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.
"With Marketo, we now know which of our marketing programs are effective and which aren't. On top of increased prospective students and enrollments, we know the ROI of every program and where we can cut costs," Wotherspoon said. "This has changed the view of marketing fundamentally. Today, we're seen as a leader in driving higher revenues, not as a cost center."
To learn more about the Algonquin College success story, check out the full customer case study. To discover how you can accelerate growth at your company by turning your marketing spend into revenue, watch the Marketo demo.
About Algonquin College
Algonquin College of Applied Arts and Technology is the largest college in Eastern Ontario. More than 19,000 full-time and 36,000 part-time students are enrolled in more than 180 programs at campuses in the nation's capital and Pembroke and Perth. As a leader in the integration of technology into learning, Algonquin is strongly committed to student success.
About Marketo: Marketing Software. Easy, Powerful, Complete.
Marketo (NASDAQ: MKTO) provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships. Spanning today's digital, social, mobile and offline channels, the Marketo® solution includes a complete suite of applications that help organizations acquire new customers more efficiently, maximize customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing's contribution to revenue growth. Marketo's applications are known for their breakthrough ease-of-use, and are complemented by the Marketing Nation™, a thriving network of more than 150 LaunchPoint™ ecosystem partners and over 30,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe and Australia, Marketo serves as a strategic marketing partner to more than 2,500 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.
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