Building a demand engine for enterprise transformation

Client

Overview

Quizizz built global recognition in K-12 education, with over 50 million learners across 150+ countries. When the company shifted focus towards enterprise eLearning, we’d already led their messaging transformation – repositioning them from a classroom quiz tool to the new Wayground: an intelligent learning platform for business.

But a new brand is only as powerful as the demand engine behind it. Wayground needed to reach enterprise buyers in L&D, operations, and enablement with a performance marketing programme capable of delivering real pipeline growth. The challenge was amplified by the need to maintain momentum throughout the transition, ensuring no leads were lost as Quizizz for Work became Wayground for Business.

The Rubicon Agency was tasked with building and executing a full-funnel demand generation strategy that would establish Wayground as a serious enterprise player while delivering measurable business results.

What we delivered

We started by auditing the existing search, social, and funnel performance to uncover immediate opportunities. We implemented best-practice frameworks with conversion tracking and workflows built for scale.

The rebrand transition required careful orchestration to maintain active campaigns across both brand identities, ensuring prospects experienced seamless continuity regardless of when they entered the funnel. Using the ICP work from our rebrand project, we crafted specific messaging for each funnel stage and persona, with laser focus on onboarding, knowledge training, and compliance use cases.

Campaign activation began with new Google Ads and LinkedIn campaigns in the US and Canada, before strategically expanding into key European markets. As part of the project, we designed search-led, conversion optimised landing pages to capture in-market buyers.

What did the campaign achieve?

The numbers tell a compelling story:

• >500 conversions across Google Ads within 2 months
• 31% reduction in CPL
• 78% increase in conversion rate
• Expanded coverage from North America into Europe
• Unified brand experience across all demand touchpoints
• Performance-tested engine ready to scale with Wayground’s growth

What we delivered was a demand generation machine that could grow with Wayground’s ambitions, allowing them to credibly compete in enterprise learning technology. What started as a classroom favourite had successfully transformed into a serious B2B contender – with the pipeline to prove it.