This document discusses measuring the return on investment (ROI) of education marketing initiatives by universities and educational institutes. It highlights the importance of separating lead generation and student counseling processes, as both require different skills and have different economics. It notes that most online marketing contracts only incentivize vendors based on leads generated and clicks, without ensuring lead quality. The document then introduces the concept of "verified leads", where vendors would be paid per qualified lead rather than per click. This arrangement could achieve higher ROI through lower overall costs and higher conversion rates of quality leads to enrolled students. The white paper argues that a per-verified-lead payment model provides greater accountability for marketing vendors and lower risk for educational institutes.
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...B2B Lead Roundtable
When Michelle Levy, Associate Vice President of Marketing Programs for ECI Telecom, was tasked with marketing an innovative, powerful solution to a varied, broad audience who knew nothing of its value, she responded by developing a comprehensive content-marketing initiative.
Her goal: to make efficient and effective use of time, money and resources. She was impressed by the outcomes - a 79 percent e-mail open rate - and surprised by how the initiative positively impacted the organization’s entire marketing effort.
Presentation deck from a March 22nd, 2012 webinar in which Fifth Third Bank shared their story of how they worked with Forum to implement a customer focused sales strategy.
CRM adoption in many companies do not yield intended benefits as it is managed as a IT roll out and not as a transformational project involving changes in process, procedures, ownership and measures. This paper presents MACE framework to manage this transformation and achieve the intended goals.
These are slides I used to keynote the inaugural MarTech Delhi event in India. It covers the topic of CX (Customer Experience) and provides practical advice to build a roadmap and strategy for your organization.
Learn how to quantify the value of customer experience, proving value and ROI in terms like revenue, wallet share, and cost reduction that business leaders understand and can embrace.
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...B2B Lead Roundtable
When Michelle Levy, Associate Vice President of Marketing Programs for ECI Telecom, was tasked with marketing an innovative, powerful solution to a varied, broad audience who knew nothing of its value, she responded by developing a comprehensive content-marketing initiative.
Her goal: to make efficient and effective use of time, money and resources. She was impressed by the outcomes - a 79 percent e-mail open rate - and surprised by how the initiative positively impacted the organization’s entire marketing effort.
Presentation deck from a March 22nd, 2012 webinar in which Fifth Third Bank shared their story of how they worked with Forum to implement a customer focused sales strategy.
CRM adoption in many companies do not yield intended benefits as it is managed as a IT roll out and not as a transformational project involving changes in process, procedures, ownership and measures. This paper presents MACE framework to manage this transformation and achieve the intended goals.
These are slides I used to keynote the inaugural MarTech Delhi event in India. It covers the topic of CX (Customer Experience) and provides practical advice to build a roadmap and strategy for your organization.
Learn how to quantify the value of customer experience, proving value and ROI in terms like revenue, wallet share, and cost reduction that business leaders understand and can embrace.
In February & March 2020 we ran research (both a survey and 1-2-1 interviews) amongst CX professionals, to find out what their biggest challenges were.
We have now finished the report and are proud to share it with you.
You can find the report here
Some key insights:
* It remains a problem to get buy-in from the rest of the organization
* This is partially due to the tendency of many organisations over-estimating their own maturity when it comes to CX
* Moving from concept to implementation – and driving action – is the main barrier to reach the next level
* Showing the ROI of CX Programmes remains key – but is also seen as a struggle
* And finally – almost all CX Managers suffer from these issues – and most think their struggle is unique
So have a look at the report, find out that others share your pain, and let us know what you think of the remedies we offer.
Customer Experience Self-assessment: Belgian Benchmark 2010Geert Martens
What is customer experience? Why have most market leaders been investing in customer experience? How have they aligned their organization to consistently deliver a deliberate customer experience? The "Naïve-to-Natural" model is a maturity assessment that shows organizations to what extent they are capable of delivering a customer experience. This presentation includes a Belgian benchmark study.
An Integrated CX Approach – Empowering CX at Blue Shield of CaliforniaPrecisely
Findings from a 2019 CMO Council study of over 2,000 global consumers, found that when it comes to selecting a channel of choice, everyone agrees: Omnichannel IS the Critical Channel of Choice.
So how are brands meeting this expectation? Are marketers, customer experience and service professionals truly delivering on omnichannel experiences? Are the tools we are using actually reaching our customers where and when THEY prefer.
