Getting the word out to your potential students that you are the right school for them is tough. It’s more than just setting up your school’s website and advertising a bit on social media. Your prospective students want to engage with their future school on a personal level in a world that is full of impersonal advertising. Today’s students know how to use technology to find what they’re looking for in their education, and it’s vital that a college knows how to utilize technology for student recruitment and not alienate them.

Student recruitment - banner

Technology is what should drive your student recruitment campaign if it doesn’t already. If you’re not seeing the results that you want, it is time to reconsider what your students need from you. Your school may be where they possibly spend the next few years learning. They want to know what you have to offer them as individuals and as future professionals. Your institution can use technology to tell its story in a way that will resonate with its pool of potential future students.

By combining the power of the marketing department and technology with the drive of the recruitment section, your enrollment can increase significantly.

Student recruitment -

Find Out What Your Students Want

It’s more than just finding out what your students want from an educational institution that will help them want to apply to your school. You have to learn what motivates them. When you know your audience, you can better adjust your marketing to meet their needs. Using technology tools, you can find out what resonates with your audience by keeping track of the data and analytics that result from each of your student recruitment and marketing efforts. You can then adjust in real-time and make improvements.

Brand Your Organization

Each brand out there has a story. That story connects with their audience, and that is what keeps their clients coming back. Define your organization’s story. What is its history, and where is it going? Develop a story to tell students that will attract and resonate with them on a personal level.

What is it about your organization that students will want to learn more about and engage with? Utilizing your website and social media outlets is the best way to get the word out there about what your organization can provide students. They have many choices, so why should they select you?

Leverage Technology to Connect with Potential Students

Since just 34 percent of colleges reach their enrollment goals, it makes sense for your organization to use technology to get the students it needs. For example, one way to do this is with drip marketing. You can use our visual workflow builder to plan out the conversation paths you can create with your students. When a trigger starts your workflow, you might send out a welcome email, and then resend the same email with a different subject if it’s not opened or update the lead to warm if the prospective student opens the email.

Student recruitment - engagement

Additionally, you can automate funnel movement to update lead stages automatically when a certain lead activity occurs. You can also get instant sales notifications if an admission activity occurs that could lead to enrollment. That empowers your admissions team to take immediate action to create that relationship with a potential student. Other helpful tools are the ability to sync complex business processes or create a connected system to update data in other marketing apps and CRMs the institution utilizes.

Email Marketing Can Create Relationships.

Use beautiful emails from our drag-and-drop builder and our many templates to create personalized content to send to your email lists. This can help keep your institution at the forefront of the minds of your students. Your student recruitment team will not need any coding skills to create stunning emails that engage and get positive responses from potential students.  Delivering your emails whenever you want and making the content relevant to your audience means that your engagement and conversion rate increase. When you see an email campaign is working well with the email analytics we offer, you can replicate it in the future.

Landing Pages Keep Your Potential Students Involved.

By putting our well-designed landing pages on your site, you can keep your website domain, but we host them. You reap the benefits of creating engaging landing pages that start possible future students on the path to enrollment. With autoresponders, you get future students’ attention with the promise of personalized contact. With landing pages that students respond to, you’ll be able to up your enrollment rates.

Customize Your Interaction.

You want to reach your audience and create a personalized relationship with them all the way through to the registration process and the first day of class. By segregating your leads based on demographic profiles, activities, interests, and more, you can create emails and other marketing data that will show what you can offer your student. Using our smart list segmentation, you can perform custom list actions like sending all of the leads on a list to a call center application for automated dialing. Do more with less work.

Our technology can be integrated with many other marketing apps and tools so that you can continue to lead capture from different sources and then sync data with your CRM tools. The syncing of all of this information empowers you to reduce your response time significantly so that you create more conversations and relationships with potential students. By analyzing all of the data that your institution generates from its various marketing outlets with our simple integration tools, you can react to trends, try new techniques and better reach your target audience.

Your student recruitment team will be able to see their schedule on their dashboard each day. They’ll know who to follow up with, and the program will help them call at the right time by sending email and phone alerts. All email, phone, and chat conversations are recorded in one clean area so that your admissions officers can effectively cultivate leads and guide them toward enrollment.

