Case Study · Online Education Services · Australian Education
OES ran webinar leads by hand. Now Account Engagement captures, scores, and hands them to sales automatically.
Online Education Services (OES) is an Australian company that partners with leading education providers to deliver student-focused online learning - and webinars are a core way prospective students raise their hand. Over a 20-month engagement, we rebuilt the webinar lead pipeline on Salesforce Account Engagement end to end: capture, tagging, segmentation, scoring and grading, nurture, and automated movement of qualified prospects into Sales Cloud.
Industry
Online education (Australia)
Platform
Account Engagement (Pardot) + Sales Cloud
Timeline
January 2025 - August 2026
Outcome
Webinar leads captured, scored, and sales-ready automatically
The challenge
OES: an Australian online education company whose webinar funnel ran on manual effort
Online Education Services, an Australian company, partners with leading education providers to deliver engaging, student-focused online learning experiences. Webinars generate a steady stream of prospective-student leads - but capturing, tagging, segmenting, nurturing, and following up on them was manual work, prospects were too often misclassified, and the handoff between marketing automation and Sales Cloud leaked time at exactly the moment leads are hottest.
Webinar leads handled by hand
Capture, tagging, and segmentation of webinar registrations and attendance ran on manual effort - repeated for every session, with every delay costing lead freshness.
Prospects in the wrong buckets
Without a systematic scoring and grading model, too many prospects were classified incorrectly - follow-up time went to the wrong people while ready prospects waited.
Engagement data invisible to sales
Webinar engagement lived in the marketing stack. Sales worked Salesforce - and could not see which prospects had just spent an hour in a session.
A manual marketing-to-sales handoff
Qualified prospects moved from Account Engagement to Sales Cloud by human effort, adding delay and drops between qualification and first sales touch.
Nurture and follow-up ad hoc
Post-webinar nurturing and follow-up depended on someone remembering to run it, rather than journeys that fire themselves.
The architecture
One automated path from webinar registration to sales-ready prospect
Account Engagement owns capture, classification, and nurture; Salesforce Campaigns make the engagement visible to sales; and the scoring model decides - automatically - when a prospect moves to Sales Cloud.
Sources
Built by Cloudsheer
Outcomes
What we built
Automated webinar lead capture
Registrations and attendance flow into Account Engagement automatically, with tagging and segmentation applied on arrival - no per-session manual processing.
Scoring and grading qualification
A lead qualification model that scores behavior and grades fit, so "qualified" is a measured state rather than an opinion - the foundation the review credits for the jump in correct classification.
Webinar engagement into Salesforce Campaigns
Session engagement data integrated with Salesforce Campaigns, giving sales visibility into what marketing attention each prospect has actually shown.
Automated handoff to Sales Cloud
Qualified prospects move from Account Engagement to Sales Cloud automatically the moment the model says they are ready - the marketing-to-sales seam closed.
Nurture and follow-up journeys
Post-webinar nurturing and follow-up automated as journeys that fire on behavior, replacing ad-hoc sends.
How we did it
Twenty months turning webinar attention into classified, sales-ready prospects
OES is an Australian education company of 501 to 1,000 people that partners with leading education providers to deliver engaging, student-focused online learning experiences. Webinars sit near the top of that funnel: a prospective student registers, attends, asks questions - and every one of those signals says something about how ready they are. The problem was what happened next. Capturing, tagging, segmenting, nurturing, and following up on webinar leads ran on manual effort, and prospects too often landed in the wrong bucket.
We rebuilt the pipeline on Salesforce Account Engagement (Pardot). Webinar lead capture became automated - registrations and engagement flowing into Account Engagement with tagging and segmentation applied on arrival rather than by hand afterwards. Qualification moved onto a proper scoring and grading model: score for what a prospect does, grade for who they are, so the people deciding where to spend follow-up time work from evidence instead of guesswork.
Then we wired the engagement data through to the sales side. Webinar engagement now lands in Salesforce Campaigns, so marketing attention is visible where sales actually works, and qualified prospects move to Sales Cloud automatically the moment the scoring model says they are ready - no export, no re-keying, no delay between a prospect becoming hot and a salesperson knowing it.
The client's own published verdict covers the rest. In their 5.0 Clutch review - five out of five on quality, schedule, cost, and willingness to refer - OES's Salesforce project manager reported a significant improvement in the percentage of prospects correctly classified across metrics and in the percentage of webinar and campaign leads successfully synced and categorized, with manual effort reduced across the pipeline. Their one-line summary: "Cloudsheer understood the problem, provided a solution, and then built it."
How we delivered
January 2025 - August 2026, start to finish
Engagement opens
January 2025: Salesforce consulting and systems-integration engagement begins around the webinar lead pipeline.
Automate the intake
Webinar capture, tagging, and segmentation moved onto Account Engagement automation.
Build the qualification model
Scoring and grading stood up; nurture and follow-up journeys automated.
Close the sales seam
Engagement data wired into Salesforce Campaigns; qualified-prospect movement to Sales Cloud automated.
Run, refine, review
Through August 2026: the engine runs; OES publishes a 5.0 review of the engagement on Clutch.
The results
What changed for the business
| Metric | Before | After |
|---|---|---|
| Prospect classification | Too many prospects in the wrong bucket | Significant improvement in correct classification (client-reported) |
| Lead sync | Manual, leaky marketing-to-sales handoff | Webinar and campaign leads synced and categorized automatically |
| Webinar lead intake | Captured and tagged by hand per session | Automated capture, tagging, and segmentation |
| Qualification | Opinion-based | Scoring and grading model drives the handoff |
| Follow-up | Ad hoc, dependent on memory | Automated nurture and follow-up journeys |
| Client verdict | - | 5.0 on Clutch: quality, schedule, cost, willingness to refer |
“Cloudsheer understood the problem, provided a solution, and then built it.”
Salesforce Project Manager, Online Education Services - 5.0 review on Clutch, November 2026
Webinar and campaign leads still handled by hand?
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Client identifying details have been anonymized at the client's request. Metrics reflect the outcomes of a real engagement.