Join us as Blue Shield of California’s’ Elizabeth Scarborough, Employer Marketing's Lori Mazurek, and Precisely's Lisa Sutrick and Sarah Warren talk to us about the customer experience challenges they faced… and how by using personalized videos and chatbot technologies they are able to not only enhance their customer’s experience, but truly change the dynamic of the relationship they share with their customers whilst achieving crucial KPI’s.
In addition we will explore the key channel preferences that customers want - web, mobile, print, email, SMS, chat and video, to ensure that as a customer-obsessed organization YOU can embrace new market opportunities and exceed expectations.
Key takeaways:
- Increase customer satisfaction and service
- Anticipate customer needs
- Acquire, grow and retain customers
- Improve your bottom line
Let us help you add impact where it counts.
Addressing the contact center opportunity, discuss five important contact center trends, and explain how companies can embrace these trends to create a smart strategy that can improve the top and bottom line.
Adapting to a post-Covid world means recession-proofing your contact center with AI that reduces reliance on live agents with virtual agents that are always on, perfectly trained, and at a fraction of the cost. Most companies looking to ditch a "Press 1" experience struggle with where to start and how to infuse natural language into their existing technology stack. Join this webinar with TechStyle Fashion Group who recession-proofed their contact center with personalized and frictionless experiences to customers who prefer self-service. Also joining is SmartAction who manages the AI-powered CX for more than 100 brands.
Drip Marketing: Marketers Guide to Lead NurturingRegalix
Drivers
Longer sales cycle
Only 20% of leads are followed up
Sales typically disqualifies 70% of leads based on lack of budget,timing, etc.
80% of those “bad leads” do go onto buy within 24 months
Need for lead management
Benefits
Lower lead acquisition cost
Increase retention rates
An estimated 70-90% of leads generated by marketing are never followed-up with by sales
Nurture program that sends out series of messages on a timely basis
Initiates conversation with prospects and customers over a period of time
Maps Content to the customer decision making cycle
Scores leads to understand where they are in the decision making cycle
Reclassifies leads based on
engagement
Keeps the leads warm till they're ready to buy!
According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale
Outcome
Closes the lead management gap
Improves ROI of marketing spend by ‘plugging the leaks’ in lead management
Keeps your prospects engaged through targeted content decision makingcycle
Improves quality of leads
Take Aways
Increased lead conversion rates
Shorter & effective sales cycle
Better qualified leads
HR impacts the bottom line. But how do you prove it?
Discover the outcomes organisations like yours have achieved with talent measurement and the latest innovations in best practice assessments.
Citizen Experience Design Masterclass
Overview
Quality of life correlates to the quality of government services and policies. Citizen Experience explores how to improve public sector using the power of design and innovation
Public sector leaders will learn to apply various design practices to introduce better policies, services, and strategies to transform into innovative governments
Topics covered:
* Introduction about Citizen Experience trends and drivers
* The Landscape of Public Sector Innovation and Design practices
* Develop a framework to transform government agencies into citizen-centered organizations
One of the most common mistakes businesses make is that they forget to align their business goals with their customer experience goals. How does this manifest most frequently? They are not tracking the right KPIs. This presentation will share with you what KPIs to track for the 4 primary business goal buckets.
Break Through PPC Optimization Walls with Marketing AutomationHeather Cooan
Avoid the law of diminishing returns in PPC with marketing automation. Create efficiencies in the funnel post lead acquisition to scale sales-ready lead volume and grow revenue!
Srishti Software Pvt Ltd has evolved an unique approach to identify and develop lateral transfer of employees. In this paper we capture the framework adopted for identifying stars and performers, how they are supported in their job transfers and their apprehensions managed. Normative do and don't of lateral transfer of employees is presented.
Sales is an area where many companies find the outcomes belie investments and outcomes. Many companies attempt sales transformation in a piece-meal fashion. In this paper, we discuss the framework for sales transformation and five fundamental levers of sales transformation.
This webinar explores key “lessons learned” about the impact of emotion on the customer journey, along with tools and techniques for brands to understand, measure, and improve it.
In February & March 2020 we ran research (both a survey and 1-2-1 interviews) amongst CX professionals, to find out what their biggest challenges were.
We have now finished the report and are proud to share it with you.
You can find the report here
Some key insights:
* It remains a problem to get buy-in from the rest of the organization
* This is partially due to the tendency of many organisations over-estimating their own maturity when it comes to CX
* Moving from concept to implementation – and driving action – is the main barrier to reach the next level
* Showing the ROI of CX Programmes remains key – but is also seen as a struggle
* And finally – almost all CX Managers suffer from these issues – and most think their struggle is unique
So have a look at the report, find out that others share your pain, and let us know what you think of the remedies we offer.
