Nexford University Adopts HubSpot SMS Workflows to Boost Lead Conversions
Nexford University is an American University licensed in Washington, DC, offering next generation experiences, all 100% online. The university’s goal is to positively impact the lives of millions around the world through education and provide individuals with a mission-driven, learner-centric community.
Barney Woodbridge, the Head of Growth at Nexford University, shares how the marketing team has transformed their internal processes by utilizing the Sakari and HubSpot SMS integration and in turn, attracting and converting more leads at a faster scale.
Prior to integrating Sakari with HubSpot, the marketing team was using a multi-touch, multi-channel approach for communication, heavily focusing on emails and outbound phone calls. The university also has an in-house advisory team dedicated to contact outreach and strategically transitioning leads down the pipeline.
However, one of the biggest challenges the organization experienced was the lack of ability to target prospective learners directly on their mobile phone at critical stages of the customer journey.
“We continuously want to be top of mind for our potential students,” said Barney. “By relying too heavily on only emails and phone calls for outbound communication—some which never received a response—we were missing certain opportunities to reach leads on a more direct level.”
Because timely follow-up significantly impacts the customer journey, the marketing and advisory teams believed that adding instant messaging like SMS would strengthen communicative outreach and validate higher response rates from their prospective learners.
After extensive research and comparing multiple solutions, Nexford University selected Sakari because of its direct integration with HubSpot, their existing CRM.
By implementing SMS functionalities within HubSpot, the university would not only be able to automate all of its text messaging, but could build and manage workflows based on different marketing funnel stages. Furthermore, the Sakari integration would allow the organization’s teams to view all lead data in one unified system and in real-time.
With Sakari’s smooth setup process, Nexford was able to integrate SMS capabilities inside of HubSpot within a few minutes and start messaging immediately.
The marketing team built specific trigger parameters in HubSpot workflows that would automate specific text messages depending on where a lead was in the customer journey. As a result of automation, the teams could capitalize on organizational productivity in other areas.
The opportunity to reach potential students directly on their mobile phones has drastically improved overall inbound communication. With Sakari’s messaging platform, the internal teams have discovered a high increase in leads taking action at critical stages of the funnel.
By leveraging SMS messaging in Nexford’s multi-channel marketing strategy, the university has succeeded in a 5% uplift in its lead to learner conversion rate.
“We’re seeing a high number of leads actually replying back to messages because we’re reaching them instantaneously via SMS. If you’re looking for a direct integration for text messaging with your existing CRM system, look no further than Sakari!”