Improving Lead Conversion and Salesforce Effectiveness

Services / Europe / Salesforce Effectiveness

$2 BI

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$4.3 MI

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73%

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Goal

International education institution looking to grow the number of newly enrolled students by increasing both the number of digital admissions inquiries and reducing the attrition rate at each stage in the marketing conversion funnel.

Approach

• Linked the end-to-end customer journey pipeline through online to offline engagement across Google Analytics to CRM.

• Built an explanatory model to understand the drivers that lead parents to progress through each step of the sales funnel.

Interventions

• Designed a pilot to measure the effectiveness of increasing online marketing budgets on lead generation.

• Provided strategic recommendations to improve their CRM, focusing on people, processes, and technology.

• Highlighted opportunities for better lead prioritization based on explanatory model drivers.