This document discusses how to use a CRM and marketing automation software to nurture and enroll leads. It covers tracking progress from inquiry to admission using stages and segmentation. It also discusses using forms to feed leads into the CRM, prioritizing leads, creating automated workflows, and reporting features. The goal is to provide an overview of key capabilities for optimizing lead generation and conversion using these tools.

1. Using a CRM and
Marketing Automation
to Nurture and
Enroll Leads

2. Today’s Presentation
Automation
SegmentationUsing Forms to Feed
Your CRM
Reporting
Prioritization

3. The New Recruitment Pipeline

4. What is a CRM?
Customer Relationship Management
software offers a range of applications
to help you manage your interactions
and relationships with contacts:
•Leads
•Students
•Agents/Partners
•Alumni

5. What is Marketing Automation?
Marketing Automation
tools allow you to automate
processes and campaigns
across multiple channels.

6. Track Progress from Inquiry to Admission
Use Stages to Categorize contacts.

7. Track Progress by Segmentation
Identify by
Program
Assign to
“Lead Owner”
Determine
Intensity of
Interest
Qualify by
Prerequisites:
- Academic
- $$$
- Availability

8. Incoming!
When contact info from
new Leads or Prospects
comes in,
where does it go?
CRM
Excel Spreadsheet
Other
C
B
A

9. Feature 1
Using Forms
To Feed Your CRM

10. Build Forms with Automation in Mind
Optimizing &
reducing form
fields can
result in
120% more
conversions
Early Stage
Educational Background
Prequalifying
Questions
Advanced Stage
Program of Interest
City/Country of Residence
Start Date

11. Form to CRM

12. Segmentation
&
Prioritization
Feature 2

13. The Power of Segmentation in a CRM
Segmenting by form fields:
•Program of Interest
•Language
•Stage from Inquiry to Enrolment
•Source: How they found you
•Prequalifying Questions
Allows you to personalize
communication with your prospects.

14. Segment Contacts

15. Prioritizing Your Prospects
Prospects can be prioritized
based on how well they fit the
profile of your ideal personas,
or by how interested they are
in your school (the two don’t
always go together!)
Fit Interest
Demographic
information
Website interactions
Employment status Email engagement
Education level Social media engagement
Location Direct contact

16. Priority B
Program
of Interest
Meets Educ Req
Filled out
“Contact Us” form
Completed form in
past 24-hours
Assign Good Score
Priority C
No Program
Identified
Educ Req ?
Filled out
“Download
Brochure” form
0 emails read
0 calls connected
Assign Low Score
Priority A
Program
of Interest
Meets Educ Req
Filled out
Online Application
Reads / Clicks on
emails
Assign High Score
Prioritization
NEW LEAD

17. Building Segments in the CRM: “Priority A”

18. Where do they Go?
How many of you
Categorize or Prioritize
your Leads?
YES
NO

19. Feature 3
Automation
&
Dynamic Content

20. Automation in a CRM
Set – Auto-reply emails saying, “Thank you for your interest in (specific) program.”
Set – Which member of your team is assigned to receive a new prospect’s
contact info
- by program
- by country
- by language
- etc.
Set – A lead to drop into a group/list/segment categorized by topic
- by program
- by country
- by language
- etc.

21. Segment Autoresponder Emails
Include a drop-down box:
“Program of Interest”
The program field
determines which
auto-reply email
they will get.

