Higher Education Marketing Automation

Maximizing the Effectiveness of Marketing AutomationIsaac Moche, HubSpot

Isaac Moche@IsaacmocheEducation PartnerProgram Manager,HubSpot

TODAY’S AGENDA1. Why is marketing automation a critical part of growing

enrollment?

2. How can you use marketing automation to grow enrollment?

3. What does effective marketing automation look like?

1WHY IS MARKETING AUTOMATION CRITICAL FOR GROWING ENROLLMENT?

WHY IS MARKETING AUTOMATION CRITICAL TO GROWING ENROLLMENT?

TRADITIONAL MARKETING IS BECOMING LESS EFFECTIVE

There’s a big disconnect between how companies sell and how people buy.

In traditional marketing, companies focus on finding customers by getting their message in front of as many

people as possible.

94% skip TV ads

94% unsubscribefrom email

27% direct mail is never opened

BROKEN.

THE OLDMARKETING PLAYBOOK

IS

50% (Over 200M)are on do not call lists

Base: Varied bases, minimum 598 global consumersSource: HubSpot Global Interruptive Ads Survey, Q4 2015 – Q1 2016.

MARKETING AUTOMATION STRATEGY

Delivering a great message is about the marriage of content and context.

“MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN.”-SCOTT BRINKER

WHY IS MARKETING AUTOMATION CRITICAL TO GROWING ENROLLMENT?

THE INTERNET

“IF THERE IS A SINGLE PHRASE THAT DESCRIBES THE EFFECT OF THE INTERNET, IT IS THE ELIMINATION OF FRICTION.”-BEN THOMPSON, STRATECHERY

INDUSTRIES THAT PREVIOUSLY RELIED ON LOCATION, PRICE, AND INFORMATION MONOPOLY ARE BEING DEMOCRATIZED BY THE INTERNET.

You can take an online degree from anywhere.

SOURCE: NEWAMERICA.ORG

You can learn for cheap…or free.

PEOPLE USED TO SAY BUYER BEWARE. NOW IT’S SELLER BEWARE.

2HOW CAN YOU USE MARKETING AUTOMATION TO GROW ENROLLMENT?

Map your buyer’s journey

Simplify your processes

USING MARKETING AUTOMATION TO GROW ENROLLMENT

Make your website your best recruiter





WHAT IS THE BUYER’S JOURNEY?The process buyers go through to become aware of, evaluate, and purchase a new product or service.

THE BUYER’S JOURNEY

PROBLEM SOLUTION PRODUCT/SERVICE

Problem: Cathy wants to grow her career, but is

unsure of the best way to proceed.

CAREER-GROWTH CATHY

WHAT ARE SOME DIFFERENT WAYS CATHY CAN GROW HER CAREER?

Solution: Go back to school, online.

CAREER-GROWTH CATHY

Product/Service: Apply to an online graduate

programs

CAREER-GROWTH CATHY

The Buyer’s Journey From the buyer’s perspective

Awareness

Consideration

Decision

Lifecycle stages From the marketer’s perspective

AN IN-DEPTH UNDERSTANDING OF YOUR BUYER’S JOURNEY IS THE FOUNDATION OF A SUCCESSFUL MARKETING AUTOMATION STRATEGY.





WHAT IS THE BEST DAY OF THE WEEK TO SEND AN EMAIL?

The best time to send an email is different for every contact in your database.

Source: GetVERO

BEHAVIORAL EMAILSending targeted emails to your contactsbased on their actions and behaviors.

BEHAVIOR-RELATED SEGMENTATION

Email OpensConversion Events Page Views

TIMELY RELEVANT

ACTION - BASED

BEHAVIORAL EMAIL

• Subscribing to your blog

• Filling out a contact form

• Requesting a consultation

• Downloading a key offer

POTENTIAL KEY TOUCHPOINTS

• Lead submits form -> confirm download and link to

content

• Lead views case study page -> send most popular

case study

• Lead hasn’t viewed blog in 90+ days -> send email

saying you miss them and link to best blog posts.

• Lead starts application but doesn’t finish -> send

them an email reminder with guidance and next steps

BEHAVIORAL EMAIL EXAMPLES





BICYCLE OF THE MIND





3WHAT DOES EFFECTIVE MARKETING AUTOMATION LOOK LIKE?

TUFTS UNIVERSITY – DATE-BASED NURTURING

USC – LET PROSPECTS CHOOSE

SOURCE: SPARKREACTION MARKETING

Just because your email went out to 1,000 people doesn’t mean it has to read like it

did.