SlideShare a Scribd company logo
1 of 49
Download to read offline
Enroll & Advance Students with
Engagement Marketing
Vidya Chadaga
Director, Product Marketing
Marketo
Patsy Torres
Senior Associate Director,
Digital Marketing & Communications
George Washington University
@vidyapc
@marketo
#MKTGnation
For this hour…
- Current Landscape
- Engagement Marketing for HigherEd
- Engagement Marketing in action
- Fireside chat with Patsy Torres
- Q&A
Declining Enrollment
Dwindling Retention
1/3rd of all students change institutions at least once during the course of earning their degrees
High Time to Degree Completion
Only 59% of first-time full-time students entering America's colleges
and universities graduate within 6 years
Increased Competition & Tight Budgets
“The majority of four-year
private institutions said their
2013–2014 recruiting/admissions
budgets were either declining or
staying the same.”
Changing Student Behavior
80%
of a student’s journey
today is self directed2
2900
marketing messages per
day vying for your
student’s attention1
87%
of students demand
a meaningful
experience with a
brand/school3
1. SuperProfile 2. Forrester 3. Edelman Research
In this new digital era,
we need to deeply engage
all students and alumni
Page 10
Enrollment
Progress
Advancement
Student Engagement Lifecycle
- Class Selection
- Register for extra-curricular
-Internship /apprenticeship
application
- Event Participation
- Graduation
- New courses
- Career Selection
- Donor activities
- Alumni activities- Interest & candidacy
- Enquiry, info request
- Application
- Registration
- Acceptance
Page 11
ENGAGEMENT MARKETING
Build personalized and lifelong relationships
Engage students and alumni -
#1 – As Individuals
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are
Page 12
#1 – Engage Students
As Individuals
#2 – Engage Students
Based On What They Do
#3 – Engage Students
Continuously Over Time
#4 – Engage Students
Directed Towards An Outcome
#5 – Engage Students
Everywhere They Are
Page 17
“Marketo has really changed my job
completely, and has really changed
my team and how we work. We're
able to mobilize a lot faster and have
that flexibility”
““Marketo was just so user
friendly for us. And we've
been able to do in the system
within the past year, I never
would have imagined”
“”Marketo enables use to easily
build smart programs that
engage with students based on
their behavior, ensuring each
student is getting the most
relevant information”
“Life before Marketo was like
being in the dark ages. Marketo
has put us into the modern era
of marketing”
“In Marketo, you can do
anything you can possibly think
of”
“Marketo gives us what we
need to keep students engaged
and move them through the
funnel to conversion, just one
Marketo campaign contributes
to $30MM”
Thriving on Engagement Marketing
Identify which campaigns
generate most applications
Significant efficiency gains
for the admissions team
Lead scoring to
identify qualified
prospective students
GWU School of Business Leverages Marketo
for Insight into Full Student Lifecycle
“Marketo offers the tools we need to create a seamless, engaging
and interactive experience for potential students. With a single
view of all of our activities, we can now identify which campaigns
and channels generate the most applications and enrollments.”
– Patsy Torres, Senior Assistant Director, Graduate Admission
Time for a fireside chat…
Enroll and Advance Students with Engagement Marketing
What was the motivation behind
marketing automation at GWU
School of Business?
Enroll and Advance Students with Engagement Marketing
Engagement Marketing
• Nurture Campaigns
• Targeted Communications
• Lead Scoring
Student Lead Lifecycle
Prospect Engaged MQL SQL
Submitted
Application
How has marketing automation
changed how you do business at the
GWU School of Business?
Online Advertising
Enroll and Advance Students with Engagement Marketing
Nurture Campaigns
Targeted Communications
3X
57%
Improving efficiencies has
always been a goal for you;
how did marketing automation help you
on that quest?
Events @gwbusiness
• Over 100 In-Market Events
• Registration
• Email Communication
• Data tracking
Lead Volume
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Lead Volume
2014
2015
Scaling @gwbusiness
• Master of Accountancy
• Master of Science in Business Analytics
• Master of Science in Finance
• Master of Science in Project Management
• Master of Science in Information Systems Technology
• Master of Tourism Administration
• Master of Science in Government Contracts
Can you describe some
key success metrics
since implementing marketing
automation?
Customization
Leads
Enroll and Advance Students with Engagement Marketing
Gained Efficiencies
• Events
• Data Translation
• Dynamic Content
• Nurture Campaigns
What advice would you give fellow
marketers in Higher Education?
1. Identify effective marketing investments
2. Track student behavior across the lifecycle
3. Engage students beyond enrollment
Tips from Patsy
GWU Success Story
Page 43
Thank You
Page 44
Enroll & Advance Students with
Engagement Marketing
Vidya Chadaga
Director, Product Marketing
@vidyapc
Patsy Torres
Senior Associate Director, Digital Marketing
and Communications
Appendix
Marketo Company Overview
#1 independent marketing platform:
• Innovative digital marketing platform
• Fastest growing marketing technology company
• Customer system of record, 1B leads, 220B+
activities
Top rated by Analysts including Gartner,
SiriusDecisions and Forrester
Marketing First
• Helping marketers master the art and
science of digital marketing
• Unparalleled expertise
4300+ customers across
20+ industries in 41 countries
Engagement Marketing Platform
Integrations
CRM
HigherEd CRM
ERP OfflineMobile Email SocialWeb
Marketing
Ecosystem
(400+ Partners)
Paid
Customer System of Record
Planning & Management
Actionable Insights
Marketo Connections
Engagement Marketing
The Most Complete Ecosystem of Marketing Solutions
400+ Partners across
20 categories
Engagement
Marketing
Platform
Build durable relationships that
drive long-term retention, loyalty,
and advocacy
Lifelong
relationships
Personalized
conversations
across channelsContinuous
campaigns
StrategicValue
Engagement Marketing Maturity
A Partner Through the Complete Journey
Point in time
single channel
campaigns
Scale marketing efforts
through automation
Quickly execute targeted
campaigns
Communicate with students
as individuals wherever they
are

