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 sets high membership standards. 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
With locations across three cities and membership targets that advocacy marketing 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.
Quorum's membership had grown almost entirely through referrals and a high-touch sales process. This had been a reasonable way to build a club until the club wanted to grow faster than its existing network allowed.
THE ACQUISITION GAP
Referral-Only Reach
Growth stopped at the edges of the existing member network
Room for Paid Infrastructure
Lead-gen systems and paid funnel were yet to be built
Untapped Audience Targeting
No way to find the right profiles without an insider intro
Limited Funnel Visibility
Drop-offs and quality signals weren’t being tracked yet
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 2
Month 3
Account strategy
Meta Lead Gen
Channel Expansion
Scale-up & Creative Breakthrough
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
By early 2026, the two-channel setup was working steadily across all three cities. The programme moved into its scale-up phase, built on three things:
A 3x budget increase
Meta lead gen brought back alongside LinkedIn, with tighter guardrails
Over ten months of live performance data to lean on
The biggest shift came from creative, not ad spend.
We moved from brand storytelling to more direct, action-led messaging which was built around specific activities, amenities, and clear calls to action. That shift broke through a cost-per-lead ceiling that hadn't moved for three months.
On LinkedIn, a Lookalike audience built from the existing member list sharpened targeting further, with one segment driving 89% of all Mumbai LinkedIn leads in April alone.
"
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
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.
The Impact & Outcome
What Actually Changed for Club Membership
Over 13 months, the programme went from a blank slate to a working acquisition engine across three cities. It now brings in qualified membership leads on Meta and LinkedIn, with clear data on:
Which channels are earning their spend
Which creative formats are doing the heavy lifting
Where there's more room to grow
Month-over-month progression
The programme moved through three clear stages:
First six months (Mar–Aug '25) - Finding the structure: Which cities responded on which platform, which creative formats drove quality (not just volume), and where the funnel was losing people.
Middle stretch (Sep '25 – Mar '26) - Quality compounded: Once the two-channel model settled and Meta shifted to awareness, lead quality improved steadily.
Apr '26 - Creative breakthrough: A new messaging direction broke through a cost-per-lead ceiling that had held for three months — by changing how the creative spoke to the audience, not the budgets or targeting.
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.
