laureate education case study - marketo
Post on 15-Feb-2017
268 Views
Preview:
TRANSCRIPT
Laureate EducationCase Study on how to course-correct a client
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Laureate Education Background• Laureate International Universities are the for-profit universities and colleges• Owns and operates more than 80 institutions, both campus-based and online, in 30 countries • Total student enrollment of more than 800,000 students
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
First Deployment -Walden University• Needed migrating off of Aprimo• Focused only on Email marketing• Low Marketing Maturity• Located in Minnesota • 5 Million Records Database
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Issues with Walden Implementation• Laureate Education is a multi-brand, international company
• Initial implementation only focused on US• Did not prepare for a global launch in the future
• Did not prepare properly for data migration• No training by Walden U Marketing team
Executive Briefing Marketing Maturity - CoE
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Executive Briefing Elements• Marketo Consulting kept CMO abreast to the project status by having periodic meeting to discuss:
• Highlights/Results since previous meeting• Issue resolution• Marketing Maturity levels in key areas• Sign off on project status
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Briefing HighlightsHighlights/Key Items Accomplished
• Solution Design Document –• Data Sync Improvements -• SMS Tech design –• Data Architecture updates
• Program Improvements• Integration-• Process streamlining• MSI Training • Data Management Processes
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Marketing Maturity• Analytics• Omni-Channel• Scoring• Platform• Enablement (Training)
• User Experience• Campaign Platform• Engagement Footprint
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
• Agreed KPIs• Automated delivery• Reporting by role
Scale reporting – Q4+
BI IntegrationEmail/Web Metrics and Basic Program Metrics Available
Strateg
ic Value
Project Evolution
Analytics Maturity
Establish KPIs• Make Out of the box
reporting available for consumption
• Fully understand reporting goals
• Have reporting in place– to show program results
• Leverage Email Insights functionality
How well can we measure results?
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
• All channels utilized• Harmonization across
channels• Channel use optimized
Unique Integrated channel Experience –Q4Expand on new channels – Q2/Q3Introduce new channels
Strateg
ic Value
Project Evolution
Omni-Channel Maturity
Understand Capabilities• RTP/Web Personalization• Ad Bridge• Best-practice sessions on
new marketing channels
• Implement multi-channel campaigns
• Expand footprint in new channels
How well we engage across all channels?
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Statistical Model Scoring – Q4+Deploy Models and Sales utilizingScoring Model Design
Strateg
ic Value
Project Evolution
Scoring Maturity
Scoring Architected• Validate Marketo
behavioral Scoring Model• Architect hybrid model
• Develop Scoring rules to create useful model for identifying hot leads.
• Use MSI training to drive adoption by the enrollment team
• Deploy behavioral model first
How well are we prioritizing opportunities for the EA’s?
• Third Party scoring Models
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
• LaunchPoint integration partners as needed
• Kapost, GoChime, Ringleadfor example
• Expand partner footprint
Platform extended to Partners – Q4Integrations in Place –Q2/Q3CRM in Place
Strateg
ic Value
Project Evolution
Platform Maturity
Platform in Place• CRM platform in place
and configured and syncing
• Data stability• MA Platform in place and
configured
• All critical integrations in place – for example, CRM, DW, other internal systems
• SMS integration
How much has our platform been extended?
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
• Best in class MA skills across organization
• Center of excellence in place• New team onboarding in
place
Skill Maturity – Q4
MA Certification ProcessCross-functional Enablement Plan
Strateg
ic Value
Project Evolution
Enablement Maturity (Training)
Foundational Knowledge • Executing programs• Self-learning via passport• Core User training
• Custom certification based on role within the org
• Ensure training success by certifying all participants.
How well are we onboarding our team and ensuring user adoption?
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
• Single centralized prioritization across brand using ROI data
Cross functional ROI
Structured process with ROIStructured Prioritization Process
Strateg
ic Value
Project Evolution
Campaign Prioritization
Ad-hoc campaign prioritization • Structured process across all teams
• Planned process• Managed emergencies
• Decentralized prioritization
• Structured agile process with ROI
• ROI data informs future plans
Are campaigns prioritized for maximum ROI?
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
• Best in class• Rapid innovation• “delight” the user
User Experience as a weaponHolistic user experienceHigh-touch user experience
Strateg
ic Value
Project Evolution
User Experience
User experience self-guided • Many touches including email and calls to push them along
• Audit in progress• They are left to their
own devices
• Clear• Optimized• Harmonized
Are we smoothing the end-user path as best we can?
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
• Maximization of spend, targeting, cadence, channels, outbound, inbound
Maximum engagementEngagement Growing on tracked dashboardEngagement tracked
Strateg
ic Value
Project Evolution
Engagement Footprint
Engagement unknown• Engagement dashboard in
place• Engagement dashboard not formally tracked
• Improved engagement dashboard
• Key campaigns with focus on engagement
Are we driving engagement with visibility?
