BAU, Marketing Automation and Process Optimization

Located in Poblenou 22@ in Barcelona, BAU is affiliated with the Central University of Catalonia (UVic-UCC) and has been offering higher education in design since 1989. It is a pioneer in offering university degrees in Design and Fine Arts within the framework of the European Higher Education Area (EHEA). Additionally, it consolidates its university proposal for the 2nd cycle with the 4th edition of the Master's Degree in Research and Experimentation in Design and implements the 3rd cycle with the Doctoral Program in Design and Communication at BAU / UVic-UCC.

Its entire offering, combined with its prestige in the educational world at both national and international levels, makes BAU the training center chosen by a large number of students, leading to a high volume of information requests and contacts that could not be addressed personally and maximized.

Seeking Sales-qualified leads

BAU is a prestigious educational center, a reference in the design world, attracting many young people interested in studying there. Leads were coming in, but as the saying goes, the trees were blocking the view of the forest, and a true classification could not be made to focus efforts on them. These are the phases we went through to transform leads into Sales-qualified leads (SQL):

• Inspiration phase. Analysis of different channels and workshops to identify the buyer persona for each BAU product and the buyer journey that leads them from a simple lead to SQL.
• Ideation phase. Definition of SQL for each product, workflows, and content offers for each one.
• Implementation of basic workflows. From the definition of workflows, we determined the touchpoints and the information and communications likely to interest leads at each moment, in addition to creating a conversion path and a conceptualization of offers by campaign.

Through automation, it was also possible to start generating a scoring, a classification of leads based on sociodemographic parameters and the level of engagement with the platform and content. This way, we simplified processes, focused and used resources much more efficiently on leads with the greatest potential, the sales-qualified leads (SQL), while also offering interested individuals in BAU personalized information and content at each stage of the process.

Marketing Automation

The key to this project was the implementation of a Hubspot CRM. With this action, the database was imported, a migration with all the information was carried out, and the integration of the website and various BAU landing pages was completed. The aim of this step was to centralize all data in one place to analyze it and have a unique view that aids in strategic decision-making.

With this tool, BAU could begin to exploit the collected information to redefine workflows according to their needs. This, again, allowed for process streamlining through automation and the possibility of maximizing content personalization impacting users.

Tangible results

In the three-month duration of the project, one month was spent on research tasks, a second month dedicated to CRM implementation, and a third focused on launching the workflows. In the first 10 months following the strategy launch, we achieved great results:

• On one hand, there was a qualitative improvement in the attention and support to potential BAU students thanks to SQL scoring and the personalization of content and workflows.
• This was reflected in a considerable and sustained increase in information requests, scheduled meetings, enrollments, and registrations compared to 2021.

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