How Tutlo builds an advantage with marketing based on data and empathy
In a world where content copies content and marketing campaigns often look like a game of "who can shout the loudest", Tutlo shows there is another way. Yuliia Pysmenna, COO at Tutlo, takes us behind the scenes of the marketing of a company that has been successfully growing sales of online language courses for years by focusing on empathy, data and process.
Here is what's worth knowing about how marketing works at a company that, although B2C, thinks like a mature B2B business.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
From individual learners to a serious HR partner
At first, Tutlo was strongly associated with individual clients: learners studying at home. Today its activities are increasingly focused on working with HR departments in companies. This required a change not only in the offer, but also in the way it communicates.
This was not a classic rebrand, though, but a gradual evolution. The team stopped talking about features and the platform. Instead, they started speaking the language of HR people: developing language skills that genuinely support companies' business goals.
A strategic shift: content as a sales tool
Tutlo's marketing team bet on expert content that answers specific HR questions and needs. It is not about "pretty Instagram posts", but about well-thought-out materials to use in the sales funnel, from lead magnets to webinars and articles.
One example was a campaign in which HR professionals could complete a quiz diagnosing the language needs in their organisation. The material not only built engagement, but also gave the organisation real insight.
Dialogue instead of one-way communication
What comes through the whole conversation is a very deliberate move away from one-way messaging. The Tutlo brand clearly focuses on talking with clients rather than telling them "what we offer".
In the sales process, questions about onboarding, keeping employees motivated and supporting specific groups (e.g. engineers) come up more and more often. The marketing team treats these questions as fuel for content, both educational and sales-oriented.
Lessons from our conversation with Tutlo
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