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Customer Relationship
Marketing

Contents
How to Build a Strong CRM Database for Marketing
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How to Improve Your CRM to Benefit Your Marketing
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Know the Benefits of Using CRM for Marketing
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Benefits of CRM in Your Marketing
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CRM Experts Share 6 Top Marketing Tips
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CRM Marketing Needs To Align With Multiple Technologies
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Why Do Marketers Use CRM Systems for Their Metrics?
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Marketing Automation Software
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Take Advantage of CRM Marketing
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Let Your Inbound Marketing Plan Define the CRM You Choose
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CRM and Email Marketing
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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
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Watch Your Data Quality
At the base of your marketing being effective is the need for access to good quality data
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You can uses Google or LinkedIn to find
out more about a person
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The minimum
information you should have is their address, telephone number, email and title
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Add the information you find to your CRM database
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Maintain a Good Database
In order to maintain a good database you need to be updating it regularly
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They will also have opportunities to update information
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This is how good solid databases are built
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Have the Ability to Select
When you have created structured data, it is easy for you to choose based on your target group
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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
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It will
take no time at all for the list to appear on the screen
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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
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After all, it has significant value in the management of
customers and the associated data
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Today’s
customer is actually 57 percent into the buying cycle before they even talk to anyone from the company
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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
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With the ability to streamline, plan and execute you can create an integrated plan to fit your budget and
then track and analyze across all of your channels
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You can collaborate processes and
manage them across all your marketing team from one platform
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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
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In addition, you can make your emails interactive so that you can
record valuable information based on the actions of the recipient
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You can seamlessly build your sales pipeline and follow your prospects through that pipeline
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With CRM, you can combine your marketing and sales funnels
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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
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You can now easily measure
ROI and get a real time view of your effectiveness
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Marketing is essential to the success of your business and CRM should play an important role in today’s
marketing strategies
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How to Improve Your CRM to Benefit Your Marketing
If you want to succeed with your business, you need loyal customers and brand loyalty
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But you need to be able to balance what they want with

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giving into requests
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It helps you to build a complete
customer profile that includes their feedback
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Marketing involves existing customers and new lead generation
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When it comes to deciding what to buy or where to buy it word of
mouth has always played an important role and it still does today, just in a somewhat different format
called social media
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It’s also known to give the highest ROI
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These conversations and what you learn about your
customers can be integrated into your CRM software
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Be Honest
One way that small business stands out over large businesses is that customers have an easier time
talking to a real live human
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Always be honest with your
customer
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Your CRM software helps you to see patterns that are established, such as customers that tend to
complain often or who have phoned in with the same problem or complaint numerous time
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Well, as you create marketing campaigns that target
through social media, you will be asked questions about your product, and it is important that you
answer these prospects in an honest manner as well
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In some cases,
this can be quite long
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Keep Track of Your Customers and Prospects
Every conversation with a customer needs to be recorded and their CRM customer profile upgraded
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When a customer first purchases the initial information is recorded in the CRM database, but that
profile needs to be continuously added to and built upon for marketing to be the most effective it can
be
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Thanks to the internet, marketing has never been more accessible and more affordable than

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it is right now
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However, ironically, the digital age flexibility has actually made some marketers more ineffective
because potential customers become irritated by messages that are not relevant or that arrive too
often, customers become confused with messages that conflict, and a failure to connect to an audience
that has had too much exposure
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CRM is far more than just software that manages your customers contact information and
call notes
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Today’s CRM software is proactive
