mastering a student-first approach to marketing automation

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#studentfirst2016#studentfirst2016

Mastering the Student-First Approach to

Marketing Automation

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Introductions Today’s Participants

Director of Growth and Learning

@vidyapcMartin G. Schwalbe

The Ohio State University – Fisher College of

Business

Vidya Chadaga

Marketo

Director, Product & Solution Marketing

@jpogactJonathan Pogact

Fathom

Director of Marketing

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i. Higher Education Industry Landscape

ii. Introduction to Marketing Automation

iii. Engagement Marketing Through Marketo

iv. The Ohio State University – Fisher College of Business Story

v. Q&A With Marty, Marketo and Fathom

AGENDA FOR THIS AFTERNOON

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The Higher Education Landscape

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Changing Student Behavior

1 SuperProfile | 2 Forrester | 3 Edelman Research

80%

of a student’s journey today is self directed2

87%

of students demand a meaningful experience with a brand/school3

2900

marketing messages per day vying for your

student’s attention1

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72%develop their shortlist prior to reaching out to a school

Only 3schools make a

prospects short list

93%end up enrolling from a school on their short list

Source: LinkedIn

Changing Student Behavior

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#studentfirst2016#studentfirst2016 Google Education Search Analysis Q4 2015 | Private and Confidential

Changing Student Behavior| Higher Education Search

• EDU Branded Search has decreased 3%

• Students are more interested in outcomes rather than the schools’ brand

• Schools need to emphasize expected outcomes, alumni, experience and overall ROI

EDU Brand: -3% y/y

EDU Non-Brand: +6% y/y

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A Student’s Journey

Inte

rest

Time

ContentEngagement

Site Visit

Paid Search

Display Ad

Audience Known Student

KnownStudent

Application, StartDate Messaging

StartMatriculation Opportunity

Email

ACQUIRE CONVERT NURTURE

Understanding that the student journey starts prior to the lead, we integrate marketing efforts across multiple channels to reach the prospective customers to

influence decisions.

The Student Journey begins prior to a student reaching out to a school – therefore we need to optimize the entire experience.

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Marketing Allocation Must Be Highly Strategic

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Increased Competition and Tighter Budgets

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The State of Student Recruitment

Eduventures

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P O L L Q U E S T I O N

Have you made changes to your marketing approach based on shifts in prospective student behavior in the last 12-

months?

1. Yes, we’re looking to stay ahead of the curve

2. No, but we’re looking into it

3. I need help inspiring change

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Why Should I Consider Marketing Automation for

My Institution?

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What is Marketing Automation?

M A R K E T I N G A U T O M A T I O

N

E N G A G E M E N T M A R K E T I N G

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Building Lifelong Relationships Enabled through Marketing Automation and Marketo

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Why Should I Consider Marketing Automation at My Institution?

Institutional Alignment

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Continuity in Messaging

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Natural Progression of Student Path

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Adaptive Platforms Keep Messaging Contextual

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Your Marketing Hub

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Schools Leveraging Marketing Automation/Marketo

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What Email Platform are you Using to Nurture Students Through to Enrollment?

1. Outlook

2. Mail Chimp

3. CRM (Hobsons, CampusVue, etc.)

4. Marketing Automation Tool (Marketing Cloud, Marketo, Hubspot,

Other)

5. I don’t know

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The Ohio State Fisher College of Business Story

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The Vision

EMBAExecutive MBA

Executive Certificates

MBOEMaster of Business

Operational Excellence

ExEdCustom ProgramsOpen Enrollment

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The OSU Story OSU’s Vision

What Was The Motivation Behind Implementing Marketing Automation At

The Ohio State Fisher College of Business?

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The Vision Why Marketing Automation

T R A N S A C T I O N S

R E L A T I O N S H I P S

“The only way to become more personal is to become

more automated.”

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Go-To-Market Strategy

MarketplacePresence

Generate

LEADSManage

Relationships

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New Marketplace. New Marketing Funnel.

We must understand customer journey

Engaging, throughout the customer’s buying cycle, requires completely different thinking

Today’s buyer demands more personalized attention

To be more personal we must be more automated

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Marketo – Revenue Cycle Model

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Tracking Progress

Admissions (Deposit Paid) Recruiting PipelineStageProspectApp StartedApp CompleteInterviewAdmitted

221

180

128

88

Lead Status (Current Leads)

Status

Open

Qualified

Contacted/Working

Converted

Leads by Source

41%

88

64

27

15 11

S A L E S F O R C E M A R K E T O

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Long Term Vision: Managing the Lifelong Relationship

Discovering new needs or opportunities

Engaging with the product/service/brand

Exploring and evaluating the various options

Making the purchase/ commitment

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Are you using CRM data or tools to create more targeted advertising? Such as AdBridge?

1. Yes, I love it!

2. No, but we’re looking into it

3. No, targeting isn’t my thing

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Q&A