More Related Content

Viewers also liked

How To Uncover Hidden Pipeline with Data
How To Uncover Hidden Pipeline with DataHow To Uncover Hidden Pipeline with Data
How To Uncover Hidden Pipeline with DataMarketo
 
Engaging with Today’s Empowered Healthcare Consumer
Engaging with Today’s Empowered Healthcare ConsumerEngaging with Today’s Empowered Healthcare Consumer
Engaging with Today’s Empowered Healthcare ConsumerMarketo
 
Marketo@Marketo: Our Simplified Marketing Analytics
Marketo@Marketo: Our Simplified Marketing AnalyticsMarketo@Marketo: Our Simplified Marketing Analytics
Marketo@Marketo: Our Simplified Marketing AnalyticsMarketo
 
Fill Your Funnel: Lead Gen with Web Personalization
Fill Your Funnel: Lead Gen with Web PersonalizationFill Your Funnel: Lead Gen with Web Personalization
Fill Your Funnel: Lead Gen with Web PersonalizationMarketo
 
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing Automation
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationSummer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing Automation
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationMarketo
 
Innovating for Tomorrow's Marketer
Innovating for Tomorrow's MarketerInnovating for Tomorrow's Marketer
Innovating for Tomorrow's MarketerMarketo
 
3 Easy Steps to a Personalized Website
3 Easy Steps to a Personalized Website3 Easy Steps to a Personalized Website
3 Easy Steps to a Personalized WebsiteMarketo
 
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...Marketers that Matter: Creating Extraordinary Results & Leading Differently i...
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...Marketo
 
Nailing Executive Reporting: Behind the Scenes with BackOffice Associates
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesNailing Executive Reporting: Behind the Scenes with BackOffice Associates
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesMarketo
 
Optimize Your Cross-Channel Strategy for Success
Optimize Your Cross-Channel Strategy for SuccessOptimize Your Cross-Channel Strategy for Success
Optimize Your Cross-Channel Strategy for SuccessMarketo
 
Beyond Clicks and Views: Measuring Content Performance
Beyond Clicks and Views: Measuring Content PerformanceBeyond Clicks and Views: Measuring Content Performance
Beyond Clicks and Views: Measuring Content PerformanceMarketo
 
Pocket Your Key Targets with Account Based Marketing
Pocket Your Key Targets with Account Based MarketingPocket Your Key Targets with Account Based Marketing
Pocket Your Key Targets with Account Based MarketingMarketo
 
Marketo's Journey: Marketing Calendar
Marketo's Journey: Marketing CalendarMarketo's Journey: Marketing Calendar
Marketo's Journey: Marketing CalendarMarketo
 
Keep Your Customers Coming Back for More
Keep Your Customers Coming Back for MoreKeep Your Customers Coming Back for More
Keep Your Customers Coming Back for MoreMarketo
 
Marketo@Marketo: How We Do What We Do (Part I)
Marketo@Marketo: How We Do What We Do (Part I)Marketo@Marketo: How We Do What We Do (Part I)
Marketo@Marketo: How We Do What We Do (Part I)Marketo
 
Using Video to Generate, Score, and Convert More Leads
Using Video to Generate, Score, and Convert More LeadsUsing Video to Generate, Score, and Convert More Leads
Using Video to Generate, Score, and Convert More LeadsMarketo
 
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...Marketo
 

Viewers also liked (17)

How To Uncover Hidden Pipeline with Data
How To Uncover Hidden Pipeline with DataHow To Uncover Hidden Pipeline with Data
How To Uncover Hidden Pipeline with Data
 
Engaging with Today’s Empowered Healthcare Consumer
Engaging with Today’s Empowered Healthcare ConsumerEngaging with Today’s Empowered Healthcare Consumer
Engaging with Today’s Empowered Healthcare Consumer
 
Marketo@Marketo: Our Simplified Marketing Analytics
Marketo@Marketo: Our Simplified Marketing AnalyticsMarketo@Marketo: Our Simplified Marketing Analytics
Marketo@Marketo: Our Simplified Marketing Analytics
 
Fill Your Funnel: Lead Gen with Web Personalization
Fill Your Funnel: Lead Gen with Web PersonalizationFill Your Funnel: Lead Gen with Web Personalization
Fill Your Funnel: Lead Gen with Web Personalization
 
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing Automation
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationSummer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing Automation
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing Automation
 
Innovating for Tomorrow's Marketer
Innovating for Tomorrow's MarketerInnovating for Tomorrow's Marketer
Innovating for Tomorrow's Marketer
 
3 Easy Steps to a Personalized Website
3 Easy Steps to a Personalized Website3 Easy Steps to a Personalized Website
3 Easy Steps to a Personalized Website
 
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...Marketers that Matter: Creating Extraordinary Results & Leading Differently i...
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...
 
