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CRM and big data are integral part of marketing. By collecting data from server logs, social media, businesses can generate more leads, retain existing clients and improve their customer service processes. Big data enhances the features and functionalities of CRM systems by providing timely accurate information.
Big data is collected from social media platforms, sensor networks, web clickstreams, mobile apps and computer logs, providing insights into the feelings and thoughts of consumers. Companies sometimes have difficulty with the volume of information that big data provides. Once businesses figured out basics, the relationship between CRM solutions and big data should be a valuable.
One advantage of collecting big data is customer segmenting. Big data segments clients according to their interests, and purchasing habits, leading to powerful marketing data. With customer segmenting, companies can identify customer trends and use this information to promote campaigns. Big data makes it easier for marketers to predict the needs of the customers, and boost sales. Data insights provide companies to create a predictive modeling in marketing. Companies predict customer actions based on past behavior -- by finding patterns and sales opportunities.
IT professionals will likely have to grapple with a complex CRM system that incorporates data from a number of sources before big-data technology can provide valuable analysis. But once everything is up and running, big data can make CRM processes more efficient, especially when all information is accessible from one system. Sales teams can target prospects and generate leads in a quicker time frame while customer service staff has more information at their fingertips when engaging with customers. Company representatives will have access to more data -- like previous interactions and demographic information -- when a customer makes contact by phone, enabling representatives to deliver world-class service.
Big-data technology is so useful because it provides companies with accurate performance metrics that can benefit their brands. Marketing campaigns become easier to manage, and companies can make better decisions as a result. Marketers can identify which parts of their campaigns are working -- and which are not -- based on a wider pool of data, allowing them to calculate the return on their investments.
One of the selling points of big-data technology is the ability to integrate social media data with Customer Relations Management systems, giving marketers an insight into how their brand is perceived on Facebook, Twitter and the like. Companies can use this data to ascertain customer sentiment and make changes to their customer service or marketing processes in light of negative feedback. Fusing social media data with a CRM system can be a powerful weapon for any brand that wants to retain customers because companies can collect data from social platforms for more effective marketing.
Big-data technology comes with far-reaching benefits for companies of all sizes. Not only will brands have access to more data than ever before, but they will also be able to communicate with their customers more effectively, monitor marketing campaigns better and generate more leads. The amount of data provided -- whether it's from computer logs, software or mobile apps -- can be overwhelming to begin with. But once IT professionals have fine-tuned CRM processes, organizations can revolutionize the way they market their brands and communicate with customers.
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Most marketing analysts agree that marketing and CRM integration is vital for manufacturing companies. According to a recent study by the Content Marketing Institute, three quarters of manufactures use content marketing. But only 26 percent state that their efforts are effective.The reason for the rest of the struggle is targeting right audience and finding the right content. More than 60 percent said that converting web site visitors into prospects was an immediate issue related to their marketing efforts.All of the problems above can be solved with a Customer Relations Management System.
Many organizations only know the surface of what can be done with CRM for marketing. Your CRM is the single most important marketing tool in your business.
Here are some ways to use CRM for marketing advantage:
A Customer Relation Management System is the domain of the sales departments. CRM integration is essential for marketing and sales department to work with coordination. A CRM system will make sure that marketing and sales are in lock-step around the goals, scale and scope of the CRM deployment. It is important that sales and marketing are together. This will enable two departments share information, common data, and have a unified definition of qualified leads.
Many marketing experts would agree on the importance of the shared definitions for sales and marketing.
Sales and marketing must agree on a common definition of a lead and who is responsible for handling specific actions throughout the integrated selling process. Organizations should answer the questions of what is a qualified lead for marketing and for sales.
Making the most of the Customer Relations Management System marriage between sales and marketing requires careful planning to present leads with the right marketing message at the right time in the sales cycle as well as defining the business processes and key features needed by each group. There should be a clear and specific plan in place.Organizations should plan and find out who will have access to specific of the CRM, other systems that will integrate with the CRM, lead qualification, how automation will be executed, content marketing strategy, how to track website visitors.