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CRM can help you identify your target audience and the product, create your target list, decide what
your message will be and then distribute it, via the medium you decide to use
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You can automate the scheduling
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The sale is then recorded and the ROI on the campaign can
be determined
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CRM can even help you to determine when the best time is to contact your customer, what kinds of
messages get the best response, what new products/services your R&D should be focusing on and even
whether your customer is serious about buying or just shopping and comparing
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that allow you
to create lists that target a specific audience and then import it into your software or in many cases the
CRM has these features built in so you can create campaigns and they emails have code embedded into
them that ensures the interaction that occurs between you and the person receiving the message to be
captured in your CRM database
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Today’s CRM is not a passive tool
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These systems
can be strategic and tactical with powerful support to make decisions
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Know the Benefits of Using CRM for Marketing
CRM can really help you with your marketing, which is pretty exciting for marketers
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This makes the
lead intelligence immediately accessible to the marketers
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So whatever marketing software you are using, because it’s integrated, your sales team just
adds the information in your CRM system, and they will have access to all of your information as well
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Information can be constantly added as sales
team members learn things about the customer
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You never have to miss an opportunity
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It give both marketers and sales staff power to make
the most out of the best opportunities and to search the pipeline for leads that are at a specific stage in
the buying cycle
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Sale and Marketing Align Better
CRM won’t solve your sales and marketing alignment problems but it does make it better
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Reports can be generated for management in no time
at all
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That’s just 3 ways that you can benefit from using CRM software in your marketing campaigns
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5 Tips to Increase Your Social CRM Success
Social CRM can play an important role in your marketing strategies, especially in a world that is
hyperactive around social networking
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You want to
ensure the tone of your messages on your social media sites are in alignment with your company
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In other words, know what your brand image is and who your audience is
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A Timely Responses to Customers is Necessary
How fast you respond to a customer is as important as your response
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We live in a
world of ‘instant’ and so when a customer asks a question they want an answer immediately
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This is especially true if they have a complaint
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You can easily create groups such as Prospects, Current Customers, Positive Feedback, etc
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This is a very helpful tool
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Be as Human as Possible – Put a Name & a Face to It
People on social media want to interact with ‘real people’ not with nameless corporate entities
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Don’t let an opportunity pass you by
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Social networks are an important part of today’s marketing strategies; make sure you get the most out
of your social CRM
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You create a
powerful marketing and sales tool that can improve the quality of your lead generation, make your
market to sales handoff more efficient, automate marketing campaigns, and do much more
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Let’s look at 3 benefits to
blending CRM and marketing software
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You Can Automate Lead Qualification
One of the biggest problems between sales and marketing teams is that the quality of the leads is poor
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That means the highest qualified leads go directly to sales
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This really cuts down the amount of manual
processing that has to happen
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Bi directional syncing means that campaigns you create in your marketing automation platform
map directly back to your CRM software
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Closed leap reporting increases the quality of the reporting and allows for accurately
measuring ROI and projected revenue, tracking marketing spends, and attributing revenue to a specific
marketing campaign
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Allows for More Targeted Messages to Occur
The majority of buyers want to receive different targeted content at every state of research
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This behavioral
information that marketing automation tool collects can be used to send a targeted message to your
prospects
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The creation of one on one email communication based on criteria
will increase the relevance of your emails and that’s going to make costumers happy
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Much of today’s marketing is carried out through email
and social media, as well as, a company website
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How to Achieve Success with Social CRM
We live in a hyper social world and that’s also where you will find your customers sharing their opinions,
offering compliments and voicing their complaints about your products/services
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It is difficult to separate
customer relationship management from social media management; however, just having social CRM
alone isn’t adequate
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Let’s look at how you can create a successful social CRM strategy
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You Need the Right Resources
Social networks allow you an opportunity like never before to deliver your customers great service
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Consumers are extremely impatient with hold times on the phone, but they are also becoming impatient
with how social help requests are handled, so keep this in mind
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You Need a Solid Platform to Conduct Social CRM

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You want to choose a comprehensive social media management platform so that you have quality