Omni-Channel Strategy:Application Completion Track
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Walden Project Track #1: Application Completion Track High Level Plan
• Proposed plan:• Iterate on existing email cadence, message, and touches.• Focus on higher level of display messaging, for example:
• Web Personalisation campaigns to compliment encouragement emails• Web Personalisation to drive application completions to leads that are not engaging in email campaigns.• Future iterations that will involve social, re-targeting, etc
Current State: Email MarketingEmail Marketing Iteration
Web Personalization
Social Push, Polls , etcRetargeting
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Walden Marketing Tracks• Lead Generation [New and Re-Inquired]• Application Growth• Application Completion• Reserve to Census Retention• Referrals
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Walden Project Track #1: Application Completion Track Organization• 2 conceptual streams of content:
• Encouragement (Active Applications)• Stalled Applications (Inactive Applications)
• Encouragement- Leads with opportunities that have in progress applications stages and have activity within 20 days of application initialization.• Stalled Applications- Leads with opportunities that have in progress applications stages and have no activity within 20 days of application initialization.
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Walden Project Track #1: Application Completion Track Customer JourneySTEP 1 Email:• Email communications sent with content based on segment (encouragement, stalled)
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Walden Project Track #1: Application Completion Track Customer JourneySTEP 2 RTP:• Website Personalisation tactics geared toward ensuring applications are moving through the pipeline.• After clicking the email-RTP drives to encourage/promote application completion• This RTP driver will also be shown on the site even if they don’t click through from the email (i.e. if they natively travel to the site from their browser)
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Walden Project Track #1: Application Completion Track Customer JourneySTEP 3 Facebook push:• Stalled and/or encouragement segment pushed to Facebook for ad targeting
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Walden Project Track #1: Application Completion Track Customer JourneySTEP 4 Retargeting:• Execute Retargeting campaigns
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Iterate, Test, and Monitor• Design a multi-touch Omni-Channel solution (repeat above steps to increase urgency and messaging as you approach end of stall cycle)• Test multiple CTA’s, emails, content Etc.• Test against current email program success to ensure lift in success• Expand to other social concepts (For example- polls to uncover why students are not completing their applications).
SMS SampleDouble Opt-in for Text
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
BackgroundProspective students want to use SMS to connect with Walden; therefore, Walden used SMS to connect with prospective students!
• Dominant use case is Alerts & Notifications with 1:Many SMS:• as a complementary overlay to interaction and engagement in other digital channels.• used to drive engagement in positive behaviors leading to funnel progression (ex: Application steps, getting ready for program start).
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Legal Requirements• SMS permissions requirements are very specific:
• User must opt-in and then confirm permission via SMS• Confirmed permission relates to the short code • Confirmed permission relates to the programs/types of messages sent via SM
• Improper SMS opt-in and confirmation processes could result in significant fines
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Foundational Capabilities• Efforts in going live:
• Technical architecture to support 1:Many Alerts & Notifications using Marketo and Twilio as SMS partner• Opt-In Confirmation process scripted to meet legal requirements for SMS permissions supporting a single short code and 1:Many alerts & notifications• Note: US and Canada only at this point, as short code/long code use and requirements vary in international markets
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
1:Many SMS Process and Integrations Flow
Four platforms were required to properly manage 1:Many SMS to validate integrations and flows
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
SMS Opt-In Confirmation CampaignsMessage Structure Triggered Confirmation Campaign Segments
• Opt-In Confirmation campaign targeting:• Open/New & Re-inquiry• Pre-Enroll/Reserve
Must capture ‘Yes’ to continue to send SMSInitial permission is provided via TCPA language on the RFI and affirmative Confirmation is required
Our Short Code
Confirmation Message Response
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
SMS Response Scenarios• If User responds “Yes” (or other standard opt in keywords):
• They will receive confirmation that they are opted in via SMS• They will be double opt-in = True in Marketo and SFDC• An interesting moment will be created• They could be pulled into future SMS programs
• If User responds “Stop” (or other standard opt out keywords):• They will receive confirmation that they are opted out via SMS• They will remain double opt-in= False in Marketo and SFDC• They will be opted out in Marketo for SMS• An interesting moment will be created• They will be suppressed from future SMS programs
• If User responds “Help”• They will receive a standard Help response in SMS• They will remain double opt-in= False in Marketo and SFDC• An interesting moment will be created
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
SMS ‘Responses to Responses’Stop Response Help Response Yes Response
Auto Opt-Out Inbound [trackable] calls route to CSRAuto Opt-In
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
SMS Interesting Moments in MSI
[FN] has confirmed SMS Opt-In for [Brand][FN] has Opted-Out of SMS for [Brand][FN] has been sent [SMS Sent] on [SMS Date] for [Brand][FN] has replied [SMS Reply] to [SMS Sent] on [SMS Date] for [Brand]
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
EA-Driven SMS 1:Many Permissions• An Enrollment Advisor use MSI ‘Add to Marketo Campaign’ to properly permission 1:Many SMS
• To confirm opt-in, AND, to confirm opt-out
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
SMS 1:Many 1 Way Permissions in Salesforce Data• ‘WAL SMS Double Opt-In’ field on the Contact is flagged when affirmative confirmation response is received from the User via Twilio/Marketo
• This field is not editable by the EA and EA should use process on prior slide to properly opt-in, or opt-out a prospect from SMS alerts & notifications• Marketo/Marketing uses this field to identify who should, and who should not, be included in SMS Alerts & Notifications messaging• 1:1 messaging is not supported (one SMS dialogue between an individual and an EA)
Questions?
Thank you!
top related