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Laureate education case study - Marketo
1.
Laureate Education Case Study
on how to course-correct a client
2.
Page 2Marketo 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
3.
Page 3Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 First Deployment -Walden University • Needed migrating off of Aprimo • Focused only on Email marketing • Low Marketing Maturity • Located in Minnesota • 5 Million Records Database
4.
Page 4Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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
5.
Executive Briefing Marketing Maturity
- CoE
6.
Page 6Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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
7.
Page 7Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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
8.
Page 8Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Marketing Maturity • Analytics • Omni-Channel • Scoring • Platform • Enablement (Training) • User Experience • Campaign Platform • Engagement Footprint
9.
Page 9Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 • 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?
10.
Page 10Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 • 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?
11.
Page 11Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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
12.
Page 12Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 • 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?
13.
Page 13Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 • 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?
14.
Page 14Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 • 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?
15.
Page 15Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 • 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?
16.
Page 16Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 • 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?
17.
Omni-Channel Strategy: Application Completion
Track
18.
Page 18Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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
19.
Page 19Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Walden Marketing Tracks • Lead Generation [New and Re-Inquired] • Application Growth • Application Completion • Reserve to Census Retention • Referrals
20.
Page 20Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Walden Project Track #1: 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.
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and Confidential | © Marketo, Inc. 9/13/2016 Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Walden Project Track #1: Application Completion Track Customer Journey STEP 1 Email: • Email communications sent with content based on segment (encouragement, stalled)
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and Confidential | © Marketo, Inc. 9/13/2016 Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Walden Project Track #1: Application Completion Track Customer Journey 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)
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and Confidential | © Marketo, Inc. 9/13/2016 Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Walden Project Track #1: Application Completion Track Customer Journey STEP 3 Facebook push: • Stalled and/or encouragement segment pushed to Facebook for ad targeting
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and Confidential | © Marketo, Inc. 9/13/2016 Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Walden Project Track #1: Application Completion Track Customer Journey STEP 4 Retargeting: • Execute Retargeting campaigns
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and Confidential | © Marketo, Inc. 9/13/2016 Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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).
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SMS Sample Double Opt-in
for Text
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and Confidential | © Marketo, Inc. 9/13/2016 Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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).
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and Confidential | © Marketo, Inc. 9/13/2016 Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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
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Page 29Marketo Proprietary
and Confidential | © Marketo, Inc. 9/13/2016 Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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
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and Confidential | © Marketo, Inc. 9/13/2016 Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 1:Many SMS Process and Integrations Flow Four platforms were required to properly manage 1:Many SMS to validate integrations and flows
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and Confidential | © Marketo, Inc. 9/13/2016 Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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
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and Confidential | © Marketo, Inc. 9/13/2016 Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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 • An interesting moment will be created • 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 • An interesting moment will be created
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and Confidential | © Marketo, Inc. 9/13/2016 Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 SMS ‘Responses to Responses’ Stop Response Help Response Yes Response Auto Opt-Out Inbound [trackable] calls route to CSR Auto Opt-In
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and Confidential | © Marketo, Inc. 9/13/2016 Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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]
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and Confidential | © Marketo, Inc. 9/13/2016 Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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
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and Confidential | © Marketo, Inc. 9/13/2016 Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 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)
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Questions?
38.
Thank you!
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