Higher Education Websites Boosted with Marketing Technology

It was by happenstance that Converge Consulting, a digital marketing agency for higher education, and McNary Marketing & Design were some of the first tenants to occupy the Geonetric Building in Cedar Rapids, IA. But it was through a shared desire to provide innovative marketing technology solutions that the two firms formed a partnership.

Project Highlights

  • Work with platforms specific to higher education
  • Connect CRMs with traffic analytics
  • Assess and implement tools that track leads
  • Automate digital marketing processes

“During the early stages of our agency, we had McNary Marketing & Design assist with client deliverables like landing page development and CRM integration. As our relationship continued, we learned how McNary’s expertise in marketing technology could help us scale our services. Our work with the McNary team allows us to bridge the gap between marketing and technology for our clients,” said Hayley Warack, vice president of digital strategy.

“Converge works with half a dozen recruiting platforms that are specific to higher education, such as Slate, Pardot, Salesforce and Hobsons Radius. Even though these are industry-specific tools, there are always limitations,” noted Josh McNary. “Because we are technology agnostic, we can identify and integrate plugins or custom tools that will capture the right tracking data.”

McNary has helped Converge assess CRM and CMS tools such as Unbounce, SalesForce and HubSpot, plus inbound marketing solutions like MailChimp and Emma. The McNary team has also implemented third-party solutions such as Google Analytics, Google Tag Manager and even social media channels like Snapchat.

“…we learned how McNary’s expertise in marketing technology could help us scale our services. Our work with the McNary team allows us to bridge the gap between marketing and technology for our clients,

“Everyone wants automation in digital marketing,” Warack said. “The main call to action for potential students is to raise their hand so someone can follow up with them. Many institutions of higher learning have great marketing-centric landing pages but have trouble connecting the dots between traffic analytics and their CRMs. Prospective students expect an immediate response – schools can’t afford to wait days or weeks for their system to process leads.”

McNary’s expertise with marketing technology allows them to identify solutions that create efficiencies, result in a better user experience and decrease manual tasks for university personnel.    

Converge Consulting is a digital marketing agency for higher education and is located in Cedar Rapids, IA.

“McNary Marketing & Design is good at thinking through all the steps with complex integrations,”

   For example, the McNary’s team helped Converge develop WordPress landing pages for a graduate business program in the Midwest. The school was using WordPress for its website but not the landing pages. McNary created new wireframes from scratch to ensure there was more consistency. To unify complex campaign and system tracking, they translated the design into WordPress and integrated it with their client’s CRM system. The updated website now has a focused call to action (CTA) with one form that drives the user to take the next step.

“McNary Marketing & Design is good at thinking through all the steps with complex integrations,” Warack noted. “It’s easy to solve for A to B, but if you aren’t thinking about Z, you might have to change where you started. They are also comfortable consulting directly with clients and communicating relatable, actionable information that doesn’t overwhelm them with jargon.”

“Converge provides our team with interesting challenges that align with our MarTech goal,”

McNary and Converge also collaborated to help a teacher’s education university in New York streamline their analytics. Because the client had various microsites in addition to their website, they were collecting prospect information through multiple forms and CRM systems. The tracking inconsistency also complicated the ability to measure ad effectiveness. McNary resolved and simplified complex tracking between Google Analytics, Google Tag Manager and the client’s CRM.

“Converge provides our team with interesting challenges that align with our MarTech goal,” said McNary. “We have a different approach from other developers because we take the time to understand the client’s business problem and guide them through to a solution.”

“We have a different approach from other developers because we take the time to understand the client’s business problem and guide them through to a solution.”

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