How to Growth Hack Your CRM to Increase Digital
EngagementJon HinderliterAssistant Director
About UMSLFounded: 1963Enrollment: 16,763Alumni: 92,000470 acres in suburban St. Louis County
Source: Pew Research 2012
Young people (13-24) spend an average of 16.7 hours
online every week, excluding email time.
One does not simply
start digital marketing.
Where do you start?
Growth
What about ____?
Growth is your true north
Our journey into growth hacking
Hacking?!?
Growth hacking started as marketing
techniques from startups
Hotmail - Sign up P.S. At bottom
DropBox- Friends sign up increase storage size
AirBnB - Craigslist cross-listing via API
Twitter - Follow 5-10 account more likely to become long term user
Examples
Creative solutions based on data analytics that grow
the marketing funnel.
The Enrollment Funnel
100
Freshmenapplicants
53 admitt
ed
✓21
enrolled
59% loss
100 Transferapplicants
70 admitted
✓55 enrolled
21% loss
College fairs, open house registrations, campus tours, web forms, inquiries…
The “Aha!” Moment
CRM Source Data1. Application Import2. Exam Scores3. Friend or Family4. Undergraduate Inquiry IP5. E-Mail6. Campus Tour7. Web8. UMSL Day Registration Page9. ACT Test Score10. HS/College Faculty/Staff
11. CBSS Prospect list12. ACT Purchased List13. Advanced Credit14. College day/night program15. Recruiter visited high school16. Recruiter visited my college17. Phone-When a student calls us18. College Fair19. Radio ad20. Special Events
21. College Visit22. Transfer Piece23. Newspaper ad24. SAT25. Pi Theta Kappa bought list26. UMSL Day Walk-in27. NextStep purchased list28. Group Tour29. Inquiry from Preview
DAYS OUT
Traditional digital mix
(SEM/Display+SEO)
Brand keywords drove conversions but increasing budget didn’t grow
registrations.
Search engine marketing
UMSL open house
But Maybe…
Source: March 2013 Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment
bit.ly/ebay-study
Enter study
$6.61 (2011)
$60.03 (2015)
Non-brand keyword cost increases
Has your marketing budget
kept pace?
Where could we find prospects that either had an interest but weren’t
searching or people like them?
1.6+ billion people
But is it still popular with
teens?
Does Facebook still matter?Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook
% of Twitter users who…
N/A 53 34 39 90
% of Instagram users who…
53 N/A 37 30 93
% of Pinterestusers who…
29 31 N/A 29 87
% of LinkedInusers who…
31 24 28 N/A 83
% of Facebook users who…
22 23 25 25 N/A
Pew Research Center’s Internet Project August Tracking Survey, August 07-September 16,2013.
% of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
How do we find them?
CRM Data OnboardProspecting (Beta)Remarketing
Enter AdRoll
CRM Emails AdRoll
AdRoll CRM Data Onboarding
Prospective Students
CRM AdRoll
Prospect
Applied
Admitted
Enrolled
How remarketing works
AdRoll remarketing results
New audience
Data-driven targeting
Retargeting
AdRoll Prospecting
1. Complete digital funnel marketing
2. Conversion tracking (CTC and VTC)
3. Dashboard analytics and great support
Why it works together on AdRoll
Show growth with open house
DAYS OUT
UMSL Day Fall
Lessons from open house
Test platforms based on reach, rich data audience,
and ability to convert
Bonus: Instagram Beta!
• Retargeting had higher CTR than Facebook
• Prospecting was 2nd highest source of traffic
• Increased follows by 28.1% during campaign
Instagram results
Steps to building a growth hacking
process
A=Always B=Be
T = Testing
1. Instagram beta
2. Separate landing pages by source/channel
Run 1-3 tests per campaign
Don’t focus on what happens here
Ask yourself what is going on here and here...
• SEO• SEM• Email• Organic Social Media
What worked yesterday might not work today
• growthhackers.com• useronboard.com• growthhacker.tv• inbound.org
Resources
Questions?
Thank you! @Golf153
