Education

Client

International bilingual education institution

Year

2018

Author

Knight CRM

Background

Competition in the education industry is becoming fiercer with companies increasing their marketing budgets in order to increase the scale of customer acquisition. However, how can they improve their conversion rate, something which has become a common pain point within the sector.

Pain points

1. With the rise of social media, education companies' marketing channels have become more diverse and decentralized. Traditional student source management methods have been unable to cope with the intricate sources of leads. Furthermore, they cannot effectively track the effects or ROI of the various channels.

2. Most leads are not followed up in time with less than half of the potential leads being contacted by marketing or sales staff. The average response time to sales leads is more than 48 hours. Such a lag in response is proving unacceptable in an age where consumer's require a quick response as their time becomes increasingly fragmented.

3. For those leads that are responded to, the traditional phone call method is often used. Potential customers tend not to receive a targeted callbackThe content of the call-back leaving them disappointed.

4. The evaluation of the quality of leads completely depends on the subjective judgment of sales. There is no evaluation standard to identify what is a good lead and what is a bad lead, and as such, there is no data support for improving marketing or sales processes.

Solution

1. Build a unified customer data management platform that integrates social media, forms, marketing activities, customer service and other sources of customer information, and which is able totrack source channels.

2. Expand the forms of content marketing. For example, in addition to WeChat articles and texts, promote course demo lessons, live lectures and other forms of content in order to incubate leads. During the marketing process,we constantly enrich the dimensions of customer data, trackuser behavior and create tags. This approach empowers sales and gives them the information that they need to better understand user requirements and concerns when they followup potential customers.

3. Build an automated lead scoring mechanism that clearly defines scoring rules based on customer attributes (explicit scoring) and behaviors (implicit scoring) in order to objectively value leads. Thereafter, valuable leads can be prioritized and followed up with a sense of urgency.

4. Incorporate a data management and optimized leads management mechanism that can help companies to locate problems faster and more accurately and predict the sales process better, leading to improved overall performance.

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您的营销应该是“飞轮模式”,而非“漏斗模式”(上)

很多时候,当我们走进现代化的办公大楼的某一家公司,或是乘坐在上下行的电梯中时,经常会听到商务人士们谈论到“漏斗”这个词。当然,有时会直接出现在客户的会议室中,也可能是您在演讲时需要绘制一个“漏斗”。多年来,企业一直围绕着“漏斗”来构建自己的商业战略——这很奏效。但最近,这个策略开始让营销人员、销售人员和商业领袖们感到失望。因为时至今日,客户推荐和口碑已经成为影响购买过程的最大因素,这意味漏斗模式有一个主要的缺陷:它把客户这个重要因素游离在营销环节之外了,而没有把Ta作为最有效的动力引擎发挥作用。“漏斗模式”只考虑产生客户,但不考虑如何利用这些客户帮助您的业务增长,这就是需要转换为“飞轮模式”的原因。