It is important to identify your potential leads from a huge lead count and filter them out. It is a known fact that 80% of our conversions comes from the 20% of our lead. To target these leads we can follow these three strategies:
I) Instant Decision Impact (IDI): Leads which are marked as No Response/Cold/ Warm by the counsellors long back, it may happen that they are now active and are now showing the interest for the institution but you would not be nurturing them as they are marked as cold/not interested. In many cases, leads is marked as Cold due to instant decisions as the applicant would be busy & they will randomly say they are not interested. In some cases, applicants would not be interested in the month of Dec/Jan/Feb but now they would be interested as they have more clarity of processes now. Thus it is very important for you not lose out on such leads which were marked as Cold or a negative stage earlier but are active now. The filters that can be applied are:
II) Multiple Registration Impact (MRI): With this strategy, you will be able to filter out those leads who are enquiring about our university from multiple channels. If a student is enquiring form multiple channels that means intent is high & student would be interested to know more. It is important you don't lose out on such audience and reach out to them. In our system, we are not only identifying the leads which enquire from multiple channels but also track and capture new enquiry source and date details.
You can filter out these potential leads on the basis of Campaign instance (Primary/Secondary/Tertiary):
A) Primary - When the leads come for the first time in our system it is captured as Primary Lead
B) Secondary - When the same lead comes for the second time from the different source is known as secondary lead
C) Tertiary - when the same lead comes for the third time in our system from the different source is known as Tertiary lead
III) Strategic Nurturing Plan(SNP): Here we discussed how from the huge chunk of leads we can segregate the potential & genuine leads and ensure we don't lose out on them. This strategy will be more impactful wherein below conditions are there:
A) Huge number of leads inflow (wherein its not feasible to engage every lead)
B) API/Offline is major contributor to lead inflow (thus lot of leads are pumped into system via API)
C) Small Application Window