01. The Challenge
When Cliento began working with the institution, the admissions team was in the process of fully adopting HubSpot as their automation platform and CRM.
An unexpected challenge soon followed: the pandemic. This context accelerated the need to rethink their lead acquisition strategy with a more structured, digital, and scalable approach.
The university’s goal was to generate a steady flow of qualified prospects, improve conversion rates, and build long-term relationships with future students.
To achieve sustained growth, an action plan was executed around the following key areas:
The Sales and Marketing modules were configured to enable full lead and opportunity tracking. This included defining the pipeline, creating custom properties, and setting lead qualification criteria in collaboration with UP.
Forms, dashboards, and surveys were integrated directly through HubSpot, tailored to the specific needs of the admissions team. This customization layer streamlined lead management, improved traceability of each interaction, and enabled real-time reporting on key commercial metrics.
Marketing attribution channels were activated to accurately identify the sources driving the highest conversion rates for the institution.
The admissions team received hands-on training to shorten the learning curve and ensure effective adoption of the tool from the very first sprint.
An attraction strategy was developed based on helpful content aligned with the interests, questions, and motivations of the buyer persona at each stage of the customer journey. This resulted in over 70 content pieces tailored to the university’s 23 academic programs.
Formats included blog articles, guides, downloadable resources, and testimonials—used as lead magnets to support the enrollment decision-making process.
In parallel, On-Page SEO tactics were implemented to improve the organic visibility of the content, ensuring it was easily indexed by Google and ranked in top search results for users in the early stages of their academic research.
The case of UP Guadalajara is a clear example of how an Inbound Marketing strategy—combined with the effective use of tools like HubSpot—can drive sustained growth:
2020–2021 cycle: 100% above the enrollment goal, with +15% growth vs. the previous cycle
2021–2022 cycle: 110% of the goal achieved, +5% vs. the previous cycle
2022–2023 cycle: 115% of the goal achieved, +5% vs. the previous cycle