Improving Student/Alumni Lifecycle Engagement with Marketo

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Improving Student Alumni Lifecycle Engagement with Marketo

Shannon Workman - Principal Solution Consultant


Shannon Workman, Principal Solutions Consultant

• Based in Dallas• 20+ years developing and selling enterprise wide

software solutions spanning Marketing Automation, CRM, ERP, and Business Intelligence

• Former Marketo Customer• Mom of soon-to-be college freshmen

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Trends: What is happening with your target

market

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Online Education

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Online Education

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Social Trends Today

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Hyper-Connectivity: Changing our channels of

communication

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Unprecedented Changes in Decision Making

THEN NOW

Information:SCARCITY

Power:Institutions

Organizational Power:Recruiters

Information:ABUNDANCE

Power:Information

Consumers

Organizational Power:MARKETING

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How does Marketo’s Student/Donor/Alumni

Engagement Help?

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The Death of Batch & Blast: Messaging

must be relevant

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Who: Buyer Profile – Prospective Students

Daniel Chris Julia Nicholas Shannon

Prospect

High Schooler

Prospect

Late Bloomer

Prospect

Upgrader

Applicant Influencer

Parents

• 16 - 19 yrs old

• Dallas Jesuit

• High SAT &

Grades

• Gets info from

counselors, fast

web, college

board and

friends on

Catholic schools

with Law

programs

• Top schools are

Georgetown &

Notre Dame

• 19-24 yrs

• Works low paying

job

• Disenchanted with

High School

• Highly social

• Facebook and

Twitter daily

• Texting machine

• Applying to state

schools

• Financial Aid

important

• 25-35 yrs

• Earning $25-40k

• Graduated from

College within

past 10 years

• Looking for a local

option or

completely online

for MBA

• Uses email

regularly for work

• Moderate

Facebook and

LinkedIn user.

• Timeline for

acceptance,

payment, course

selection.

• Interested in

Scholarships,

Awards and

bursaries

• Top schools are

NYU, New School

and Pace

• High SAT & Grades

• Will I fit in?

• How is the

program?

• International

Educataion?

• 40-55 years

• Middle class

family income

• Uses email

regularly

• Scholarships,

safety, housing

• Seeks personal

interaction

throughout sales

cycle

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Who: Buyer Profile – Donors and Employers

Larry Richard Mark Michael

Alumni Community Donor Company

Recruiter/Sponsor

Business

Supporter

• Business school

alumni

• Active in alumni

association

• Catholic Education

supporter

• Grandchildren

prospective

students

• Retired Heart

Surgeon

• Active in

community

• J&J executive

• Family members

prospective

students

• Looking for top

students for

internships and

entry level

employment

• Local based

Business

• Supportive of

Education in the

community

• Potential

employer or

supplier of

internships

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Real-time Marketing: Cadence is

critical

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Personalized website

experiences

Personalized Email sent

Custom LP or FB Page

Regsiter for

Campus Visit

Enable social sharing to

amplify the marketing

messages

After qualified lead score is met,

alert sent to sales to put in call

MU Website to learn more

Personalized Industry Retargeting

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The Solution: Marketing Automation

Platform

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Tracks web page visits, referrer, links clicked,

forms completed, assets requested

Merges anonymous and known visitor

information

Adds unique cookie per visitor

Suggests firmographic and targeted content in

real-time

1. Enable Technology• Website Tracking &

Real-Time

Personalization

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Prospective Student,

Alumni or Donor

2. Personalize, Automate, & Optimize Campaigns

University Marketing Channels

Prospect becomes contact in

Marketo DatabasePersonalized Website Experience Register for the event

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3. Create Scoring Model• Score your Students, Alumni, and Donors

BehavioralDemographic

+10 – Active on website+12 – Filled Out Form+15 – Attended Campus Visit

+10 – Prior Donor Equals “YES”

+18 – Indicated interest on College Board

+3 – Clicked link in Email

Social

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4. Contact Management & Routing• Align Recruitment & Marketing to ensure proper actions

taken

•Route leads automatically to Recruitment based on business rules you define

•Create Service Level Agreements (SLA’s) between Marketing and Recruiting to have “No contact left behind”