listening, top-notch engagement capabilities and the ability to monitor
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Off point solutions are
a thing of the past
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Reward Your Customers That Are Loyal
Those customers that exclusively engage with your brand via social media should be rewarded
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You can also offer a discount code for prospects to entice
them to make that purchase
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Send it via snail mail for extra impact
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Identify Who Your Social Influencers are and then Engage Them
Use the social media tools available to you to identify who is responsible for driving the most
conversation around your brand
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Measured Analytics is an excellent tool to use here
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Remember to Talk to Your Customers
If you want to build a powerful social media presence, you will need to engage your customers and
visitors in two-way conversation don’t just shove information out there for them
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Implement these 5 tips to help you get the most out of your social CRM endeavors
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Let’s see what
the top 6 marketing tips are
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Use the Subscription Management Page to Gather Marketing Data
Don’t just use the subscription management page to allow recipients to opt out or change their email
preferences
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Use it gather additional marketing data
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Make
the most out this opportunity to engage with the customer
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Do Not Just Use Email Communication for Your Nurture Program
Your nurture campaign should involve both email and a personal phone call from the sales staff
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This will create a reminder for the sales staff to follow
up with this customer on the nurtured lead
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Use Dynamic Content to Simplify Email Marketing Campaigns
There is no need to create tons of various email templates to send the same message to different
audiences that you are targeting
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You can also connect your CRM system with Eventbrite to collect the most data about the
live event you are having
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Grow the Power of Your Automated Marketing Tools with CRM Workflows
You can evaluate the answers to your survey and then send any negative responses the department or
personal in your company by using the customer workflow in CRM
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Use Social Media to Collect Data, Use it And Analyze It
Social media is used to communicate with customers, but why not use your CRM system to collect social
networking data and then align it with your other marketing and sales information in a way that will help
you to understand your customer much better
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These are 6 simple things that CRM experts recommend that allow you to get the most out of your
marketing through taking advantage of your CRM system to its full capacity
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One real advantage is your
ability to automate the process
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Rather than spending your time running campaigns that can be automated you can spend it
following your marketing activities and learning what’s working and what’s not
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With the aid of an eMarketing tool, you can take that information and use it to create
marketing campaigns that are scheduled to be sent out at specific times
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Step #1 Plan

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The first thing you need to do is have a plan
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You will decide on a theme for your campaign or newsletter
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Your themes will change depending on
what it is you are trying to accomplish
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You will add your text and
whatever images you want in the mailing
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You can include as many links as you want
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They send out their campaigns and that’s the end of
it
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In
your mailing report you will be able to see what links your readers are clicking and you will even be able
tell what content they prefer
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When you use an eMarketing tool that’s fully integrated with your CRM you can automate many of the
functionality, such as add anyone who clicks on specific link in your mailout and tag them for later
action, or you can add people by specific interests
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For a long time CRM has been associated with sales but CRM actually stands for Customer Relationship
Management and your marketing is a key part of that
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CRM Marketing Needs To Align With Multiple Technologies
If you are going to create customer relationship management that is highly effective at the enterprise
level you are going to need to create a database strategy that incorporates many different technologies
along with integrating different business functionality such as sales, customer service and marketing
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This is not the same type of alignment that marketing would have with
sales
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When marketing correctly aligns with the IT Dept, they
will be able to get access to the marketing systems they need to achieve their goal and get the
marketing outcomes they desire
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It will be
especially beneficial to you
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The
earlier you integrate them, the better they will understand your needs and the more help they can be to
you
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Everything needs to be compatible, privacy needs to be
ensured, and it must be secure
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Sales already has the data relating to current customers and in
that, data will be trends that can help you with your current marketing campaigns
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For example, savvy CRM marketers are turning to social networking and integrating that into the CRM
database
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Social media offers you an incredible amount of data on
potential customers, such as what they like, what they watch, what they follow, personal information,
and the list goes on
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To date, there has never been the ability to easily collect so much information on customers and
potential customers
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Many refer to it as the
biggest marketing tool to ever be available
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Are You Ready to Use CRM in Your Marketing?
