Builders Academy Australia
Converting Your Cancelled & Declined Leads
How we increased student registrations of withdrawn leads by 500% through multi-channel nurturing.
With so many disengaged prospects sitting in Salesforce, Builders Academy Australia partnered with Social Garden to convert these into registered students.
Our goal was to improve the conversion of the prospects sitting as declined, withdrawn, cancelled and long-term, we set out to deliver a solution that would drive and measure registrations. Multi-channel nurturing does just that.
We focused on bringing together Salesforce, Marketo and Facebook to provide more touchpoints and connect the dots between digital activity and offline. With so many moving parts, let’s look at how Account Director Rosie Brown and the team pulled it all off.
Multi-channel nurture campaign
- Email, SMS, social media and our Melbourne-based call centre
- Student-centric approach to marketing
- Creates more touchpoints on the purchase pathway
- Real-time integration between Salesforce, Marketo and social channels
- Aligns advertising strategy with enrolment data
- This way we can identify channels and placements with high-intent audiences
Different journey, different message
- Split test messaging and call to action based on journey stage
- Prospects only get information that is relevant to them
- Disengaged leads converted on messaging that addressed objections, such as BAA’s mentoring program, student support, flexible study options and success stories
Melbourne-based call centre
- Data collected from our call centre guides campaign optimisations
- Closing the feedback loop
Driving meaningful results
Multi-touch nurturing means more for BAA than just an increase in registrations for disengaged students. It unlocks the ability to measure cost per registered student and get a better view of the different pathways to registration, including the path less travelled.
Results & insights snapshot
increase in registrations from withdrawn leads over 6 months
increase in registrations attributed to Social Garden over 6 months
increase in monthly registrations directly attributed to social media advertising over a 12 month period
of all registrations over a 12 month period attributed to social garden advertising campaigns