Algonquin College boosts leads and closed sales with Adobe Marketo Engage.
Ottawa, Canada
71%
Year-over-year improvement in lead generation
Products:
Objectives
Improve ability to measure effectiveness of marketing campaigns
Modernise and improve communications with prospective students
Results
71% improvement in lead generation year-over-year
50% lowered costs of distribution and marketing; print fulfillment decreased
Over 10% increased click-through rates, in some cases 2% to 3%
18% increase in sales
Challenges
With campora in Ottawa, Canada’s capital and across the Ottawa Valley, Algonquin College has over 19,000 full-time students and more than 36,000 continuing education students. To generate student leads, the organisation operated essentially in batch and blast email mode, leaving the college in the dark in terms of tracking the effectiveness of its marketing content. In addition, because of the diverse student base — from graduating high school students to mature adults taking continuing education courses — the sales cycle could range from four years to just a few days.
Understanding the importance of the financial decisions being made by their prospective students, the organisation knew it needed to modernise its interactions and communications with prospects. It was clear they needed to leverage the power of B2B technologies to shift from “hope marketing” to true conversion marketing.
“Life before Marketo Engage was like being in the dark ages. Marketo Engage has put us into the modern era of marketing and helped us increase leads by 28% and sales by over 18%.”
Doug Wotherspoon
Executive Director of Advancement, Algonquin College
Solution
Algonquin College considered several marketing automation products before they ultimately selected Adobe Marketo Engage based on its ease-of-use and Salesforce integration, which were at the top of the requirement list. However, the college was particularly impressed with the ability of Marketo Engage to provide first-hand insight into how customers progress through the website, interact with landing pages and respond to marketing campaigns in real time.
The marketing organisation is now in a position to move from basic nurturing to what they term “advanced nurturing” where they use a set of elaborate campaigns and triggers to launch relevant, targeted content at the instant the prospect expresses interest. This will allow Algonquin to further refine lead segmentation and help ensure that they deliver the right message at the right time.
Benefits
With Marketo Engage, Algonquin College has gained deep, actionable insight that enables precise measurement of which campaigns are most valuable in terms of closed business. In addition, they now have an understanding of what is required to move perspective students from consideration to buying.
As a result, they have improved deal flow and are able to move prospects through the buying cycle faster. In fact, the College has increased click- through rates to over 10% in some cases, improved lead generation by 71% year-over-year and increased sales by 18%. They have accomplished all this while lowering the cost of distribution and marketing, which has allowed print fulfillment costs to drop by 50%. Finally, their ability to measure ROI has dramatically improved with Marketo Engage, allowing marketing to take a leadership role in driving higher revenues.
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