One of the critical factors on the CRM adaption is the employees’ understanding of the system and how they optimize the use of the system. One of the most common problems with the CRM industry is how often employees underutilize these powerful systems. Employee adoption of a CRM system is critical.
Employee training should include business process training and also technical training. Arguably more important than technical training is process training.
The best place to start is to teach sales and marketing employees on how to set up a lead management process .This includes business processes like how you plan to generate leads, how you will develop and educate leads who are not ready to buy for sales department. Marketing employees need to find out how to create the content you need to inform your leads through each of their buying phases, how you will prioritize, score and disqualify leads. Once the leads are generated there has to be process to pass these qualified leads to sales, and how leads will be routed to partners, distributors and sales people.
A Customer Relations Management Systems is just more than a functional address books. One important function of a good CRM system is automation. For sales departments this means a reduction in data entry, but automation also can play a strong role in lead assignment and marketing efforts.
With a CRM system you can put automation rules in place. You can have your system automate lead assignments so that only the most qualified leads are getting assigned to sales for follow-up. The remaining leads should stay with marketing so that they can be placed on lead nurturing tracks which will nurture them to sales-readiness without any work from sales.
A CRM system should have a clean data .Data integrity is essential when it comes to integrating CRM systems and marketing. A CRM system with quality data is important because it will be syncing with marketing automation software. Marketing automation won’t be successful if the data has duplicate, outdated information.
CRM allows complex marketing processes but that doesn’t mean these processes are right for Small to Medium Size businesses. Not many organizations need complex marketing strategies. Keeping things simple and elegant is cost efficient and the most effective in regards to return for every dollar invested.
So while CRM systems have much to offer the marketing department, the most successful marketing integrations are keeping things simple.
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CRM systems are the lifeblood of sales organizations today and marketing automation is increasingly used to deliver value to marketing teams. Still, as both departments reap the benefits of automation and analytics insight, greater value can be achieved if they both work together to use the information CRM provides to better fine-tune their processes and optimally support one another’s work. Here are four ways your sales and marketing teams can get on the same page, and then get to the next level using CRM insights.
If marketing and sales are living in separate systems, there’s a good chance that neither side has a complete or accurate view of the lead-conversion process or, on a more granular level, the individual transactions related to a particular lead. By integrating your CRM system with your marketing automation platform, you can provide both sides with the real-time intelligence they need to qualify better leads and close more sales. If marketing has access to CRM social monitoring, its teams can gain valuable insight into real-time dynamics that will shape future campaigns, special offers, and discounts. On a broader scale, both sales and marketing can jointly track their progress on key metrics throughout the month, proactively responding and collaborating as necessary if certain indicators are below where they should be.
If marketing has access to key sales data and vice versa, both sides can provide the personalized, informed service that they need to do their jobs most effectively. Today’s customers expect to have seamless, meaningful interactions with their brands of choice no matter what business unit they happen to engage with. Any sales rep will want to be fully armed with as much information on an incoming lead before engaging with that lead; now, he or she can initiate that conversation knowing that the lead has already attended a webinar, chatted with the business on social media, downloaded several white papers, and phoned in to ask some preliminary questions. All that intelligence will be there for review on demand.
If the marketing team is firing on all cylinders with a fully tuned marketing automation system, it may be delivering large batches of new leads to salespeople, who need them to be at a certain stage before beginning their work. In other words, what marketing considers a fully qualified lead may not be the same as what sales considers a fully qualified lead. By providing marketing with access to key reporting on sales trends in the CRM system, both teams can gain insight into which types of leads tend to convert most often and, in the process, refine the lead scoring process so that it hums more efficiently between the two departments.
All this can happen dynamically, as well: when salespeople close a lead, they can flag it as such in the CRM system. Then, if that system is integrated with the marketing automation software, marketing can go in and analyze the conversion path, gleaning a better understanding of what marketing activities led to the sale. Marketing can fine-tune its strategy, delivering more sophisticated campaigns and better-qualified leads for future sales.
