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CRM and Marketing Automation Features Every School Needs

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CRM and Marketing Automation Features Every School Needs

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Description

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.

Transcript

  1. 1. CRM and Marketing Automation Features Every School Needs
  2. 2. Today’s Presentation Follow-up Workflows & Automation SegmentationUsing Forms to Feed Your CRM Reporting Prioritization
  3. 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. 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. 5. What is Marketing Automation? Marketing Automation tools allow you to automate processes and campaigns across multiple channels.
  6. 6. Track Progress from Inquiry to Admission Use Stages to Categorize contacts.
  7. 7. Track Progress by Segmentation Program Assign to “Lead Owner” Intensity of Interest Prerequisites: • Academic • $$$ • Availability
  8. 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. 9. Feature 1 Using Forms To Feed Your CRM
  10. 10. Build Forms with Automation in Mind Optimizing & reducing form fields can result in 120% more conversions Early Stage Advanced Stage
  11. 11. Form to CRM
  12. 12. Feature 2 Segmentation
  13. 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. 14. Segment Contacts
  15. 15. Feature 3 Prioritization
  16. 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. 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. 18. Lead Scoring You assign a numeric value to contacts based on …. • Actions they take • Data chosen for Priority A, B, C
  19. 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. 20. Calculating Lead Score
  21. 21. Adding Points for Actions
  22. 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. 23. Feature 4 Automation
  24. 24. Segment Autoresponder Emails The program field determines which autoresponder the new lead will get.
  25. 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. 26. Automatically Assign Lead Owners Round Robin lead assignments Leads assigned by Program or Country
  27. 27. Contact Profile Reflects Auto-updates Admissions Stage auto-updated Contact Owner assigned Lead Scoring at a glance
  28. 28. What a CRM is NOT … Photo: http://www.pngall.com/magic-hat-
  29. 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. 30. Create Prioritized Workflows High Priority Lead
  31. 31. Create Prioritized Workflows Medium Priority Lead
  32. 32. Create Prioritized Workflows Low Priority Lead
  33. 33. Creating a Workflow: Email Templates Creating workflow emails is easy with Mautic’s customizable templates
  34. 34. Creating a Workflow: Key Components
  35. 35. Structuring Workflows in the CRM Use if/then branches to qualify your follow-up activities
  36. 36. Create Prioritized Workflows Action 3h Decision Action Day 9 Action Day 5 Action Day 1 Action Immediate Segment or Form
  37. 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. 38. Feature 5: Make Daily Tasks Easier
  39. 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. 40. Send an SMS via CRM Directly from your CRM platform
  41. 41. Take & Store Notes in Contact’s File Create manual notes: • Stored in contact’s profile • Visible to anyone on your team
  42. 42. Feature 6: Reporting
  43. 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. 44. Leads by Stage Secondary Filters Could Be • Program • Location • Language
  45. 45. Leads by Stage Secondary Filters Could Be • Program • Location • Language
  46. 46. Enrollments by Channel
  47. 47. Enrollments by Channel
  48. 48. Enrollments by Channel
  49. 49. Enrollments by Team Tanya Tony Trina Troy Titus
  50. 50. Enrollments by Team Tanya Tony Trina Troy Titus
  51. 51. Speed to Lead Tanya Tony Trina Troy
  52. 52. Speed to Lead Tanya Tony Trina Troy
  53. 53. Schedule a CRM Demo
  54. 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. 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

Description

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.

Transcript

  1. 1. CRM and Marketing Automation Features Every School Needs
  2. 2. Today’s Presentation Follow-up Workflows & Automation SegmentationUsing Forms to Feed Your CRM Reporting Prioritization
  3. 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. 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. 5. What is Marketing Automation? Marketing Automation tools allow you to automate processes and campaigns across multiple channels.
  6. 6. Track Progress from Inquiry to Admission Use Stages to Categorize contacts.
  7. 7. Track Progress by Segmentation Program Assign to “Lead Owner” Intensity of Interest Prerequisites: • Academic • $$$ • Availability
  8. 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. 9. Feature 1 Using Forms To Feed Your CRM
  10. 10. Build Forms with Automation in Mind Optimizing & reducing form fields can result in 120% more conversions Early Stage Advanced Stage
  11. 11. Form to CRM
  12. 12. Feature 2 Segmentation
  13. 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. 14. Segment Contacts
  15. 15. Feature 3 Prioritization
  16. 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. 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. 18. Lead Scoring You assign a numeric value to contacts based on …. • Actions they take • Data chosen for Priority A, B, C
  19. 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. 20. Calculating Lead Score
  21. 21. Adding Points for Actions
  22. 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. 23. Feature 4 Automation
  24. 24. Segment Autoresponder Emails The program field determines which autoresponder the new lead will get.
  25. 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. 26. Automatically Assign Lead Owners Round Robin lead assignments Leads assigned by Program or Country
  27. 27. Contact Profile Reflects Auto-updates Admissions Stage auto-updated Contact Owner assigned Lead Scoring at a glance
  28. 28. What a CRM is NOT … Photo: http://www.pngall.com/magic-hat-
  29. 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. 30. Create Prioritized Workflows High Priority Lead
  31. 31. Create Prioritized Workflows Medium Priority Lead
  32. 32. Create Prioritized Workflows Low Priority Lead
  33. 33. Creating a Workflow: Email Templates Creating workflow emails is easy with Mautic’s customizable templates
  34. 34. Creating a Workflow: Key Components
  35. 35. Structuring Workflows in the CRM Use if/then branches to qualify your follow-up activities
  36. 36. Create Prioritized Workflows Action 3h Decision Action Day 9 Action Day 5 Action Day 1 Action Immediate Segment or Form
  37. 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. 38. Feature 5: Make Daily Tasks Easier
  39. 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. 40. Send an SMS via CRM Directly from your CRM platform
  41. 41. Take & Store Notes in Contact’s File Create manual notes: • Stored in contact’s profile • Visible to anyone on your team
  42. 42. Feature 6: Reporting
  43. 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. 44. Leads by Stage Secondary Filters Could Be • Program • Location • Language
  45. 45. Leads by Stage Secondary Filters Could Be • Program • Location • Language
  46. 46. Enrollments by Channel
  47. 47. Enrollments by Channel
  48. 48. Enrollments by Channel
  49. 49. Enrollments by Team Tanya Tony Trina Troy Titus
  50. 50. Enrollments by Team Tanya Tony Trina Troy Titus
  51. 51. Speed to Lead Tanya Tony Trina Troy
  52. 52. Speed to Lead Tanya Tony Trina Troy
  53. 53. Schedule a CRM Demo
  54. 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. 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

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