1300 71 61 41Enable College
Marketing Award
2021 Impact Awards
Services Used
Solution
Lead Generation
Project Goals
Tools Used
The Plan
- Nine in-depth onboarding workshops
- Revamp of current the systems
- Two major objectives
- Restructure of sales pipeline
- Optimise customer experience and conversions
Nine in-depth onboarding workshops
- Enable College was looking to introduce HubSpot Marketing and Sales Pro across the company, so we began our engagement
- By supporting this roll-out with nine in-depth, purpose-built onboarding workshops, getting the entire team proficient in the nuts and bolts of the HubSpot software
Revamp of current the systems
- At the same time, we started our revamp of the current systems which included an old CRM, in-house paid advertising, manual contract-signing and an entirely separate Learning Management System - Accelerate.
- We quickly prioritised the integration of Accelerate with the HubSpot CRM, allowing the student journey to be tracked and managed from first-touch, and then did the same with Pandadoc, eliminating the need for paper contracts and their associated headaches.
Two major objectives
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With the onboarding workshops still in progress, we moved into the second phase with two major objectives:
"Improve the efficiency and output of the sales team, and in turn, improve the buying experience for the potential student."
Restructure of sales pipeline
- With the sales team spread thinly across both lead generation and deal closure, we recognised the urgency of making their working lives easier. We started with a root-and-branch restructure of the sales pipeline, mapping out each stage of the process inside our wireframing software, Whimsical, and optimising the data flows to ensure all our leads and opportunities were exactly where they needed to be at the end of each stage.
- We then built out the new pipeline in HubSpot with a series of stage-based workflows to automate the staff's data management and communication tasks, including the development of highly tailored and personalised automated emails for use throughout the pipeline.
Optimise customer experience and conversions
- Having addressed the efficiency of the Sales team, we moved to our next objective, to improve the customer experience and encourage swifter conversion. We completely redesigned the website, simplifying the architecture by stepping out the map inside Whimsical, and crafting a seamless and mindful customer journey backed by research and CX best practice.
- Coupled with a full brand freshen up, we were confident that the new look and feel of the website would both attract and effectively lead new contacts to conversion.
The Strategy
With the optimised sales pipeline and new website set up, we finally had a well-oiled machine through which to funnel new leads.
- Full buyer persona workshop
- Crafting content for the buyer personas
- Contextual lead-nurturing sequencing
- Google and Facebook Ad juggernaut
Full buyer persona workshop
- Now ... where to find them? Our marketing effort began with a full buyer persona workshop, establishing a clear and company-wide understanding of the goals, challenges, pain points and characteristics of the different student archetypes.
- With this consensus around the messaging required to attract and engage prospects, we then developed our first Inbound Marketing Campaign to address the mass 'challenge' of students in their local area: "How to Get a Job Fast in Adelaide".
Crafting content for the buyer personas
- We followed the buying funnel process, creating blogs and articles about "how students might nab their dream job quicker" to generate SEO and organic traffic (as Top-of-the-Funnel content) and designing an array of guides, toolkits and downloadable content "to explain their options" (as Middle-of-the-Funnel content).
Contextual lead-nurturing sequencing
- Once we'd crafted our content, we created the all-important bridge to enable the prospect to move from TotF content to MotF content, setting up contextual lead-nurturing sequencing to support the prospect throughout each stage of the journey from awareness to consideration (with company articles and course information), and from consideration to decision (with case studies and student stories).
Google and Facebook Ad juggernaut
- While SEO can be an incredibly lucrative form of traffic-building, without a little nudge it might take months to see the necessary ROI. With this in mind, and as the final enhancement to the campaign, we developed a Google and Facebook Ad juggernaut to lead our targeted demographic to landing pages that utilised smart content to cater for potential students' varying stages of awareness with the College.
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