hubspot for higher education marketing
DESCRIPTION
Hubspot for Higher Education Marketing WebinarTRANSCRIPT
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
• 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
WHAT IS INBOUND MARKETING?
Website
Your Marketing Hub
FacebookPostcard
Letter
Alumni Magazine
Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
Outbound is out. Inbound is in.
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
WHAT IS HUBSPOT AND WHERE DID IT COME FROM?
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
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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
WHAT MAKES HUBSPOT DIFFERENT
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.
OUR SITUATION/GOALS
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
WHY WE CHOSE HUBSPOT
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
PROBLEMS/SOLUTIONS
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
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
Landing PagesEasily create landing pages and measure their effectiveness over time.
Build landing pages in moments
Track conversion rates and submissions
Workflows
Problem:
• Inability to segment audiences on forms
Solution:
• Create customized workflow that sends unique e-mails based on the form fields filled out
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
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
Contacts
Problem:
• No detailed information on prospects
Solution:
• Use of contact tool that tracks all activity
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
Analytics
Problem:
• Not knowing specific ROI for each activity that generates new inquiries
Solution:
• Use of Dashboard and detailed data to understand ROI
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
Lead Nurturing
Problem:
• Communications funnel not mapped or automated
Solution:
• Create customized automated funnel that nurtures leads automatically through out the process
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
Additional Functionality- Phase II Roll out
• Social Media• Blogging
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
Questions?