Case Study: CFA Institute Improves Exam Registration Rates with Fathom’s Marketo Engage Consultation

CFA Institute boosts exam registration 24% with Fathom

CFA Institute, a global association for investment management professionals, sought to deepen engagement with candidates pursuing their certifications. To move beyond transactional communications and nurture long-term relationships, they needed expert help implementing and leveraging the Marketing Automation platform, Marketo Engage. They partnered with Fathom for consultation and execution based on the vendor's expertise in both higher education marketing and marketing technology.

Fathom worked with CFA Institute to implement a sophisticated, audience-first strategy using Marketo Engage, creating nurturing communication streams with meaningful content. This solution led to significant measurable improvements: from 2018 to 2019, exam registration rates improved by 13% for Level I and 24% for Levels II and III, yielding a 21:1 return on investment. The collaboration with Fathom successfully transformed candidate engagement and delivered substantial business impact for CFA Institute.

CFA Institute