Improving Student/Alumni Lifecycle Engagement with Marketo
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Improving Student/Alumni Lifecycle Engagement with Marketo
- 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Improving Student Alumni Lifecycle Engagement with Marketo Shannon Workman - Principal Solution Consultant
- 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Trends: What is happening with your target market
- 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Online Education
- 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Online Education
- 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Trends Today
- 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Hyper-Connectivity: Changing our channels of communication
- 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Unprecedented Changes in Decision Making THEN NOW Information: SCARCITY Power: Institutions Organizational Power: Recruiters Information: ABUNDANCE Power: Information Consumers Organizational Power: MARKETING
- 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential How does Marketo’s Student/Donor/Alumni Engagement Help?
- 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Death of Batch & Blast: Messaging must be relevant
- 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Real-time Marketing: Cadence is critical
- 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Solution: Marketing Automation Platform
- 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 5. Multi-Channel Contact Engagement • Nurture contacts until they are ready to engage
- 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Demonstration
- 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential • 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 Automation More than just messaging
- 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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 Marketing Email 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
- 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential So what’s the difference Between a Messaging Platform and Marketing Automation Messaging Segmentation Email Newsletter SMS and Social Alignment Web Behavior Tracking Internal Alerting Multi-Dimensional Scoring Workflow Lifecycle Marketing Transactional Messages Real-time Platform
- 26. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Strategic Vision Managing 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
- 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Industry Expertise Sample of Marketo Education Clients
- 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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?
- 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Marketing Strategy Assessment 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
- 30. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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.
- 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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 sworkman@marketo.com
- 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Q&A
- 33. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank You! Shannon Workman sworkman@marketo.com
Editor's Notes
- We believe that buying has changed forever.Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. But now, there is an explosion of readily available information— so much that 90% of the data in the world today has been created in the last two years alone.All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience. Result: Forrester Reports that 65-90% of buying process is complete when consumer walks into store/branch/dealer, or contacts sales. This translates to an organizational power shift from Sales to Marketing, and a corresponding responsibility shift to Marketing for a much greater share of the buying cycle.All this requires deep changes in how we market.
- Build your funnel in marketoReduce cost per leadReduce sales cycle timePass over better qualified leadsDecrease marketing spend from the top of the funnelVisibility into the funnel