The document discusses using customer relationship management (CRM) systems and marketing automation tools to manage student recruitment leads. It describes how CRM software can be used to track leads from inquiry to enrollment, segment leads based on criteria, and prioritize leads. The document also outlines how forms, email templates, and other automated workflows can be created to nurture leads. Key features covered include lead scoring, asset sharing, call and email tracking, and generating reports on metrics like lead stages, enrollments by team or channel, and speed to converting leads.

1. Using CRM and
Marketing Automation
to Nurture and
Enrol Leads

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

3. Today’s Recruitment Pipeline

4. What is a CRM?
Customer Relationship Management
Cloud-based solutions, offering a range
of functions 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
communication delivery
processes and campaigns
across multiple channels.

6. Track Progress from Inquiry to Admission

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

8. POLL #1 Incoming!
When contact info. comes in from new Leads or
Prospects, where does it go?
Excel
Spreadsheet
CRM Other

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
Educational Background
Prequalifying
Questions
Advanced Stage
Program Start Date
City/Country of Residence
Early Stage
Email
Program of Interest
Questions
Name

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 or Country
● Stage from Inquiry to Enrolment
● Source: How they found you
● Prequalifying Questions
Allows you to personalize
communication with your prospects.

14. Contact Segments or Lists

15. Prioritizing Your Prospects
Fit
Interest
Demographic information
Website interactions
Employment status
Email engagement
Education level
Social media engagement
Location
Direct contact
Interest
Website interactions
Email engagement
Social media engagement
Direct contact
Fit
Demographic
information
Employment status
Education level
Location
Prioritize your Leads by
how well they fit your program...
... or by their level of
engagement / interest.

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

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

18. POLL #2 Where do they go?
Do 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
Set – A lead to drop into a group/list/segment categorized by topic
● by program
● by country
● by language

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. Creating a Workflow: Email Templates
How a drip campaign
might appear
Note: Recipient’s “status” will
change once they click / convert, or it
may remove them from the rest of
the sequence

24. Feature 4
“Assets”

25. Turn Your Brochure into an Asset

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

27. Add Link in Your Email & Track Downloads

28. Feature 5
Making Daily
Tasks
More Efficient

29. 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

30. Send SMS Directly from CRM Platform

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

32. Feature 6
Reporting

33. Poll # 3 Show me the money!
How often do you run ROI reports
in your CRM or other database?
Once a
month
Once a
week
Errr, uh,
reports?

34. Leads by Stage
Secondary Filters
Could Be
by Program
by Location
by Language

35. Enrollments by Channel

36. Enrollments by Channel

37. Enrollments by Team
Tanya
Tony
Trina
Troy
Titus

38. Speed-to-Lead Report
Tanya
Tony
Trina
Troy

39. Tanya
Tony
Trina
Troy
Speed-to-Lead Report

40. Schedule a CRM Demo
REQUEST A FREE DEMO
This is a great way to see Mautic's many
features in action, as well as learn how you
can customize the system to meet your
school's unique recruitment goals.
● Create detailed profiles for every
contact
● Easily segment leads
● Create online application forms
● Schedule and manage appointments,
interviews, and other follow-up tasks
● Use reporting to manage your
campaigns more effectively

41. NEXT WEBINAR
An Introduction of
Google Analytics
for Education Marketers
January 6, 2022

42. Free CRM Consultation
Scott Cross
North America Regional Manager
514-312-9048
scross@higher-education-marketing.com
Lara Chuang
North America Client Representative
514-312-3968 x 115
lara@higher-education-marketing.com

43. Free CRM Consultation
Archie Pollock
UK & Europe Regional Manager
+44 795 797 4939
archie@higher-education-marketing.com