Nailing Executive Reporting: Behind the Scenes with BackOffice Associates
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesNailing Executive Reporting: Behind the Scenes with BackOffice Associates
Nailing Executive Reporting: Behind the Scenes with BackOffice Associates
 
Optimize Your Cross-Channel Strategy for Success
Optimize Your Cross-Channel Strategy for SuccessOptimize Your Cross-Channel Strategy for Success
Optimize Your Cross-Channel Strategy for Success
 
Beyond Clicks and Views: Measuring Content Performance
Beyond Clicks and Views: Measuring Content PerformanceBeyond Clicks and Views: Measuring Content Performance
Beyond Clicks and Views: Measuring Content Performance
 
Pocket Your Key Targets with Account Based Marketing
Pocket Your Key Targets with Account Based MarketingPocket Your Key Targets with Account Based Marketing
Pocket Your Key Targets with Account Based Marketing
 
Marketo's Journey: Marketing Calendar
Marketo's Journey: Marketing CalendarMarketo's Journey: Marketing Calendar
Marketo's Journey: Marketing Calendar
 
Keep Your Customers Coming Back for More
Keep Your Customers Coming Back for MoreKeep Your Customers Coming Back for More
Keep Your Customers Coming Back for More
 
Marketo@Marketo: How We Do What We Do (Part I)
Marketo@Marketo: How We Do What We Do (Part I)Marketo@Marketo: How We Do What We Do (Part I)
Marketo@Marketo: How We Do What We Do (Part I)
 
Using Video to Generate, Score, and Convert More Leads
Using Video to Generate, Score, and Convert More LeadsUsing Video to Generate, Score, and Convert More Leads
Using Video to Generate, Score, and Convert More Leads
 
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
 

More from Marketo

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesMarketo
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business GrowthMarketo
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationMarketo
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Marketo
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021Marketo
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021Marketo
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageMarketo
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
 

More from Marketo (20)

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slides
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release Presentation
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams Together
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM Strategy
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash Cow
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo Engage
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
 

Recently uploaded

Splashtop Enterprise Brochure - Remote Computer Access and Remote Support Sof...
Splashtop Enterprise Brochure - Remote Computer Access and Remote Support Sof...Splashtop Enterprise Brochure - Remote Computer Access and Remote Support Sof...
Splashtop Enterprise Brochure - Remote Computer Access and Remote Support Sof...Splashtop Inc
 
MinionLabs_Mr. Gokul Srinivas_Young Entrepreneur
MinionLabs_Mr. Gokul Srinivas_Young EntrepreneurMinionLabs_Mr. Gokul Srinivas_Young Entrepreneur
MinionLabs_Mr. Gokul Srinivas_Young EntrepreneurPriyadarshini T
 
Revolutionize Your Field Service Management with FSM Grid
Revolutionize Your Field Service Management with FSM GridRevolutionize Your Field Service Management with FSM Grid
Revolutionize Your Field Service Management with FSM GridMathew Thomas
 
User Experience Designer | Kaylee Miller Resume
User Experience Designer | Kaylee Miller ResumeUser Experience Designer | Kaylee Miller Resume
User Experience Designer | Kaylee Miller ResumeKaylee Miller
 
CYBER SECURITY AND CYBER CRIME COMPLETE GUIDE.pLptx
CYBER SECURITY AND CYBER CRIME COMPLETE GUIDE.pLptxCYBER SECURITY AND CYBER CRIME COMPLETE GUIDE.pLptx
CYBER SECURITY AND CYBER CRIME COMPLETE GUIDE.pLptxBarakaMuyengi
 
Building Generative AI-infused apps: what's possible and how to start
Building Generative AI-infused apps: what's possible and how to startBuilding Generative AI-infused apps: what's possible and how to start
Building Generative AI-infused apps: what's possible and how to startMaxim Salnikov
 
VuNet software organisation powerpoint deck
VuNet software organisation powerpoint deckVuNet software organisation powerpoint deck
VuNet software organisation powerpoint deckNaval Singh
 
Leveling Up your Branding and Mastering MERN: Fullstack WebDev
Leveling Up your Branding and Mastering MERN: Fullstack WebDevLeveling Up your Branding and Mastering MERN: Fullstack WebDev
Leveling Up your Branding and Mastering MERN: Fullstack WebDevpmgdscunsri
 
Telebu Social -Whatsapp Business API : Mastering Omnichannel Business Communi...
Telebu Social -Whatsapp Business API : Mastering Omnichannel Business Communi...Telebu Social -Whatsapp Business API : Mastering Omnichannel Business Communi...
Telebu Social -Whatsapp Business API : Mastering Omnichannel Business Communi...telebusocialmarketin
 