•Recycle and nurture contacts that aren't fully qualified

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5. Multi-Channel Contact Engagement • Nurture contacts until they are ready to engage

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6. Optimize Marketing Spend

• Measure marketing program effectiveness and identify which channels and campaigns drive ROI

• Focus your marketing investments on activities that drive enrollments, alumni relationships and career center partners

• Analyze what marketing content draws conversion and engagement

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Demonstration

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• Messaging to your database- WEB: Your Website, Landing Pages, and Search

- EMAIL: Getting Messages to the Inbox

- MOBILE: Responsive Design and SMS

- SOCIAL: Building a “viral” brand

• Automating the way your work- WORKFLOW: Automating all things Marketing

- TRACKING: Key Performance Indicators for Web AND Messages

- ALIGNMENT: Using all data for internal Alignment and Alerts

What is Marketing AutomationMore than just messaging

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Marketing Automation Providing tools for marketing and operational efficiency

Alerting

Website

Tracking

Funnel Alignment

Contact

Nurturing

Reporting and

Measurement

Landing Pages &

Web Forms

Lead

Scoring

Email

MarketingEmail

Marketing

Alerting

Website

Tracking

Funnel Alignment

Contact

Nurturing

Reporting and

Measurement

Landing Pages &

Web Forms

Lead

Scoring

Email

Marketing

Alerting

Website

Tracking

Funnel Alignment

Contact

Nurturing

Reporting and

Measurement

Landing Pages &

Web Forms

Lead

Scoring

Email

Marketing

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So what’s the differenceBetween a Messaging Platform and Marketing Automation

MessagingSegmentation

Email Newsletter

SMS and Social

Alignment

Web Behavior Tracking

Internal Alerting

Multi-Dimensional ScoringWorkflowLifecycle Marketing

Transactional

Messages

Real-time Platform

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The Strategic VisionManaging the Education Funnel

Marketo’s vision is to assist higher education organizations manage the entire education funnel from interest, to enrolled, to attending.

Application

Accept

Awareness

Attend

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Industry Expertise Sample of Marketo Education Clients

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INNOVATE

Marketing Strategy

Marketing Maturity Matrix

Marketing Strategy

Strategic Campaign Roadmap

Cross Functional Alignment

Resources & Team Roles

Recruitment & Marketing Funnel

Model

Joint Execution Plan

Recruitment & Marketing

Funnel

Contact Lifecycle

Contact and Recruitment

Stages

SLA’s & Alerts

Measurement & Reporting

Key Performance Indicators -Tactical v.

Enrollment

Business Case

Audience & Cadence

Are you ready for this and how do you get ready?

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Marketing StrategyAssessment and Recommendations

We’ll guide your team through a refined exercise and methodology to evaluate your organization’s marketing maturity and benchmark their marketing practices. As part of the assessment, we’ll

make strategic recommendations for improvement.

Traditional

Marketing

Marketing Mix

Single Channel

Automation &

Alignment

None

Marketing

Automation

Marketing Mix

Multi Channel

Automation &

Alignment

Scoring

Nurturing

CRM Integration

Integrated

Marketing

Marketing Mix

Omni Channel

Social Marketing

Automation &

Alignment

Scoring

Nurturing

CRM Integration

Cross Functionally

Aligned

Revenue

Performance

Marketing

Marketing Mix

Cross Channel

Social Marketing

Automation &

Alignment

Scoring

Nurturing

CRM Integration

Cross Functionally

Aligned

Globally Aligned

Continuous Analysis &

Optimization

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Implementation Road Map Your guide to success

Marketo will provide your team with a final implementation road map and scheduled with milestones and key check points to ensure on going success with implementing the strategic recommendations included in your assessment.

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Next Step:

Your Marketing Assessment

Assess what you are doing today and where you are on the maturity curve

Understand how to leverage what you have today

How to maximize your marketing spend on what is working

Contact:

Shannon Workman

[email protected]

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Q&A


Thank You!

Shannon Workman

[email protected]

mailto:[email protected]