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Leads/Year
Counselors
Offline + Online
Operations
Qualification & Zero Leakage
Imarticus Learning is one of India’s most influential education and upskilling companies—operating across finance, analytics, business, and emerging technologies. Over the last 12 years, it has built a reputation for creating industry-ready talent across the entire career spectrum, from fresh graduates to seasoned executives
Today, Imarticus is recognized for:
Imarticus operates across a vast learner base, freshers (0–3 years), mid-career professionals, and senior leaders, with both offline and online delivery at scale.
Imarticus generates 7–10 lakh leads every year (~1 lakh per month), largely through Google Search, digital campaigns, and offline initiatives.
This scale created several operational challenges:
1. Manual lead assignment across India
A lead generated in Delhi might belong to Lucknow or Pune. Before LeadSquared, routing this volume manually was slow and error prone.
2. Offline + online model needed precise coordination
With nearly 50% revenue coming from offline centers, predictable regional lead distribution was critical.
3. Existing systems couldn’t scale
Imarticus initially used internal systems that supported basic admissions processes. However, as the organisation expanded across multiple cities and learner segments, these systems were not built to handle complex lead distribution logic, automation, or rapid changes in workflows, prompting the need for a more scalable platform.
4. Their earlier CRM wasn’t the right fit
5. No centralized pipeline visibility
Counselors and managers lacked real-time dashboards or a unified view of funnel performance.
6. BTL (on-ground) activities generated 40,000–50,000 leads/month with high leakage risk
Imarticus runs extensive on-ground (BTL) campaigns across colleges, generating 40,000–50,000 enquiries every month. These leads were typically collected through college-approved formats and stored in spreadsheets, making it difficult to track their progress, assign them quickly, or get visibility into conversion outcomes at scale.
When evaluating CRM options, Imarticus compared a lot of CRM options.
LeadSquared stood out for four reasons:
1. No dependency on external developers
Every workflow, dashboard, and automation can be built internally with LeadSquared’s support with no need for additional developers or agencies.
2. Faster support + local presence
Being an Indian, homegrown platform meant quicker response times and even on-site support when needed.
3. Smoothest migration experience
Post acquisition of MyCaptain (which was on their earlier CRM), LeadSquared migrated the entire business in just one month. With hands-on support and flexible configuration, Imarticus was able to migrate MyCaptain’s workflows, data, and teams onto LeadSquared within a month. Despite the complexity of aligning different admission models and processes, the transition was completed with minimal disruption, allowing teams to resume operations quickly.
“Every new capability feels practical and relevant to our business, not just another
feature.”
-Pratham Barot, CEO & Co-founder, Zell Education
1. Reduced manual effort with automated lead capture and distribution
As Imarticus scaled to handling 7–10 lakh leads annually, manual lead handling became impractical. LeadSquared automated the entire process of lead capture and distribution, significantly reducing manual coordination across teams.
Leads generated through Google and the website were captured using LeadSquared landing pages, ensuring enquiries flowed directly into the system in real time. Automated, city-wise routing then assigned each lead to the correct centre instantly, eliminating delays and manual handoffs.
This automation helped:
As a result, teams could focus more on meaningful conversations rather than administrative tasks.
2. Real-Time Visibility for Counselors
Counselors can filter leads by:
This allows them to decide: “Which 100 leads should I focus on in the next 1 hour?”
3.Built to support scale and acquisitions without operational disruption
Imarticus continues to grow both organically and through acquisitions, which brings the complexity of onboarding new teams, programs, and workflows without slowing existing operations.
LeadSquared provided a stable, flexible platform that allowed Imarticus to absorb newly acquired businesses into the same admissions framework—without disrupting ongoing processes. When teams from acquired companies were brought onto LeadSquared, workflows were quickly aligned, data visibility was maintained, and admissions operations continued seamlessly.
This ability to scale the business, across brands, programs, and teams, on a single platform has made LeadSquared a reliable foundation for Imarticus’ long-term growth strategy.
4. Higher DIY completion with automated milestone-based journeys
As customer behaviour shifted toward self-service, Imarticus needed to reduce dependency on sales calls without losing visibility or control over the admissions journey.
Using LeadSquared, the team-built milestone-based automated journeys that guide prospects through account completion and enrolment steps independently. Based on where a learner is in the journey, LeadSquared triggers the right communication—such as reminders, demo videos, or contextual WhatsApp messages—while keeping teams informed in the background.
This approach helped:
As a result, DIY account completions increased from 15–20% earlier to nearly 60%, allowing teams to focus human effort only where assistance was truly required.
“As a profitable organization, we either pay with time or money. LeadSquared helps us save both. It eliminates manual tasks, improves efficiency, and directly impacts our P&L”
-Ruhan Naqash, Head of Marketing, Imarticus.
As Imarticus continues to expand, both organically and through acquisitions, the focus is on building deeper consistency across admissions, engagement, and post-enrolment journeys.
The team plans to increasingly rely on LeadSquared as a single, unified platform to support this growth. This includes consolidating more marketing and engagement workflows within LeadSquared, starting with high-impact journeys such as webinars and mid-funnel nurturing, and gradually reducing dependence on fragmented external tools.
By centralising data, workflows, and communication within one system, Imarticus aims to gain tighter control over learner journeys, improve visibility across teams, and respond faster to changing business needs, all while maintaining the flexibility required to scale across brands, programs, and cities.
LeadSquared’s ability to adapt alongside the organisation makes it a long-term platform partner as Imarticus continues to grow and evolve.
Imarticus Learning runs one of the most complex, multi-layered admissions engines in Indian education—spanning online programs, offline centers, corporate collaborations, BTL activities, and multiple acquired brands.
LeadSquared has become their backbone: their lead engine, automation layer, qualification system, and strategic scaling partner.
What began as a CRM choice has evolved into an organization-wide operating platform—powering speed, intelligence, centralization, and profitable growth.
