One of the most underused tools in marketing is the CRM system. Many companies are running anywhere from a handful to thousands of campaigns at one time and each must be managed. There can be campaigns to sell a new product, there can be campaigns for new customers, there can be cross selling, and the list goes on. Trying to manage multiple campaigns that are all different can be time consuming, even when it’s just a handful. The error rate is also high and sometimes it’s virtually impossible to manage.
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. These campaigns can become very complex and so the best way to take care of them is simply to take advantage of your CRM system.
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.
You will be able to target your market with ease. Select candidates based on purchases, demographics, responses to a survey or any other way you want. Choose one or more criteria to include to pull your marketing campaign recipients right out of your database. Targeted marketing is always far more effective at bringing people into the pipeline than just random marketing.
Even the best campaign will not do well if you cannot systematically execute it. CRM can help you to track your campaigns on a real time basis so you know exactly what is going on at any time. It can help you to maintain a schedule for your marketing campaigns and you can even set them to automatically launch. Using the CRM system provides you with all the necessary flexibility to be successful with your campaign.
Follow Up in a Timely Manner
This is a very important step and yet marketers often fail here. 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.
With CRM, you have the ability to track the status of every single lead. 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. The information is all there. 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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