8 Steps to Build a LangChain RAG Chatbot.
8 Steps to Build a LangChain RAG Chatbot.8 Steps to Build a LangChain RAG Chatbot.
8 Steps to Build a LangChain RAG Chatbot.Ritesh Kanjee
 
Unlocking the Power of IoT: A comprehensive approach to real-time insights
Unlocking the Power of IoT: A comprehensive approach to real-time insightsUnlocking the Power of IoT: A comprehensive approach to real-time insights
Unlocking the Power of IoT: A comprehensive approach to real-time insightsconfluent
 
Take Advantage of Mx Tracking Flight Scheduling Solutions to Streamline Your ...
Take Advantage of Mx Tracking Flight Scheduling Solutions to Streamline Your ...Take Advantage of Mx Tracking Flight Scheduling Solutions to Streamline Your ...
Take Advantage of Mx Tracking Flight Scheduling Solutions to Streamline Your ...MyFAA
 
Boost Efficiency: Sabre API Integration Made Easy
Boost Efficiency: Sabre API Integration Made EasyBoost Efficiency: Sabre API Integration Made Easy
Boost Efficiency: Sabre API Integration Made Easymichealwillson701
 
If your code could speak, what would it tell you? Let GitHub Copilot Chat hel...
If your code could speak, what would it tell you? Let GitHub Copilot Chat hel...If your code could speak, what would it tell you? Let GitHub Copilot Chat hel...
If your code could speak, what would it tell you? Let GitHub Copilot Chat hel...Maxim Salnikov
 
Flutter the Future of Mobile App Development - 5 Crucial Reasons.pdf
Flutter the Future of Mobile App Development - 5 Crucial Reasons.pdfFlutter the Future of Mobile App Development - 5 Crucial Reasons.pdf
Flutter the Future of Mobile App Development - 5 Crucial Reasons.pdfMind IT Systems
 
BusinessGPT - SECURITY AND GOVERNANCE FOR GENERATIVE AI.pptx
BusinessGPT  - SECURITY AND GOVERNANCE  FOR GENERATIVE AI.pptxBusinessGPT  - SECURITY AND GOVERNANCE  FOR GENERATIVE AI.pptx
BusinessGPT - SECURITY AND GOVERNANCE FOR GENERATIVE AI.pptxAGATSoftware
 
BATbern52 Swisscom's Journey into Data Mesh
BATbern52 Swisscom's Journey into Data MeshBATbern52 Swisscom's Journey into Data Mesh
BATbern52 Swisscom's Journey into Data MeshBATbern
 
Steps to Successfully Hire Ionic Developers
Steps to Successfully Hire Ionic DevelopersSteps to Successfully Hire Ionic Developers
Steps to Successfully Hire Ionic Developersmichealwillson701
 
Technical improvements. Reasons. Methods. Estimations. CJ
Technical improvements.  Reasons. Methods. Estimations. CJTechnical improvements.  Reasons. Methods. Estimations. CJ
Technical improvements. Reasons. Methods. Estimations. CJpolinaucc
 
MUT4SLX: Extensions for Mutation Testing of Stateflow Models
MUT4SLX: Extensions for Mutation Testing of Stateflow ModelsMUT4SLX: Extensions for Mutation Testing of Stateflow Models
MUT4SLX: Extensions for Mutation Testing of Stateflow ModelsUniversity of Antwerp
 

Recently uploaded (20)

Splashtop Enterprise Brochure - Remote Computer Access and Remote Support Sof...
Splashtop Enterprise Brochure - Remote Computer Access and Remote Support Sof...Splashtop Enterprise Brochure - Remote Computer Access and Remote Support Sof...
Splashtop Enterprise Brochure - Remote Computer Access and Remote Support Sof...
 
MinionLabs_Mr. Gokul Srinivas_Young Entrepreneur
MinionLabs_Mr. Gokul Srinivas_Young EntrepreneurMinionLabs_Mr. Gokul Srinivas_Young Entrepreneur
MinionLabs_Mr. Gokul Srinivas_Young Entrepreneur
 
Revolutionize Your Field Service Management with FSM Grid
Revolutionize Your Field Service Management with FSM GridRevolutionize Your Field Service Management with FSM Grid
Revolutionize Your Field Service Management with FSM Grid
 
User Experience Designer | Kaylee Miller Resume
User Experience Designer | Kaylee Miller ResumeUser Experience Designer | Kaylee Miller Resume
User Experience Designer | Kaylee Miller Resume
 
CYBER SECURITY AND CYBER CRIME COMPLETE GUIDE.pLptx
CYBER SECURITY AND CYBER CRIME COMPLETE GUIDE.pLptxCYBER SECURITY AND CYBER CRIME COMPLETE GUIDE.pLptx
CYBER SECURITY AND CYBER CRIME COMPLETE GUIDE.pLptx
 
Building Generative AI-infused apps: what's possible and how to start
Building Generative AI-infused apps: what's possible and how to startBuilding Generative AI-infused apps: what's possible and how to start
Building Generative AI-infused apps: what's possible and how to start
 
VuNet software organisation powerpoint deck
VuNet software organisation powerpoint deckVuNet software organisation powerpoint deck
VuNet software organisation powerpoint deck
 
Leveling Up your Branding and Mastering MERN: Fullstack WebDev
Leveling Up your Branding and Mastering MERN: Fullstack WebDevLeveling Up your Branding and Mastering MERN: Fullstack WebDev
Leveling Up your Branding and Mastering MERN: Fullstack WebDev
 
Telebu Social -Whatsapp Business API : Mastering Omnichannel Business Communi...
Telebu Social -Whatsapp Business API : Mastering Omnichannel Business Communi...Telebu Social -Whatsapp Business API : Mastering Omnichannel Business Communi...
Telebu Social -Whatsapp Business API : Mastering Omnichannel Business Communi...
 
