In this interview, Michael shares how at the pandemic’s start, CFA Institute pivoted from brand building to driving candidate registrations through demand generation and performance marketing.

Maintaining spend during a crisis is essential, as Michael explains. During the earlier months of the pandemic, CFA Institute scaled down marketing spend, focusing marketing efforts where they could operate. They have now accelerated marketing spending, using the time to regroup, adapt their testing environment to a virtual setting, and focus heavily on customer experience. They are concentrating on revenue build during a period where they see an enormous opportunity.