Customer Experience Self-assessment: Belgian Benchmark 2010Geert Martens
What is customer experience? Why have most market leaders been investing in customer experience? How have they aligned their organization to consistently deliver a deliberate customer experience? The "Naïve-to-Natural" model is a maturity assessment that shows organizations to what extent they are capable of delivering a customer experience. This presentation includes a Belgian benchmark study.
An Integrated CX Approach – Empowering CX at Blue Shield of CaliforniaPrecisely
Findings from a 2019 CMO Council study of over 2,000 global consumers, found that when it comes to selecting a channel of choice, everyone agrees: Omnichannel IS the Critical Channel of Choice.
So how are brands meeting this expectation? Are marketers, customer experience and service professionals truly delivering on omnichannel experiences? Are the tools we are using actually reaching our customers where and when THEY prefer.
Join us as Blue Shield of California’s’ Elizabeth Scarborough, Employer Marketing's Lori Mazurek, and Precisely's Lisa Sutrick and Sarah Warren talk to us about the customer experience challenges they faced… and how by using personalized videos and chatbot technologies they are able to not only enhance their customer’s experience, but truly change the dynamic of the relationship they share with their customers whilst achieving crucial KPI’s.
In addition we will explore the key channel preferences that customers want - web, mobile, print, email, SMS, chat and video, to ensure that as a customer-obsessed organization YOU can embrace new market opportunities and exceed expectations.
Key takeaways:
- Increase customer satisfaction and service
- Anticipate customer needs
- Acquire, grow and retain customers
- Improve your bottom line
Let us help you add impact where it counts.
Addressing the contact center opportunity, discuss five important contact center trends, and explain how companies can embrace these trends to create a smart strategy that can improve the top and bottom line.
Adapting to a post-Covid world means recession-proofing your contact center with AI that reduces reliance on live agents with virtual agents that are always on, perfectly trained, and at a fraction of the cost. Most companies looking to ditch a "Press 1" experience struggle with where to start and how to infuse natural language into their existing technology stack. Join this webinar with TechStyle Fashion Group who recession-proofed their contact center with personalized and frictionless experiences to customers who prefer self-service. Also joining is SmartAction who manages the AI-powered CX for more than 100 brands.
Drip Marketing: Marketers Guide to Lead NurturingRegalix
Drivers
Longer sales cycle
Only 20% of leads are followed up
Sales typically disqualifies 70% of leads based on lack of budget,timing, etc.
80% of those “bad leads” do go onto buy within 24 months
Need for lead management
Benefits
Lower lead acquisition cost
Increase retention rates
An estimated 70-90% of leads generated by marketing are never followed-up with by sales
Nurture program that sends out series of messages on a timely basis
Initiates conversation with prospects and customers over a period of time
Maps Content to the customer decision making cycle
Scores leads to understand where they are in the decision making cycle
Reclassifies leads based on
engagement
Keeps the leads warm till they're ready to buy!
According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale
Outcome
Closes the lead management gap
Improves ROI of marketing spend by ‘plugging the leaks’ in lead management
Keeps your prospects engaged through targeted content decision makingcycle
Improves quality of leads
Take Aways
Increased lead conversion rates
Shorter & effective sales cycle
Better qualified leads
HR impacts the bottom line. But how do you prove it?
Discover the outcomes organisations like yours have achieved with talent measurement and the latest innovations in best practice assessments.
Citizen Experience Design Masterclass
Overview
Quality of life correlates to the quality of government services and policies. Citizen Experience explores how to improve public sector using the power of design and innovation
Public sector leaders will learn to apply various design practices to introduce better policies, services, and strategies to transform into innovative governments
Topics covered:
* Introduction about Citizen Experience trends and drivers
* The Landscape of Public Sector Innovation and Design practices
* Develop a framework to transform government agencies into citizen-centered organizations
One of the most common mistakes businesses make is that they forget to align their business goals with their customer experience goals. How does this manifest most frequently? They are not tracking the right KPIs. This presentation will share with you what KPIs to track for the 4 primary business goal buckets.
Break Through PPC Optimization Walls with Marketing AutomationHeather Cooan
Avoid the law of diminishing returns in PPC with marketing automation. Create efficiencies in the funnel post lead acquisition to scale sales-ready lead volume and grow revenue!
