Implementing a CRM strategy in a marketing department can add valuable business intelligence—and be the competitive edge a company needs to stay ahead of the competition. Marketing departments are generally focused on a few on-going tasks: customer surveying, competition monitoring, branding, create customer acquisition campaigns, liaise with other departments, and manage a budget and ROI—and most of these needs can be met and managed by implementing a CRM solution.
A CRM is best known for the ability to create deep and lasting relationships with customers—by giving you capabilities to do things like sending out birthday wishes when your customer or vendor's special day comes around. You can also use your CRM to segment your database into different groups, including special customers, new customers, and sensitive customers—this will help you to create more targeted communications. Also once a mail-out is complete you can use your CRM to track interest that may have been generated via the mail-out
Of equal importance to a marketing team is the ability to monitor your customers-- a critical element to understanding the successes and failures of your marketing campaigns. A CRM solution gives you the ability to track and record your contacts and results with your clients.
One of the most disjointed relationships in companies is the rift between sales and marketing. While these two should go hand-in-hand they rarely communicate in any meaningful way. When a CRM strategy is implemented company wide you can use it to funnel leads to the sales department, you can also communicate with other departments that may be involved in projects or campaigns you are launching.
Within CRM you can manage your vendors in addition to your customers. Via vendor relations management you can help keep your department on budget for multiple projects by tracking the progress of campaigns and their costs within the system—in doing this you can be aware of when you are approaching the limit of your budget, BEFORE you go over budget.
By tracking your successes and failures you have the ability to measure ROI in a tangible way. You can also use the analytic and reporting tools to created detailed reports for your superiors regarding the ROI you receive on each project.
Within a CRM solution you can create campaigns using software specially designed to help you plan and track tasks and activities, manage literature, and measure response. Using a CRM can help marketing professionals manage the multiple campaigns that they juggle at any given time—without crossing any of the information. It is also a huge time saver as you can create campaigns based on templates instead off starting from scratch each time.
Having the ability to do a trial campaign within a specified group, to test the effectiveness before you fully launch, will increase the efficacy of your campaigns.
A CRM will ensure that a campaign is followed through its life cycle, from start to finish. The ability to create tasks, note and reminders will ensure that every loose end is tied up, and the reporting tool can help you later analyze the overall success of the campaigns. Through bulk mailing lists and groups you can communicate with your team or other departments regarding the campaign as well.
One of the biggest mistakes that businesses make when it comes to their CRM software is the features they don’t use. This happens because they invest in CRM with a handful of problems in mind, so they’re content as long as it solves them. But if you want to maximize your ROI, you should be utilizing every feature available to you. more
Would you believe that 89% of businesses expect to compete primarily on customer service in the upcoming years? With that in mind, it’s no surprise that CRM software is becoming such an integral part of business operations. But not all solutions are created equally, especially when it comes to the value they deliver to your business. more
There’s some big things happening with CRM software that you should to be aware of. Technological advancements and changes to business processes have led to developments and new features that are making CRM more valuable than ever. Things like mobile capabilities and greater integration with other software are at the front of this progress. more
A good SMB CRM system can be an incredibly valuable asset for your business. As more businesses recognize this value, the amount of SMB CRM vendors is expanding quickly. Navigating the pricing plans, features, and service terms of all these can be a decision-making nightmare. more