In 2020, Education New Zealand (ENZ), a government-funded organisation focused on helping attract overseas university students to New Zealand, approached AUT with the opportunity to use its API to immediately engage with international prospects who matched with the university via the ENZ website.
“The ENZ API is a customised-integration with Adobe Marketo Engage,” says Killoran. “It allows us to automatically sync enquiries submitted via ENZ’s website in real time. As soon as an enquiry is received from the ENZ website, we can communicate to the lead and send them relevant information about their interests. We are also able to automatically provide ENZ with particular milestones as the contact moves through the customer lifecycle, which allows both organisations to communicate with their audiences effectively.”
Marketo Engage functionality allows the integration to update existing leads in the database and create new ones, providing updates as leads move through different stages: submitting an enquiry, lodging their application, receiving an offer, accepting it and finally, becoming a student. Likewise, ENZ notifies the team if a prospect takes up an offer from another institution.
“Through this integration, AUT can pull data from Education NZ enquiries in real time, qualify them through pre-set-up nurture campaigns, create them as contacts in the CRM system and, if appropriate, action follow-up from Marketo Engage for the CRM team,” says Daniel Carroll from Triggered. “This is a great addition to our overall set of integrations we have running in the AUT Marketo Engage instance.”