implementing a university crm and marketing automation platform
TRANSCRIPT
CRM Challenged: How to select and sustain one that works for you
8th Annual AIRC Conference • December 1st, 2016
Kellie Faulkner | International Education Advantage, LLCDirector, Client Services
Megan Prettyman | Montana State UniversityManager for International Recruitment & Admissions
INTRODUCTION
Interna;onal Student Recruitment
It’s not JUST about cultural differences when recrui@ng. You need systems that make your work more effec@ve, targeted and trackable. Download our “Decision Guide to Implemen@ng a University CRM”
CUSTOMER RELATIONSHIP MANAGER (CRM)
ü Makes the sales department more produc@ve
ü Makes the sales process simpler
ü Improves the overall customer experience
ü Provides analy@cs to inform business decisions
ü Generates and tracks leads
What is a CRM?
Customer Rela@onship Management System
CRM TOOLS
Consider benefits of industry specific vs. cross industry
TIME TO SET THE RECORD STRAIGHT!
What is a MAP?
Marke@ng Automa@on PlaUorm
ü Generates and qualifies leads
ü Nurtures leads from inquiry to customer
ü Manages email marke@ng campaigns
ü Reports on the success of your campaigns
MARKETING AUTOMATION PLATFORM (MAP)
Benefits of a MAP: ü Visitor tracking ü Lead nurturing ü Create forms and landing pages ü Set up workflows (automa@on) ü Real-‐@me alerts on lead ac@vity ü Personalized digital experience ü Repor@ng
Click image to download
MAP TOOLS
Consider benefits of industry specific vs. cross industry
SELECTION PROCESS
How do I select the right digital pla7orm for my needs?
SELECTION PROCESS
Selec;ng a CRM/MAP: What is your goal?
Ø Create a vision Ø What do you want to get out of the system?
Things to consider: Ø School-‐wide or departmental Ø Budget Ø Resources (internal and external) Ø Timeline Ø Who needs to be involved (control issues -‐ IT, Marke@ng) Ø Current path of a lead (mapping out your processes)
SELECTION PROCESS
COMPARISONS OF MAP AND CRM
Lead Nurturing Leads can be nurtured based on a variety of a`ributes (behavior, demographics, buying stage)
Campaign Management Inbound marke@ng and outbound campaigns
Lead Management Allows the leads to move through the en@re marke@ng funnel
Landing Pages Allows for the building of landing pages independently or within a CMS
Email marke;ng Has a majority (if not all) of the func@onality used regularly in exis@ng e-‐mail marke@ng plaUorms
Social Marke;ng Built-‐in social media marke@ng and management tools
Sales Intelligence Real-‐@me sales intelligence and insights
Visitor Tracking Allows for the iden@fica@on of companies by IP, and the individual visitors’ ac@vi@es on the site. Segments the database based upon those tracked ac@vi@es.
Repor;ng and Analy;cs Easily examine raw data to make business decisions
Google AdWords Visibility Offers integra@on with AdWords for calcula@ng ROI
Mobile Devices Available via mobile devices with real @me alerts
Marke;ng Automa;on Features Contact Management Allows for the organizing of contacts into groups
Sales Team and Customer Opportunity Management Offers the ability to locate customers that are most likely to convert
Lead Management for determining high-‐quality leads Determine the best customers to follow up with based upon demographic and pyschographic factors
Web Forms, Web-‐to-‐Lead Create embeddable web forms without hassle
Reports and Dashboards Users can view sta@s@cs in a highly visual, engaging perspec@ve using customized reports and dashboards
Mobility Receive valuable alerts from a central loca@on on a mobile device
Sales Force Automa;on Automate outgoing calls and follow up campaigns
Email Client Integra;on, e.g. Outlook and Gmail Automa@on and organiza@on of a dedicated email client inside of the CRM user interface
Territory Management Organize leads lists by geographic loca@on and assign to respec@ve sales representa@ves
Web Analy;cs Integra;on e.g. Google Analy;cs Check the stats behind your website on your UI
Social Media Management Integra;on Dedicated SMM efforts can be managed from the CRM UI
CRM Features
EXPECTATIONS FOR IMPLEMENTATION
What should I expect during implementa<on?
EXPECTATIONS FOR IMPLEMENTATION
• Collabora@on across campus
Ø Who are the key stakeholders? Ø Playing nice in the sandbox Ø One system, many users
• Varying levels of communica@on
• Unexpected implementa@on
“Where IT and Human Resources meet, challenges lie ahead.” – Intead
PREPARATION FOR IMPLEMENTATION
Se]ng yourself up for success through training:
Ø Gain access to the ‘test’ mode and play around.