The recruitment process and marketing efforts combine into a powerful program with LeadSquared that can increase communication and success on the part of both departments. You can save the institution money with a connected system that provides integration, do-it-yourself tools, data, and analytics that can effectively increase student enrollment.

You don’t always know a good lead when you see one. Too often, it takes hours of conversations and emails to determine that you’re wasting your time.  While you don’t want to miss out on a good lead, you also don’t want to spend unnecessary time on leads that will never close.

lead scoring

Turning lists into leads is a complex process that requires effort, attention to detail, and follow up in order to find the most qualified opportunities. To date, this process has largely been done manually, but lead scoring has gradually been shifting it into autopilot.

Let’s look at what lead scoring is and how it’s changing the game in turning warm prospects into paying customers.

What Is Lead Scoring?

Briefly, lead scoring is a system of assigning values to leads based on their likelihood to convert.

lead scoring tools

Lead scoring takes into account a number of insights from individual users: sales-centric activities like looking for pricing, low-level engagement like reading a blog post, and mid-funnel activities like reviewing your products or solutions.

You set parameters on what a good lead looks like and automation takes care of the rest.

Let’s say that two women walk into a beauty store. One woman says she’s just browsing, while the other asks where she can find the shampoo section. Based on behaviors alone, the woman who asked for shampoo would have a higher lead score. She’s in the store for a purpose, while the other has no specific goals.

Lead scoring software aggregates factors like browsing behavior and engagement to determine which leads are most likely to convert. Your hottest leads are at the top of your follow-up list. As users move along in your sales funnel, their lead scores adjust accordingly.

[Also read: What is predictive lead scoring?]

Benefits of Lead Scoring Software

Lead generation can take many forms. Regardless of how you attract prospects, lead scoring provides a common anchor that ties every lead into your sales funnel. Lead generation continues to be a top priority of marketers, with 68% of best-in-class marketers attributing their success to lead scoring CRM.

The benefits make it easy to see why:

lead scoring crm

Fewer Lost Opportunities

Research shows that as much as 70% of opportunities are lost due to poor follow up. Lead scoring allows you to prioritize leads so that follow up is better executed so no hot leads fall through the cracks.

Increased Conversions

When follow up is improved and fewer opportunities are lost, higher conversions become a natural by-product. This is also due in part to prioritizing leads you’re most likely to win.

Improved Productivity

Knowing where your strong leads are, prevented you from wasting time on tire kickers and curiosity seekers. You can focus more of your efforts on the right prospects and speed up your sales process.

Better Marketing & Sales Alignment

Sales and marketing must work together to ensure the right leads are coming through the pipeline. Having data-driven proof of lead quality can help marketers to better understand who they’re attracting for the sales team, what the high-scoring leads have in common, and where adjustments need to be made to continue attracting better leads.

Higher ROI

When your sales process is efficient, sales teams prioritize the best leads, conversions increase, and marketing and sales are better aligned, it reflects in your ROI. Spending less time on processes and making more money will automatically bring more revenue to your company.

How to Go from Theory to Practice

Lead scoring sounds great in theory, but rest assured it’s every bit as effective when put into practice. CRM with Lead Scoring capabilities like LeadSquared does much of the work for you to remove any guesswork on where your best opportunities lie.

LeadSquared is leading the charge in how you assign values to your leads and identify your most lucrative opportunities. Put it to the test with a free 15-day trial and discover how lead scoring can help your sales team win big!

Basic website analytics can tell you how many users are visiting your website and where they come from, but the benefits tend to end there. As a result, you’re left scratching your head trying to figure out more about your mysterious website visitors:

  • Who are they?
  • Why did they come to your website?
  • What did they do on your website?
  • How long were they on your website?
  • Where did they go next?
  • Did they come back?

Website Tracking - Banner

Website tracking may be able to deliver the answers that traditional analytics ignore. And, with those answers comes more opportunities to increase your sales.

What Is Website Tracking?

