Converting the leads everyone else had given up on

Disengaged prospects sat in Salesforce as dead weight: declined, withdrawn, cancelled, long-term. The goal was to convert them into registrations, and to build a system that could measure exactly which touchpoints did the converting, connecting digital activity with offline effort.

A multi-channel nurture combined email, SMS, social media and our Melbourne-based call centre, creating more touchpoints along the purchase pathway with a student-centric approach. Real-time integration between Salesforce, Marketo and the social channels aligned advertising with enrolment data, revealing which channels and placements held the high-intent audiences.

Messaging was split-tested by journey stage, so prospects only ever saw what was relevant to them, and disengaged leads converted on content that addressed their objections directly: BAA’s mentoring program, student support, flexible study options and success stories. Data from the call centre closed the feedback loop, guiding every optimisation.

Registrations from withdrawn leads rose 500% over six months, with attributed registrations up 54.17% in the same window. Over 12 months, monthly registrations directly attributed to social advertising grew 39%, and 72% of all registrations were attributed to the advertising campaigns: measurable proof that the path less travelled pays.