How Sommet Education increased from 15 to 60% lead attribution


Sommet Education


Ranked among the world’s top six for hospitality education, Sommet Education is a highly accredited network of hospitality management schools, committed to delivering an exceptional student experience and developing the leaders of tomorrow. Sommet’s two prestigious institutions, Glion Institute of Higher Education and Les Roches Global Hospitality Education, are based on six campuses spread across Switzerland, the UK, China and Spain.

Sommet Education needed to improve its conversion rate from website visits to leads, and to convert more of those leads into students.


Sommet Education selected Marketo’s marketing automation platform, and chose to work with JTF Marketing as a partner to lend their marketing automation expertise to help Sommet implement and maximise their investment in Marketo.


  • Complex customer journey
  • Limited resources
  • JTF Marketing helped ensure that they are able to get the most out of the software
  • Cross-channel marketing as one of the most crucial implementations
  • They needed to enable personalised nurturing.




Since working with JTF Marketing to implement Marketo, Sommet Education has doubled its conversion rate of visits to leads. JTF Marketing helped Sommet Education to leverage A/B testing using Marketo, resulting in the cost per lead through paid media being reduced by 50%.

Yves-Alain’s  (Director Digital & CRM, Sommet Education) strategy of driving more digital marketing revenue has turned Sommet from 15% attribution to 60%.

The solutions that were implemented for Sommet Education include:

  • Personalised lead nurturing
  • Technology bridges between Marketo and paid advertising on LinkedIn and Facebook
  • Lead attribution
  • Optimised website forms
  • Alignment of Sommet’s sales and marketing initiatives using Marketo Sales Insights integration with Salesforce