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Nurturing Students from Click to
Enrolment
Jaime García
20 years of experience in International HE recruitment
My areas of expertise
• Strategic marketing for HE
• Digital strategy (SEO, SEM & social media)
• Development of international markets
• Relationship with education recruitment agencies
Admissions Manager
at TBS Business SchoolProfessional experiences
• Tec de Monterrey (Mexico City) – 5 year
• UPF Barcelona School of Management – 11 year
• Toulouse Business School (Barcelona Campus) – 4 year
Nurturing Students from Click to Enrolment
Index
1. Context: Marketing & Sales evolution
• The old funnel• The new funnel
2. Lead Scoring
• Buyer persona (fit)• Tools to set it
3. Lead nurturing: how to set a workflow
• Worksflows• Smart lists• Types of nurturing programs• Examples
Context
Marketing & Sales evolution
The old funnel
Above funnel Top funnel Bottom funnel
MaEnrolledVisitor Lead SQL
Awareness
Above funnel Top funnel Bottom funnelConsideration Closed won
Offline
activities
Sales process
The new funnel
Above funnel Top funnel Bottom funnel
MaSQLVisitor Lead MQL
Awareness
Above funnel Top funnel Bottom funnelConsideration Closed won
Online & offline
activities
Nurturing
automationSales contact
Enrolled
How to deal with the new funnel?
Lead
scoring
Lead
nurturing
Lead scoring
Lead scoring: What is it?
“It is a way to predict a person’s readiness to buy, based on a set of data and
activities.”
“It is a methodology used to rank prospects against a scale that represents the
perceived value each lead has to the organization.”
Lead scoring: goal & benefits
Goal
Calculate when a lead becomes sales-ready: Marketing Qualified Lead (MQL).
Benefits
• Identify leads that need to be touched with lead nurturing.
• Maximize the efficiency of your sales team.
Lead scoring: What do we need?
• Fit: buyer persona
• Engagement: interest level
Follow-up quickly
Obtain
more details
Stimulate interest
Avoid
Fit
Engagement
Fit: What is it?
Buyer persona
Minimum enrollment criteria Demographics
• Degree level• Academic background• GPA• English level• Job title
• Age• Gender• Country• Income
Behaviors & interests
• Interests• Identifiers• Goals• Challenges
Buyer persona: tools to define it
• Students history (CRM)
• Focus groups / in-depth interviews
• Google Analytics
• Social media profiles (Instagram/Facebook)
• Data collection (smart forms)
Buyer persona: Google Analytics
Demographics
Buyer persona: Google Analytics
Interests
Buyer persona: Ahmed
Demographics
Nationality Turkish
Age 23
Languages Turkish & English
Income Upper class
Background
Degree BSc International Business
University Private, highly prestigious
Experience 1 year + internship
Interests In business management courses
Challenges & pain points
• Study a master to obtain a better job.
• Obtain a prestigious degree, recognized in his
country.
• An international education & cultural experience
• The Spanish culture is closed to his.
What information does he need?
• Detailed program curriculum.
• Support to issue his student visa.
• Successful alumni stories.
• Information about the campus life.
Buyer persona: Ahmed
Objections
• Arduous admission process
• Will not take the GMAT test
• School without relevant positions in rankings
• Program longer than 1 year
• Private degrees
Communication and messaging strategy
1st contact • Rankings & accreditations
• Duration & program structure
Following
contacts
• Phone calls to inform
• Personalized emails
Tone Formal
Engagement: What is it?
“ Is a time-bound measure of a lead's interest in your university, as demonstrated
through their behavior on your website, blog, emails, marketing campaigns, etc.”
Engagement: How to measure it?
Page visits
Time on your website
Brochures downloads
Videos views
Individual open rates
Click-through rates
Unsubscribes
Page likes
Comments
Shares
Mentions
Engagement: tools to define it
Suitable CRM
• Hubspot
• Sales Force + Marketo
• Microsoft Dynamics + ClickDimensions
• Mautic
• Loqua
Engagement: tools to define it
Reverse Goals Path report - Analytics
Pages users visited before completing specific goals
Engagement: tools to define it
Channel Report - Analytics
Channels which are more likely to lead to conversions
How to assign scores?
General considerations
• All the information registered on the CRM is available for setting your lead scoring.
• Start with few metrics
• Use a 0 to 100 scale
• From 80 to 100 (hot leads) to sales team
• From 20 & 80 need to be nurtured first
• Less than 20, keep them in a pool and try to reengage them later.
There is no standardized model for setting your lead scoring framework.
Negative Scoring and Score Degradation
Some of our leads will:
• Choose other institutions
• Be unable to overcome certain barriers to enrollment
• A few will simply change their minds.
Negative scoringAttributed to activities which indicate a lack of interest.
Score degradationReducing a lead’s score after a defined period of inactivity.
