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Enrollment Marketing Stories Podcast Episode 1
Stories Podcast Episode 1
"If you have your eyes really focused on what you need to solve for at the highest level and that's what you're striving to do, then you really can't go wrong."
"Marketing is a process. And what does that mean? Well, it means that it's not about just doing some random tactics. It's not about just doing content. It's about how we think through what we're trying to solve for and we need to make sure we know the audience, the message, and the intended outcomes."
"What marketing really is, is a value creation center. Come to marketing to partner with you, sales team, or with you, admissions team, or with you, financial aid team. Or whatever the department is or whatever industry. The real value of marketing is that we partner with you to add value to whatever you're solving for."
"Most funnels, the traditional funnel ... is big to small because that's your casting the net out there. You're trying to get a lot of leads. Really big funnel. And then you narrow that down smaller and smaller as they become qualified to the small end of the funnel. In the B2B space, it's exactly the opposite. And again that's small first. You're specifically and intentionally identifying a set number of accounts and then growing them. That's the upside down funnel."
The debut episode of the Enrollment Marketing Stories Podcast welcomes Baker University Executive Director for Marketing Jason Hannah. He sits down to chat about his contributions to the marketing and value creation of Baker, as well as explains the unique nature and significance of upside down funnels.
Jason adds a rich perspective to this with his experience in B2B and B2C marketing. He also illustrates the immense possibilities offered by upside down funnels by sharing past projects that involved partnerships with other companies.
01:01 Jason's background and present projects
06:37 Marketing as value creation for Baker University
10:11 Drilling down Jason's marketing thought process
15:48 Upside down funnels explained
22:08 Approaching partnerships
Jason brings 20 years of sales and marketing experience in both B2B and B2C capacities across multiple industries. His strengths include customer acquisition, segmentation, marketing automation, integrated campaign execution, sales enablement, and sales channel alignment.
Jason has worked for such companies as Payless ShoeSource, Swift Transportation, Cox Communications, Universal Technical Institute, the Professional Association of Diving Instructors (PADI) and now currently serves as the Executive Director of Marketing at Baker University located in Kansas. He also taught the Sales elective course at another university in Kansas before joining Baker.
Some Highlights Include:
- A profile of his work regarding B2B Commerce, CRM and marketing automation as outlined in the December 2018 edition of DigitalCommerce360
- Earning a category finalist mention for Best Demand Generation Campaign in the 2018 ABMies hosted by #FlipMyFunnel
- Winning “Marketing Campaign of the Year” in 2014 from the Best in Biz Awards for salesforce/Marketo campaigns.
Jason is a father of two and lives in Kansas with his wife, a 2nd grade teacher.
Part 1 : Intro
Hey Jason, so I’m really excited about today’s podcast because it’s not only our first podcast, but we’re going to talk about some exciting things today.
But first things first, can you take a minute or two to introduce yourself to our listeners? Tell them about your background, where you come from, and what you’re doing right now.
Part 2 : Topics
Idea 1: Your Story
- What was your transition from B2B to HigherEd like?
- How has your experience been, moving from the B2B space into HigherEd?
- What are some of the fresh ideas you brought into Baker University (past stories that you could share) that was insightful/surprisingly useful for your colleagues coming from an “outsider”?
- During our private conversation you mentioned something about upside down funnels. It’s a really interesting concept. Can you talk more about it with us?
- We could potentially discuss something around “upside down funnels” which you mentioned in this comment.
- What are some common mistakes that you see in other Universities, in their marketing or enrollment process?
Idea 2: Account-Based Marketing (ABM)
- What is ABM?
- What does ABM look like when applied in Higher Ed?
- How has it worked for you so far? (Anecdotal stories would be highly appreciated!)
Idea 3: Mapping Your Student Enrollment Journey
- What does a Student Enrollment Journey look like in Higher Ed?
- How different are they, when compared to private universities and colleges?
- In your opinion, is it important? Why/Why not? Do you feel like people in Higher Ed give enough attention to it? If they don’t, what are they paying attention to in general? What do you think about their priorities? e.g. focusing a lot more on producing content on social, making sure activities are highlighted, alumni engagement is high, etc.