Another solution was the MuleSoft Anypoint platform. MuleSoft is used to connect SaaS applications with the central student management platform, and gives Lam and his team the flexibility to integrate best-in-class applications.
“We brought in a best-in-class technology strategy, and that led us to Salesforce,” he explains. “We chose Sales Cloud for our student contact management and Marketing Cloud for our marketing automation. And we use MuleSoft to conveniently transfer data between Sales Cloud, the in-house management system, online application and our mobile app.”
“For example, we are using Sales Cloud as our master data reference to understand which programs are most advisable for which student. This in turn becomes a source of data for our custom platform and is easily transferred through MuleSoft.
“It essentially gives us the flexibility to adopt best-in-class applications for every function, and our in-house system architect uses MuleSoft to connect all the data to our central student management platform.”
The results have been impressive. According to Lam, Salesforce uses clearer analytics to deliver better insights into the ROI of marketing campaigns.
“Now, with Salesforce, we can see which marketing campaigns are providing the best leads. That has approximately halved our cost per lead, and of course we no longer have to pay for data extraction so there are essential savings there too. While our conversion rate is not a like-for-like comparison due to market changes, we’d certainly be less prepared to tackle external challenges without Salesforce and MuleSoft.”