All websites have the ability to collect information about user sessions, but it doesn’t always happen organically. If you want to know more about specific users rather than website activity as a whole, you’ll need a website tracking tool.

Website tracking follows the path of each user on your website to gain more insight into their activity. Tracking helps you discover what pages they visited, what they clicked on, how long they spent on each page, how they found your website and more.

Think of it as a two-way mirror into the user experience: you can see exactly what your visitors are doing without relying on guesses or confusion that most analytics tools create. This not helps you build a profile on your lead’s interests.

What Can Website Tracking Do?

What website tracking does in a technical sense pales in comparison to what it can do in a business sense. The benefits for sales and marketing teams alike are many, giving you direct insight on what customers respond to so you can better tailor your content to their needs and expectations.

Follows the Journey of Every Lead

Website tracking is one of the most clear-cut ways to find out what the customer journey looks like from the perspective of the customer. By tracking each user’s activity on your website, you can discover what content they’ve already seen, what content attracted them to remain on your website or sign up for an offer, the products they viewed, and how far they are in the buying cycle, among other details.

Website Tracking - activity

Knowing this information, sales reps are better able to connect with leads and continue moving them through your funnel (more on this in the next section).

Unifies Sales and Marketing Efforts

Marketing and sales teams alike can benefit from the data collected by website tracking.

For marketers, it’s a direct look at how the content they create is performing. They can use data-driven facts rather than guesswork to switch out content and images, upgrade their CTAs, and revamp their offers.

Website Tracking - marketing

It’s also a unified channel to see where leads are ultimately coming from. In marketing, the initial source is just as important as how the purchase was made. For example, LeadSquared’s website tracking product can tell you if a lead came from social media but actually purchased via a Google AdWords campaign.

For sales reps, website tracking can tell you where a prospect is in the sales funnel by examining the customer journey. This is great news considering that the majority of the buying cycle takes place online – before a prospect ever reaches out to a salesperson!

When a salesperson can see what research the prospective buyer has already done, he or she is better positioned to sell to them based on their existing experience.

Automates Tasks

Marketing and sales automation is becoming more of a reality for companies of all sizes and industries. According to Salesforce, over two-thirds of leading marketers are already using some level of automation, and the field is poised to expand even further. Salesforce studies predict that an additional 21% of marketing leaders will adopt some form of automation over the next two years.

Website tracking is an important piece of the automation puzzle, especially as it pertains to lead generation. By implementing tracking, you can create automated tasks like sending emails based on website behavior, creating custom offers, scheduling phone calls for sales teams, and other historically manual tasks.

Optimizes Conversions

Not every website visitor will turn into a paying customer. But what makes some users buyers while others leave?

Website tracking is your best bet to answer this age-old question. By knowing where your drop-off points are, you can better determine why some visitors are more inclined to leave without converting.

How to Put Website Tracking to Work

Website tracking can be a powerful secret weapon in helping you understand user behavior and how to tailor your experience to their needs. General analytics tools like Google Analytics aren’t enough to use your data to its potential, which means you’ll be better off investing in a website tracking tool designed to improve how you market and sell your products.

LeadSquared’s website tracking product offers a comprehensive suite of features that help your team lead with insight. Take it for a spin in our free 15-day trial to see what you can learn about your customers – and how to tap into that data for your own benefit.

Too often, marketers and sales teams focus on building a list of leads and they Stop. Right. There. But taking it a step further by applying lead segmentation rules will help you get more value out of every lead.

Studies have shown over and over that segmented lists see better engagement and increased sales. The DMA noted that a whopping 77% of email marketing revenue comes from lists that were segmented, targeted, or triggered. With that kind of potential, you’re leaving money on the table every time you miss a chance to segment your list.

Let’s explore what exactly list segmentation is, when it’s used, and how you can use it to maximize your marketing.

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What Is List Segmentation?

List segmentation is the practice of dividing your email or lead list into groups, or segments, where each lead in the group shares a common denominator.

For example, you might find that a sizeable portion of your leads are bar owners, CMOs, repeat buyers, or have a birthday in March. Other common segmentations include geography, age, gender, income, job title or industry, social status, interests, online behaviors, or customer status.

