering a complimentary webinar series. Their challenge was to give a global business audience a taste of the on-campus experience, showcase faculty expertise, and build their database, while also convincing internal stakeholders of the value and ensuring the content remained fresh and not overly sales-focused. They partnered with digital marketing vendor Charles River Interactive to develop and promote this initiative.

Charles River Interactive implemented a wide range of digital marketing strategies to promote the webinar series, including systematic emails, website promotions, and social media. The solution's success was driven by its unique focus on delivering high-value content from thought leaders rather than being sales-oriented. This approach far surpassed expectations, with registrations averaging over 2,000 per event instead of the anticipated 300. The series directly attributed approximately $250,000 in revenue, added about 10,000 new leads to the database, and received positive feedback from both faculty and attendees.

MIT Sloan Executive Education