Marketing is key to the success of your company, because without new customers your business will
eventually grow stagnant
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With either scenario, your marketing is important for your success
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People have been marketing manually for decades, but
the question is why would you want to when you have a powerful tool like the CRM system
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For many years CRM systems
cost so much that small business wasn’t interested, but in recent years that’s changed significantly, so
do yourself a favor and explore whether a CRM system would be beneficial to you
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CRM must be correctly implemented once you have chosen the right solution for your business
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You will also have to hire a specialized staff or contract
person to take care of the integration and train people
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If your sales team is entering the information consistently and right after any sale, you will
have a very strong base for leads and generating marketing campaigns, but if they aren’t interested and
are not doing it correctly you will have wasted your money
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It isn’t fancy but it will do the job until you increase your leads and customer conversions
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The earlier you implement it the better
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Then you NEED a CRM system now
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Think about it
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Tracking a 100 becomes very
time consuming and over a 100 not only is it slow and a waste of your valuable time (time is money) you
will have a cumbersome system that is not very effective
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Get your CRM system up and running today and begin to enjoy the many benefits including the ability to
create effective marketing campaigns
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Realistically, this is a good choice, since the
CRM system when used properly can be a key player their marketing campaigns
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Let’s have a look
at them
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Improves Working with Sales Dept
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Usually the information you as a marketer need to see is much different from the
information the sales department needs to see
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Marketing results can have
this same information made available to them
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CRM software doesn’t
just track revenue; it tracks the source of that revenue, which is broken into channels, marketing
campaigns or sales
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It’s common for marketing campaigns to be strong at bringing in a high volume of potential
customers, but often the sell through in the sales department is slower and takes time for those
prospects to actually mature and make a purchase
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Marketers Can See Sales Relation to Marketing Campaign
The CRM system stores pipeline date, which is core information
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When the data is tied together marketing team
through contact information and campaign responses then the marketing team is able to the influence
of a campaign to a sales opportunity with accuracy
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Taking full advantage of your CRM software for marketing is a great way to increase your customers,
your ROI and ultimately your revenue
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Marketing Automation Software
There seems to be a lot of buzz around CRM software and marketing automation
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Traditional CRM software focuses on sales, while marketing automation software focuses on marketing
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So let’s delve in a little further
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On the flip side, marketing automation software streamlines and automates the marketing process and
then provides tools to measure the success
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Marketing software lets you follow a prospect’s activities at
the top of the funnel
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Marketing software also lets you schedule your marketing campaigns
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This is where most companies begin to track the interaction with the
prospect who is now a customer, using CRM software
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CRM software can become part of your marketing strategy
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Of course, you will need to do your homework to find the best blend
for you
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By integrating your marketing with your CRM, it provides some powerful information
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In addition, integration allows the tracking of the entire time in the pipeline
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Knowing all of this helps to better
determine the success of a particular marketing campaign and whether changes need to be made
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In today’s hi-tech world, your CRM and marketing software should be fully integrated if you want to
really have a streamlined approach to sales
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CRM Software supports are quickly acquiring startups that
allow businesses to comfortably manage significantly more social media platforms, as well as, a variety
of platforms
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They’ve
also purchased Collective Intellect to aid in the monitoring of social chatter
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com, a strong
CRM contender purchased Radian6 a sentiment tracking company
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The question is why
the big shopping spree and why should you care?
It seems industry experts believe that the next five years are going to be key for chief marketing officers,
who will spend a huge amount of money on CRM systems that will integrate social media
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Early game
players referred to as Social CRM adopters are setting the stage for much smaller companies who have
limited budgets to be able to adopt these new method fast and within their budget
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Traditional CRM is integrated to make life more efficient and faster customer service within an
organization and its departments
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However, when CRM programs are not executed properly they can actually they can actually make a
company look very bad
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Another great example is the automated telephone answering system
that annoys customers to no end
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Relationships become rules of
engagement and that’s an even bigger problem
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75% of American consumers use one or more social networking sites, which provides the opportunity
for 24/7 exceptional customer service, smart branding, and endless opportunities to manipulate the
consumer in your favor
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It’s adding an entirely new
dimension to CRM and that’s exciting
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Its smart business and those who
jump in early will really benefit
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First, it is cost
prohibitive
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As a result, small businesses tend to ignore strong marketing,
which ultimately results in a loss of profits and revenue
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CRM marketing allows you to develop marketing campaigns that target a specific group based on your
customer history
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You can also track your marketing expenses in real time
