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In this blog, you will get an insight into the higher education CRM or CRM for higher education marketing automation.

Higher education CRM

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Education CRM Overview

Higher education CRM

As the business of higher education continues to mature and the competition of students continue to tighten, institutions will need to continue to seek and adopt new business practices and tools that can improve their business effectively and productively.

Customer relationship management is a system for managing a company’s interactions with current and future customers. The higher education CRM for higher education marketing automation uses updated technology to organize, automate and synchronize sales , marketing customer service and technical support.

The second in the horizon is entering marketing automation.

Marketing technology adoption in Higher Education using CRM software

CRM for higher education marketing automation

Marketing automation tools have been around for quite a few years and are used today by a number of marketing-savvy colleges and universities – particularly on the private, for profit side. The process of adopting marketing automation can provide scope of more opportunities for your school’s marketing department to identify the more prospects of recruiting talented students amidst of stiff competition.

The marketing automation industry in general is exploding in growth right now, as businesses across all sectors get on board with these types of tools. The general market leaders, Hubspot and Marketo are pioneers and exclusive players in higher education market-specific tools like Educonverse and Spark room have emerged to address more and more of the unique characteristics in the higher education domain.

Marketing Automation

Marketing automation is a pointing out  software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automated repetitive tasks in a better way. The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.

Marketing automation is sometimes referred to as a subset of CRM but has evolved to address very different goals. Marketing automation tools are highly workflow oriented, and provide a platform with which to communicate with segments of your audience in a very personalized, yet automated fashion. Marketing automation tools are used to support inbound marketing activities to a greater extent.

Marketing automation tools perform the following functions

  • Definition, segmentation, scheduling and tracking of marketing campaigns
  • Build automated workflows to reduce repetitive tasks associated with the marketing process
  • Nurture leads to become customers with personalized, useful content, touch points and tracking
  • Manage email, SMS and other social campaigns through deploying, tracking and ROI assessment
  • Provide development, testing  and integration of website calls to action, forms and landing pages for lead generation
  • Lead scoring to identify lead quality and follow-up priorities
  • Provide campaign analytics and ROI calculations

Marketing automation supports to drive the lead generation and lead nurturing process, facilitating  student recruitment in higher education. The search process is heavily weighted online, the priorities of prospective students vary widely, and the sales cycle can be quite long and can contain many touch points along the way. Marketing automation also offers strong foundation for analytical needs to track campaigns conducted by higher education universities and better manage the ROI on its scarce budget resources.

In short, a marketing automation tool can be quite a good fit with a college and university marketing department’s goals and general methodologies. Marketing automation and marketing technology adoption along with a good CRM and student information system, can help higher education marketers push their existing systems to a higher level of customer engagement, marketing agility and ROI management. It will likely take a few more years, but marketing automation should follow a similar adoption curve to higher education CRM for higher education marketing automation and become a common feature in the higher ed marketer’s tool set.

Are you using a marketing automation tool? We would love to hear about your experiences selecting your tool and get your feedback on how it has impacted your department’s efficiency and results. What have you learned about marketing automation that you wish you had know when you first started out with it?

CRMRead Editor

Author CRMRead Editor

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