Ø As the leader, you should know it all. Some staff might be overwhelmed at the thought of learning a new system, but reassure they won’t be expected to know every part, just the parts with which they’ll be dealing.
Ø Develop a contact person on-‐campus who you can approach with CRM/MAP ques@ons.
Ø Recognize who the Project leader/execu@ve sponsor that can keep forward momentum during obstacles/challenges.
PREPARATION FOR IMPLEMENTATION
Cleaning your data:
Ø Fresh start!
Ø Make sure all of the merge fields are correct
Ø Cri@cal vs useless vs historic data
Ø Consistent labeling mechanisms
Ø Map out processes
Ø Discover bo`lenecks and black holes
PREPARATION FOR IMPLEMENTATION
Developing your communica;on plan:
Ø Copy, photos, & overall design
Ø Targets (Customer Personas): who receives your emails?
Ø What are you offering (CTA)?
Ø Timing the sequence
Ø Think of every possible scenario for contact
Ø Don’t try to make the new system work with old processes!
DIGITAL MARKETING AUTOMATION
How does it all work?
DIGITAL MARKETING AUTOMATION
Prospect
CONTACT FORM
1 Week
22 Days
1EMAIL
32 Weeks
41 Month
CRM/MAP IN ACTION – CASE STUDY (Northeastern University – Simplified/Modified)
Online Ads
Landing Pages
CRM/MAP IN ACTION – CASE STUDY (Northeastern University – Simplified/Modified)
Landing Pages
Nurturing Email Workflow
Email 1 Message: Career Content Focus: key selling points
Email 2 Message: Ranking Content Focus: Boston
Email 3 Message: Business culture Content Focus: OPT Available
Email 4 Message: Applica@on deadline Content Focus: Applica@on Checklist
Immediate
4 Days
4 Days
4 Days
CRM/MAP IN ACTION – CASE STUDY (Sandy Spring Friends School)
(Front)
(Back)
Offline to Online Tactics
CRM/MAP IN ACTION – CASE STUDY (Sandy Spring Friends School)
CRM/MAP IN ACTION – CASE STUDY (Sandy Spring Friends School)
WORKAROUNDS
That all sounds great, BUT…
What about the budget challenged?
WORKING AROUND THE ABSENCE OF A SYSTEM
Other ways to communicate:
Ø Mail merge Ø Free somware tools for email marke@ng (i.e. Mailchimp, Constant Contact)
Homegrown systems:
Ø Excel via shared drives or ‘clouds’ Ø Access
WORKING AROUND THE ABSENCE OF A SYSTEM
Poten@al Challenges:
Ø Lack of integra@on with other systems • Inconsistent storage, labeling, and general use
Ø Limited analy@cs
Ø Minimal features and customiza@on • Landing pages • Limit to number of test emails • Automa@on (workflows)
Ø Staff changeover à lost skills and knowledge
Ø Internal database = no one on campus has knowledge or can help you (“Where’s Bob?”)
THINGS TO CONSIDER
The ugly truth about implemen<ng a CRM:
CRM MYTH BUSTER
Buy it and they will come…
Everything’s automa@c…
It will reduce my workload…
We can’t afford it…
WHAT THE RESEARCH SHOWS
According to AACRAO’s 2014-‐2015 State of CRM Use in Higher Educa@on Report:
75% are not maximizing the use of their CRM
59% Indicated their ins@tu@on has been “moderately successful” in the use of
their CRM
70% of CRM ini@a@ves fail to achieve their expected objec@ves Source: Cap Gemini Ernst & Young
ROADBLOCKS
Biggest Roadblocks to “maximizing the use” of the CRM:
#1 -‐ Time to learn and implement
#2 -‐ Having the people to do the work
TIPS AND RESOURCES
Resources available to assist with the process:
Ø Canva for design
Ø Visio to map out processes
Ø Marke@ng consultants
Important ;ps:
Ø Have a plan (including resources)
Ø 3rd party vs direct (contrac@ng/support)
Ø Be aware of hidden costs
Ø Support is key!
Don’t forget to look under the hood!
Con;nual analysis of what is working is cri;cal to success.
You must have analy;cs built in and the skill set and ;me to evaluate the data you are ge]ng from this ac;vity.
THANK YOU!
Time for ques<ons and open discussion!