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Using CRM marketing you can target your market activities and define what your success metrics will
look like for each campaign
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Now you’ll know and you’ll be able to adjust accordingly
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You can easily scrub your mailing list so that it is always accurate
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It’s that simple
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In addition, CRM marketing lets you track the performance of your campaign(s) so you can easily make
changes
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You can access this information online or create reports for upper management
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This makes it much easier to ask for a bigger marketing budget, when they can clearly see
that the ROI is good
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The information that is
available to you in your CRM database creates a powerful profile of who your customer is and it makes it
easier to target new customers along with your existing customers
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Don’t miss out on a powerful way to increase the effectiveness of your marketing
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Many companies are running
anywhere from a handful to thousands of campaigns at one time and each must be managed
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Trying to manage multiple campaigns that are all different can be time
consuming, even when it’s just a handful
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What makes things even trickier is that successful campaigns need you to be able to have access to all of
the information at one time, not have to pick and choose from various places
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A CRM system that is well run can help you run smoothly, improve your marketing campaign response
rate, remove most of the challenges, and improve your ROI
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Select candidates based on purchases, demographics,
responses to a survey or any other way you want
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Targeted marketing is always far more
effective at bringing people into the pipeline than just random marketing
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CRM can help you to
track your campaigns on a real time basis so you know exactly what is going on at any time
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Using the CRM system provides you with all the necessary flexibility to be successful with your
campaign
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An automated marketing system can
follow up for you at the preset date and time ensuring your potential customers receive the second part
of your marketing campaign
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You know whether you contacted
them in a timely way, what the outcome was, where they are in the pipeline, whether they actually
made a purchase
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Having the ability to see the effectiveness of your
campaign through the entire sales cycle is a powerful tool that far too many are overlooking
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The first CRM software was called ACT and it dates to 1987
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CRM products
have many additional features have been added including a number of features borrowed from
automated marketing products
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Senior
management is constantly bulking at the idea of having to buy both CRM software and marketing
software, so rather than asking for both why not let your inbound marketing plan define what you look
for in a CRM option
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For some companies this is a
complete change in their selling approach
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Finally, your sales process can be prospects that are
broke down based on their areas of interest and other information they volunteer
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You can now spend less time prospecting and more time closing sales
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Because rather than focusing
on tracking purchases and the communication that follows after, you want to be able to focus on their
interaction on your social media sites and websites and the situational and attitudinal information that
they provide in exchange for the relevant content you provide
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You
might be surprised to learn that you will not have to spend a fortune to get marketing functionality
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There are a number of providers so make sure you do
your homework in-depth
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Incorporate Current Marketing Channels With CRM
CRM software plays an important role in many companies, but a major advantage in your marketing
awaits you, when you use a completely integrated approach with your CRM that includes making use of
the various technology components to track, improve your customer data and your customer service
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Not only has social media given companies access to a multitude of levels of information about potential
customers, it also offers a new way to reach your customers that is acceptable and encouraged by social
media users
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Having the ability to track behavior, such as what users click on, the websites they visit, what they like,
etc
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You will quickly learn what the consumer likes, what they
trust, and what they focus on
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Most companies are already using social media themselves
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B2B companies struggle more with social media
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They must also measure social media to learn the
channel value
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This technology allows you to grab that customers name and
actually deal with the complaint that otherwise you would not have known about
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All of the information gathered in social networks helps to build a better picture of your buyer
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There is great potential here when used properly
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If you currently are not taking advantage of email marketing then you are
missing out on sales
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This is where your CRM can play a key role in your marketing campaigns
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The more detailed the information in your customer profile the more beneficial it is to you when it
comes to lean targeting
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Plus you can automate
the process so it automatically sends out on specific dates
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If you want to grow your list, use it in conjunction with web forms
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It can be a newsletter, and introduction to a new product, a promotion for a
specific period and more
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You can create themes based on the marketing campaign
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Targeted email
campaigns are the most effective, but how well you can target your market is solely dependent on how
well the customer database is maintained
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There’s nothing worse than have a glitch that goes out
to all your customers and then you having to backtrack
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They want the
information they receive to be as concise as possible and they certainly want it to be accurate
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You can also take advantage of email reporting that can tell you about bounces, deliverability, click
through rates, opens, and much more
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This information can be used to determine ROI and it can also be used to determine
what changes, if any, need to be made to your marketing campaign

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