How Do Institutions Manage Inquiries from Digital Campaigns?
Learn how institutions prioritize and score inquiries generated from digital campaigns using tools like marketing automation and lead management systems.
Manage inquiries by automating lead scoring with marketing technology, prioritizing high-value leads, and nurturing potential students through personalized outreach strategies.
What Matters for Managing Inquiries?
Lead Scoring — Assign values to leads based on interactions, such as form submissions, email engagement, and event attendance.
Personalized Outreach — Tailor communications based on lead interests, academic goals, and preferred programs.
Segmentation — Segment leads into categories based on engagement, score, and readiness to apply, for more targeted communication.
The Inquiry Management Playbook
Use this sequence to effectively manage digital campaign inquiries and guide prospective students through the enrollment process.
Engage → Score → Nurture → Convert → Measure
- Engage: Capture leads through forms, landing pages, and interactive content.
- Score: Assign lead scores based on engagement and academic fit to prioritize follow-up.
- Nurture: Send personalized emails and invites for campus events to maintain engagement.
- Convert: Follow up with high-scoring leads to guide them through the application process.
- Measure: Track performance to refine the outreach process and improve conversion rates.
Frequently Asked Questions
What is lead scoring in digital campaigns?
Lead scoring involves evaluating prospective students based on their engagement with digital content to determine their likelihood of applying and enrolling.
How do institutions track digital campaign engagement?
Institutions track engagement through tools like CRM systems and marketing automation platforms to measure interactions with emails, forms, and content.
How does ABM help in managing inquiries from digital campaigns?
ABM targets high-value leads with personalized outreach, improving the efficiency of follow-ups and conversions from digital campaigns.
Take the Next Step in Your Enrollment Strategy
Discover more about how to manage leads from digital campaigns and modernize your approach to enrollment.
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