CRM is not only about solving a customer’s problem. With correct vision and a wise approach, it can be the best tool to wield right from the start of a relationship or, say, from the pre-sale stage. Modern marketers see CRM as an opportunity to know ways to bridge brands’ positioning and customer personality traits and behavioral patterns.
One can extract the best results if they have employed CRM for marketing automation in a data-driven manner and focus on improving customer experience. But, how to do it? Listed here are the most proven tips that can help marketers employ CRM most productively.
Reinvent onboarding process and improve marketing
CRM software developers are now strengthened with various yielding solutions that can benefit both marketers and customers. While the CRM team finds it easy to explain the onboarding process and give the customers a quick guide, the users can start using the product or application most effortlessly.
The immediacy of the onboarding process is the factor worth considering, as it will help the businesses to familiarize the users with the applications in no time. Experts can also tweak a few marketing tactics into the onboarding process.
Image association, urgency factor inclusion, discount offers, loyalty rewards are some of the marketing tools which can be integrated into the onboarding process. All these changes can help drive customer intention towards deepening the association with the business.
Align CRM data with landing pages or websites
Landing pages’ performance parameters and customers’ response to those can form food for the thought of automating or integrating new processes into CRM.
For example, a customer showing deep interest in various landing pages or websites can be sent a quick email, enabling him to know more. With constant, well-timed, and automated communications and emails, marketers can utilize these positives of CRM functionalities to improve marketing results.
The data about web page performance, such as bounce rates, clickthrough rates, views per session, etc., can help understand the loopholes and plug them. The possibility to create more opportunities to sell also arises from this data evaluation.
Design a drip campaign
CRM comes with the facility to gauge customer response throughout all the touchpoints. A drip campaign is nothing but targeting those prospective customers who showed even the slightest interest in the business’s offers or products and services.
The drip campaign, therefore, targets customers in mid-funnel or bottom-funnel regions. Marketers can take data from CRM functionalities to design this campaign. For example, they can make a mailing list based on the customer’s attitude toward the emails. If the emails go unclicked or result in no response from the customers, those IDs can be replaced with the other customers’ email IDs who visited the site in the past, clicked an ad at some point in time, had an item in the cart, etc.
This approach helps leverage automated solutions’ benefits to convert the lead into a promising prospect, and eventually, a customer, or better, a loyal customer.
Think of automating various workflows
CRM is a promising tool that can help bring automation of various routine and repetitive processes. The marketers can use an automated process for reminding the sales team of follow-up or set up an email sending system as the chosen time and date. The idea is to be there when the customer’s interest is anticipated to be at an all-time high.
SaaS CRM offers data and tools that can allow marketers to serve the content that customers relate with most easily. They also can utilize the CRM functionalities to serve the customers on the devices of their choice.
Besides maintaining automation in marketing communications, the automation of service messages also helps allot more and high-quality work to the customer service people primarily engaged in doing repeat processes. Thus, using the personal touch for more sales-oriented causes can become possible to achieve when workflows are automated with CRM applications.
Focus on personalizing marketing by use of tagging
Having data is one thing, and having data that yields sales is an entirely different story. The marketers can employ tagging techniques to data management tools and sort a big group of consumers based on demographic details.
Tagging methods employed using age, the device used, times website visited, last product purchased, income level, issues faced, etc., can help create more personalized campaigns. CRM and marketing teams can sync and share the data and create messages, emails, and other customer-targeted communications that reach the right audience, and the latter perceive those as intended too.
Personalization is the new-found and one of the most promising techniques that modern businesses need to employ to have numbers in their favor. This tactic is derived from in-depth research, predictive analysis providing tools, and a customer-centric approach. Typical results are more tailor-made campaigns designed to deliver the most desirable outputs.
Utilize CRM conversational data to find new ways of marketing
What can be more accurate than a consumer coming upfront and telling his side of the story? CRM allows to document conversations and sometimes record too. The conversation outcomes can help understand what delighted the customers or where the business failed miserably in delivering value.
Instead of giving a scripted introduction and explanations, the conversation can help get the user perspective, which is no less than a goldmine for a marketer. This data can help businesses at all levels, right from planning the product to delivering it to the customer.
Marketers may have an array of tools like AI, predictive modeling, etc. Still, CRM that utilizes all these and gives back the crucial information is something that completes the development and growth planning process. Thus, it is essential to utilize the CRM platform’s features and put those to work to get the maximum marketing results.
To conclude
An open source CRM software is an automated solution that connects businesses with end-users. The system is designed to work both ways and carries certain robust and proven features, which can be utilized for better implementation of marketing ideas. Apart from the tools’ robustness, it is the openness of mind and futuristic vision that one needs to apply to enable CRM work in support of marketing efforts.