8 Steps to Build a LangChain RAG Chatbot.
8 Steps to Build a LangChain RAG Chatbot.8 Steps to Build a LangChain RAG Chatbot.
8 Steps to Build a LangChain RAG Chatbot.
 
Unlocking the Power of IoT: A comprehensive approach to real-time insights
Unlocking the Power of IoT: A comprehensive approach to real-time insightsUnlocking the Power of IoT: A comprehensive approach to real-time insights
Unlocking the Power of IoT: A comprehensive approach to real-time insights
 
Take Advantage of Mx Tracking Flight Scheduling Solutions to Streamline Your ...
Take Advantage of Mx Tracking Flight Scheduling Solutions to Streamline Your ...Take Advantage of Mx Tracking Flight Scheduling Solutions to Streamline Your ...
Take Advantage of Mx Tracking Flight Scheduling Solutions to Streamline Your ...
 
Boost Efficiency: Sabre API Integration Made Easy
Boost Efficiency: Sabre API Integration Made EasyBoost Efficiency: Sabre API Integration Made Easy
Boost Efficiency: Sabre API Integration Made Easy
 
If your code could speak, what would it tell you? Let GitHub Copilot Chat hel...
If your code could speak, what would it tell you? Let GitHub Copilot Chat hel...If your code could speak, what would it tell you? Let GitHub Copilot Chat hel...
If your code could speak, what would it tell you? Let GitHub Copilot Chat hel...
 
Flutter the Future of Mobile App Development - 5 Crucial Reasons.pdf
Flutter the Future of Mobile App Development - 5 Crucial Reasons.pdfFlutter the Future of Mobile App Development - 5 Crucial Reasons.pdf
Flutter the Future of Mobile App Development - 5 Crucial Reasons.pdf
 
BusinessGPT - SECURITY AND GOVERNANCE FOR GENERATIVE AI.pptx
BusinessGPT  - SECURITY AND GOVERNANCE  FOR GENERATIVE AI.pptxBusinessGPT  - SECURITY AND GOVERNANCE  FOR GENERATIVE AI.pptx
BusinessGPT - SECURITY AND GOVERNANCE FOR GENERATIVE AI.pptx
 
BATbern52 Swisscom's Journey into Data Mesh
BATbern52 Swisscom's Journey into Data MeshBATbern52 Swisscom's Journey into Data Mesh
BATbern52 Swisscom's Journey into Data Mesh
 
Steps to Successfully Hire Ionic Developers
Steps to Successfully Hire Ionic DevelopersSteps to Successfully Hire Ionic Developers
Steps to Successfully Hire Ionic Developers
 
Technical improvements. Reasons. Methods. Estimations. CJ
Technical improvements.  Reasons. Methods. Estimations. CJTechnical improvements.  Reasons. Methods. Estimations. CJ
Technical improvements. Reasons. Methods. Estimations. CJ
 
MUT4SLX: Extensions for Mutation Testing of Stateflow Models
MUT4SLX: Extensions for Mutation Testing of Stateflow ModelsMUT4SLX: Extensions for Mutation Testing of Stateflow Models
MUT4SLX: Extensions for Mutation Testing of Stateflow Models
 