Some businesses are not just integrating their CRM and marketing automation systems, and then encouraging their sales and marketing teams to collaborate; they’re taking the next step of hiring a sales-enablement manager to assume responsibility for more effective ongoing collaboration between the two units. This type of liaison, using data provided by both systems, can intelligently guide the sales team in which materials, marketing collateral, or other resources will be most effective in servicing leads, thereby improving the prospects of closing deals. In turn, the sales-enablement manager can assist the marketing side in optimizing its processes to support sales goals and needs.
As you’ve seen, improving collaboration between marketing and sales is a continual process that relies not only on effective data integration and management but also dedicated partnerships within the business. Are you working on synchronizing your two teams’ efforts for better efficiency using CRM insights? If so, what challenges and opportunities have you identified so far? Feel free to share your perspective in the comments section below.
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Sales and marketing departments are considered as separate departments but they are both equally important for the survival of the businesses. But in many organizations unfortunately sales and marketing departments operate on their own ways with minimal interaction. Sales and marketing may even work at cross purposes.
To get the most of your organization’s resources, marketing and sales departments should be closely coordinated. A Customer Relations Management can achieve this goal by providing easy way to handle daily operations of marketing and sales. This combined and coordinated operation will bring a united effort to achieve your sales quota with improved bottom line in your company.
What is the definition of a lead? Ideally marketing and sales departments should have the same definition of what a lead is in the sales cycle. Unfortunately this simple definition is more often omitted from the business strategy of the companies. In marketing, a “lead” is someone who has shown any interest in the products you sell or services you offer. In sales a lead is someone who is ready to buy the products of your organizations or to pay for your services.
This leads to sales and marketing working at contrary to each other and eventually sales department complaining about the low quality of the leads marketing department pulls in. On the other hand marketing department complaints about qualified leads they provide aren't followed up and those leads have fallen in the cracks.
A Customer Relations Management system can end this friction by getting both sides to agree on the definition of a lead and making sure those real leads are followed up on and ensuring a lead tracking system created. This practice will eliminate a source of contention; it also increases the efficiency of the sales process and shortens the sales cycle. A CRM system will enable marketing and sales department share information and coordinate the same shared information for the benefit of both.
It is important marketing and sales departments share information, but it isn't always easy to have an effective system of sharing because of the differences in the way both departments organize and use the information. When presenting the same information to marketing and sales there is some work to be done. Simply putting the same information won’t be useful for the other department. Each screen has to be tailored to the individual departments in the format they can use and benefit the most out of CRM software.
A CRM will provide your business can develop a coordinated sales and marketing campaign that coordinates the functions as well as related customer-facing functions such as service. By delineating each department's roles in relation to the others it becomes easier to keep everyone focused on the same goals and using the same strategies.
Coordination makes it easier to pass leads and other information between sales and departments. This practice will eliminate the time needed to follow up on leads as well as making sure nothing gets dropped. Marketing campaigns can be brought into line with sales goals, extending their effectiveness. CRM will help your organization analyze sales and marketing information therefore your departments will able to tie things together.
Many modern Customer Relations Management systems come with a suite of analysis tools built in to facilitate the job. In addition, third-party tools are available that tie into popular Customer Relations Management systems to perform more complex analysis.
Marketing campaigns are coordinated series of steps that can include promotion of a product through different mediums. Many businesses create marketing campaign to increase sales and provide a steady stream of prospects. Customer Relations Management Systems can play a primary role in marketing campaigns by targeting right audiences and intelligently segmenting the potential buyers of your products.
There are different technology products for managing marketing campaigns, but unless your marketing campaign manager has the ability to import all the data on your prospects from your Customer Relations Management program, you face a difficult challenge in data entry to set up one of these specialist programs and to keep its database synched with your Customer Relations Management System. Except in special cases or very large collections of marketing campaigns, your CRM offers the practicality you need without an additional program.