Srishti Software Pvt Ltd has evolved an unique approach to identify and develop lateral transfer of employees. In this paper we capture the framework adopted for identifying stars and performers, how they are supported in their job transfers and their apprehensions managed. Normative do and don't of lateral transfer of employees is presented.
Sales is an area where many companies find the outcomes belie investments and outcomes. Many companies attempt sales transformation in a piece-meal fashion. In this paper, we discuss the framework for sales transformation and five fundamental levers of sales transformation.
This webinar explores key “lessons learned” about the impact of emotion on the customer journey, along with tools and techniques for brands to understand, measure, and improve it.
Repository deposit: specifying user requirements and test casesdepositMO
This presentation is being used to inform user panel meetings intended to specify user requirements for the design and test of enhanced repository deposit interfaces being developed by the DepositMO project. These slides continue to be updated following each meeting, and include the findings from previous meetings.
Implementing lead management best practices through marketing automation reduces the cost of marketing, fills the sales pipeline faster with better quality leads, and grows revenue
This white paper discusses why small businesses are experiencing a decline in lead volume and quality, and acts as a step-by-step guide for lead generation in "the new normal".
Your VoC Programme is underperforming - and you know itFuturelab
Your VoC Programme is underperforming - and you know it.
This paper is not to convince you that you should have a Voice of the Customer (VoC) program. It’s 2020 – we assume you have this by now. If not, please let us know if you need arguments to convince your manager, we will help you.
However, 50% of all Voice of the Customer practitioners are unhappy with their programme1.
Fred Reichheld, the creator of the Net Promoter System, claims that 70% of companies do NPS wrong. And too many VoC programmes that we at Futurelab have ever encountered are struggling to reach their full potential or present a substantial ROI. Given the current focus on ROI in the evaluation of VoC (and in the broader sense CX) programmes, this is a dangerous position to find yourself.
In this paper, we show you the key steps you must take to ensure the success of your VoC programme – whether it is based on NPS, CES or other metrics.
Please join us for one of the webinars where I will give you cases, examples and best and worst practice stories to bring it all to life: https://lnkd.in/g8gNeSB
#customercentricity #cx #customerexperience #voiceofthecustomer #VoC
#NPS
Your VoC Programme is underperforming - do something about itFuturelab
This paper is not to convince you that you should have a Voice of the Customer (VoC) program. It’s 2020 – we assume you have this by now. If not, please let us know if you need arguments to convince your manager, we will help you.
However, 50% of all Voice of the Customer practitioners are unhappy with their programme1.
Fred Reichheld, the creator of the Net Promoter System, claims that 70% of companies do NPS wrong. And too many VoC programmes that we at Futurelab have ever encountered are struggling to reach their full potential or present a substantial ROI. Given the current focus on ROI in the evaluation of VoC (and in the broader sense CX) programmes, this is a dangerous position to find yourself.
In this paper, we show you the key steps you must take to ensure the success of your VoC programme – whether it is based on NPS, CES or other metrics.
Please join us for one of the webinars where I will give you cases, examples and best and worst practice stories to bring it all to life: https://lnkd.in/g8gNeSB
This paper describes what it means to implement effective management campaigns. It also highlights how teleprospecting can be a key tactic in your marketing strategy.
Pivotal CRM : Analyst Report - Lead Management Pivotal CRM
In the past, the ability to track the cause and effect of marketing campaigns has been elusive, so demonstrating true ROI for marketing initiatives has been hit-and-miss. The new reality, however, is that marketers are now judged by the same criteria as other line-of-business managers and executives. Not only has lead quantity come under scrutiny, so has lead quality. lead management technology—one of the key ways to demonstrate the value of well-planned marketing campaigns—is now widely available. In fact, the value of this technology is becoming irresistible for marketing professionals in many mid-sized and smaller businesses today.
Lead generation is an integral part of today’s performance-oriented marketing efforts. There are two key post-lead-generation activities that marketers must pursue vigorously. First, lead scoring. Second, lead nurturing. While lead scoring helps assign a number to individual leads and provides a sense of priority, lead nurturing lays down the path of interaction to skilfully guide leads through the buying journey. Lead nurturing is the skilful process of engaging a defined target group by providing relevant information to guide them through the buying journey.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
3.0 Project 2_ Developing My Brand Identity Kit.pptx
Measuring ROI of Online Marketing
1. A LeapEd Knowledge Solutions White Paper
112, First Floor, Mall Road
Delhi, 1100 09, INDIA
+91 9582777399 | +91 9582598276
www.leaped.in
Measuring RoI of Education Marketing Initiatives by
Universities & Educational Institutes
May 2011
2. Measuring RoI of Education Marketing Initiatives by Universities & Educational Institutes
A White Paper by LeapEd Knowledge Solutions Pvt. Ltd.
