All posts in Marketing Automation

Improving Student Enrollment with B2B Marketing Strategies

classroom desks

The problems of increased competition for students, staff, and research funding are putting a strain on higher education institutions, forcing many to completely re-invent their recruiting methods. With more higher education institutions to choose from, students, staff and donors are having an equally hard time connecting with any one institution; the competition is negatively affecting both parties.

To better serve their customer (i.e. the student or staff or donor), higher education institutions can learn something from the many similarities between their challenges and the challenges in B2B marketing. Consider, if you will, how the challenges of increasing enrollment in the academic sector and improving lead conversion in the business-to-business sector face are really very similar.

B2B and higher education marketing have several common dilemmas, in fact. Both have to market to a variety of individuals, all on an individual level; each must appeal to every customer in a personal way. This is a challenge of mass-customization. Both are plagued by extremely constrictive budgets to achieve their goals, prompting questions of revenue management and ROI. Both are highly focused on conversion; a primary objective is getting more prospects from the “interest” to the “purchase” stage. The ways that B2B marketers approach these problems can reveal tricks for how higher education marketers might do the same.

B2B solves the problem of variety by ignoring it. Where there are no common factors in demography or geography, there are common factors in behavior. While a final purchase decision is made on different variables for each customer, most move though the same buyer cycle when considering that purchase. If you know that buyer journey, you can track what leads a prospect to become a customer, or a student.

B2B marketers have customer life-cycle management tools that they use to track this buyer journey and in fact, many education institutions are already taking advantage of these tools for their own purposes. The data capture available through many of these tools makes it easy to track current student behavior, which gives insights into how to target prospective students. Further adaptation of these tools represents a huge opportunity for higher education.

These same tools also help B2B marketers solve some of their resource-restriction problems. By using a more robust analytics system, marketers are able to identify their “ideal” customer and target them specifically. Without superfluous ad spend on uninterested prospects, marketers also have more money to spend on their ideal customer. Consider the benefits if higher education institutions could identify the “ideal” student and target that student exactly where she is, providing her all the information she needs, before she even asks for it. This would also reduce costs in head-count, as fewer active marketers would be needed to connect with more prospective customers.

With student personas and an idea of the typical student life-cycle, higher education marketers will be able to spot potential students much earlier in their search for an institution and thus guide them to that purchase decision. Not only will marketers be more effective, we will be using fewer of them, and their jobs will be easier. Taking a page out of the B2B marketing hand-book will improve the effectiveness and the efficiency of higher education; we give that strategy an A+.

B2B Marketing Tips from the Funnelmentals Panel Discussion

Bizo’s B2B Funnelmentals event in San Francisco made for an exciting day; we loved all the insightful presentations and conversations. As co-sponsors of the event, we were invited to participate in a panel discussion on Modern Marketing, and the conversation uncovered lot of great insights; insights we want to share with you.

Bizo has done a fantastic job of summarizing the most valuable learnings from the full event, but we also wanted to answer some of the questions we didn’t get to during the panel. Our own Ryan Abreo has summarized the main insights from the discussion and even included a few bonus questions that weren’t answered Thursday. We hope you find it helpful.

Q: Where is content marketing headed? We’re all swimming in white papers, webinars, blog posts, videos, and Tweets; where should we be focusing our content development energy? What’s next?

With Content Marketing we’re trying to drive engagement, showcase thought leadership, increase brand awareness, support/accelerate the ‘Buyer’s Journey’ and so on; there are lots of objectives.

The biggest challenge we’re trying to overcome is content saturation and therefore prospect atrophy. The important thing then is to provide the right balance of quality and quantity: not too much content or too little, but always relevant. To nail down an efficient content marketing strategy, try to do the following:

  1. Make an impression – Ask yourself: how am I being unique? Ask yourself: is this content I would share with a relevant audience in my social network? Ask: what is my Content Reputation? Ask: is this content high quality and interesting, or mediocre and boring?
  2. Simplify Content Discovery/Curation – people have short attention spans, you have to be thoughtful about getting the right message, to the right person, at the right time, (and increasingly now) through the right channel. You have to combat content saturation with high-value, but “digestible” content.
  3. Mine Internal SME’s – content creation is expensive but there is definitely an “internal expert” within your organization; someone with great ideas but no bandwidth or competency for developing content. Facilitate content creation by making it easy on them.

