Managing the Conversation: Marketing Automation and eCRM in Three Steps

While Professional and Continuing Education (PCE) units have upped their marketing capabilities in recent years, many have taken a narrow view on the role of prospect cultivation and the need to intentionally manage the student pipeline. Educational units marketing to adult learners have long been driven by lagging performance measures of gross revenues, course go/no–go decisions, and total student headcount. While these traditional measures remain relevant, new approaches are needed to exert influence over student enrollments as well as to measure enrollment performance.

Charting a New Course for the Institutional Brand

While Professional and Continuing Education (PCE) units have upped their marketing capabilities in recent years, many have taken a narrow view on the role of prospect cultivation and the need to intentionally manage the student pipeline. Educational units marketing to adult learners have long been driven by lagging performance measures of gross revenues, course go/no–go decisions, and total student headcount. While these traditional measures remain relevant, new approaches are needed to exert influence over student enrollments as well as to measure enrollment performance.

Deploying CRM for All the Wrong Reasons

Despite its newness in higher education, CRM has a well-marked path of global business successes and failures over the past twenty years. To understand how the higher education industry is applying (or not) these lessons learned, we surveyed to find institutions that recently deployed CRM software. What we found is the need for remedial education. In this new research report from DemandEngine, learn the findings of our recent nationwide survey of institutions that have recently conducted a CRM implementation.

Introducing the Enrollment Funnel — A Valuable Tool for Professional and Continuing Education Outreach

While Professional and Continuing Education (PCE) units have upped their marketing capabilities in recent years, many have taken a narrow view on the role of prospect cultivation and the need to intentionally manage the student pipeline. Educational units marketing to adult learners have long been driven by lagging performance measures of gross revenues, course go/no–go decisions, and total student headcount. While these traditional measures remain relevant, new approaches are needed to exert influence over student enrollments as well as to measure enrollment performance.

Professional and Continuing Higher Education Has a Measurement Problem

In this new DemandEngine research report, learn how PCE units measure success today. Discover how units are limited in their ability to proactively manage enrollment and demonstrate institutional value. Our research shows that PCE deans and directors lack insight into market demand, programming, marketing return-on-investment, and most importantly, student success.