Enroll and Advance Students with Engagement Marketing

  • 1. Enroll & Advance Students with Engagement Marketing Vidya Chadaga Director, Product Marketing Marketo Patsy Torres Senior Associate Director, Digital Marketing & Communications George Washington University
  • 3. For this hour… - Current Landscape - Engagement Marketing for HigherEd - Engagement Marketing in action - Fireside chat with Patsy Torres - Q&A
  • 5. Dwindling Retention 1/3rd of all students change institutions at least once during the course of earning their degrees
  • 6. High Time to Degree Completion Only 59% of first-time full-time students entering America's colleges and universities graduate within 6 years
  • 7. Increased Competition & Tight Budgets “The majority of four-year private institutions said their 2013–2014 recruiting/admissions budgets were either declining or staying the same.”
  • 8. Changing Student Behavior 80% of a student’s journey today is self directed2 2900 marketing messages per day vying for your student’s attention1 87% of students demand a meaningful experience with a brand/school3 1. SuperProfile 2. Forrester 3. Edelman Research
  • 9. In this new digital era, we need to deeply engage all students and alumni
  • 10. Page 10 Enrollment Progress Advancement Student Engagement Lifecycle - Class Selection - Register for extra-curricular -Internship /apprenticeship application - Event Participation - Graduation - New courses - Career Selection - Donor activities - Alumni activities- Interest & candidacy - Enquiry, info request - Application - Registration - Acceptance
  • 11. Page 11 ENGAGEMENT MARKETING Build personalized and lifelong relationships Engage students and alumni - #1 – As Individuals #2 – Based On What They Do #3 – Continuously Over Time #4 – Directed Towards An Outcome #5 – Everywhere They Are
  • 12. Page 12 #1 – Engage Students As Individuals
  • 13. #2 – Engage Students Based On What They Do
  • 14. #3 – Engage Students Continuously Over Time
  • 15. #4 – Engage Students Directed Towards An Outcome
  • 16. #5 – Engage Students Everywhere They Are
  • 17. Page 17 “Marketo has really changed my job completely, and has really changed my team and how we work. We're able to mobilize a lot faster and have that flexibility” ““Marketo was just so user friendly for us. And we've been able to do in the system within the past year, I never would have imagined” “”Marketo enables use to easily build smart programs that engage with students based on their behavior, ensuring each student is getting the most relevant information” “Life before Marketo was like being in the dark ages. Marketo has put us into the modern era of marketing” “In Marketo, you can do anything you can possibly think of” “Marketo gives us what we need to keep students engaged and move them through the funnel to conversion, just one Marketo campaign contributes to $30MM” Thriving on Engagement Marketing
  • 18. Identify which campaigns generate most applications Significant efficiency gains for the admissions team Lead scoring to identify qualified prospective students GWU School of Business Leverages Marketo for Insight into Full Student Lifecycle “Marketo offers the tools we need to create a seamless, engaging and interactive experience for potential students. With a single view of all of our activities, we can now identify which campaigns and channels generate the most applications and enrollments.” – Patsy Torres, Senior Assistant Director, Graduate Admission
  • 19. Time for a fireside chat…
  • 21. What was the motivation behind marketing automation at GWU School of Business?
  • 23. Engagement Marketing • Nurture Campaigns • Targeted Communications • Lead Scoring
  • 24. Student Lead Lifecycle Prospect Engaged MQL SQL Submitted Application
  • 25. How has marketing automation changed how you do business at the GWU School of Business?
  • 31. Improving efficiencies has always been a goal for you; how did marketing automation help you on that quest?
  • 32. Events @gwbusiness • Over 100 In-Market Events • Registration • Email Communication • Data tracking
  • 34. Scaling @gwbusiness • Master of Accountancy • Master of Science in Business Analytics • Master of Science in Finance • Master of Science in Project Management • Master of Science in Information Systems Technology • Master of Tourism Administration • Master of Science in Government Contracts
  • 35. Can you describe some key success metrics since implementing marketing automation?
  • 37. Leads
  • 39. Gained Efficiencies • Events • Data Translation • Dynamic Content • Nurture Campaigns
  • 40. What advice would you give fellow marketers in Higher Education?
  • 41. 1. Identify effective marketing investments 2. Track student behavior across the lifecycle 3. Engage students beyond enrollment Tips from Patsy
  • 44. Page 44 Enroll & Advance Students with Engagement Marketing Vidya Chadaga Director, Product Marketing @vidyapc Patsy Torres Senior Associate Director, Digital Marketing and Communications
  • 46. Marketo Company Overview #1 independent marketing platform: • Innovative digital marketing platform • Fastest growing marketing technology company • Customer system of record, 1B leads, 220B+ activities Top rated by Analysts including Gartner, SiriusDecisions and Forrester Marketing First • Helping marketers master the art and science of digital marketing • Unparalleled expertise 4300+ customers across 20+ industries in 41 countries
  • 47. Engagement Marketing Platform Integrations CRM HigherEd CRM ERP OfflineMobile Email SocialWeb Marketing Ecosystem (400+ Partners) Paid Customer System of Record Planning & Management Actionable Insights Marketo Connections Engagement Marketing
  • 48. The Most Complete Ecosystem of Marketing Solutions 400+ Partners across 20 categories Engagement Marketing Platform
  • 49. Build durable relationships that drive long-term retention, loyalty, and advocacy Lifelong relationships Personalized conversations across channelsContinuous campaigns StrategicValue Engagement Marketing Maturity A Partner Through the Complete Journey Point in time single channel campaigns Scale marketing efforts through automation Quickly execute targeted campaigns Communicate with students as individuals wherever they are

