RMIT Online is a subsidy for the Royal Melbourne Institute of Technology, which serves as the university’s digital learning platform providing a variety of short courses and accreditation courses designed for professionals seeking to upskill and progress in their careers.
As online learning continues to gain popularity, RMIT Online has experienced high levels of interest from professionals seeking to advance their careers. Despite receiving large lead volumes of interested prospects, RMIT Online was not converting these leads at a high enough level to hit their enrollment targets.
"One of the biggest challenges and opportunities in our business was figuring out how to identify our most interested prospects, and nurture them through the enrollment process in a way that feels effortless. We're a digital business, so we needed a digital, omnichannel approach that complimented our sales process," said Liam Markus, CRM Manager at RMIT Online.
With a small sales team already under fatigue, a "batch and blast to the database" approach was being executed. It became clear the RMIT Online needed to reassess its Marketing Cloud strategy and bring in a partner.