Once you segment your list, you can tailor messages specific to that group. This is your chance to provide value, offers, and insight that wouldn’t necessarily be as well received to others on your list. Remember that targeted nurturing gives you better results than random promotions.

The Criteria of Strong List Segments

List segmentation is simple enough to understand, but putting it into practice takes a bit of finessing.

There are tons of common denominators you could discover about your leads, but effective segmentation focuses on the value of how you group your leads.

If your list segments don’t meet the following criteria, they won’t deliver their intended benefits:

List segmentation - criteria


List segments can look similar to other segments, which makes it difficult to tell why you separated them in the first place. Each segment should be easily differentiated from another to avoid confusion and ensure you’re using the right segment for the right purposes.


Laser-focusing on specific groups or needs can result in revenue, but make sure the expected revenue justifies the investment. Focusing too narrowly can result in a negative ROI, so make sure your segments are significant enough to bring in the most benefit.


Segments should be relevant to your company’s marketing goals. There’s no point in segmenting by, say, household size if it has nothing to do with your product.


Marketing teams must be able to design messages and campaigns for your list segments. If a segment isn’t actionable, there’s no potential for ROI. Make sure the segment’s messaging can be valuable enough to drive revenue.


List segments should be relatively stable to reap long-term benefits. Some characteristics like interests or purchase behavior are subject to fluctuate, making the list less successful than a stable one. When choosing how to segment your leads, consider if any of the criteria is likely to change, and how often.

3 Ways to Use List Segmentation to Grow Your Profits

Once you create your lists, your marketing team can use them to craft segment-specific messaging and campaigns. Here are three of the most common ways you can put segmentation to work:

Targeted Offers

We said it earlier: targeted emails generate as much as 77% more revenue than mass email promotions. Other data shows that segmented emails received more than 14% more opens, 60% more clicks, fewer bounces, and fewer unsubscribes than non-segmented campaigns.

List segmentation - offers

Use segmented buying behavior and user engagement to create attractive, user-specific offers, coupons, and discounts to boost conversions. For example, if a person bought a laptop, you might send them an email promoting laptop accessories, like a mouse or Bluetooth keyboard.

Personalized Communications

Segmenting your list makes it easier to personalize your messages. When you narrow your focus, your message sounds more like you wrote it just for the person reading it.

List segmentation - personalize

For example, let’s assume, you sell furniture online. Someone has visited your website and spent quite a while browsing through your living room collection. Automatically add them to the ‘living room’ list and send them campaigns about all the latest models you have. Or better, give him a nice personalized coupon. And watch the conversions roll in.


Not just offers and promotions, you can also use list segmentation to keep your leads informed of product updates, upcoming events or any exciting news. You can send them invites for webinars, upcoming events or exciting releases that you have had. And if there’s an exciting event going on in a certain city, and you are going to be there, you can just send a quick email inviting your leads to come to say hi.

List Segmentation Goes Beyond Email

Up until now, we’ve largely focused on list segmentation as it relates to email marketing. But its benefits go beyond the digital sphere. You can use these same list segmentation techniques to craft direct mail campaigns, billboard ads, and even telemarketing (if you’re into that kind of thing).

The benefits of list segmentation are too great to ignore, so stop missing out! See how LeadSquared can help you put list segmentation to work with a free 15-day trial!

Everybody wants to make more sales, but not everyone knows how to determine what is going wrong. You may find it hard to visualize how your business is faring – are you making more sales, more profit, reaching new areas…or is everything in decline?

By finding out where you are and projecting what will happen in the future, you’ll be able to make educated decisions on how to make changes for the better. This is where sales analysis comes into the picture.

What sales reports show and how to analyze them

At the most basic level, a sales report shows you how much sales (in numbers of sales or income from those sales) were made over a period of time. If it were to show sales of $1 in January, $2 in February, and $4 in March, you could project sales of $8 in April as the figures have doubled each month. You can assume there is little that needs to change, and things seem to be going well.

This information can be split in various different ways to give you more and more detail on how these sales are happening.

