This exclusive webinar shows schools how to make the most out of CRM and marketing automation technology by outlining the most helpful, practical, and effective features these programs offer.

1. CRM and Marketing
Automation
Features
Every School Needs

2. Today’s Presentation
Follow-up Workflows
& Automation
SegmentationUsing Forms to Feed
Your CRM
Reporting
Prioritization

3. The New Recruitment Pipeline
• Schools attract inquiries and
applications from a more
diverse range of sources
than ever before
• This leads to an increased
workload, more follow-up
tasks, and organizational
challenges

4. What is a CRM?
Customer Relationship Management
software offers a range of applications
to help you manage your interactions
and relationships with contacts:
• Leads
• Students
• Agents/Partners
• Alumni

5. What is Marketing Automation?
Marketing Automation
tools allow you to automate
processes and campaigns
across multiple channels.

6. Track Progress from Inquiry to Admission
Use Stages to Categorize contacts.

7. Track Progress by Segmentation
Program
Assign to
“Lead Owner”
Intensity of
Interest
Prerequisites:
• Academic
• $$$
• Availability

8. Incoming!
When contact info of
new Leads or Prospects
comes in,
where does it go?
CRM
Excel Spreadsheet
OtherC
B
A
Answer this Poll
in your GoToWebinar
Menu bar

9. Feature 1
Using Forms
To Feed Your CRM

10. Build Forms with Automation in Mind
Optimizing &
reducing form
fields can result
in 120% more
conversions
Early Stage Advanced Stage

11. Form to CRM

12. Feature 2
Segmentation

13. The Power of Segmentation in a CRM
Segmenting by form fields:
• Programs
• Location
• Language
• Education
Allows you to personalize
communication
with your prospects.

14. Segment Contacts

15. Feature 3
Prioritization

16. Prioritization Criteria
Leads can be prioritized based
on how well they fit the profile
of your ideal personas, or by
how interested they are in
your school (the two don’t
always go together!)
Fit Interest
Demographic
information
Website interactions
Employment status Email engagement
Education level Social media engagement
Location Direct contact

17. Priority B
Program
of Interest
Meets Educ Req
Filled out
“Contact Us” form
Completed form in
past 24-hours
Assign Good Score
Priority C
No Program
Identified
Educ Req ?
Filled out
“Download
Brochure” form
0 emails read
0 calls connected
Assign Low Score
Priority A
Program
of Interest
Meets Educ Req
Filled out
Online Application
Reads / Clicks on
emails
Assign High Score
Prioritization
NEW LEAD

18. Lead Scoring
You assign a numeric value
to contacts based on ….
• Actions they take
• Data chosen for Priority A, B, C

19. Sample Lead Scoring Matrix
Parameters Value
Leven of Interest
Higher scores for “Apply Now”
Lower score for “Contact Us”
Country of origin
Higher scores for countries likely to enroll
Lower scores for difficult to enroll
Program of interest
Higher score if Program ID
Lower score is none chosen
Email interactions
Higher score if email read
Extra points if clicked on link

20. Calculating Lead Score

21. Adding Points for Actions

22. Where do they Go?
How many of you
Categorize or Prioritize
your Leads?
YES
NO
Answer this Poll
in your GoToWebinar
Menu bar

23. Feature 4
Automation

24. Segment Autoresponder Emails
The program field
determines which
autoresponder the new
lead will get.

25. Auto-email Built in Your CRM
Add personalization
tokens
Hi Diane,
We're excited to hear from you with your interest in our
Business English program!
Our lead instructor, Philippe Taza, wrote this article
recently about
his approach to teaching this with us.
Have more questions? Just reply to this email or call us at
514-312-9048.
Ready to begin? Click here to join!
Best,
Scott Cross
scross@higher-education-marketing.com
Add
Personalization
Tokens

26. Automatically Assign Lead Owners
Round Robin lead assignments Leads assigned by Program or Country

27. Contact Profile Reflects Auto-updates
Admissions Stage
auto-updated
Contact Owner
assigned
Lead Scoring
at a glance

28. What a CRM is NOT …
Photo: http://www.pngall.com/magic-hat-

29. Priority B
Program
of Interest
Meets Educ Req
Filled out
“Contact Us” form
Completed form in
past 24-hours
Assign Good Score
Priority C
No Program
Identified
Educ Req ?
Filled out
“Contact Us” form
0 emails read
0 calls connected
Assign Low Score
Priority A
Program
of Interest
Meets Educ Req
Filled out
Online Application
Reads / Clicks on
emails
Assign High Score
Prioritization
NEW LEAD

30. Create Prioritized Workflows
High
Priority
Lead

31. Create Prioritized Workflows
Medium
Priority
Lead

32. Create Prioritized Workflows
Low
Priority
Lead

33. Creating a Workflow: Email Templates
Creating workflow
emails is easy with
Mautic’s customizable
templates

34. Creating a Workflow: Key Components

35. Structuring Workflows in the CRM
Use if/then branches
to qualify your
follow-up activities

36. Create Prioritized Workflows
Action 3h
Decision
Action Day 9
Action Day 5
Action Day 1
Action
Immediate
Segment or
Form

37. Workflows with Multiple Automations
Action day 15
Conclusion day
15
Action day 10
Conclusion
day 10
Action day 5
Action
Immediate
Segment or
Form
Conclusion day 5
Action day 2
Conclusion day 2

38. Feature 5:
Make Daily Tasks Easier

39. Make, Log, & Record Calls via CRM
In Mautic, you can …
• Call prospects
directly
• Log call info
• Record the call
(if permitted) Log Call as “Connected”
Update Stage to “Contacted”

40. Send an SMS via CRM
Directly from
your CRM
platform

41. Take & Store Notes in Contact’s File
Create manual notes:
• Stored in contact’s
profile
• Visible to anyone on
your team

42. Feature 6:
Reporting

43. How often do you
run ROI Reports
in your CRM or other database?
Once a week
Once a month
Errr, uh, reports?
Answer this Poll
in your GoToWebinar
Menu bar
A
B
C
Show me the Money!

44. Leads by Stage
Secondary Filters
Could Be
• Program
• Location
• Language

45. Leads by Stage
Secondary Filters
Could Be
• Program
• Location
• Language

46. Enrollments by Channel

47. Enrollments by Channel

48. Enrollments by Channel

49. Enrollments by Team
Tanya
Tony
Trina
Troy
Titus

50. Enrollments by Team
Tanya
Tony
Trina
Troy
Titus

51. Speed to Lead
Tanya
Tony
Trina
Troy

52. Speed to Lead
Tanya
Tony
Trina
Troy

53. Schedule a CRM Demo

54. Scott Cross
North America Representative
514-312-3968 x 117
scross@higher-education-marketing.com
www.higher-education-marketing.com
Got any Questions?

55. Got any Questions?
Katharina Benecke
European Client Representative
Tel: +34 681 129 792
katharina@higher-education-marketing.com
Archie Pollock
UK Client Representative
Tel: +44 7957974939
archie@higher-education-marketing.com