It’s a really simple concept. It starts by attracting the attention of qualified prospects through content marketing, digital advertising, direct and email campaigns, search engine marketing, events, and a whole host of other activities. These prospects are then put through a nurturing process (CRM) until they either enroll, phase out, or are passed off to admissions counselors as admissions qualified leads (AQLs) for personal contact. The end result is better coordination between marketing and admissions and a higher yield rate. It also means that we reduce the number of applications that are our first contact with our prospects. You’ll see from the diagram below (borrowed from Neil Patel, who created it for B2B audiences), that it also means the rebirth of the funnel!

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