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Salesforce Marketing Cloud Implementation for MIT

Implement Salesforce Marketing Cloud and integrate it with Salesforce Sales Cloud to enhance marketing automation and customer engagement for MIT, one of the world’s leading educational institutions.

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Project

MIT, a prestigious educational institution, collaborated with dgt27, a Salesforce expert, to implement Salesforce Marketing Cloud and integrate it with Salesforce Sales Cloud for improved marketing automation and student engagement.

Industry: Education

Service Details

  • Salesforce Marketing Cloud Implementation
  • System Integrations (Salesforce Sales Cloud, Zoom, Website Lead Forms, Slate)

The Problem

MIT, a globally renowned educational institution, faced significant challenges in its marketing and student acquisition efforts:

Manual Marketing

MIT’s marketing efforts were predominantly manual, resulting in delays in communication, inconsistent messaging, and an inability to effectively track and measure campaign performance. The reliance on manual processes was not sustainable for an institution of MIT’s caliber.

Disconnected Systems

The lack of integration between the marketing and Application Office teams hindered MIT’s ability to nurture leads and convert them into students efficiently. Siloed systems led to missed opportunities and inconsistent lead management.

Limited Insights

MIT struggled to collect and analyze data on prospective students’ interactions and interests. The absence of robust data insights made it challenging to tailor marketing campaigns to individual needs and preferences, limiting the effectiveness of their outreach efforts.

The Challenges

MIT faced several critical challenges in its marketing and student acquisition endeavors. Overcoming these hurdles was essential for MIT’s continued success in attracting and engaging prospective students.

Manual marketing causing delays and inconsistent messaging.

Lack of integration between marketing and the Application Office hindering lead nurturing,

Data collection challenges limiting personalized marketing efforts.

Difficulty in tracking and analyzing campaign performance.

Inefficient lead scoring, qualification, and segmentation processes.

The Solution

MIT’s commitment to addressing its marketing and student acquisition challenges led to the adoption of innovative solutions. MIT collaborated with dgt27 to address these challenges. The project involved:

Salesforce Marketing Cloud Implementation

  • Automating MIT’s marketing campaigns, reducing manual efforts, and allowing for timely and targeted communications.

Integration with Salesforce Sales Cloud

  • Facilitating efficient lead nurturing and seamless handoff from marketing to sales, improving the overall student acquisition process.

Extended Integrations

  • MIT’s unique requirements necessitated connecting Salesforce to Zoom for webinars, various website lead forms, and Slate to ensure the end-to-end capture of prospective student interactions.

The Results

55%

Reduction in manual work was achieved with the implementation of Salesforce Marketing Cloud.

43%

Improvement in campaign efficiency was realized through the implementation.

38%

Increase in lead conversion rates was achieved through seamless integration with Sales Cloud.

Automated Marketing

Salesforce Marketing Cloud significantly reduced manual efforts, enabling automated and timely communication.

Data-Driven Insights

MIT gained access to valuable data insights, empowering them to create highly personalized marketing campaigns.

Scalability and Improvement

The new process allowed MIT to scale their student acquisition efforts to accommodate more students than the average in previous years.

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