We needed to develop an automated lead generation process for a newly-created set of courses within a prestigious academic institution aimed at students with differentiated needs, all while competing with world-renowned business schools’ online programs like Harvard’s HBX programs, Insead, or Cornell’s eCornell programs. We also had to establish a lead nurturing model to generate conversions in a tight timeframe using already-existing content that they had already created. We also had to design the most appropriate communication workflows for every lead at every stage of the funnel within the chosen Marketing Automation tool to steer the lead towards conversion. We also had to set up and manage paid search campaigns (Google AdWords) basing off our Buyer Persona analyses, keyword research, and implement improvements in already-existing campaigns when we saw it fitting. We also had to track the campaigns on a daily basis to optimize their results and look for new social media channels to attract new leads. We also needed to create a reporting and ROI measurement system to analyze campaigns and subsequently decide the budget attribution to all the various channels.

We developed an aggressive Inbound Marketing strategy using a Marketing Automation tool based on generating leads and rapidly converting them through forms aimed toward enrolling students in courses. We designed communication workflows to incentivize a nearly-immediate decision (emphasizing time limits since the intakes are seasonal) and created medium-term lead nurturing workflows capable of sustainable lead generation over time. We consulted on the website during the first months of operation to optimize program materials and campaign structures (landing pages, banners, assets) to capture the most-qualified leads and segment them for each program. We planned and executed specific lead-acquisition campaigns as well as conducting A/B testing and disseminating events related to their programs. We also proposed new campaigns on different channels to increase the number of qualified leads we could obtain. We offered monthly recommendations for optimizing campaigns and increasing the alignment between Marketing and Sales for better tracking and conversion rates. We also created a campaign dashboard for daily review and optimization.