Case Study: Laureate Education, Inc. achieves 300% increase in lead qualification with Workato

How Laureate International Universities Automatically Send SMS and Sort the Responses in Marketo

Laureate International Universities, targeting high school seniors, found email was less effective for this demographic and wanted to use SMS via Marketo to boost engagement. Their challenge was that replies landed in Twilio and there was no efficient, automated way to get those responses into Marketo or parse them to update lead records—making SMS a one-sided channel.

Marketo partnered with Workato to bridge Twilio and Marketo: Marketo sends SMS, replies are logged in Twilio, Workato pulls each reply, matches the phone number to the correct lead, parses the message with text logic, and updates lead status automatically. The integration processes 100–300 replies per day, saves hours of manual work, and has driven a 300% increase in lead qualification.

Laureate Education, Inc.