Editor's Notes

  1. In spring 2015, overall enrollments decreased 1.9 percent from the previous spring. Stats: Enrollments decreased among 4-year for-profit institutions by 4.9% Enrollments decreased among 2-year public institutions by 3.9% -> Interesting as Community Colleges are really struggling after the economy came back, employment rates started to heal itself. Jobs are taking a priority over continuing school or going back to school. A decrease in enrollment translates to a decrease in net tuition revenue and, for many institutions, results in an unexpected resource deficiency. Many big brands have no issues recruiting, but Ability to attract ideal students (higher GPA, demographics)
  2. "Transfer & Mobility: A National View of Pre-Degree Student Movement in Postsecondary Institutions, National Student Clearing House Research Center and Indiana University, February 2012. http://www.studentclearinghouse.info/signature/2/NSC_Signature_Report_2.pdf
  3. National Center for Educational Science http://nces.ed.gov/programs/coe/indicator_cva.asp
  4. With education budgets constantly on the chopping block, it’s no surprise that higher education institutions have been trying to find cost effective ways to better market themselves.  For example, producing and sending blanket mailers can be costly and schools can spend a lot of money pursuing this tactic and still fall short of enrolling the desired type of students. With so many student and alumni outreach avenues available, institutions can only do so much based on their budgets.  Unfortunately, in most cases, these outreach programs lack coordination, and there is little to no way of understanding the success or failure of such campaigns due to the many moving parts and the inability to funnel prospective students and information to admissions and academic counselors or to the alumni relations office.
  5. But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success. First of all, your buyers are more empowered than ever before. They have 2900 messages per day that are vying for their attention so there is are lots of places that they can get information. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you. When they are interacting with your brand, at every stage of interaction, 87% percent of them demand something that is a meaningful, contextual, relevant experience (based on a recent report from Edelman). Given that there is lots of noise, the customer is self-directing their journey and the customer wants a personal interaction at every point of their journey, it’s now up to marketing, more than any other business function, to become the steward of the customer journey. In the past, sales was empowered and customer service interacted with the customers a lot, but given these trends, marketing is taking the lead, building a bond with customers and becoming the steward of the customer journey.
  6. New rules of engagement throughout the Student Lifecycle and all their various use cases in each stage of the lifecycle
  7. Now let’s dive into how each principle applies to HigherEd. Engagement Marketing in HE Engage potential and existing students and alumni across digital marketing channels Automate marketing so that you can engage more people without additional resources Operate at the ‘speed of the Internet’. Track individual user behaviors across channels (e.g. web page visits, social shares, email opens, etc.) and use that to automate out-bound marketing based on user behaviors Provide institutional value. Nurture life-long relationships over time with personalized cross-channel communications
  8. Universities need to engage with prospects/leads, new and existing students and alums as individuals, in an 1:1 way. Each student is different, with different levels of readiness for college level classes, different interests in terms of their area of studies, different financial needs, different parential preferences. So engaging them as individuals will dramatically improve their experience with your university/college.
  9. #2 – Based On What They Do Today’s students are from Generation Z, they live a digital world, and they do their shopping online whether it’s for their music, or their education.   You can gain tremendous insight into who a particular student is, and what their interests are, based on their online behaviors.   These behaviors can then be used to engage these prospective students much more effectively than by using traditional demographic criteria.
  10. #3 – Continuously Over Time Higher education institutions need to nurture prospective students and start building relationships with them at least two years prior to them making decisions about which schools to attend. This nurturing and continuous relationship building needs to continue, not only while the students are going through the academic program, but should also stretch beyond graduation as doing so greatly increases the probability of reduced drop-outs and higher satisfaction through the academic program and beyond.
  11. #4 - Directed towards an outcome. As a marketer, your goals are clear.  Bring in the right students, make sure they are prepared and setup for success so that you retain them, and then build advocacy and raise funds by giving alumni the opportunity to give back.  At each stage, your efforts are directed toward a clear goal that can be measured, so you understand exactly how your marketing activities are performing. Recruiting new students and getting them in the door is just the beginning of the relationship you have with your students.  From the time they walk through the door to the time they graduate there are so many reasons to keep them engaged…from helping them survive their first few weeks, to offering them help when their grades suggest they need it, to congratulating them when they successfully graduate.  And after they graduate, there are many reasons to keep them engaged in order to build a strong alumni network.  
  12. #5 – Everywhere They Are Today’s students have access to more information, more easily, than any other generation.  They move seamlessly across devices and sites at a frantic pace, accessing the LMS from their laptop on the quad one minute, and posting a tweet from their iPhone in class the next - well, hopefully not while the professor is speaking.  As a marketer, if you’re relying on traditional advertising, or trying to engage these students on your terms, they’re probably not hearing you very often.
  13. Business School International leader in education and research Prime location in DC attracts scholars and business leaders to work, teach and engage with students on campus Situation Business school environment extremely competitive for attracting best students Multiple systems meant no way to track entire student lifecycle from first touch point Couldn’t create a 360 degree view of the student to engage them as individuals Pressure from dean to drive enrollment Solution Marketo was the only one who could do everything Now can access all marketing activities in single solution With MA (Marketo), View of entire student lifecycle from first touch to application and enrollment Ability to automate standard communications Lead scoring to identify qualified prospective students and route for contact by school representative Identify which campaigns generate most applications Significant gains in efficiency for the entire admissions team