22. Auto-email Built in Your CRM
Add personalization
tokens
Hi Diane,
We're excited to hear from you with your interest in our
Business English program!
Our lead instructor, Philippe Taza, wrote this article recently
about
his approach to teaching this with us.
Have more questions? Just reply to this email or call us at
514-312-9048.
Ready to begin? Click here to join!
Best,
Scott Cross
scross@higher-education-marketing.com
Add
Personalization
Tokens

23. Automatically Assign Lead Owners
Round Robin lead assignments Leads assigned by Program or Country

24. Contact Profile Reflects Auto-updates & Lead Scoring
Admissions
Stage
auto-updated
Contact Owner
assigned
Lead Scoring
at a glance

25. Dynamic Content Auto-Adjusts by Field
• Set a variety of CTAs for a single email
• Based on your contact’s program,
the CTA is customized

26. Creating a Workflow: Email Drip Campaign
1. Email workflow sends a
drip campaign delivering a
pre-timed sequence
2. Recipient’s “Status” will
change once they
click/convert , removing
them from the rest of the
sequence

27. Feature 4
“Assets”

28. Turn Your Brochure into an Asset

29. Create Assets Rather Than Attachments
Upload
these
files into
your CRM
as
Assets

30. Add Link in Your Email to View/Download

31. Track Views/Downloads (engagement)

32. Feature 5
Making Daily Tasks
More Efficient

33. Track Clicks, Calls, Emails, and Texts
In Mautic, you can …
•Call prospects directly
•Log call info
•Record the call
(if permitted)
Log Call as “Connected”
Update Stage to “Contacted”
Mautic CRM Tracks …
• Email engagement
(opens, downloads, clicks, replies)
• SMS & Calls history
• Meeting notes

34. Send SMS Directly from CRM Platform

35. Take & Store Notes in Contact’s File
Create manual notes:
•Stored in contact’s
profile
•Visible to anyone on
your team

36. “Inline” Editing Improves Efficiency
Mautic allows updating or editing contact info directly from your “view”.

37. Feature 6
Reporting

38. Reminder
All of you will receive the recording
of this webinar,
plus the slide deck we’re using.

39. How often do you
run ROI Reports
in your CRM or other database?
Once a week
Once a month
Errr, uh, reports?
A
B
C
Show me the Money!

40. Leads by Stage
Secondary Filters
Could Be
•Program
•Location
•Language

41. Enrollments by Channel

42. Enrollments by Channel

43. Enrollments by Team
Tanya
Tony
Trina
Troy
Titus

44. Speed to Lead
Tanya
Tony
Trina
Troy

45. Speed to Lead
Tanya
Tony
Trina
Troy

46. Schedule a CRM Demo

47. Got any Questions?
Chris Dargiewicz
Europe Client Representative
chris@higher-education-marketing.com
Tel: +48 600 554 333
Alex Lamont
UK Client Representative
alamont@higher-education-marketing.com
Tel: +44 784 558 0402
Archie Pollock
UK Regional Manager
archie@higher-education-marketing.com
Tel: +44 795 797 4939

48. Got any Questions?
Scott Cross
US Client Representative
scross@higher-education-marketing.com
514-312-3968 x 117
Greig Ah Now
Canada Client Representative
greig@higher-education-marketing.com
1-416-203-9192

50. What a CRM is NOT …
Photo: http://www.pngall.com/magic-hat-png

51. Priority B
Program
of Interest
Meets Educ Req
Filled out
“Contact Us” form
Completed form in
past 24-hours
Assign Good Score
Priority C
No Program
Identified
Educ Req ?
Filled out
“Contact Us” form
0 emails read
0 calls connected
Assign Low Score
Priority A
Program
of Interest
Meets Educ Req
Filled out
Online Application
Reads / Clicks on
emails
Assign High Score
Prioritization
NEW LEAD

52. Create Prioritized Workflows
High
Priority
Lead

53. Create Prioritized Workflows
Medium
Priority
Lead

54. Create Prioritized Workflows
Low
Priority
Lead

55. Creating a Workflow: Key Components

56. Structuring Workflows in the CRM
Use if/then branches
to qualify your
follow-up activities

57. Create Prioritized Workflows
Action 3h
Decision
Action Day 9
Action Day 5
Action Day 1
Action
Immediate
Segment or
Form

58. Workflows with Multiple Automations
Action day 15
Conclusion day
15
Action day 10
Conclusion
day 10
Action day 5
Action
Immediate
Segment or
Form
Conclusion day 5
Action day 2
Conclusion day 2