How ESCP’s MBA in International Management increased their inflow of qualified leads
ESCP Business School’s MBA in International Management used a House of Education custom-built marketing tool to diversify their lead gen sources - and it is now one of the top-performing first touch points for enrolling students.
"Of the enrolled, the number who indicate the quiz was a first touchpoint makes me feel like that this is a good return on our investment.", says Lola Bourget, Group Marketing Manager for ESCP’s MBA in International Management.
prospects completed the Digital Advisor
of those who complete the quiz progress in the marketing funnel.
The Digital Advisor was the top 5 largest lead generation sources.
A competitive market
ESCP Business School was the world’s first business school, established in 1819. Today, ESCP has six campuses across Europe, is multi-accredited and regularly ranks as among the world’s best business schools. That doesn’t mean it’s always easy to recruit students, especially for advanced programmes like their MBA in International Management.
"The MBA market is very competitive. Leads are over-solicited, so it’s not easy to generate leads, and even harder to get qualified leads," said Lola Bourget, Group Marketing Manager for ESCP’s MBA in International Management.
The MBA in International Management programme needed a way to do three things:
- Generate qualified leads
- Diversify their sources of lead generation
- Gamify prospects’ search for information to make it fun and memorable
"This is really useful for our recruiters - if they only have two hours to contact leads today, they’ll go straight to the ideal leads"
Lola Bourget, Group Marketing Manager
Using a new tool to generate leads
Bourget, who heard about House of Education from a colleague at ESCP who uses the quiz tool for the school’s Master in Management programme, decided to give it a try.
The custom-built quiz asks prospective students questions about their goals, background and interests. Using their responses, the product provides detailed, personalised feedback - letting the student learn about the programme in an engaging, dynamic way.
What’s more, ESCP receives freshly generated leads, and much more information than just an email address and a name. Every answer given by prospective students’ answers is stored and made available to Bourget and her colleagues, which means they know whether a prospective student has the right background to qualify for the programme and what their motivations are.
One of the best parts of working with House of Education is that it’s easy to implement, said Bourget. "Adding the quiz to our website was child’s play and leads started showing immediately," she continued.
As the programme has evolved, so has ESCP’s relationship with House of Education.
The MBA in International Management recently introduced new formats - online, hybrid and on-campus - as well as new study durations - 10, 22 and 34 months. If a student has decided that ESCP’s International MBA is a good fit, how can they now know which of the formats is right for their situation?
The solution is to split the current quiz into two separate products - one to help prospective students find the right format early on in their interest journey, and another to help those further down the funnel assess if they are eligible for the programme.
"Adding the quiz to our website was child’s play and leads started showing immediately"
More qualified leads
ESCP’s MBA in International Management uses the quiz to segment leads into ideal, qualified, unqualified for next intake, and unqualified groups.
"This is really useful for our recruiters - if they only have two hours to contact leads today, they’ll go straight to the ideal leads," said Bourget. Recruiters can also be more personalised when working with leads, using the prospective student’s answers about their goals, motivations and interests to present the most relevant information.
"The quiz is among the main lead generators for our MBA programme" said Bourget.
Bourget and ESCP have also utilised House of Education's automated email nurturing, which sends targeted messages to students after they complete the quiz.
Overall, Bourget says the marketing tool provides "qualified leads who are engaging with our organic content, and in parallel, House of Education-automated emails boost conversion."