According to Nick Mirisis, Director of Marketing and Business Development at SchoolDude, the marketing team operates in a vastly different way than it did three years ago. Instead of single-focus campaigns and a static corporate website, the team reaches out to thousands of diverse prospects in the education market, delivering personalized content and web experiences for specific audiences. Marketo Real-Time Personalization is the underlying platform that empowers the team to target prospects and current customers based on highly granular account data. SchoolDude’s account-based marketing (ABM) strategy has yielded an approximate four-fold increase in engagement, boosting the number of webinar and event participants, and helping sales close more deals.
- Shift marketing’s orientation to demand generation and revenue marketing.
- Engage prospects with content that shares best practices gleaned from SchoolDude’s 15 years of experience with 6,000+ clients.
- Leverage ABM to personalize interactions with top prospects to increase sales.
A complex, diverse customer base
SchoolDude solutions help educational institutions better manage demand and costs associated with corrective and preventive maintenance, energy and conservation, IT help desk and asset management, inventory accountability, business operations, and safety management. Educating buyers on the value of SchoolDude products is complex because of the diversity of the audience, which includes public, private, independent, and charter schools of all sizes, as well as institutes of higher education.
"The pain points that a small, rural school district faces are very different from those of a mega district in a big city, a community college, or a large university. So we tailor our content based on the challenges and concerns of each audience. The style, tone, and images are different, and so are the testimonials and best practice content we provide. We even present different products because some offerings are a better fit for small districts, while others are better suited to large districts or higher education.”