InfoGrow Blog

​Dear Bob,
 
What is the best way my customers can use CRM to be better Marketers? 
 
- Jane
​

Dear Jane,
 
It’s not hard to see why CRM data, made up of customers, prospects and influencers is the most important marketing asset. After all, how can a marketer be successful without the right data? And how can a marketer discover or fine tune a message without insight into behaviors and their service needs? But, keeping this data organized, current, and easily accessible for every relevant team member, throughout an organization, can still be a massive challenge.
 
A versatile, robust CRM system is still the best way to store, manage, and use critical customer data for sales AND marketing. However, many marketers who invest in a CRM system fail to fully capitalize on its marketing value.

Generating leads and acquiring new customers is the lifeblood of every organization. Many organizations believe that satisfied customers and referrals are their best sources of leads. That’s certainly a sound principle and something to strive for but unless you’re measuring and tracking where your leads are coming from, this belief is anecdotal and little more than company lore.

What is so special about Marketing Automation vs. continuing to drop bulk emails?
-- Amy
 
Dear Amy,
​
If you are concerned about the low click-rates of your bulk emails, or being seen as a spammer, or your messages always only “selling” this week’s special offer, then you might want to look beyond bulk emails and at marketing automation.  

Marketing Automation software serves a company's marketing department beyond what a CRM system does, and a CRM system serves sales and other departments. When integrated, Marketing Automation and CRM tools enhance each other, resulting in even more and better-qualified leads and, ultimately, more sales and satisfied customers. If you have one of these productivity tools, here are reasons to have both, in a single, centrally located, easy to use, integrated system.

Marketing Automation's False Start

At first sight, marketing automation is a very tempting and enticing tool. A platform that gives you the ability to reach your best prospects with the right message, at the right time, without manually having to kill yourself to do it! Seems like a no-brainer, so you sign up especially when linked to Dynamics 365 CRM. However, once the system gets installed and after a few email blasts are sent, a landing page is built, and the results come back mixed (and they often do), one of two things usually happens:​

• You continue to send emails to your entire contact list with worsening results
• You blame it on the technology itself and relegate the software to that pile of failed solutions that so many organizations have