Contents Introduction
Paper discusses the ways to evaluate RoI of
current online marketing initiatives.
Introduction 3
Counseling Process & Lead
Generation 3 Counseling Process & Lead
Online marketing 5 Generation
Concept of ‘verified leads’! 6 Elaboration on stages of lead processing and
conversion of a target audience into enrolled
student
Online Marketing
Discusses the typical contractual
arrangements with online marketers for
educational institutes
Concept of Verified Leads
Introduction to a new performance oriented
contractual arrangement to achieve greater
RoI and accountability
Benefit 1
Higher RoI, and achievement of desired
enrollment rates within budget
Benefit 2
Complete accountability of marketing
vendor
Benefit 3
Lower risk for the educational institute
May 2011
3. Measuring RoI of Education Marketing Initiatives by Universities & Educational Institutes
A White Paper by LeapEd Knowledge Solutions Pvt. Ltd.
Introduction
It is that time of the year, when admissions officers across schools are busy chasing students
to apply for various courses in their institutes. Admissions officers are employing newer
methods every day to market their institute‟s offerings to the prospective students. Whether
it‟s the new generation online marketing tools like social media brand channels, internet
advertising, search engine optimization or the traditional print media, the key questions
remain the same:
a) Are you reaching the right audience?
b) Are you capturing the interest of the student in the form of an online lead?
c) Are you capturing a quality lead that is interested in your courses or institute and is
willing to listen to your counseling pitch?
d) Are you able to separately evaluate the processes of lead generation and student
counseling in order to incentivize each process owner correctly?
e) And finally and most importantly, what‟s the ROI on your enrollment marketing
spending?
Counseling process and lead generation
It is utmost important for an enrollment officer to differentiate between lead generation
process and counseling process. The two processes are quite different both in terms of skill
sets required to undertake the two and also in terms of economics. While the former requires
Good Good Good
Counseling Application
Lead
May 2011
4. Measuring RoI of Education Marketing Initiatives by Universities & Educational Institutes
A White Paper by LeapEd Knowledge Solutions Pvt. Ltd.
knowledge of science of online marketing the latter is a largely people driven1 process.
A good lead and bad counseling process thereupon or a bad lead and good counseling process
will bear no result in terms of getting applications. Most seriously, since the officer would not
have designed a framework to evaluate the two processes separately, he or she wouldn‟t
know where the problem lies, whom to incentivize and whom to penalize.
In an analysis of about 25000 online leads generated for a business school in India, the
admissions officer found the overall application rate to be 0.4% or just 1 in 250 which is
dismally low (or a total of 100 applications from 25000 leads). The officer understandably
couldn‟t realize where the problem was: Whether the leads were bad or the counseling was
ineffective?
After the admissions season was over, the officer did this analysis. He found that close to
85% leads (21250) had turned out to be unusable in the first call made to them by the
counseling team.
These unusable leads comprised of either leads that were not interested in hearing the pitch
of the business school in the very first call or were junk leads consisting of permanently not
answering or switched off numbers, wrong numbers or leads who were not even considering
an MBA in the current year. Out of the remaining 15% usable leads (3750), the counseling
team was able to convert 100 applications or a 2.5% conversion rate. Looking at 2.5% as a
standalone conversion figure from usable leads, it didn‟t appear that bad to the admission
officer. But since from the very beginning he wasn‟t looking at lead quality and counseling
quality separately, he calculated just an „overall rate‟ of 1 in 250 which of course left him
extremely worried and confused. Essentially he had no one to put the blame on for the low
application rate. The counseling team stood by the fact they did a good job given the quality
1
Counseling process can also be made process oriented to deliver superior and consistent results by capturing the entire
conversations with a lead in a good Academic CRM.
5. Measuring RoI of Education Marketing Initiatives by Universities & Educational Institutes
A White Paper by LeapEd Knowledge Solutions Pvt. Ltd.
of leads and online marketing vendor was obviously getting paid a fixed fees and payments
per clicks. Quality of leads was not objectively captured in his contract.
