I have spent the last five years doing Education Marketing for a global education group and grew significantly its new students digital recruitment from over 100 countries in the world . The challenge was to create awareness, attract and convert potential students in the premium segment for the field of study Hospitality Education. Imagine finding a needle in a haystack; Students and parents willing to invest around CHF 170’000 for a three and a half year hospitality bachelor degree.
The institutions part of the group are highly ranked and reputed and deliver a great learning outcome as well as give you a ticket to a great career, still it is a specific study area at a very premium price point.
Looking back at the complexity of managing 4 institutions with many different programs and a full fledged digital communication strategy, implementing a marketing automation solution came as an evidence to grow our education marketing efficiency.
The marketing automation business case was to grow the number of conversions from visits to leads and from leads to enrollments. After three years of running Marketo, we learned a lot and were able to deliver more results than expected.
A few important success stories were:
– personalization on all nurturing journeys
– lead scoring and integration of the data / insights into Salesforce for the sales team to use as insights
– growing conversion rates on visits to leads thanks to landing page optimisations, a/b testing
– integration with ad platforms on audiences and Leadforms to scale volumes
– incremental forms to create an automated lead qualification flow before syncing to the CRM.
Watch this testimonial video to gain a few more insights:
In different phases of the set-up, rollout and maintenance of the Marketo platform we worked together with a Marketo expert agency called JTF marketing, helping us run operations when we lacked resources or giving us insights during the migration phases we went through. Brandfinity is an expert in the Education Marketing and happy to help you if you need advice how to run successfully your digital marketing activities.
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