The Brief

In 2017, GMAT approached us with a single project: Study in India, a $200,000 lead-generation campaign they felt a nimble, young, boutique agency could handle with precision.

We weren't their main agency. We weren't even on their radar for core markets. But we had something others didn’t:

• Deep focus
• Agility
• A strategy-meets-creative approach built for performance.
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The Challenge

Hit 19,000 leads in a high-stakes, deadline-driven campaign for some of India’s top schools — IIMs, ISB, and more.

Our Approach

We built a regional-first, results-driven engine:

• Full-funnel marketing strategy: Awareness → Leads → Applications
• Geo-targeted SEM, performance ads, and creatives
• Regional publisher tie-ups and affiliate partners
• Continuous campaign testing and optimizations

We treated this like a launchpad, not a one-off.

After outperforming GMAT’s expectations by generating over 22,000 qualified leads in the Study in India campaign (vs. a target of 19,000), MarkAge360 was entrusted with their most challenging regions — the Middle East and Africa.

Through localized creatives, market-specific funnels, and performance-focused optimizations, we turned these underperforming regions into growth engines. This success led to the India mandate — then GMAT’s third-largest market — which we’ve since helped transform into their top revenue-generating region globally.
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By 2023–2024, MarkAge360 had become GMAT’s regional performance partner across India, MEA, Africa, and the East Asia Province (EAP). In 2024, we took on the EAP market — their most complex — and drove a 210% year-over-year growth through regional partnerships and full-funnel marketing. With over $4 million in total project value to date and consistent delivery of lower CPLs and CPAs than any prior agency, our partnership has become a benchmark in performance marketing for the education sector.

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Services Delivered

• Regional Performance Marketing
  Full ownership of GMAT’s key growth markets across India, MEA, Africa, and East Asia.
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• Full-Funnel SEM & Programmatic Strategy
  Cross-platform targeting and retargeting designed to move users from awareness to conversion.
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• Lead Generation & Nurturing
  Always-on campaigns with optimized landing flows, CRM integration, and high-quality lead capture.
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• Content, Creative & Affiliate Management
  Custom messaging and creatives per region, with a network of performance-focused affiliate partners.
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• Campaign Optimization & Analytics
  Data-driven experimentation, A/B testing, and performance monitoring across all funnels.
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• Regional Publisher Partnerships
  Strategic tie-ups with high-intent local publishers to drive credibility and reach.
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• Funnel Architecture & Growth Hacking
  Layered acquisition models built for scale, speed, and flexibility.
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• AI-Powered Audience Targeting & Insight Mapping
  Used AI tools to analyze audience behavior, refine targeting, and enhance ad personalization at scale.

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