hubspot for higher education marketing

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HubSpot for Higher Education Marketing How can it help my college? Jennifer Nordstrom, Senior Marketing Communications Specialist, University of Michigan-Dearborn College of Business Ann Oleson, CEO, Converge Consulting

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Hubspot for Higher Education Marketing Webinar

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Page 1: Hubspot for Higher Education Marketing

HubSpot for Higher Education Marketing How can it help my college?

Jennifer Nordstrom, Senior Marketing Communications Specialist, University of Michigan-Dearborn College of Business Ann Oleson, CEO, Converge Consulting

Page 2: Hubspot for Higher Education Marketing

• What is Inbound Marketing

• What is Hubspot?• Our situation/goals• Why we chose Hubspot• How it helps our college• Features of Hubspot• Questions

Our Time Together

Add photo Jennifer

Jennifer Nordstrom

Ann Oleson

Page 3: Hubspot for Higher Education Marketing

WHAT IS INBOUND MARKETING?

Page 4: Hubspot for Higher Education Marketing

Website

Your Marketing Hub

Email

FacebookPostcard

Letter

Twitter

Alumni Magazine

Page 6: Hubspot for Higher Education Marketing
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Site ArchitectureAbility to Edit Site

Measurement

Analytics Installed

Calls to Action Landing Pages

On-Page SEO

Keyword Research

Content StrategyBlogging

Article Writing

Be Socia

l

Inbound MarketingSuccess Pyramid

Page 8: Hubspot for Higher Education Marketing

WHAT IS HUBSPOT AND WHERE DID IT COME FROM?

Page 9: Hubspot for Higher Education Marketing

Converge Solutions for Clients

• Spent 1 year evaluating solutions

• Multi-channel measurement tool that would allow clients to measure across channels to understand ROI via activity/action

• Landed on Hubspot due to advanced analytics and comprehensive suite of tools

Page 10: Hubspot for Higher Education Marketing

11TEXT GOES HERE

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Funded Sequoia Capital, Google Ventures & Salesforce

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Founded by MIT Sloan Graduates

5,600customersworldwide

HubSpotgrowth rate of 6015%

AverageHubSpot

customer lead growth:

32%

Over three years

Page 11: Hubspot for Higher Education Marketing

WHAT MAKES HUBSPOT DIFFERENT

Page 12: Hubspot for Higher Education Marketing

11ALL-IN-

ONEText goes here

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Social MediaConten

t Creatio

nEmail &

Lead Nurturin

g

SEO

MarketingAnalytics

MarketingAutomation

Landing

Pages

HubSpot simplifies your marketing by pulling together

everything you need to grow your enrollment.

Page 13: Hubspot for Higher Education Marketing

OUR SITUATION/GOALS

Page 14: Hubspot for Higher Education Marketing

Goals for 2012 and Beyond:

• Increase enrollment in graduate programs, specifically 2 new masters programs which launched in Fall 2012 (Master's of Science in Business Analytics and Master's of Science in Supply Chain Management)

• Generate more qualified leads to encourage enrollment growth

• Better manage prospects• Increase our social media

presence

Page 15: Hubspot for Higher Education Marketing

WHY WE CHOSE HUBSPOT

Page 16: Hubspot for Higher Education Marketing

Why we chose Hubspot• Create easy user paths for prospective

students to find what they need• Create customized landing pages to

drive leads to from online ads• Enable quick, easy collection of lead

data• Easy to implement and manage• Advance analytic capabilities• Ability to centrally manage all

marketing activities

Page 17: Hubspot for Higher Education Marketing

PROBLEMS/SOLUTIONS

Page 18: Hubspot for Higher Education Marketing

Event Registration

Problem:

• The University doesn’t have event registration software• Used work around with e-mail system• No automated follow up

Solution:

• Use of Hubspot landing pages and workflow• Tracked exactly what we needed to know about registrants• Automated confirmation e-mail

Page 19: Hubspot for Higher Education Marketing
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Analytics

Problem:

• Quantifying ROI of Online Advertising • Placed ads this summer not sure how – or if – inquiries got to

prospect form

Solution:

• Use Hubspot 7 different landing pages for programs• Know specifically which source inquiry came from and how they

got there• Collect lead information and drive through funnel

Page 22: Hubspot for Higher Education Marketing
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Landing PagesEasily create landing pages and measure their effectiveness over time.

Build landing pages in moments

Track conversion rates and submissions

Page 26: Hubspot for Higher Education Marketing

Workflows

Problem:

• Inability to segment audiences on forms

Solution:

• Create customized workflow that sends unique e-mails based on the form fields filled out

Page 27: Hubspot for Higher Education Marketing
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CRM Solution

Problem:

• Don’t have a CRM tool in which all prospect information is contained

Solution:

• Use of Hubspot in place of CRM tool• House all of prospects in this system

Page 29: Hubspot for Higher Education Marketing
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Email MarketingUse one of HubSpot’s templates or customize your own. Segment leads and target your emails based on website events.

Build and preview your emails

Track and analyze your email sends

Page 31: Hubspot for Higher Education Marketing

Contacts

Problem:

• No detailed information on prospects

Solution:

• Use of contact tool that tracks all activity

Page 32: Hubspot for Higher Education Marketing
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Lead IntelligenceUnderstand how engaged your leads are and what content is drawing them in.

See lead scores and repeat conversions.

Get information on referral sources and

content

Gauge lead engagement and link directly into

salesforce

Page 34: Hubspot for Higher Education Marketing
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Analytics

Problem:

• Not knowing specific ROI for each activity that generates new inquiries

Solution:

• Use of Dashboard and detailed data to understand ROI

Page 37: Hubspot for Higher Education Marketing
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SEO

Problem:

• Tools for keyword research and SEO and time to implement

Solution:

• Use of Keyword tool to do research on what words we should be optimizing

• Working to optimize both on page and titles

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Lead Nurturing

Problem:

• Communications funnel not mapped or automated

Solution:

• Create customized automated funnel that nurtures leads automatically through out the process

Page 43: Hubspot for Higher Education Marketing

Lead NurturingTake email further by setting up lead nurturing campaigns. Send out a series of well-timed emails designed to progressively guide your leads closer to a decision.

According to Forrester Research, companies

that excel at lead nurturing are able to

generate 50% more sales-ready leads at 33% lower cost per

lead.

Attach a lead nurturing campaign to an eBook or other marketing offer

Set custom timingAnd templates for your campaigns

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Additional Functionality- Phase II Roll out

• Social Media• Blogging

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Blogging PlatformTrack how well your posts are optimized for search, get clear instructions on how to Improve them.

Easy blogging interface

Dynamic advice on improving

your posts

SEO Optimization

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Questions?