Universidad del Pacífico and MU Marketing & Content Lab have worked together to achieve key results through a modern marketing strategy known as lead nurturing, achieving remarkable results.
In order to continue growing and strengthening its academic prestige, Universidad del Pacífico (UP), through its Undergraduate Admissions area, implemented lead nurturing , a strategy that allows companies to create long-lasting, quality relationships with their clients. To achieve this, it carried out a joint effort with MU Marketing & Content Lab.
It is important to remember that lead nurturing aims to attract a specific group, offering them relevant information at each stage of the customer or buyer's journey. Companies that have already opted to apply it have achieved up to 50% of total organization revenue with this strategy, according to a study by DemandGen .
For this reason, Universidad del Pacífico identified a lead nurturing strategy as a way to connect more directly and attractively with its audience. In this article we will explain how it did it.
Planning the strategy
Choosing a university to study at is difficult for anyone. Given this situation, Pacífico used a lead nurturing strategy that would help potential students and their parents make the best possible decision.
During this process, Karina Ramos, Director of Marketing and Educational Consulting at the Universidad del Pacífico , points out that this decision requires an analysis and understanding of the consumer in order to guide them: “It is important to identify which are the clusters , what behavior they will follow and which are the most determining in order to design an ad hoc content strategy for each of them.”
The first step was to carry out segmentation work with the existing database to differentiate the status of the leads , in addition to determining the purpose, the audience and their needs. Another of the tasks carried out consisted of determining the different stages of the potential client's journey in order to offer them valuable information in each of them: from their beginning as visitors, leads , Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL) until reaching the opportunity stage.
Visitor: is a potential customer who shows interest in your product or turkey phone numbers service, either through your website or social network. As part of this research process, they may leave their contact information to receive more information.
Lead: This is a potential customer interested in more information and for whom we have basic contact information. Since we do not know their level of interest in acquiring a product or service, it is necessary to nurture them with content that allows us to identify whether they would be interested in a next level of relationship with the brand.
Marketing Qualified Lead (MQL): is a contact qualified for marketing actions. It is a rating given to a lead that has shown an interest in more in-depth content or a marketing activity of the brand.
Sales Qualified Lead (SQL): is a qualified contact for sales actions. At this stage, the lead already shows a greater intention to learn more about the product attributes, including the price, and requests more details to make an informed decision.
Opportunity: This is a contact that has already started a sales closing process. In this sense, it is in the negotiation or closing stage of an administrative process to complete the sale.
For the creation of content for the lead nurturing strategy , one of the most important actions was the implementation of a blog, which would serve as a source for the creation of emails. These would lead to informative notes, infographics and relevant information about the university and about each degree program with different messages and content according to each stage.
According to the survey published by MU Marketing & Content Lab and Datum Internacional , 62% of companies use email as one of the channels for content distribution. However, those who carry out email marketing do not necessarily carry out lead nurturing strategies . The latter requires prior tasks of workflow configuration , segmentation, and content creation for each stage of the lead .
A key task was working together with the sales team to define the triggers for each stage of lead nurturing . A trigger is an intentional action performed by the potential client, which can be a click, a visit to a website, the download of a brochure, registration for an event, among others.