Qualified University Leads for Personalized Video SaaS Platform - Clay-powered AI outbound systems
A personalized video production SaaS company needed to generate leads from U.S. higher education institutions for their student enrollment and yield optimization platform. They struggled to connect with high-level enrollment decision-makers and drive meaningful conversations about their video technology.
The Challenge:
- Reaching high-level enrollment decision makers (VPs, Deans, Directors)
- Complex higher education sales cycle with slow response times
- Previous outbound efforts generated little qualified engagement
- Needed to demonstrate ROI for innovative video technology in conservative education market
The Solution:
Built a comprehensive outbound system targeting higher education enrollment professionals with Clay-powered personalization using university-specific content, reviews, and program information to create authentic, relevant messaging.
Results Achieved:
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6 qualified replies from higher education decision makers
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1,623 verified leads contacted across U.S. universities and colleges
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4.13% reply rate in slow-responding education sector
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8.96% positive reply rate from interested enrollment professionals
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Clay-enhanced personalization outperformed generic messaging
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Multi-stage targeting across enrollment funnel stages
Campaign Strategy:
- Executive-level targeting – VPs of Enrollment, Deans, Directors of Financial Aid
- University-specific personalization – Referenced actual reviews, programs, and university content
- Education funnel mapping – Targeted different enrollment stages (Search, Inquiry, Admit, Financial Aid)
- Social proof integration – Referenced peer institutions and success metrics
- Multi-step sequences with education-appropriate messaging
Why It Worked:
The success came from combining precise local targeting with authentic personalization – referencing specific Google reviews, local context, and relevant case studies that resonated with each business owner.
Deliverables:
✅ Higher Ed Database – 1,623 verified enrollment decision makers across U.S. institutions
✅ Clay Personalization System – University reviews, programs, and content integration
✅ Multi-Stage Campaign – Enrollment funnel-specific messaging sequences
✅ Infrastructure Setup – Custom domains, SPF/DKIM/DMARC, Smartlead integration
✅ Executive Messaging – VP and Dean-level communication strategies
✅ Social Proof Integration – Peer university references and case studies
✅ Performance Analytics – Education sector-specific tracking and optimization
✅ Repositioning Strategy – Campaign analysis and improvement recommendations
Sample Personalization:
“Hi [First Name], I came across [University Name] and loved the great review from [Reviewer] about your [Program]. Just curious—have you considered using personalized videos to boost student commitment?”
Campaign Components:
- Lead Sourcing – Apollo.io filtering for Higher Ed executive administration
- Content Research – Public reviews and university-specific program information
- Dynamic Variables – First name, company name, reviewer, program details
- Credibility Building – 5X yield increase data and peer institution references
- Follow-up Sequences – Education-appropriate timing and messaging
Key Success Factors:
✅ Clay-enriched personalization significantly outperformed generic introductions
✅ Social proof from peer universities built trust and credibility
✅ Simplified messaging converted better than formal academic language
⚠️ Education timing – Enrollment departments respond slowly, timing crucial
⚠️ Conservative market – Required careful positioning of innovative technology
