Execute Powerful Marketing Campaigns Using CRM Software

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Using Customer Relationship Management (CRM) in your business can give you great gains in marketing effectiveness. Ineffective marketing is to send the same marketing message to every one of your leads or customers. Effective marketing is to customise each message being spoken to your customers and leads depending on the information you know about them.

CRM software gives you the benefit of automating your marketing. This makes you more efficient, and helps you to gain this new level of effectiveness in your marketing.

Customers are smart, they need to be, as they are bombarded with all kinds of marketing messages throughout a single day. Customers have developed a built-in filter to filter out messages that they don't care much about. How are you going to communicate to them effectively? How can you make sure they take notice of you?

CRM software holds important information about your customers and leads. As each customer makes contact with your organisation, your CRM software can keep a record of the details of the conversation, including their interests and the problems they want solved. Problems that need solving equals sales, you can use this information to effectively market to your customers, tell them how you can solve their problems and walk away with the sale.

Let's use a simple example. As a part of your business you provide technical support for the product that you sell. When a customer contacts you, CRM software will track whether the customer was calling for technical support. Over the course of a year, your business probably handled hundreds, maybe thousands of technical support related queries.

Continuing the example, you find out of your great service, your business is expanding. Based on customer feedback, you decide to add a section to your website that features a knowledge base that acts as a first point of call for customers needing help. Having this new offering helps to lower the number of technical support queries your staff need to handle, and it assists customers in having their query answered quickly.

Now, you realise that this is a great marketing opportunity! Customers want to know that you're looking after them, and building them a knowledge base is just the type of thing that you want them to feel good about. You want them to know you're looking after them.

The old, ineffective way of marketing would be to draft an email and send out the same email to all of your customers. All of your customers would sure know about your new knowledge base, but surely you can make more of this opportunity! If you're using CRM software, it would contain information about your customer history that you can use to personalise your message.

Using the new, effective way of marketing and your trusty CRM software, you could give a special message for customers who have called for technical support in the last year. An example of this message might be:

"Thank you for calling us this year for technical support for the product XYZ. We hope that we were able to give you the help you needed at the time. We have been listening carefully to our customers, and realised that we have had multiple customers are call with the same question! Responding to this feedback, we have created an online knowledge base just for you. This means that you can get your problems solved quicker in the future!"

CRM software can help you to find a list of these particular customers through its built-in search functionality. This will give you a targeted marketing message to these particular customers. Effective marketing like this lets customers know that you're really paying attention to them, and that you value their business and their time.

Of course, you'd still want your other customers to know about your new feature:

"We've noticed that you haven't needed to contact us for technical support this year. However, we would still love to hear from you if you have any problems. If you do need technical support in the future, we have created a knowledge base on our website to resolve your problem as fast as possible. We know that your time is precious, so we want to make sure that we help you get back on track as soon as possible."

By investing in for you business, you can increase the effectiveness of your marketing, and that means more sales and happier customers!
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