Imagine that the whole of your sales information is an onion, and you are the scientist who is about to investigate the onion. You can see it growing in the ground, and by measuring the size of it every week, you can predict how the onion will grow in the coming weeks – that’s your sales forecast.


If you pull the onion out of the ground, you can slice it in half and you’ll see there are many layers inside. These layers could represent geographic locations where your sales team operates. If you could non-destructively measure these layers, you could predict how each layer (location) would grow over time, and see which layers might need a little more nutrition.

But you’re a scientist, so you’re always on a quest for more information. You take out one of these onion layers and place it under a microscope. Lo and behold, there are cells visible inside the onion now!

The cells could represent individual members of your sales team. If you measured them and saw how each cell grew compared to the other cells, you’d most likely find that some grew faster than others. You’d know which cells needed a little bit more attention to grow properly.

Of course, when it comes to onions, there’s only so much you can do to enhance their growth, but with employees within your company, you can respond to their needs accordingly.

Your onion might be growing faster on one side, rather than the other. This could be due to that side of the onion receiving more sunshine than the other side. Maybe particular locations convert more easily in your business, giving you this unbalanced onion shape.

Knowing this information – that sales are growing faster in one area than another – allows you to more accurately predict the future sales levels. When the sales have gone $1, $2, and $4, the next month may be $7 instead of $8 – the increase wasn’t due to doubling overall, but the sales in one area first increased by $1 (from $1 to $2 total) and then by $2 (from $2 to $4) and will now increase by $3 – 1, 2, 3 is the logical progression.

Who works hard and who works well?

Your sales report can also include the amount of time that each salesperson worked – the time they checked in and the time they checked out can also be recorded. Some salespeople may work many hours to make a few sales, while others work a very short time and achieve double the sales figures.
sales_analysis_sales_reportDo you let the long-workers go, and find replacements? You might just replace them with more long-workers. What you need to do is see the type of customer the high-achievers are working with, if there is a connection by location, if they are all selling the same product, and so on. By guiding the long-workers towards the practices of the high-achievers, you’ll build a stronger sales force.

But you’ll only be able to do this if you have access to the data in the first instance.

Tracking Leads

The success of your sales team depends partially on the availability of leads to work with. Information relating to how many people are in each stage of your sales process will identify the areas in which you need to make the improvement.


If your leads are perennially stuck in the first stage of your sales process, then something needs to be done to kickstart the entire sales system – the offer or appeal clearly isn’t strong enough to draw the crowd in.

Alternatively, if every lead is stuck at the penultimate step and not buying, your sales team will need to improve their closing skills.

When Analysis Cannot Occur

There is only one occasion when sales analysis cannot occur – when there is no data to look at. The reasons that cause you to have no data can vary.

Perhaps you are a startup, with no track record – that’s fine. Get working, results will come.

Perhaps you haven’t made any sales – that’s OK, but not great. Put some more work in, data is coming.

Perhaps you don’t bother to record this information – that’s really not OK. You cannot expect to build and grow a successful business without knowing where your business is right now.

Not tracking this information is like driving into the desert without a GPS and hoping to find a single tent. You don’t know where you’re going, even if you did you don’t know how to get there, and when you look behind you, you don’t know where you’ve been as all you see is sand. Everywhere.

By recording your sales data with LeadSquared you open up a whole world of reports and analysis. Not only is the information saved and presented to you as you want it, but it can also be segmented and rearranged exactly as you need it.

It’s like having a GPS, a book of maps, and a multitude of signposts to guide the way. Wouldn’t you feel better if you knew where your business was headed?

So how do you start analyzing your sales results? By having a good sales analytics tool that helps you to know what is happening at every single stage of your sales funnel. It should also give you detailed insights into the performance of your marketing campaigns and your sales team in terms of efficiency and revenue.

And that’s why LeadSquared is your best bet. Don’t believe me? Take a quick 15-day trial to check it out yourself.

Sales force automation means automating your sales process and making them more intelligent, efficient and error free. Using automation techniques to smooth out processes and give customers a better experience than ever before, you’ll be wondering why you haven’t been using automated systems forever.