Lead scoring matrix
Level Attribution Score
Critical
Country 8 (-)
Desire intake 8
English level 8 (-)
Important
Age 7
Degree level 7 (-)
University 7
InfluencingGPA 3
Work experience 2
Total 50
Level Attribution Score
Critical
Program page views 8
Program fees page views 8
Source channel 8 (-)
Important
Email opens 4
Email clicks 4
Program content page views 4
Program syllabus downloads 4
Influencing
Blog interactions 3
Facebook interactions 3
Instagram interactions 3
Degrading
Email Unsubscribes (-)
Last activity date > 30 days (-)
Work with us page views (-)
Total 50
Ex
plic
it (
fit)
Imp
lic
it (
en
ga
ge
me
nt)
Lead scoring: fit & engagement
A A5 A4 A3 A2 A1
B B5 B4 B3 B2 B1
C C5 C4 C3 C2 C1
D D5 D4 D3 D2 D1
E E5 E4 E3 E2 E1
5 4 3 2 1
Fit
Engagement
80 to 100 score
Sales-ready
< 20 score
Put aside
20 to 79 score
Nurturing program
20 to 79 score
Nurturing and
obtain more profile
details
Smart forms: get to know more about your leads
Progressive profiling It is a method of data capture where you progressively collect valuable new information about your leads with new form fields in order to keep your forms short and easy to complete.
• Name• Last name• Email• Program of interest
• Mobile phone• Desired Intake• Degree level
Info request form Download brochure
• University• Degree• Certificate English
level
Event registration
Note: Some CRMs allow you to autofill the form using your leads social media profile,
which would automatically pull in the information to your CRM.
Lead scoring: common mistakes
• Assign arbitrary values based on personal judgement.
• Prospects who reach the hot lead level, but doesn’t receive personalized information.
• Review your lead scoring setting only once a year.
Lead nurturing
How to set the workflow
MaSQLVisitor Lead MQL
Awareness
Above funnel Top funnel Bottom funnelConsideration Closed won
Online & offline
activities
Nurturing
automationSales contact
Enrolled
Lead nurturing: What is it?
“It is the process of developing relationships with buyers at every
step of the sales and marketing funnel. It focuses in listening to the
needs of the prospects and provide them with the information they
need when they need it.”
Lead nurturing: Goal & benefits
Goal
Convert a new lead into a Marketing Qualified Lead (MQL).
Benefits
• Shorten the sales cycle
• Communicate credibility and trust by sharing valuable information…
…So that when your sales team contact your leads, they are welcomed
instead of being regarded as intrusive.
Lead nurturing program: tools to set it
Workflows Smart lists
Workflow: What is it?
“A workflow is series of automated actions that you can trigger to occur based on
a person's behaviors (engagement) and/or contact information (fit).”
Workflow: triggers to start an automation
Lead scoring Lead information Submitted forms Downloads
Email opens & clicks Social media
interactions
Page visits
Smart list: What is it?
“It is a completely dynamic collection of records which is defined through
filter rules. Contacts join the list whenever they meet the criteria and leave
the list when they no longer meet it.”
Smart list: example
Types of nurturing programs: workflows
Welcome programIntroduce your leads to your school and its competitive advantages.
Training programEducate your leads with helpful resources to help them better understand your program.
Interested-based campaign programSend relevant information based on page views, content downloads, watched videos, etc.
Promotional campaign programSend a special time-limited- offer (early bird) or special discount to trigger an application or enrollment.
Types of nurturing programs: workflows
Stay-in-touch programStay relevant by sending information once in a while even if your leads are ready to apply (MQL) or to enroll.
Recycling programFor leads rejected by sales. Leads who were rejected for reasons that can be fixed like low interest or unreadiness to apply or enroll.
Abandoned application programEncourage prospects to complete their application, if they haven’t completed yet.
Welcome program: example
Smart list rules
1. Info request form submitted for the MSc Marketing
2. Interested in the September 2020 intake
3. Has not received any email from our university yet
4. Has not been contacted by the sales team
5. Comes from any channel except for fairs
6. Score > than 20 and < 80 points.
Welcome workflow: example
List
criteria
30 min Welcome
Video
YesNo
Open & click3 days
2 daysOpen & click
Yes
No
Other
list
Training program: example
Smart list rules
1. MSc Marketing leads from Europe
2. Interested in the September 2020 intake
3. Has not been contacted by the sales team yet
4. Has opened the Welcome email and clicked on the call-to action
5. Has opened the Video email and watched the video
6. Has visited the MSc Marketing website 3 times.
7. Has not visited the Employability section neither the Alumni testimonials.
8. Score > than 20 and < 80 points.
Trainig workflow: example
List
rules
5 days Employability Open & click
Testimonial
Yes
No
View & click
5-day
retargeting
No
Answers & click
1 day
Other
list
Yes
No
3 days
Yes
Final considerations
• Don’t forget that this is a marketing strategy.
• When starting setting your nurturing programs, keep it simple.
• Consider all the scenarios when setting the workflows.
• Your nurturing programs must be perfectly synchronized with your lead scoring.
• Include your sales team, when setting the workflows.
• Continuously check your nurturing programs results (monthly).
Jaime García
International Admissions Manager at TBS Business School
+34 606 930 853
