Marketing automation that guides prospects like a counsellor would

Limited technical capability in-house meant Salesforce was in place but underused, contact records were thin, and both B2C students and B2B industry leads were receiving the same undifferentiated communication, when their needs could hardly be more different.

Four distinct nurture campaigns each took a job: a Welcome nurture greeting new prospects with study suggestions and location-based training options; a Profile nurture gathering interests, goals and background through targeted questionnaires; an Application nurture guiding B2C leads through the process with course guides, how-to videos and FAQs; and an Industry nurture serving B2B leads short courses and professional development for their teams.

Profiling split the contact list into B2C and B2B streams, personalised emails aligned content to each group’s needs, and email cadence adjusted to how each recipient interacted, a conversation rather than a broadcast.

The best-performing email hit a 63.68% click-to-open rate, with 69+ profile submissions, 150+ applications and 47+ confirmed enrolments, and lead volume grew beyond what genU’s customer service team was used to keeping up with.