laureate education case study - marketo

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Laureate Education Case Study on how to course-correct a client

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Page 1: Laureate education   case study - Marketo

Laureate EducationCase Study on how to course-correct a client

Page 2: Laureate education   case study - Marketo

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

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First Deployment -Walden University• Needed migrating off of Aprimo• Focused only on Email marketing• Low Marketing Maturity• Located in Minnesota • 5 Million Records Database

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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

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Executive Briefing Marketing Maturity - CoE

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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

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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

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Marketing Maturity• Analytics• Omni-Channel• Scoring• Platform• Enablement (Training)

• User Experience• Campaign Platform• Engagement Footprint

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• 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?

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• 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?

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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

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• 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?

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• 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?

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• 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?

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• 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?

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• 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?

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Omni-Channel Strategy:Application Completion Track

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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

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Walden Marketing Tracks• Lead Generation [New and Re-Inquired]• Application Growth• Application Completion• Reserve to Census Retention• Referrals

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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.

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Walden Project Track #1: Application Completion Track Customer JourneySTEP 1 Email:• Email communications sent with content based on segment (encouragement, stalled)

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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)

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Walden Project Track #1: Application Completion Track Customer JourneySTEP 3 Facebook push:• Stalled and/or encouragement segment pushed to Facebook for ad targeting

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Walden Project Track #1: Application Completion Track Customer JourneySTEP 4 Retargeting:• Execute Retargeting campaigns

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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).

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SMS SampleDouble Opt-in for Text

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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).

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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

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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

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1:Many SMS Process and Integrations Flow

Four platforms were required to properly manage 1:Many SMS to validate integrations and flows

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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

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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

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SMS ‘Responses to Responses’Stop Response Help Response Yes Response

Auto Opt-Out Inbound [trackable] calls route to CSRAuto Opt-In

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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]

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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

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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)

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Questions?

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Thank you!