Marketing Automation
Marketing Automation Embracing Marketing Technology to Accelerate Enrollment Growth Stephanie Harff Executive Director of Marketing & Recruitment Stephanie Skupien Assistant Director of Marketing Production Rebecca Boudreaux Assistant Director of Digital Marketing
The challenges of marketing automation
But you can do it! training + business processes + technology = a new kind of marketing
Meet the team
EXECUTIVE DIRECTOR OF MARKETING & RECRUITMENT
Assistant Director of Marketin g Productio e
Multimdi a Designer
Assistant Director of Digital Marketin g
2 Campaign Managers
Assistant Director of Marketin g Technology
Front End Web Developer
P/T Content Developer
Campaign n Analyst
Putting business processes in place
Time to implement your tool
Time to implement your tool
Marketing Automation
What is marketing automation?
A tool that allows companies to nurture prospects with highly personalized, useful content that helps convert interested prospects into customers.
Marketing automation vs. CRM Customer Relationship Management
Marketing Automation
Marketing automation vs. CRM
Marketing Automation is to a CRM what Marketing is to Enrollment. They work better when they work together.
Buying habits have changed
76%
The new customer
81% 79 days
40%
The Buyer’s Journey Awareness Stage
Consideration Stage
Decision Stage
Marketing automation excels
The marketing technology landscape
How to select a marketing automation tool
What does it take to implement? Understands technology ecosystem Asks technical and compliance questions
Leads implementation and technical configuration
Leads configuration and testing efforts Ask features and capability questions Business requirements and goals
What it does and what it doesn’t
Campaigns and Results
How do we use it? Run Campaigns
Evaluate Campaigns
Optimz e User Experience
Marketing Automation Generate Leads
Identify Qualifie Leads
Nurture Leads
The customer experience
ATTRACT Strangers
CONVERT Visitors
CLOSE Leads
DELIGHT Customers
Promoters
ATTRACT
CONVERT
CLOSE Brochure
DELIGHT
Results for an existing program 2013 Enrollments
2014 Enrollments
2015 Enrollments
STEM Academy
44
40
49
STEM for Scholars
21
40
47
Biomedical Engineering
13
15
24
Film Making
5
10
16
Write Now
n/a
n/a
19
Computer Science
15
n/a
n/a
Global Sustainability
15
n/a
n/a
113
115
155
Program Name
Total:
Results for an Existing Program
2013 to 2014
1.77%
2014 to 2015
34.78%
Results for a New Program
200 Students
Winter Session 3 weeks over break New program New concept
469
$70,350
235.5%
Results for a Graduate Degree in Cybersecurity
Admit 120 students in the first two semesters
Admitted 135 students in the first two semesters
284 students In four semesters
Top three reasons to implement
Reach the right customer with the right message at the right time using the right channel
Make the most of a limited staff, budget or time
Have access to tons of data
Questions? Stephanie Harff, [email protected] Rebecca Boudreaux, [email protected] Stephanie Skupien, [email protected]
Sources: • Marketing and Sales Funnel and The Buyer’s Journey: www.HubSpot.com • Marketing Technology Landscape: Scott Brinker, www.ChiefMarTek.com • Buying Habits (data): Leichtman Research Study, January 2015, http://bit.ly/1rPkmNA; Spotify, http://bit.ly/1PoavFq • The New Customer (data): GE Capital Retail Bank, 2nd Annual Major Purchase Shopper Study, 2013, http://bit.ly/1KxSSQ4; Nielson Global Online Shopping Report, June 2010, http://bit.ly/1OsepQn
The challenges of marketing automation
But you can do it! training + business processes + technology = a new kind of marketing
Meet the team
EXECUTIVE DIRECTOR OF MARKETING & RECRUITMENT
Assistant Director of Marketin g Productio e
Multimdi a Designer
Assistant Director of Digital Marketin g
2 Campaign Managers
Assistant Director of Marketin g Technology
Front End Web Developer
P/T Content Developer
Campaign n Analyst
Putting business processes in place
Time to implement your tool
Time to implement your tool
Marketing Automation
What is marketing automation?
A tool that allows companies to nurture prospects with highly personalized, useful content that helps convert interested prospects into customers.
Marketing automation vs. CRM Customer Relationship Management
Marketing Automation
Marketing automation vs. CRM
Marketing Automation is to a CRM what Marketing is to Enrollment. They work better when they work together.
Buying habits have changed
76%
The new customer
81% 79 days
40%
The Buyer’s Journey Awareness Stage
Consideration Stage
Decision Stage
Marketing automation excels
The marketing technology landscape
How to select a marketing automation tool
What does it take to implement? Understands technology ecosystem Asks technical and compliance questions
Leads implementation and technical configuration
Leads configuration and testing efforts Ask features and capability questions Business requirements and goals
What it does and what it doesn’t
Campaigns and Results
How do we use it? Run Campaigns
Evaluate Campaigns
Optimz e User Experience
Marketing Automation Generate Leads
Identify Qualifie Leads
Nurture Leads
The customer experience
ATTRACT Strangers
CONVERT Visitors
CLOSE Leads
DELIGHT Customers
Promoters
ATTRACT
CONVERT
CLOSE Brochure
DELIGHT
Results for an existing program 2013 Enrollments
2014 Enrollments
2015 Enrollments
STEM Academy
44
40
49
STEM for Scholars
21
40
47
Biomedical Engineering
13
15
24
Film Making
5
10
16
Write Now
n/a
n/a
19
Computer Science
15
n/a
n/a
Global Sustainability
15
n/a
n/a
113
115
155
Program Name
Total:
Results for an Existing Program
2013 to 2014
1.77%
2014 to 2015
34.78%
Results for a New Program
200 Students
Winter Session 3 weeks over break New program New concept
469
$70,350
235.5%
Results for a Graduate Degree in Cybersecurity
Admit 120 students in the first two semesters
Admitted 135 students in the first two semesters
284 students In four semesters
Top three reasons to implement
Reach the right customer with the right message at the right time using the right channel
Make the most of a limited staff, budget or time
Have access to tons of data
Questions? Stephanie Harff, [email protected] Rebecca Boudreaux, [email protected] Stephanie Skupien, [email protected]
Sources: • Marketing and Sales Funnel and The Buyer’s Journey: www.HubSpot.com • Marketing Technology Landscape: Scott Brinker, www.ChiefMarTek.com • Buying Habits (data): Leichtman Research Study, January 2015, http://bit.ly/1rPkmNA; Spotify, http://bit.ly/1PoavFq • The New Customer (data): GE Capital Retail Bank, 2nd Annual Major Purchase Shopper Study, 2013, http://bit.ly/1KxSSQ4; Nielson Global Online Shopping Report, June 2010, http://bit.ly/1OsepQn