Online marketing
Online marketing is acquiring increasing importance owing to advantages like low or no
fixed cost (vis-à-vis print) and ability to target at right audience. However a non-optimized or
ill-conceived arrangement with your online marketing vendor can lead to drain on your
marketing budget without any significantly useful results.
The rule of the marketing game remains quite the same here as it always has been. If
admission officer is able to reach the correct target audience who is looking for his kind of a
course and institute, then most of his or her job is done to get an application. In marketing
parlance, this is called a “warm or hot lead”. While what an officer needs is a warm/hot lead,
his or her arrangement with online marketing vendor does not reflect that. The vendor is
generally paid “a per month” fixed fees for online ad design and administration in addition to
payments made to ad networks (on per click or impression basis). However, such an
arrangement does not incentivize the vendor to work hard towards optimizing the campaign
and generate right kind of leads, which is the main objective of all marketing.
In the figure below, this is explained quite clearly. The reducing size of blocks indicates that
leads get filtered out at each step and only a select few are counseled by counseling team in
1 2 3 5
6
4
Impressi
Clicks Leads Verification Counseling Application
ons
CPVL vendor is
Typical arrangements are paid here paid here
6. Measuring RoI of Education Marketing Initiatives by Universities & Educational Institutes
A White Paper by LeapEd Knowledge Solutions Pvt. Ltd.
true sense and converted to applications. In most contracts, the officer pays vendor at the
level 1 or 2. At level 1 or 2 not only the officer is not sure whether he will get usable leads
but also that since volume of leads generated is high, she has to employ a large counseling
team to verify whether lead generated is usable or not. Typically in such contracts, the costs
involved in getting applications are:
Ad Administration Fees (fixed) + Pay per Click + Counseling Costs = Total Costs
Assuming an administration fees of Rs. 5 Lac and that every click costs Rs. 20 and 10 clicks
generate a lead (this means for 25000 leads, 250,000 clicks were paid for), and that
counseling cost is Rs. 50 per lead, the total cost incurred by the officer for generating and
counseling 25000 leads would be:
Total cost (in Rs.) = 5 Lac + 250,000 x 20 + 25000 x 50 = Rs. 67. 5 Lac.
Move over clicks, come in ‘verified lead’!
The admissions officer wished he had better quality leads to handle so that his conversion
rate could be better. He also realized that with fewer but superior quality leads (just 15% of
the total leads!), he could have a smaller, more manageable and most importantly highly
motivated counseling team who would counsel quality leads (and achieve higher conversion
rate) and not just do the job of verifying whether the lead‟s number is correct, whether the
lead is answering the call or whether he or she is even interested in doing an MBA. He was
really keen to know if he could do an arrangement with a marketing vendor under which
he would only pay per verified lead and no fixed or per click cost?. Such a verified lead
would have been pre-qualified for correctness of contact number, would be a person who
7. Measuring RoI of Education Marketing Initiatives by Universities & Educational Institutes
A White Paper by LeapEd Knowledge Solutions Pvt. Ltd.
would already know something about his institute and its pitch and would be interested in
being “counseled” by the school‟s admissions counseling staff. The officer further went back
to his numbers and found that even if he pays Rs. 1000 as cost per verified lead or CPVL
(and no fixed or per click cost), he would reach a much higher ROI for the same number
of applications. He did this simple calculation to reach at a conclusion:
Zero (ad administration cost) + Zero (per click cost) + 3750 Verified Leads *
Rs. 1000 CPVL + 3750 * Rs. 50 counseling cost = Rs. 39.375 Lac or 40% lower
than earlier
Calculating „X‟ from this equation was of course a child‟s play for him!
If your story is somewhat similar and if you are wondering where can you find such a vendor??
Just call us over for coffee, and we would be glad to educate you and your team about the domain and
online marketing, and introduce you to this exciting new world of „Verified Leads‟!!
LeapEd Knowledge Solutions Pvt. Ltd.: LeapEd is a company formed with the idea to support education institutions, training
companies in their various enrollment processes and to connect with students through its various marketing channels. LeapEd has
worked with a bouquet of premium clients like Thapar University, NIIT University, School of Inspired Leadership (SOIL), The
Energy & Resources Institute, Ashok INLEAD-Gurgaon, University of Petroleum & Energy Studies (UPES), ICICI Direct
(Education Division), and a few premium universities of UK & Ireland.
Contact us: ambrish.bajaj@leaped.in | +91 9582 598 276