Performance Marketing
Lead Generation
About The Company
The Quorum is India's premier private members club, sitting in that specific and well-guarded space between a home office and a corporate one, where the country's most ambitious professionals come to work, connect, and belong.
Across Mumbai, Hyderabad, and Gurugram, it brings together club memberships, premium co-working, cultural programming, wellness facilities, dining, and event spaces under one roof, for a community that holds its membership bar deliberately high. It occupies a category of its own: the kind of place you have to know about before you want in, and want in before you truly understand what you were missing.
The Challenge
Brand with a sales-led acquisition engine
The Quorum's membership had grown almost entirely through referrals and a high-touch sales process, which is a reasonable way to build a club until the club wants to grow faster than its existing network allows.
With locations across three cities and membership targets that word-of-mouth alone couldn't reliably hit, the model had quietly run its course. There was no paid funnel, no lead-generation infrastructure, and no way to reach the right people at scale without the whole thing depending on someone already knowing someone inside.
THE ACQUISITION GAP
Referral-Only Reach
Reaches were limited due to word of mouth referrals
No Paid Infrastructure
No lead generation or paid funnel were built
No Audience Targeting
No way to find the right profiles without an insider intro
Exclusivity at Risk
Careless ads would make the membership feel open to anyone
No Funnel Visibility
No data on drop-offs, no signal on what drove quality leads
The Acquisition Gap that prevented Quorum to scale their business
Our Approach
Understanding the problem before building the solution
Before a single campaign went live, we spent time going deep into the service offerings and the people already inside it.
We sat with the Quorum sales team to understand what the club offered, why members had chosen to join, and what kept them renewing year after year. Those conversations kept circling back to three things:
Retention: what keeps existing members renewing year after year
Engagement: what keeps them showing up and referring others
Growth: what attracts new members who genuinely fit
We noted what kept surfacing in member conversations: global club access, cultural programming worth name-dropping, the F&B experience, wellness, and the more intangible value of belonging to a professional community that holds itself to a high bar.
Before building anything new, we audited the existing organic social content to identify the formats and themes that had already earned real engagement with exactly the kind of audience we were going after. Those became the creative seeds for the paid program.
The Solution
The acquisition engine was built across four phases, each shaped by what the previous had taught us.
Month 1
Month 2
Month 3
Performance Audit
Research
Account strategy
MarTech Setup
Campaign Planning
Campaign Launch & Optimisation
Reporting & Analytics Loop
One-time
Monthly
Phase 1: Understanding the Audience and Building the Strategy
Everything we learned in this phase pointed toward the same conclusion: "We needed to go after the people who would clear the bar, rather than anyone who might theoretically afford the membership."
Phase 2: Meta Lead Gen: Building Air Cover Across The Market
Mumbai and Hyderabad responded well on both awareness and lead quality
Gurugram built a strong brand presence and solid lead volume on Meta
Before-After Split of Account Strategy: From Campaign Budget Optimization to Ad Budget Optimization
Awareness campaigns to build a warm audience of relevant professionals, followed by Lead Gen retargeting served only to those who had already engaged. The model delivered stronger lead quality across all three cities, with more senior and conversion-ready profiles than Meta had produced in the same markets.
Meta was simultaneously repositioned to awareness-only, keeping the Quorum visible at the top of the funnel while LinkedIn handled qualified acquisition.
Phase 4: Scale-Up and Creative Breakthrough From Engine to Primary Acquisition Channel
Before the first campaign went live, we locked the technical foundation.
Meta Business Suite
This was structured by region at the campaign level, destination at the ad set level, matching the architecture built in strategy
Meta Pixel + Conversion API
This was installed and verified across Edvoy's lead properties, feeding clean conversion signals back to Meta's algorithm from day one
Intent and readiness filters
This was built directly into lead forms, so students self-qualified on destination, course level (UG/PG), and intake timeline before a counsellor ever saw them.
Click-to-WhatsApp
This was configured as an alternate conversion path for regional markets with high WhatsApp penetration.
With the infrastructure set, every lead was trackable, attributable, and qualified at source when campaigns launched.
"
Flip Funnel brought a holistic marketing lens and worked with us to build the CAPI and tracking setup with CRM. And that changed everything, because with the real data, we stopped spending on incovertible leads.
Sirajudeen Mohammed Yasar | Head of Product
Edvoy
Phase 5: Campaign planning
With structure and targeting settled, we built intake-specific calendars, regional budget splits, creative briefs, and A/B test roadmaps for every destination and persona. Planning ran on a clear weekly rhythm.
Phase 6: Campaign launch and optimisation
The optimisation was performance as follows:
End-to-end Meta setup across all four regions.
Creative rotation, budget reallocation, and audience refinement ran every week. Stock footage was discarded.
Destination-specific messaging and Edvoy-branded visuals that a student in Chennai or Delhi could actually see themselves in.
Intent and readiness filters went directly into the conversion forms, so leads had already self-qualified on destination preference, course type, and intake timeline before reaching a counsellor.
Phase 7: Reporting and analytics loop
Daily CPL tracking, geo breakdowns, and creative scoring fed back into planning every week. Every insight went straight into the next cycle of decisions. Reporting ran the operation; it wasn't a separate deliverable.
What Actually Changed for Edvoy
Structure created accountability
Destination-specific ads re-engaged burnt audiences and brought in students who were ready to act, not just browsing.
Destination-specific creative rebuilt signal quality
UG creative addressed parental concerns. PG creative addressed career outcomes. The message finally matched the decision-maker.
The weekly reporting loop compounded performance
Daily CPL tracking fed back into weekly decisions. The system tightened with every cycle, CPL fell consistently across all three months.
The Results
Since we had to sustain a particular lead volume during the peak month, we identified and eliminated non-performing factors and created a more stable performance marketing structure that helped Edvoy scale at the right time. Over three months, qualified lead volume went up, ad spend came down, and disqualification fell consistently month over month.
Month-over-month progression
Once the structure was stable, we expanded beyond the UK pilot to Ireland, Australia, and Dubai as each destination proved consistent. By the end of month three, the account was running at a cumulative CPL well below the original target.
Combined Bar Graph and Line Chart showing the reduction in the ad spend and the rise in qualification rate
Line Chart representing the rise in the number of leads generated in sales after the Flip Funnel Intervention
The full-funnel picture
4,000+ student leads captured at monthly volume.
2,000+ MQLs/month — students with confirmed destination, course preference, and intake timeline.
900 sales-qualified opportunities with high-intent students ready for counsellor engagement.
₹198 Cr+ monthly qualified enrollment pipeline.
45% MQL-to-Opportunity conversion rate.
"
Honestly, what surprised me was how much homework they did before anything went live. By the time campaigns launched, it didn't feel like working with an external agency, it felt like they knew our market as well as we did.
