Despite all the cultural and technology changes in the past ten years, today’s enrollment marketing professionals are still largely relegated to email blasts, while the one-to-one interactions are the domain of their colleagues in recruitment. It is now time for marketing and recruitment teams that previously worked in silo — with separate revenue goals and success metrics assigned to each — to be much more closely aligned. And delivering on that promise means coordinating the technologies used by each department. Marketing teams used to be responsible for creating leads, which would then be passed along to the recruitment team for follow up. But advances in online analytics and other tools now allow marketing professionals to gain far greater insights into what prospects are doing online. Combining web analytics with landing pages, email and link tracking tools and other tools that aggregate social media activity has clarified the pattern of individual online activity. In other words, marketing professionals can clearly define … Continue reading →