About the Toolkit As the higher education software landscape becomes increasingly populated by vendors pitching a variety of technologies, it can be challenging to differentiate between potential offerings. The COE Forum developed this suite of tools and resources to help members who are considering the implementation of a software solution to support their marketing and recruiting efforts, with a specific focus on: Customer Relationship Management Marketing Automation Software The purpose of this toolkit is to help members understand the capabilities of the most prominent software options, assess which solution is best suited to meet their needs, and prepare institutions to accelerate implementation. Part I: Customer Relationship Management Our suite of tools and resources will help members design new processes and content for improving communications with prospects. The first set of tools, designed around Creating Targeted Prospect Communications, is a resource for members seeking to enhance their organization's relationship with prospective students irrespective of whether or not they are using a CRM system. We also crafted a second set of tools dedicated to Maximizing CRM Software Benefits. These tools are designed to assist with CRM project-planning, vendor selection, and change management to help members accelerate the implementation—or increase the adoption of—CRM systems. Creating targeted prospect communications Making the Most of Scarce Recruiter Time Tool #1: Buying Cycle-Based Lead Nurturing Map diagrams the progression of lead-scoring stages, the prevailing mindset of prospects in each stage, and corresponding marketing messages to nurture leads toward application and enrollment. Tool #2: Guidelines for When to Call a Prospect outlines two approaches that help determine how to allocate limited resources…
Access a suite of tools and resources to help members who are considering, or are in the process of implementing, Customer Relationship Management or Marketing Automation software.
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