CRM marketing is a powerful tool that many marketers are still overlooking today, yet it can make you more efficient and increase your marketing efforts.
If someone asked you how many customers you had in your region, could you tell them? If you were asked how many sales prospects, you had, would you know?
Using CRM it is important to divide your customer data base into segments or regions, because if you don’t when you send out that email message, everyone is going to get it and at best it will result in a low response and worse it will annoy customers and have them drop off your mailing list. So how does one build a strong database that will improve your marketing results?
- Watch Your Data Quality
At the base of your marketing being effective is the need for access to good quality data. You need to get as much information on a company or person as you can. You can uses Google or LinkedIn to find out more about a person. There are other business directories that can be helpful. The minimum information you should have is their address, telephone number, email and title. You can also add your interests. Add the information you find to your CRM database. - Maintain a Good Database
In order to maintain a good database you need to be updating it regularly. This should not just be the job of the marketing department but it should also involve other departments that access the information. - They will also have opportunities to update information. For example, a customer phones in with a complaint and they the customer service rep a new phone number, they need to be adding it at that stage.
- This is how good solid databases are built.
- Have the Ability to Select
When you have created structured data, it is easy for you to choose based on your target group. You can select one or more target groups for your marketing campaign to target. For example, maybe you want to run an email campaign that targets those people with the title ‘account manager’ and who are assigned to the salesperson Joey. You will access your CRM software and select with this criteria. It will take no time at all for the list to appear on the screen. There’s no need for Excel or large complicated processes.
If staff understands the importance of filling in as many fields as possible, you will create a powerful database full of customer information and your marketing campaigns will become stronger and more powerful.
Blending Marketing and Your CRM
CRM has long been used by many businesses. After all, it has significant value in the management of customers and the associated data. But the world is changing and so is the way we do business. Today’s customer is actually 57% into the buying cycle before they even talk to anyone from the company. Now more than ever before, when a customer reaches out, a marketer must be there through all the steps.
When the right CRM software is used it will allow your marketers to plan and execute campaigns across a number of channels from beginning to end, and then it will allow you to measure the effectiveness of those campaigns. CRM can allow you to build your sales pipeline across numerous channels and to demonstrate in real time the impact of your marketing investment.
With the ability to streamline, plan and execute you can create an integrated plan to fit your budget and then track and analyse across all of your channels. You’ll be able to reach your prospects through digital methods, email, social networking and more traditional means. You can collaborate processes and manage them across all your marketing team from one platform. Marketing has never been easier.
Because you can now easily design the journey of your customer or prospect, the recipient is receiving highly targeted content whether it’s a newsletter or a special offer.
You can now easily create different channels to target different markets. In addition, you can make your emails interactive so that you can record valuable information based on the actions of the recipient. This additional information helps you to even fine tune your target markets even further.
You can seamlessly build your sales pipeline and follow your prospects through that pipeline. You can boost the interest of prospects through multistage marketing campaigns that deliver personalized content. With CRM, you can combine your marketing and sales funnels.
CRM allows you to keep the sales team in the loop. You can easily provide your sales team with access to the marketing calendar so they know exactly what campaigns are running and what to expect coming down the pipe.
One of the most powerful tools you have available is marketing analytics. You can now easily measure ROI and get a real time view of your effectiveness.
These clear views of your marketing campaigns mean you can quickly change or fine-tune any campaign based on its performance.
Marketing is essential to the success of your business and CRM should play an important role in today’s marketing strategies.
Don’t get left out in the cold.
Read more on How to Improve Your CRM to Benefit Your Marketing
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