CRM offers many advantages in marketing campaigns. One of the major advantages is the granularity. Instead of working with a generalized prospect list that doesn’t focus on the best potential Customer Relations Management Systems will let you segment your prospects who are most likely to respond to this particular marketing campaign.
Targeted marketing campaigns in CRM will let businesses to maximize the benefits companies get for the money spent. Besides saving money on campaigns, CRM also lets to target your campaigns more precisely. A precise campaign will be more successful.
Almost every business has several marketing campaigns going on simultaneously and some medium to large businesses will have hundreds of marketing campaigns. It’s important to keep the prospect clients separate so you can trace them back to the campaign that generated them and draw a conclusion on the success of each campaign. Determining of the success of each campaign is especially important if you are running several test campaigns to decide on different approaches to your audience.
CRM keeps the responses in one centralized place so you can judge the success of each campaign. It also makes it easy to keep track of the details of each response, not just which campaign generated it. Information is collected on each prospect, including demographics and where the prospect comes from. Knowing the source of prospects has a strategic advantage because a several different lists are purchased by a business to generate particular campaigns. It is important to judge the responses from each list so that a more focused campaign starts again. A more focused campaign will increase the possibility of closing the sale.
Most marketing campaigns involve repeated communication with prospects at carefully timed intervals. Customer Relations Management System allows you to set reminders on when the next prospect communication should be initiated, or in some cases will automatically send the next contact email. These features prevent contacts from slipping through the cracks and throwing your carefully planned schedule off.
A Marketing campaign management is another example of the tool built into modern Customer Relations Systems. In today’s competitive environment, more businesses are recognizing this fact and moving away from just using their CRM program as a contact list manager. They are finding that CRM includes powerful tools to help them manage their sales and marketing functions better, increase sales and improve the bottom line.
A CRM system is an extremely valuable tool for building customer satisfaction, loyalty and retention, providing the information intelligence needed to convert prospects into buyers. Your business can extend the value of your Customer Relations Management system beyond customer relationships. A CRM system brings value for your content marketing efforts. A CRM system will help you plan, create, and provide timely, efficient online content. You can track the visitors to your website, customer’s purchase, giving you valuable information on which to evaluate the impact of your content marketing.
Content marketing is a creative process and written by professionals, using the data collected through your CRM system empowers marketing with the information needed to create content that is valuable to your audience while providing the insights needed to build future content. Rather than limiting creativity, CRM will help marketers uncover specific content topics that will be more valued, downloaded, and shared while simultaneously helping to funnel prospects through the sales cycle. Here are five strategies you can employ today to enrich your content marketing program with CRM.
Content marketing is a new powerful tool that many businesses can benefit from. The key point of creating content is that to attract right prospects to your business and refer these prospects to your sales team. Your content should also demonstrate a thought leadership which will make your prospects to buy your services and products. Your brand message should be consistent enough to build trust between you and your prospects. A CRM system can give you an insight into these questions by providing an analysis of your website traffic. CRM will provide you reports of most valuable download, blog posts had the most reads, and how long prospects spent on each opened page.
At a minimum, your marketing professionals can use this information to see the content by high to low popularity, and then use the insight to focus on more popular future content. In more depth analysis you can uncover areas that may require more in-depth content development.
How do clients discover, learn, and finally buy from you? In addition to analyzing individual content marketing contents, you can use Customer Relations Management system to see how the clients engage with your online marketing materials. Contents that are created should be tailored to appeal to different prospects at different stages in the buying process. A Customer Relations Management can track entry points, specific pages researched, and time on page, which content is read when. CRM systems will help you track prospects as your content educates them as they move from lead to prospect, buyer, and finally loyal customer. Analysis of this data will reveal how your content led prospects through your sales cycle.
Before your blogs can be interesting, it must be meaningful. To create meaningful content, you have to understand your audience, what they need to know and why. CRM can help you create buyers’ character that marketing department can then use when creating content to answer specific needs.
