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Fueling Marketing Campaigns with CRM Data

Posted by Joyce Colin

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Maintaining a customer base in your CRM is just the first step in using the technology to support your sales and marketing efforts. It’s when you let the CRM data be the driving force behind your campaigns that you realize the most value.

That’s because CRM data can offer significant insight into how your customers and prospects think and act. In a recent report from Econsultancy and IBM Watson Marketing, 66 percent of organizations said CRM data was the best data for better understanding the customer journey. When you tap into this information, it can go a long way in generating business.

Before you kick off your next campaign, take into consideration the following ways you can apply your CRM data.

1. Targeted Content Promotion

Using the demographic and customer activity information you have in your CRM, you can deploy targeted campaigns for specific service offerings you want to promote. This can mean following a customer over the course of his or her life, and tailoring your offerings accordingly. For example, if you keep track of a customer from his time as a college student to his first job and marriage, you’ll be able to proactively identify new financial needs he may have, like home furnishings, vacations, and children. By monitoring a customer’s activity, you’ll be more aware of which services will be most relevant to his or her life, and you can distribute strategic, targeted content.

2. Cross-sell Opportunities

Your CRM allows you to log every customer touchpoint in real time, meaning you’re in the know about what your customers are buying and what they’re interested in. With this information, you can identify opportunities to cross-sell services and solutions in a way that will be meaningful to them. Consider employing predictive analytics as your starting point for new cross-sell ideas. With this, you’ll be able to project response rates and determine your total opportunity for cross-selling.

3. Ongoing Outreach

After you’ve executed an initial email, it’s important to monitor results and follow up with customers, as appropriate. Some examples of customer responses you can track include: inbound sales or customer service calls, requests for more information, usage of interactive elements, and outbound calls to campaign recipients.

This track record is helpful for understanding your prospects’ level of interest and which products most appeal to them. If you maintain a promotional history of everyone who received the campaign, you’ll be able to determine who your strongest leads are and how best to target additional messaging.

 

Realize Long-term Value from CRM Data

Your CRM data affords many opportunities to refine your sales and marketing strategies and grow your business. In order to realize long-term value from the data, it will be important to regularly monitor it for accuracy and completeness. If you start prioritizing this now, you’ll be able to use the data more effectively. 

Don’t let your CRM data go to waste - let it be the power behind your next marketing campaign. 360 View can help; schedule a demo today to learn more about our Growth Platform.

 

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