The follow-up system that left no student behind

genU Training's digital campaigns were generating leads; converting them into enrolments was the struggle. Having already partnered with The Garden on advertising and automation, genU handed us the follow-up strategy too, and conversion hit 57.35%.

Client: genU Training
Industry: Education
Solutions: Media & Performance
Services: Digital Marketing Workshops, Facebook Ads, Google Ads
Region: Australia

Lead conversion rate

57.35%

Total leads managed

4,199

Leads qualified as hot or warm

1,233

The challenge

Since January 2023 the campaigns had filled the pipeline, but engaging effectively with potential students was another matter: the follow-up process itself was suspected of holding back enrolments, and a specialised approach was overdue.

Our solution

A comprehensive lead management system covered identification, prioritisation and targeted engagement through calls, SMS and email autoresponders, catering to every communication preference so no potential student slipped through. Strategic segmentation into hot and warm buckets ensured the readiest students got immediate attention, while a refined calling framework, open-ended questions, conversational tone, sharper handling of common queries, lifted the quality of every interaction.

A robust feedback loop with genU kept pace with changing courses and funding: regular work-in-progress meetings, training sessions and direct feedback updating call scripts and workflows so agents always carried the latest information.

The results

Managing 4,199 leads, the team qualified 1,233 as hot or warm and directed them to genU Training for follow-up, with the optimised campaign converting at 57.35%: quality and quantity, handed over together.

From the team

It is so fulfilling for us to be the first point of contact for these prospective students, having meaningful conversations and helping them get to the next stage on their study journey. We have worked very closely with genU Training to streamline the calling and handover process as much as possible, and the results really speak for themselves in the quality and quantity of leads we are able to hand over to the enrolments team.