  14. What was the motivation behind marketing automation/selecting Marketo at GWSB? Increasing Efficiencies 8 Disparate systems that did not communicate with one another Created significant inefficiencies across team Events Invites, 2nd Invite, Event Reminders, Landing Pages for targeted marketing, Thank-you for attending, No-shows, Next Steps, etc. Data Lists coming from countless different stakeholders Clean-up Integrity Engagement Marketing Nurture campaigns Engage with students raising their hand/identifying interested in program Targeting communication Knowing our student – Big differentiator in MBA Admissions is talking to students and leveraging the data you have Know student is interested in Finance and not marketing Lead scores Behavior: How are students interacting with us? Demographic: Who is interacting with us? MBA student lifecycle is generally 18-22 months Lead score will coincide with where student is in the pipeline – enable us to target our communication based on where student is in their lead lifecycle As the lead score increases, we can better target email communication (Example: App Fee Waiver) Understand and tracking entire student lead lifecycle Track all email communication and prospective activities (In-market events, online information sessions, open houses, interaction with Admissions Representatives, etc.)
  15. What was the motivation behind marketing automation/selecting Marketo at GWSB? Increasing Efficiencies 8 Disparate systems that did not communicate with one another Created significant inefficiencies across team Events Invites, 2nd Invite, Event Reminders, Landing Pages for targeted marketing, Thank-you for attending, No-shows, Next Steps, etc. Data Lists coming from countless different stakeholders Clean-up Integrity Engagement Marketing Nurture campaigns Engage with students raising their hand/identifying interested in program Targeting communication Knowing our student – Big differentiator in MBA Admissions is talking to students and leveraging the data you have Know student is interested in Finance and not marketing Lead scores Behavior: How are students interacting with us? Demographic: Who is interacting with us? MBA student lifecycle is generally 18-22 months Lead score will coincide with where student is in the pipeline – enable us to target our communication based on where student is in their lead lifecycle As the lead score increases, we can better target email communication (Example: App Fee Waiver) Understand and tracking entire student lead lifecycle Track all email communication and prospective activities (In-market events, online information sessions, open houses, interaction with Admissions Representatives, etc.)
  16. Goals when searching for a Marketing Automation Company Identify effective marketing investments Track student lifecycles Increase efficiencies Lead scoring Lead nurturing
  17. GEORGE WASHINGTON http://www.marketo.com/customers/george-washington-university/ https://www.youtube.com/watch?v=-I2TxM93KmQ&feature=youtu.be&list=PL2EECB4FEE55298A2
  18. Update with new cover from visual brand deck.
  19. Our core brand promise is “Marketing First”- we focus everything we do, all of our resources and all of our energy on innovating for marketers and providing expertise to help them succeed. We wake up every morning with a primary goal of helping marketers master the art and science of digital marketing. This focus has given us the ability to create the most innovative digital marketing platform. The platform provides all the capabilities that marketers need to build personalized and long-term relationships with their consumers. We are the fastest growing publically traded marketing company with 4300 + customers, across 20 + industries in over 41 countries, across both B2C and B2B Over the last 8 years we’ve processed more than 220 billion activities for these customers  
  20. This is a more detailed marchitecture view of the capabilities of the CEMP described on the previous slide. The CEMP has two main layers: A core Platform layer and an Application Player. The Platform Layer is made up of the following components: A Customer System of Record: A single source of truth to understand and track customer behavior, affinity and context across all channels. Engines: Events engine, Orchestration engine, Analytics engine and integration engine The Application Layer is made up of the following components: Marketing Automation: Enterprise-level power and flexibility that empowers marketers to quickly launch targeted campaigns with consumer-scoring, customer-nurturing and advanced workflow automation. Social Marketing: Truly integrated social marketing capabilities, including sweepstakes and referral campaigns, social polls, social media publishing, intelligent social sharing, analytics, and more. Personalization Powerful features to drive real-time interactions with targeted individuals through dynamically generated, personalized communications across email, web, ads and mobile channels. Revenue Analytics: Advanced analytics to help companies measure and maximize the ROI of programs across channels, and amplify the impact of marketing in revenue generation. Marketing Calendar: Unified marketing calendar that fuses campaign planning and execution in one place, helping marketing teams coordinate better, move faster, and get better results than ever before. The CEMP is an open platform that seamlessly connects with hundreds of our LaunchPoint partners providing you the most complete ecosystem of marketing solutions. The CEMP also provides robust integrations with the industry’s leading data sources including CRM, ERP, E-commerce and other key data sources that provide actionable insight to your marketing teams.
  21. The CEMP is augmented by the the most complete ecosystem of marketing partners called LaunchPoint. No one solution can meet every marketer’s needs, we have a comprehensive ecosystem of 400+ Launchpoint solutions across 20 different marketing categories that augment the Mareto CEMP to provide marketers with the complete solution for all their needs. Examples of popular categories that augment the CEMP include Content Marketing (Kapost, Uberflip), Social Media (Hootsuite, Sprinklr), Mobile Marketing (Twillio, StrikeIron), Predictive Scoring and Analytics (Lattice Engine, Mintigo, Fliptop) and many more.
  22. Engagement marketing is a journey and our customers (as well as us) have been at for years. Marketo has the unique mix of sophistication, best practices, services to take you on this complete journey – whether you are focused on driving point in time single channel campaigns or building lifelong, durable, relationships. Email Service Providers (ESPs) can help you quickly execute targeted email campaigns. Point marketing solutions bring some basic functionality around scoring, nurturing and segmentation to help you drive continuous campaigns. Complex Marketing Clouds and suites are complex and they could only help you in the advanced stages of your journey and require a lot of manpower and cost to do so. Marketo is the ONLY solution that can take you on this entire engagement marketing journey – at every stage of the journey, wherever you are today, - to make you successful both in the short-term as well as the long-term. Simply put, thousands of our customers tell us that this ability to help them “start small and then go