More Related Content Similar to Improving Student/Alumni Lifecycle Engagement with Marketo Similar to Improving Student/Alumni Lifecycle Engagement with Marketo (20) Improving Student/Alumni Lifecycle Engagement with Marketo1. © 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
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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 Automation
More 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
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
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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
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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
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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 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
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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
sworkman@marketo.com
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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