Maximising the personalisation capabilities of Marketo

Re-engaging high school leavers individually and at scale. Prospects arrived through every channel Curtin ran, but without a way to segment them by year level, intent and motivation, personalisation could not get past the first name in an email.

We experimented with two bespoke engagement tools; Curtin selected a program where prospective students received an email about getting ahead with their career, clicking through a Find Your Curtin Match call-to-action to a Marketo landing page. That made contacts trackable in Marketo, so the marketing team could collect meaningful browsing behaviour, down to which course pages a prospect kept visiting.

The landing page survey profiled students on study habits, goals and preferences, and our scoring model resolved four personas: High Achievers, Explorers, Late Bloomers and Science Buffs. Twenty student ambassadors were interviewed, the best candidate per persona selected, and their answers repurposed into digital content, giving each surveyed prospect a personal profile match with genuine student advice direct to their inbox.

Curtin’s use of Marketo, its innovative approach to personalisation and the enrolment results that followed saw the team awarded Marketing Team of the Year by the Australian Marketing Institute in October 2017.