Laureate education case study - Marketo

Laureate Education
Case Study on how to course-correct a client

Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Laureate Education Background
• Laureate International Universities are the for-profit
universities and colleges
• Owns and operates more than 80 institutions, both
campus-based and online, in 30 countries
• Total student enrollment of more than 800,000 students

First Deployment
-Walden University
• Needed migrating off of Aprimo
• Focused only on Email marketing
• Low Marketing Maturity
• Located in Minnesota
• 5 Million Records Database

Issues with Walden
Implementation
• Laureate Education is a multi-brand, international
company
• Initial implementation only focused on US
• Did not prepare for a global launch in the future
• Did not prepare properly for data migration
• No training by Walden U Marketing team

Executive Briefing
Marketing Maturity - CoE

Executive Briefing Elements
• Marketo Consulting kept CMO abreast to the project
status by having periodic meeting to discuss:
• Highlights/Results since previous meeting
• Issue resolution
• Marketing Maturity levels in key areas
• Sign off on project status

Briefing Highlights
Highlights/Key Items Accomplished
• Solution Design Document –
• Data Sync Improvements -
• SMS Tech design –
• Data Architecture updates
• Program Improvements
• Integration-
• Process streamlining
• MSI Training
• Data Management Processes

Marketing Maturity
• Analytics
• Omni-Channel
• Scoring
• Platform
• Enablement
(Training)
• User Experience
• Campaign Platform
• Engagement Footprint

• Agreed KPIs
• Automated delivery
• Reporting by role
Scale reporting – Q4+
BI Integration
Email/Web Metrics and
Basic Program Metrics
Available
StrategicValue
Project Evolution
Analytics Maturity
Establish KPIs
• Make Out of the box
reporting available for
consumption
• Fully understand
reporting goals
• Have reporting in place– to
show program results
• Leverage Email Insights
functionality
How well can we measure results?

• All channels utilized
• Harmonization across
channels
• Channel use optimized
Unique Integrated
channel Experience –
Q4
Expand on new
channels – Q2/Q3Introduce new
channels
StrategicValue
Project Evolution
Omni-Channel Maturity
Understand Capabilities
• RTP/Web Personalization
• Ad Bridge
• Best-practice sessions on
new marketing channels
• Implement multi-channel
campaigns
• Expand footprint in new
channels
How well we engage across all channels?

Statistical Model
Scoring – Q4+
Deploy Models and
Sales utilizingScoring Model Design
StrategicValue
Project Evolution
Scoring Maturity
Scoring Architected
• Validate Marketo
behavioral Scoring Model
• Architect hybrid model
• Develop Scoring rules to
create useful model for
identifying hot leads.
• Use MSI training to drive
adoption by the enrollment
team
• Deploy behavioral model
first
How well are we prioritizing opportunities for the EA’s?
• Third Party scoring Models

• LaunchPoint integration
partners as needed
• Kapost, GoChime, Ringlead
for example
• Expand partner footprint
Platform extended to
Partners – Q4
Integrations in Place –
Q2/Q3CRM in Place
StrategicValue
Project Evolution
Platform Maturity
Platform in Place
• CRM platform in place
and configured and
syncing
• Data stability
• MA Platform in place and
configured
• All critical integrations in
place – for example, CRM,
DW, other internal systems
• SMS integration
How much has our platform been extended?

• Best in class MA skills across
organization
• Center of excellence in place
• New team onboarding in
place
Skill Maturity – Q4
MA Certification
ProcessCross-functional
Enablement Plan
StrategicValue
Project Evolution
Enablement Maturity (Training)
Foundational
Knowledge • Executing programs
• Self-learning via passport
• Core User training
• Custom certification based
on role within the org
• Ensure training success by
certifying all participants.
How well are we onboarding our team and ensuring
user adoption?

• Single centralized
prioritization across brand
using ROI data
Cross functional ROI
Structured process
with ROIStructured
Prioritization Process
StrategicValue
Project Evolution
Campaign Prioritization
Ad-hoc campaign
prioritization • Structured process across
all teams
• Planned process
• Managed emergencies
• Decentralized
prioritization
• Structured agile process
with ROI
• ROI data informs future
plans
Are campaigns prioritized for maximum ROI?

• Best in class
• Rapid innovation
• “delight” the user
User Experience as a
weapon
Holistic user
experienceHigh-touch user
experience
StrategicValue
Project Evolution
User Experience
User experience self-
guided • Many touches including
email and calls to push
them along
• Audit in progress
• They are left to their
own devices
• Clear
• Optimized
• Harmonized
Are we smoothing the end-user path as best we can?

• Maximization of spend,
targeting, cadence,
channels, outbound,
inbound
Maximum
engagement
Engagement Growing
on tracked dashboardEngagement tracked
StrategicValue
Project Evolution
Engagement Footprint
Engagement unknown
• Engagement dashboard in
place
• Engagement
dashboard not formally
tracked
• Improved engagement
dashboard
• Key campaigns with focus
on engagement
Are we driving engagement with visibility?