Q: How has your own “marketing stack” (your CRM, marketing automation, analytics, DMP, and other tools and software) evolved over the past 24 months?

There has been a lot more off-platform, value-add development. The gaps between the services many marketing technologies offer reveal huge integration opportunities. Tools for consolidating the view of the customer and managing leads throughout the cycle will be the next big drivers of growth.

An interesting way to broaden that consideration is to look at the evolution of the entire ‘Sales and Marketing Stack’. The past 12 months have seen a climate of aggressive acquisition: Oracle [Eloqua]; SFDC [ExactTarget]; Adobe [Neolane]; Microsoft extending Dynamics via 2012 acquisitions of MarketingPilot and Social.

For the short term there are, and will continue to be, Apps or Services that extend or improve functionality as we evolve towards a “one platform” system; for now they are still fundamentally different products and services. In the long term, disparate marketing arms like social marketing, automation, CRM, and revenue performance management will be consolidated under one central program, with a slew of integrative benefits:

  • Data Management (one ‘master’ contact and account DB)
  • Closed Loop Reporting
  • Integration Simplification
  • Better Automation, Segmentation

Q: With the rising importance of technology in marketing, how have you changed your marketing organization? It seems that every company’s marketing organization is different. Is there an optimal way to structure our marketing team? Will a best practice organizational template evolve over time?

Modern Marketing exists because there is a Modern Customer. There’s been a rise in technology to support engagement with the Modern Customer, but it’s still valuable to keep a “customer-centred vs. technology-centred” view when considering operational changes to your Marketing Organization.

Yes, you will need technologists to run your technology, but you will also need customer service experts to connect with customers on a deeper level. Best practices are always first practices; this balance of technology- and customer-centrism will help you continue to evolve over time. Two important changes that support this balance are:

  1. Adopting a more Agile Campaign Methodology– really get focused on right message, right customer, at the right time, through the right channel.
    • OREO – “You can still Dunk in the Dark”
      • 15ppl in War Room – Decision Makers, Social Media Team, Web Design Team
      • 15K Retweets, 20K Likes on FB, trending for hours after the game
      • Actionable Insight: Knowing 36% of people “second screen”
  2. Being Clinical about Testing – build your “marketing strategy” from the bottom up with a firm basis in testing. This means WAY more than A/B testing a subject line, evolving away from HiPPO or even conforming to ‘best practices’; it means finding out what works for you based on a rigorous process of hypothesis and testing.
    • Obama’s Digital Team – Crowd-sourced Fundraising for Re-Election Campaign ($500M in Donations). Key Insights:
      • Test – Do not Trust your Instincts
      • Create a Culture of Continuous Testing

Q: What are your biggest challenges right now?

There are several big challenges in Modern Marketing which are really manifestations of the same problems marketing has always faced.

  • Proving Value/ROI – “not getting the most out of our technology investments”
  • Poor relationship with sales/combatting low credibility with Sales
  • Difficulty getting past execution to developing an actual Marketing Strategy
  • Data Acquisition: collecting it, analyzing it, acting on it

Join Couch & Associates at Bizo’s “The B2B Funnelmentals Tour: San Francisco”

B2B FunnelMentals Tour

San Francisco, CA – Couch & Associates joins long-time partner Eloqua in the sponsoring of Bizo’s “The B2B Funnelmentals Tour: San Francisco”.  The conference will be hosted at W San Francisco Hotel, and will include ample interactive sessions and networking opportunities.

This half-day conference takes place on February 27th, 2014, and includes experts from Zendesk, Zuora, Bizo and many more. Topics will range from social advertising, marketing automation, how to earn interest with engaging content and how to land the right prospects.

Register Now!

Exploring the Marketing Technology Landscape – Part Four

Carrying on in our discussion of integration in marketing technology, let’s look again at Scott Brinker’s “Marketing Technology Landscape” graphic. In exploring the subject headings used, the sizes of various categories and the companies in each category, we can tease out a few interesting correlations, but we also raise some interesting questions. Continue reading →

Exploring the Marketing Technology Landscape – Part 3

Autopilot and Marketing Automation

In Part 1 and Part 2 of this blog series, we asserted the importance of simplifying all that customer data into an integrated system. We also asserted the importance of visualizing it in a user-specific way where we can see all the relevant info on each user in one place, in real time. Besides the obvious implication of a need for simplicity, this also says something about how much time we want to spend on things. Continue reading →