Mobile Marketing: How Laureate International Universities Automatically Send SMS and Sort the Responses in Marketo

Laureate International Universities, a group of universities originally created by Sylvan Learning Systems, are targeting high school seniors, but found email was not as effective with this age group as with other demographics. To better reach them Laureate wanted to create a great mobile marketing process using Marketo to send SMS messages to prospective students. However, they couldn’t find an efficient way to transfer prospects’ SMS responses into Marketo and to parse those responses without human intervention. Without a return path for SMS messages, Laureate couldn’t use mobile marketing to increase engagement–it was a one-sided conversation.

To solve this problem for Laureate, Marketo teamed up with Workato. Now Laureate uses Marketo to send SMS messages to new prospects, but replies are logged in Twilio, with Workato as a bridge between the two apps. Workato not only moves replies from Twilio into Marketo but also identifies the phone number a response came from, matching it with the corresponding lead in Marketo. Workato then uses text formulas and logic to change the lead status in Marketo, based on the content of the message.

Workato has parsed an average of 100 to 300 text message responses per day for Laureate–proving an amazing response to Laureate’s mobile marketing campaign and the automated interpretation of the SMS response to update the lead status. Not only does the integration save hours of manual work, but it’s resulted in a 300% increase in lead qualification!


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