SMS is one of the most powerful communication channels available to marketers, and one of the easiest to misuse. Text messages are immediate, personal, and nearly impossible to ignore. That’s exactly why recipients are highly sensitive to how brands use them. One poorly timed or unexpected message can damage trust far faster than a misplaced email ever could. Done responsibly, however, SMS can strengthen relationships, deliver real value, and drive exceptional engagement. The difference comes down to consent, expectations, and relevance. Here’s how to build an SMS program customers welcome instead of tolerate. Start With Explicit, Documented Consent Unlike email, SMS […]
Microsoft Dynamics provides organizations with a powerful foundation for managing customer relationships, tracking interactions, and supporting business processes. Yet two organizations can have access to similar technology and achieve very different marketing outcomes. One team struggles to move beyond basic campaigns and manual processes. Another consistently creates relevant customer experiences, improves efficiency, and demonstrates marketing impact. The difference is rarely the CRM itself. More often, it comes down to how teams use the information available to them and how they translate that information into action. They Focus on Customer Understanding […]
Higher education marketing is often discussed in terms of campaigns, communications, and enrollment goals. While those priorities are certainly important, they only tell part of the story. Many organizations focus on a relatively small number of customer segments. Colleges and universities, on the other hand, communicate with a wide range of audiences that often have very different needs, interests, and expectations. Each audience plays a different role in the institution’s success. As a result, higher education marketing is often less about campaign management and more about audience management. Every Audience […]
Customers expect organizations to understand who they are, what they’ve done, and where they are in the relationship. Whether someone is downloading a resource, attending an event, requesting information, making a purchase, or reaching out for support, they expect each interaction to feel connected to the last. Creating that type of experience can be challenging. Most customer experiences are influenced by multiple teams, communication channels, business processes, and technology platforms. Marketing, sales, customer service, and operations all contribute to the customer journey in different ways. When those groups work together […]
Higher education marketers are being asked to do more with less: fewer resources, tighter timelines, and increasingly complex audiences. At the same time, prospective students, applicants, and alumni expect communications to feel relevant, timely, and personal. That tension is where many institutions struggle. The answer isn’t sending more messages or adding another channel. It’s building hyper-personalized journeys powered by CRM data and marketing automation — journeys that adapt to real behavior, reflect true interests, and move students forward without manual effort. Why Personalization in Higher Ed Has to Go Deeper Personalization in higher ed has historically been surface-level: a […]