It’s not about employing robots, or about building factories and production lines, nor is it about becoming fully impersonal and alert. It is about using technology to the full to give you and your team a competitive advantage over every other business in your market.

CRM…but better

There was a time when sales were made face to face, and a relationship was often built between buyer and seller. As time has progressed, sales have become more and more impersonal, and it’s hard to build a relationship between the two parties.

This relationship is important in both directions – the buyer needs to know that the seller is interested in the problem they need solving and can sell them a reliable solution. The seller needs to know that they are not wasting their time and that the buyer actually wants to buy something.

Sales force automation - quality score

As businesses grew and communication was often not face-to-face but more likely to be over the phone or across the internet, Customer Relationship Management systems were developed. Noting down what the customer wanted, when they wanted it, what they had previously purchased, and so on – the only problem arose when the customer unexpectedly called, and you needed to find the right piece of paper.

CRM systems improved and became digital, and now it was just a matter of seeking out the right record on the computer system. With the advent of the internet, CRM systems moved online making it easy for multiple users to work with them and for the information to be accessed from anywhere.

There was still a problem though – every piece of information had to be entered by hand. Sales force automation takes this one step further by automatically entering information about your customers and leads for you.

Through various lead generation techniques and processes applied before a sales rep even comes into contact with a potential lead, a profile of the person can be built, and the information stored for later access.

This gives the sales force an almost psychic ability to know what the lead is interested in and what problems they may be trying to solve. But there’s more – the automation system can figure out which are the best leads for a sales rep to follow up, and will be able to automatically schedule this for the rep, as well as tracking all the communication that follows.

But what if the sales reps forget to contact someone or return a call? Simply, the sales force automation takes care of it – reminders and notifications are automatically generated, and if they are not acted on, the next person in the chain is notified. This can be another sales rep to take over the lead, or a manager to investigate what the problem is.

Qualify best candidates - higher education CRM

When no leads slip through the cracks, the business can function at its highest efficiency and generate the most revenue possible.

Contact management and information sharing have been taken care of, and precautions are in place to make sure nothing gets missed out. So, does this mean your sales force is fully automated? Far from it!

A Manager’s Dream

As a manager, the one thing you have to do is keep on top of your team of sales reps. You need to know who is doing well, who needs a push in the right direction, who is converting the most leads, and so on. You also need to know how the sales figures are looking.

It’s common practice for sales teams to send in their daily or weekly reports, or sometimes for the manager to run a report on these different aspects of the sales team. Unfortunately, for one reason or another, these reports don’t always come through on time. Maybe the rep is super busy and can’t spend the time logging in, running the report, saving it, emailing it, and so on.

sales force automation reports

Maybe the manager doesn’t have time to do it for every rep, and slowly but surely reports go missing, and sales figures start to drop. Targets are missed, and revenue is down, all because nobody could find the time to produce a set of reports.

With sales force automation, these reports can be generated automatically and sent to the people who need to know. It’s right there, waiting in the inbox, without having to lift a finger.

With the minimum of effort and interruption, the manager can evaluate employee performance and see a sales forecast analysis very easily. They can make changes as needed and not have to wonder why a particular report hasn’t been filed.

This builds confidence in the sales force and gives the manager a full set of information to work with. When key reports are missing, a manager is at best ineffective. When everything is produced and seen on time, the manager can function at full efficiency and bring out the best in their team.

Automating the rest of the sales process

Once the lead is in your sales pipeline, every step of the way can be aided by automation. Leads can be rated and ranked, and sales reps can see exactly where they are within the pipeline. Sales reps that are mobile and operate in different areas can be tracked and can be chosen to close deals based on their geographic location.


When a deal is closed, and an order is placed, notifications can be sent to everyone who needs to know.

This lets managers know that revenue is on the way, but also allows teams that sell physical stock to keep track of their inventory more easily as they will know instantly when something needs to go out.

Sales force automation is the ultimate in streamlining and efficiency while giving amazing advantages to both the sales force and the customer alike. If you haven’t already begun automating your business, you need to get started today.