Omni-Channel Strategy:
Application Completion Track

Walden Project Track #1:
Application Completion Track High Level Plan
• Proposed plan:
• Iterate on existing email cadence, message, and touches.
• Focus on higher level of display messaging, for example:
• Web Personalisation campaigns to compliment encouragement emails
• Web Personalisation to drive application completions to leads that are not engaging in
email campaigns.
• Future iterations that will involve social, re-targeting, etc
Current State:
Email Marketing
Email Marketing
Iteration
Web Personalization
Social Push, Polls ,
etc
Retargeting

Walden Marketing Tracks
• Lead Generation [New and Re-Inquired]
• Application Growth
• Application Completion
• Reserve to Census Retention
• Referrals

Application Completion Track Organization
• 2 conceptual streams of content:
• Encouragement (Active Applications)
• Stalled Applications (Inactive Applications)
• Encouragement- Leads with opportunities that have in progress
applications stages and have activity within 20 days of application
initialization.
• Stalled Applications- Leads with opportunities that have in
progress applications stages and have no activity within 20 days of
application initialization.

Application Completion Track Customer Journey
STEP 1 Email:
• Email communications sent with content based on
segment (encouragement, stalled)

STEP 2 RTP:
• Website Personalisation tactics geared toward ensuring
applications are moving through the pipeline.
• After clicking the email-
RTP drives to
encourage/promote
application completion
• This RTP driver will also be
shown on the site even if
they don’t click through
from the email (i.e. if they
natively travel to the site
from their browser)

STEP 3 Facebook push:
• Stalled and/or
encouragement segment
pushed to Facebook for ad
targeting

STEP 4 Retargeting:
• Execute Retargeting
campaigns

Iterate, Test, and Monitor
• Design a multi-touch Omni-Channel solution (repeat above steps
to increase urgency and messaging as you approach end of stall
cycle)
• Test multiple CTA’s, emails, content Etc.
• Test against current email program success to ensure lift in success
• Expand to other social concepts (For example- polls to uncover
why students are not completing their applications).

SMS Sample
Double Opt-in for Text

Background
Prospective students want to use SMS to connect with Walden;
therefore, Walden used SMS to connect with prospective students!
• Dominant use case is Alerts & Notifications with 1:Many SMS:
• as a complementary overlay to interaction and engagement in other digital
channels.
• used to drive engagement in positive behaviors leading to funnel
progression (ex: Application steps, getting ready for program start).

Legal Requirements
• SMS permissions requirements are very specific:
• User must opt-in and then confirm permission via SMS
• Confirmed permission relates to the short code
• Confirmed permission relates to the programs/types of
messages sent via SM
• Improper SMS opt-in and confirmation processes could result in
significant fines

Foundational Capabilities
• Efforts in going live:
• Technical architecture to support 1:Many Alerts & Notifications
using Marketo and Twilio as SMS partner
• Opt-In Confirmation process scripted to meet legal
requirements for SMS permissions supporting a single short
code and 1:Many alerts & notifications
• Note: US and Canada only at this point, as short code/long
code use and requirements vary in international markets

1:Many SMS Process and Integrations Flow
Four platforms were required to properly manage 1:Many SMS
to validate integrations and flows

SMS Opt-In Confirmation Campaigns
Message Structure Triggered Confirmation Campaign
Segments
• Opt-In Confirmation campaign
targeting:
• Open/New & Re-inquiry
• Pre-Enroll/Reserve
Must capture ‘Yes’ to continue to
send SMS
Initial permission is provided via
TCPA language on the RFI and
affirmative Confirmation is
required
Our Short
Code
Confirmation
Message Response

SMS Response Scenarios
• If User responds “Yes” (or other standard opt in keywords):
• They will receive confirmation that they are opted in via SMS
• They will be double opt-in = True in Marketo and SFDC
• An interesting moment will be created
• They could be pulled into future SMS programs
• If User responds “Stop” (or other standard opt out keywords):
• They will receive confirmation that they are opted out via SMS
• They will remain double opt-in= False in Marketo and SFDC
• They will be opted out in Marketo for SMS
• They will be suppressed from future SMS programs
• If User responds “Help”
• They will receive a standard Help response in SMS
• They will remain double opt-in= False in Marketo and SFDC

SMS ‘Responses to Responses’
Stop Response Help Response Yes Response
Auto Opt-Out
Inbound
[trackable]
calls route to
CSR
Auto Opt-In

SMS Interesting Moments in MSI
[FN] has confirmed SMS Opt-In for [Brand]
[FN] has Opted-Out of SMS for [Brand]
[FN] has been sent [SMS Sent] on [SMS Date] for [Brand]
[FN] has replied [SMS Reply] to [SMS Sent] on [SMS Date] for [Brand]

EA-Driven SMS 1:Many Permissions
• An Enrollment Advisor use MSI ‘Add to Marketo Campaign’ to properly permission 1:Many SMS
• To confirm opt-in, AND, to confirm opt-out

SMS 1:Many 1 Way Permissions in Salesforce
Data
• ‘WAL SMS Double Opt-In’ field on the Contact is flagged when affirmative
confirmation response is received from the User via Twilio/Marketo
• This field is not editable by the EA and EA should use process on prior slide to
properly opt-in, or opt-out a prospect from SMS alerts & notifications
• Marketo/Marketing uses this field to identify who should, and who should not,
be included in SMS Alerts & Notifications messaging
• 1:1 messaging is not supported (one SMS dialogue between an
individual and an EA)

Laureate education case study - Marketo

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