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#studentfirst2016#studentfirst2016
Mastering the Student-First Approach to
Marketing Automation
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#studentfirst2016#studentfirst2016
Introductions Today’s Participants
Director of Growth and Learning
@vidyapcMartin G. Schwalbe
The Ohio State University – Fisher College of
Business
Vidya Chadaga
Marketo
Director, Product & Solution Marketing
@jpogactJonathan Pogact
Fathom
Director of Marketing
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#studentfirst2016#studentfirst2016
i. Higher Education Industry Landscape
ii. Introduction to Marketing Automation
iii. Engagement Marketing Through Marketo
iv. The Ohio State University – Fisher College of Business Story
v. Q&A With Marty, Marketo and Fathom
AGENDA FOR THIS AFTERNOON
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The Higher Education Landscape
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Changing Student Behavior
1 SuperProfile | 2 Forrester | 3 Edelman Research
80%
of a student’s journey today is self directed2
87%
of students demand a meaningful experience with a brand/school3
2900
marketing messages per day vying for your
student’s attention1
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72%develop their shortlist prior to reaching out to a school
Only 3schools make a
prospects short list
93%end up enrolling from a school on their short list
Source: LinkedIn
Changing Student Behavior
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#studentfirst2016#studentfirst2016 Google Education Search Analysis Q4 2015 | Private and Confidential
Changing Student Behavior| Higher Education Search
• EDU Branded Search has decreased 3%
• Students are more interested in outcomes rather than the schools’ brand
• Schools need to emphasize expected outcomes, alumni, experience and overall ROI
EDU Brand: -3% y/y
EDU Non-Brand: +6% y/y
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A Student’s Journey
Inte
rest
Time
ContentEngagement
Site Visit
Paid Search
Display Ad
Audience Known Student
KnownStudent
Application, StartDate Messaging
StartMatriculation Opportunity
ACQUIRE CONVERT NURTURE
Understanding that the student journey starts prior to the lead, we integrate marketing efforts across multiple channels to reach the prospective customers to
influence decisions.
The Student Journey begins prior to a student reaching out to a school – therefore we need to optimize the entire experience.
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Marketing Allocation Must Be Highly Strategic
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Increased Competition and Tighter Budgets
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The State of Student Recruitment
Eduventures
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P O L L Q U E S T I O N
Have you made changes to your marketing approach based on shifts in prospective student behavior in the last 12-
months?
1. Yes, we’re looking to stay ahead of the curve
2. No, but we’re looking into it
3. I need help inspiring change
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Why Should I Consider Marketing Automation for
My Institution?
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What is Marketing Automation?
M A R K E T I N G A U T O M A T I O
N
E N G A G E M E N T M A R K E T I N G
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Building Lifelong Relationships Enabled through Marketing Automation and Marketo
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Why Should I Consider Marketing Automation at My Institution?
Institutional Alignment
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Why Should I Consider Marketing Automation at My Institution?
Continuity in Messaging
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Why Should I Consider Marketing Automation at My Institution?
Natural Progression of Student Path
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Why Should I Consider Marketing Automation at My Institution?
Adaptive Platforms Keep Messaging Contextual
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Why Should I Consider Marketing Automation at My Institution?
Your Marketing Hub
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Schools Leveraging Marketing Automation/Marketo
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P O L L Q U E S T I O N
What Email Platform are you Using to Nurture Students Through to Enrollment?
1. Outlook
2. Mail Chimp
3. CRM (Hobsons, CampusVue, etc.)
4. Marketing Automation Tool (Marketing Cloud, Marketo, Hubspot,
Other)
5. I don’t know
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The Ohio State Fisher College of Business Story
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The Vision
EMBAExecutive MBA
Executive Certificates
MBOEMaster of Business
Operational Excellence
ExEdCustom ProgramsOpen Enrollment
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The OSU Story OSU’s Vision
What Was The Motivation Behind Implementing Marketing Automation At
The Ohio State Fisher College of Business?
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The Vision Why Marketing Automation
T R A N S A C T I O N S
R E L A T I O N S H I P S
“The only way to become more personal is to become
more automated.”
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Go-To-Market Strategy
MarketplacePresence
Generate
LEADSManage
Relationships
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New Marketplace. New Marketing Funnel.
We must understand customer journey
Engaging, throughout the customer’s buying cycle, requires completely different thinking
Today’s buyer demands more personalized attention
To be more personal we must be more automated
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Marketo – Revenue Cycle Model
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Tracking Progress
Admissions (Deposit Paid) Recruiting PipelineStageProspectApp StartedApp CompleteInterviewAdmitted
221
180
128
88
Lead Status (Current Leads)
Status
Open
Qualified
Contacted/Working
Converted
Leads by Source
41%
88
64
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15 11
S A L E S F O R C E M A R K E T O
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Long Term Vision: Managing the Lifelong Relationship
Discovering new needs or opportunities
Engaging with the product/service/brand
Exploring and evaluating the various options
Making the purchase/ commitment
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P O L L Q U E S T I O N
Are you using CRM data or tools to create more targeted advertising? Such as AdBridge?
1. Yes, I love it!
2. No, but we’re looking into it
3. No, targeting isn’t my thing
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Q&A