ABOUT
Tomorrow University of Applied Sciences is a fast-growing, remote-first university based in Germany. It offers fully accredited degree programs designed to develop future leaders and change-makers, with students from over 60 countries.
INDUSTRY
Higher Education
CRM
Salesforce
Challenge
Tomorrow University needed a way to identify high-intent leads and respond to them immediately without adding headcount.
Amidst rapid growth, Tomorrow University faced the following scaling challenges:
Wasted Time on Uninterested Leads. The team was attracting plenty of interest, but couldn't easily tell who was ready to buy versus who was just browsing. This was wasting sales managers’ time.
Slow Response Times. Prospective students wanted answers immediately, but human teams were limited by working hours. By the time a sales manager could follow up, the initial excitement had often faded.
Scaling Risks. The traditional solution of hiring more sales representatives meant committing to fixed costs regardless of (often volatile) lead volume, which was financially risky.
“We were pretty good at attracting people to learn about Tomorrow. But bringing people into the sales process was not easy because we didn't really know who was ready to buy, or who was just browsing around. It was very difficult to identify who should have a longer conversation with our sales managers."
Johannes Arning
Chief Operating Officer, Tomorrow University of Applied Sciences
Solution
Havana automated the entire qualification process with two tailored AI campaigns: one for high-intent leads, another for leads needing more nurturing.
Tomorrow University implemented two Havana campaigns tailored to different lead types. Based on website behavior and assessed level of intent, leads were routed accordingly:
Campaign 1: Lower-Intent Leads. Leads showing less clear intent were routed to a Havana AI Agent focused on qualification. This agent asked more questions to assess motivation and fit, filtering leads before they reached the sales team.
Campaign 2: High-Intent Leads. Warmer leads were routed to a Havana AI Agent focused on speed. This agent prioritized answering questions and booking appointments, moving qualified prospects to sales managers as quickly as possible.
Together, the two campaigns created these advantages:
Instant Response. Havana called leads just minutes after they signed up on the website, while their interest was still fresh.
Intent-Based Routing. Havana’s customizable campaigns ensured each lead got the right conversation at the right depth.
Multi-Channel Follow-Up. Beyond calls, Havana sent follow-up emails to engage leads who didn’t pick up, creating multiple touchpoints without manual work. Tomorrow University also plans to add WhatsApp as a channel for the AI.
“As soon as someone reaches out on the website, they're going to get to speak to our AI agent almost immediately—while the interest is still there. That's a massive thing compared to humans who have working hours.”
María Sainz Aranguren
Senior Technical CRM & Sales Operations Manager, Tomorrow University
Results & Impact
Havana engaged tens of thousands of leads while transforming the sales team’s working process.
Havana has delivered significant results across both volume and efficiency:
52,000 Voice Calls & 57,000 Emails. Havana executed persistent multi-channel outreach at volumes impossible for a human team to match.
24% Lead Response Rate. One in four leads responded to Havana’s outreach, moving from initial interest to ongoing engagement.
Manual Chasing Eliminated. The sales process transformed from “running after leads” to an “inbound process”, where sales managers received only qualified leads ready to have meaningful conversations.
“The sales team can focus more on actual calls with leads and less on running after them. It has become more of an inbound process, which is perceived as very positive because they can work on their core skill and not waste time trying to figure out who is the right lead to speak to next."
Chief Operating Officer
The qualitative impact has been equally significant:
Improved Team Morale. With Havana handling qualification, sales managers work with better-quality leads and get better results.
Brand Reinforcement. For an innovation-focused university, having AI call prospective students immediately signals that Tomorrow University practices what it preaches.
“Havana pays a lot into our brand in terms of being innovative and AI-driven. As a future student, you can immediately see that we take this seriously because we let AI call you. People appreciate that—it tells them that what we claim is actually the way we work."
Johannes Arning
Chief Operating Officer
Conclusion
Havana has transformed Tomorrow University’s enrollment process from a manual ‘chase’ into an automated, high-conversion engine that enhances both team morale and the student experience. For rapidly-growing institutions facing similar scaling challenges, Tomorrow University’s success proves why AI is a necessity for sustainable growth.
“If there’s someone thinking about using Havana, I’d say that you should meet the Havana team. I think they’re amazing to work with. If you start trying the tool and working with them, you will be convinced.”
María Sainz Aranguren
Senior Technical CRM & Sales Operations Manager
