You are most likely aware of the operational discipline known as Lean Management. It’s fascinating stuff, especially if you work within the Enrollment Management space. After this quick history lesson, you’ll see why.
I’ve spent many many hours trying to figure out how to manage the performance of our B to B sales team. Eventually, after I put my pride and pig-headed nature aside, I landed on some insights and a big sales KPI breakthrough that have helped significantly in terms of revenue at our company.
Tammy Miles is the Director of Paid Search Marketing at Enrollment Resources. She recently attended the 2019 Google Marketing Live Conference in San Francisco. The event attracted over 5000 participants from 68 Countries, with most of the buzz focused around Google’s new ad features and artificial intelligence (AI) technology innovations. This is her summary of the main takeaways for schools looking to reach their EDU prospects.
Do You Know Your Prospect? Google Does
Google reiterated their mission: to deliver content that is useful, helpful, and transparent to their users while creating personalized and meaningful experiences that respect the privacy of those same users. To that end, Google advertising is heading beyond content and creative to the vast universe of user context.
Did you know that there are 200+ potential engagement points within your school’s enrollment management process?
- Your website
- Your phone messaging
- Your sales letters
- Your admission procedures…
Just to name a few.
This article was originally published in Career Education Review on February 13, 2019.
We gave a talk at a conference recently. We began by asking a question to the audience:
Imagine you are running a marketing department (most in the room were) and you’re only allowed to be excellent at one skill set – and mediocre at the rest – to help you meet your objectives. Which of the following would you choose, and why?
- Extraordinary design skills
- Tremendous copywriting or persuasive communication skills
- Permission to split test ideas without fear of failure
- Excellent brand-building social media campaigns
- Effective media buying and the ability to find pools of interest
We have a management philosophy that my business colleague, Gregg, came up with called “Reach within Grasp.” It means we ask ourselves: “If we take on a project, can we finish it?” This may seem like an obvious question, but I’m frequently surprised by how many projects get started, by myself or by clients, that can’t reasonably be finished.
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