Amplify Your Marketing ROI by Identifying Key Customer Characteristics
You’ll get more return on your investment in your CRM system if you identify and capture important customer information. This information will amplify your marketing effectiveness and provide more high quality leads that meet your ideal prospect profile.
Without CRM your marketing is definitely missing the mark and costing your business money and lost productivity. With helpful information in your CRM you'll be hitting the target and be able to implement a much more valued marketing plan.
Capture the following essential characteristics in your CRM fields:
1. The source of the lead.
Every record for leads, accounts (companies) and contacts should have a field to identify where the lead came from. What is its place of origin? For example, in Creatio CRM this is known as the "Lead Source" and is found on a lead, account, contact and opportunity detail record. Ideally your CRM can also track more information about lead engagement: marketing channel, campaign, bulk email campaign or marketing event.
Additionally, each lead source also identifies a type of activity or classification such as email, web, trade show, advertising, etc. providing advanced metrics on how you’re reaching your market.
2. Characteristics of the business account.
The SIC-standard industry code, industry classification, account type and sub-type come to mind. Depending on your business, the NAICS code may make better sense. For example, from CPA accounting practices firms to paint and coating manufacturers that we support will identify a SIC code of 2851 and NAICS 325510.
For greater ability to classify your accounts, we recommend the use of a high level 'type' and related 'sub-type' for each account. For example, the account could have a type such as customer, prospect, competitor, partner, or referral source and then different sub-types for customers, prospects, referral sources, etc. Now you can easily filter all customer accounts and drill down to a specific sub-type.
And don't forget to include whether the account is active or inactive. If the account is not active, it may be skipped or placed into a nurture marketing campaign.
Make sure your CRM has an ability to track and show the last activity: communication, meeting, event, etc. that was involved at both the individual contact level and at the company account level. You'll know when the last communication occurred for each person and for all contacts in each customer account. Great for contacting those who have been forgotten for a number of days.
3. Characteristics about the people (contacts in CRM).
This is where the rubber meets the road in business relationship development. People make decisions, influence others, and buy. Contact fields include a picture, the critical first name, last name, title and active status. Knowing whether the contact is not active, has left the company or is deceased will prevent you from sending an inappropriate correspondence. How many times have you gotten an email that started with "Hi ___," because they did not have a first name. Don’t be that person. Also do slip up and try to connect some who has moved to Heaven.
You’ll also want to capture their email address, role in decision, department, personal interests, and their preferred method of contact (phone/email/face-to-face),
Set up your fields to give you the ability to see all the communication options in one place: phone numbers, email addresses, social media links. Make sure your CRM system also provides you with the ability to indicate who NOT to correspond with. Does each contact record especially offer the option of a "Do not solicit/email" status flag? No reason to become black-listed as Spam...
Ideally your CRM system will allow you to track different types of noteworthy events and even provide you an alert notification when the time is near.
Also, you’ll want to Identify whether the person is on a newsletter or Christmas card list or a member of a business/trade association.
People have a history of connections with other people and companies. Make sure your CRM can link people to other people and people to other company accounts.
4. What they have purchased or intend to purchase from your business
From the sales opportunity standpoint, your CRM system can provide detail on the related products and services linked to each opportunity. Once the opportunity closes as won, those same products and services become part of the customer’s sales history.
Having information such as this greatly enhances marketing effectiveness by targeting it instead of applying a rather useless shotgun approach.
5. Other characteristics that our CRM clients have used fields to capture
- Influence level of the person within their organization
- Influence level of the person within our business
- Number of days since last email, last meeting, last phone call, or last other correspondence
- Level of interest as indicated from past marketing campaigns (great for sales calling follow up)
- Year-to-date sales and current year compared to last year sales
- Who buys products but not your supporting services and vice versa
- Internal rating of account or contact to help set priorities.
- How contacts relate to other accounts, such as membership in an industry or trade association.
Measure, Test, Measure
- Are the campaigns connecting with the audience
- What content is resonating and works
- Are the generated leads converting into customers
Creatio business analytics dashboard:
Now you can select any given customer or prospect account in your CRM and obtain a timeline of communications and historical activity.
Creatio Account timeline:
View marketing automation built inside CRM with same user interface - Marketing Creatio
Get the most from your CRM --
Your marketing will improve when you identify where your leads come from, know what most interests your best contacts, and consistently build a stronger bond with people of interest from shared knowledge.
It’s all there – or could be -- in your CRM system. Ask us how today. We’ll help you get set up to capture key customer characteristics for your business success.