Education marketers often make the mistake of putting too much time and money into generating new leads. They fail to realize that all this work is essentially meaningless if their conversion rate doesn’t improve. It’s the leads who are already inside the sales funnel that deserve the most attention. Moving leads further and further into the funnel, however, is easier said than done. It takes a lot of creativity to convert a lead into a customer, or student. Education marketers must ultimately figure out what kind of information and outreach tactics prospective students need to seal the deal.