In the competitive landscape of educational training services, genU Training faced a significant challenge in managing and nurturing leads generated from their digital campaigns since January 2023.
Struggling to engage effectively with potential students, the team felt their process could be hindering their ability to convert inquiries into enrolments.
Recognising the need for a specialised approach, and having already worked with us in advertising and marketing automation for several years, genU Training partnered with Social Garden to revamp their lead follow-up campaign, aiming to transform their conversion process and boost enrolment numbers.
Lead conversion rate
Total leads managed
Leads qualified as ‘hot’ or ‘warm’
Chamalee Karunanayake | Head of Customer Success Sasa Atienza | Customer Success Lead Emily Rowe | Head of Call Centre
At the heart of our strategy was the development of a comprehensive lead management system designed to enhance engagement and foster conversions.
Understanding the nuances of lead behaviour, we introduced a campaign workflow that included lead identification, prioritisation, and targeted engagement through phone calls, SMS, and email autoresponders.
This multi-channel approach ensured that no potential student was left behind, and catered to diverse communication preferences and maximising the chances of successful lead conversion.
We know well the importance of personalisation in lead engagement — so we implemented strategic lead segmentation. This involved categorising leads into 'Hot' and 'Warm' buckets based on their readiness to start their educational journey.
This pivotal optimisation allowed for more focused follow-up efforts, ensuring that 'Hot' leads received immediate attention.
Additionally, we refined our calling framework to address common queries more effectively and adopted a conversational approach with open-ended questions, significantly enhancing lead interaction and engagement.
To keep pace with the dynamic nature of course offerings and funding opportunities, we established a robust feedback loop with genU Training.
Regular work-in-progress meetings, training sessions, and direct email feedback facilitated timely updates to our call scripts and workflows and ensured our team was always equipped with the latest client information in order to be able to assist potential students effectively.
The results of our optimised lead follow-up campaign were pretty damn good.
Managing a total of 4199 leads, we successfully qualified 1233 as hot and warm, and directed them to genU Training for further follow-up.
Our efforts resulted in a staggering conversion rate of 57.35%, which is testament to the efficacy of our strategic approach and dedicated relationship with the team at genU Training.
Leads managed
Leads qualified as ‘hot’ or ‘warm
Conversion rate
“This was a truly collaborative campaign, as we learned how to navigate SCU’s CRM and worked cohesively with the enrolments team to deliver optimum conversion rates. What’s exciting is that this has now given us the tools to assist the SCU team with future campaigns, allowing us to integrate seamlessly with their processes.”
