Total Customer Lifecycle Management – Attracting Business
One of the most fundamental aspects of a successful Customer Relationship Management (CRM) strategy is the ability to understand the entire customer lifecycle, and to use your CRM system to manage the relationships with your customer as they continue to engage with you. In this first in a series of ACCFacts, we will discuss how you can use your CRM software to maximise the effectiveness of customer relationships in building a healthy and sustainable partnership with your key clients.
Attracting business from new and existing customers:
Now more than ever, businesses have to become smarter in their marketing activities ensuring that they regularly communicate with existing customers and prospects while keeping costs to a minimum. Targeted, effective mass marketing will help you to grow your business by attracting new prospects and is just as important in helping you to generate potential revenue within your existing clients. When done correctly, email marketing is a very cost-effective method of reaching out to new and existing clients and getting your company’s message in front of the decision maker at your client.Sage CRM’s advanced marketing functionality provides you with the tools necessary to implement this strategy, and the ability to drive this process from within the same tool which will be used to manage the rest of the sales, operational and customer care processes means that your 360 degree view of the customer begins from the first interaction you have.
1. Choose your audience
Upload your leads from any external source into your CRM system or use the current CRM data about your existing customers’ purchasing trends to define your audience. Using Sage CRM’s user-friendly searching and filtering, you can mine your existing customer database to ensure that your marketing campaign is targeted at the right people. Marketers can even use the Sage ERP Accpac data, enabling them to identify buying trends or suitable target segments.
2. Create your campaign
Using Sage CRM’s Total Campaign Management, you can create a set of marketing campaign workflows, defining the internal processes required to successfully deliver your message to the market. CRM Marketing Campaigns are divided into Waves, allowing you to create a coherent set of activities to drive a series of interactions between you and your prospects.
3. Choose your method
CRM can help you to manage many different kinds of outbound marketing. Traditional methods such as Mail merges and cold calling campaigns can all be driven and monitored from within CRM. However, it is in the power of advanced e-Marketing that Sage CRM delivers its true potential, through email and social media. Marketing users can incorporate social media channels such as Twitter and LinkedIn® into Sage CRM enabling them to maximise their communications and interactions with customers and prospects.
4. Initiate your campaign
Sage E-marketing for Sage CRM gives users the opportunity to gain new customers and get closer to existing customers without ever having to leave Sage CRM. It provides easy to use functionality to enable users to execute high-quality, targeted e-marketing campaigns to generate leads. Users can benefit from a simple 3-step wizard to easily create new e-marketing campaigns and a choice of over 90 templates to get started immediately.
5. Monitor your results
Sage CRM empowers the marketing team to view activities, leads and follow-ups, and to drill down to specific activities including communications, opportunities, responses, budget and costs, managing and tracking every element of every marketing campaign. With Sage E-Marketing for Sage CRM, email responses can be analysed in real-time and campaigns can be tweaked continuously to ensure that companies get the maximum ROI from each and every campaign. From open rates to click and bounce tracking rates, this easy-to-use feature will not only help quantify the success of an e-marketing campaign but will allow users to pinpoint exactly how they can improve their communications and keep customers and prospects engaged.
6. Follow up on the leads
Once the campaign has been executed, a telesales call list can be created based on e-marketing responses, closing the loop between marketing and sales. Sage CRM web self-service can be linked to e-marketing campaign landing pages. This will not only help drive prospect and lead generation but will also assist with customer retention campaigns for existing customers.Managing and tracking leads is vital to ensure that sales opportunities are not missed and are actioned accordingly. With Sage CRM, leads can be qualified per selected criteria for follow-up and tracked at each stage in the process. Full workflow management ensures that leads are maximised at all times. They can be assigned to relevant team members to follow up or converted accordingly. Sage CRM provides users with a number of predefined reports to help analyse and track the source of leads. Customised reports can also be designed and displayed on the interactive dashboard for quick reference.