SAN MATEO, Calif., Aug. 20, 2013 /PRNewswire/ -- Marketo (NASDAQ: MKTO), provider of the leading cloud-based marketing software platform for building and sustaining engaging customer relationships, and its customer Algonquin College, today announced a sharp increase in Algonquin's student recruitment and enrollment thanks to Marketo's easy, powerful and complete software.
Algonquin College is based in Ottawa, Ontario and has 19,000 full-time students and more than 36,000 continuing education students. Prior to its partnership with Marketo, the college used "batch-and-blast" email campaigns to attract new students, leaving the college unable to target its messaging or track the effectiveness of its marketing programs. Because of its diverse student base – from graduating high school students to mature adults taking continuing education courses – Algonquin's sales cycle can range from a few days to four years. Understanding the importance of the financial decisions being made by their prospective students, the organization knew it needed to modernize its interactions and communications.
"Life before Marketo was like being in the dark ages," said Doug Wotherspoon, Executive Director of Advancement for Algonquin College. "We knew we needed to modernize our interactions with prospective students, and Marketo has been a tremendous boon to our organization. Marketo put us into the modern era of marketing."Algonquin College evaluated several marketing automation solutions and determined Marketo had the edge. With its ability to track prospective students as they progress through the website, and its effective engagement and real-time response capabilities, Marketo has led Algonquin to a stunning increase in student recruitment (28 percent) and enrollment (18 percent). Marketo enabled Algonquin to move from basic nurturing based on a "batch-and-blast" strategy to what it calls "advanced nurturing," based on a system of campaigns and triggers that immediately send relevant, targeted content after a prospective student shows interest. Now the college knows it is sending the right message to the right people at the right time.