The sales team can use Customer Relations Management system to track behavioural motivations of prospects, problematic points and other key metrics of buyers that reveal patterns of behavioural interests. Although it’s tempting to collect and categorize several minute details, it’s best, at least initially, to keep the number of buyer personas to a maximum of 12 and to focus on these key metrics:
• Priorities. What problems earn the customer’s time and money?
• Buying process. How did the customer find you, what has he or she learned, and how does the customer prefer to receive information?
• Barriers to sale. What outside factors could prevent this sale from happening?
• Success. How does the client define success?
• Evaluation. Which factors will be considered to make a final decision?
The success of your content marketing program is directly related to its ability to educate prospects and get their attention to your services and products. A survey conducted by the Economist Intelligence Unit and Peppercomm found that “67 percent of executives say timely or unique content carries a powerful impact on their perceptions of a brand.” Marketers will find that using CRM data when planning their content marketing strategy is valuable for delivering smarter, more innovative content that has a measurable impact on the bottom line while having a profound impact on their own brand’s awareness.
Customer Relations Management software technology is continuously changing and evolving, but every CRM system should support the key functions of your business, including marketing and sales. While the software may play different roles across several departments, customer relationship management is essential to successful marketing strategies.
Using the six features of CRM you will ensure you get the biggest benefits for your investment, optimizing CRM technology to grow your business.
Most Customer Relations Management systems include options for integrated email use, offering email capabilities through one of several selected providers. To get the most out of your CRM software, however, you'll want to choose a system that allows for email marketing integration with third-party services. When you use this software that is compatible with popular email marketing services, like IContact ,MailChimp, or Constant Contact, you'll benefit from both the strengths of these third-party services and the centralized information management contained within the CRM.
Marketing campaigns increase revenue and profits, so why not use your CRM software to increase the effectiveness of these campaigns? Many Customer Relations Management systems include powerful campaign management tools, with the capabilities ranging from campaign testing to cross-promotion and up-selling. With campaign management your marketing executive team can follow each marketing campaign from the first stages of a concept to the conclusion of the campaign. This feature will allow you to build, test and deploy your marketing campaigns, offering you tools to measure the results.
The data gathered by CRM software offers valuable insight into consumer behaviors, but only if that data can be easily accessed and understood. Use a customized analytics feature or customized modeling to translate this raw data into statistics that can inform business decisions. These meaningful analytics will enable marketing staff to react to purchasing habits and trends, giving them the insight they need to grow the business.
As the technology a change, Customer Relations Management software is growing more specialized. New systems have been designed to cater to many different types of industries. On top of industry-specific platforms, the customization tools within the software offer professionals more ways to improve their workflow and grow their business. When choosing a CRM, make sure you get the level of flexibility and customization you need to make the software work for you.
CRM software that allows your organization to create donor lists or client lists will offer more solutions than a system that puts all contacts into one large database. Tags also bring more functions to CRM system, allowing you to find data or contact information based on certain criteria. Use both lists and tags to organize data. That way, the information you need to conduct targeted marketing campaigns will be organized right within the CRM software.
Creating leads is an exciting aspect of any organization, because it means there's potential for growth. CRM software offers you the ability to take lead generation a step further. After a lead is generated, important information like customer preferences, contact information and consumer behaviors can be stored in the CRM system, just waiting for a follow-up call. By tracking what leads are generated, as well as any follow-up interactions and orders or purchases, you can ensure every lead is pursued to the fullest extent -- amounting to more customers for your business.
There are so many functions to consider in CRM system, especially when it comes to sales and marketing. For some businesses, ease of installation and integration, cross-department functionality will be the primary concern. For other organizations, capabilities like mobile access and social media integration may be top-of-mind. The CRM technology you choose will also depend on your industry, and the size of your company or organization.
CRM Systems is a full-service professional service provider of end-to-end ERP and CRM solutions for the SMB business market.
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CRM Systems serves all of the United States and Canada with particular emphasis on the south-western USA, Ontario and western Canada.
Goudy Bookletter 1911