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CRM marketing tips?
How can my business best use its CRM solution to support our marketing efforts? What tools or strategies should I know about?
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2 Answers
Hi Ben,
Most CRM tools have a component called "Marketing Automation" that you may consider looking into. Obviously the effectiveness of this tool depends on your overall needs and objectives, but essentially this module aids with creating and distributing email marketing campaigns, lead nurturing, lead scoring, etc.
We have a couple of good resources posted on Focus if you're interested:
Making an Informed Decision on Marketing Automation (webcast)
http://www.focus.com/webcasts/marketing/focus-analyst-briefing-marketing-auto...
Market Primer: Marketing Automation
http://www.focus.com/research/market-primers/marketing-automation/marketing-a...
Also - if for some reason your CRM does not have a Marketing Automation component there are some stand alone solutions that (I've heard) are pretty cost effective, and can integrate with the popular CRM systems. Eloqua, Genius, Silverpop, and Marketo are a few that come to mind.
Hi Ben,
With marketing software, your business success is dependent upon more than just
- great capabilities within the software
- appropriate data exchange with related systems
- ease of software use
- flexibility of the software
Business success is also dependent upon
- a great marketing plan with clear, measurable goals and strategies
- a marketing plan developed with full knowledge of the software capabilities.
To use a baseball analogy, software is the bat. Your team and your marketing plan are the batter. It takes a great bat, a great batter and consistent performance to be a winner.
Caty has given you some excellent starting points for learning about marketing software.
You asked about tools and strategies. Here are two key strategies where CRM Marketing can help big time.
1) Get to know your prospects better by building your file of actionable information on each prospect and by executing on that information effectively. Trade information for information as you develop the relationship.
Every exchange should deliver new information to you and to them.
2) Build their trust by promising and delivering, over and over again. Nothing facilitates business like trust and nothing builds trust like fulfilled promises. You might want to read Stephen MR Covey's book, "The Speed of Trust".
An outside coach (consultant) can often help with the steps and tools needed to create the action plans that deliver on these strategies.
Make sure you take into consideration
- technology
- processes
- people
- plans
- strategies
- goals
and that you frequently review and adapt.
Good hunting. . .
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