Why traditional lead generation fails in higher education

Traditional lead generation strategies in higher education are proving increasingly ineffective. Research from multiple institutions shows that 85 to 90 percent of enrolled students never fill out a lead form. Instead, they navigate the decision-making process independently — conducting online research, engaging with content and applying when ready. So why are universities still clinging to outdated marketing tactics? One major issue is the outdated mindset that treats students as mere sales prospects to be captured rather than informed and engaged. Additionally, universities often fail to bridge the gap between marketing, admissions and enrollment data, leading to disjointed strategies and missed opportunities. This presentation will explore how institutions can shift from “forced” lead-generation tactics to a model centered on transparency, accessibility and authentic engagement. By fostering trust and removing unnecessary friction, universities can better support prospective students in making informed decisions. As David Ogilvy put it, “The customer is not an idiot; she is your wife.” Prospective students are thoughtful, strategic decision-makers. It’s time for higher education marketing to evolve with them.

Presenters

Robert Kadar — Yeshiva University