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Master Your CRM – Marketing Automation

Some of our clients will tell us occasionally, “It’s a shame LeadMaster doesn’t have (blank); it’d be a great feature to have.” To which I reply, “Yes, it would be a great feature to have; that’s why we have it!”

It seems that a lot of the problems with CRMs stem from the fact that users don’t completely know what the system offers, or how to obtain that information. If you’re coming in through an authorized reseller partner or consultant of the vendor, that helps the lines of communication to be much more open and convenient, but still, this does raise the following point. If we are to get the most out of our investment in CRM, we must not only know which features are available, but also how to use them. And that’s the subject of our article today.

This article will focus on understanding some of the features LeadMaster offers for marketing automation. While some CRMs do not focus too heavily on marketing automation, this is a LeadMaster specialty and, we believe, a crucial part of your relations with clients as many times it is the initial communications that you will develop with them.

So let’s take it chronologically. Are you taking advantage of your CRM’s web-to-lead capture? Do you have to manually enter leads instead of having them flow into your system automatically? Why is this feature such a crucial part of your marketing/sales process anyhow? 

We all know that managers have a ton of work to do. They oversee the progress and success of the individuals in their sales teams; they focus on their own monthly, quarterly and yearly goals; they report their findings to upper management, and so on. For smaller companies, in addition to all the above they must play the role of system admin to their sales software, which is usually a CRM. Anything that we can do to minimize the work they manually have to do, the better.

If you haven’t already, make sure you take advantage of your system’s web-to-lead capture. This can result in hours per week saved, which adds up to days per quarter saved.

Once your leads are in the system, now you’ll need your marketing people to send out messages to your leads and warm them up. Are you doing this manually? Is there a dedicated marketing person who selects a group of people every Tuesday and Thursday and sends them literature via email and other marketing collateral? If so…why?

Your CRM should have an email automation feature. With this feature, you can automate all your outgoing emails to prospects, based on the date that you first enter them into a certain track. Thereby, you ensure that they receive emails at specified intervals, and should they respond you could pause their participation in the track at anytime. Fast, easy, and best of all, it’s all automatic! And that marketing person who does everything manually can spend his or her time on more revenue generating opportunities.

Now that your leads are on an automated drip marketing track, you’ll also want to keep track of who is reading your emails, how many times they’ve opened the email, thus tracking the interest level and purchase potential. This is a crucial feature that you’ll need to differentiate your A level leads from your B and C leads and turn those A leads into sales quickly.

And finally, you or your marketing team will want to make sure that you’re getting the most bang out of your marketing bucks, so make sure you utilize the system’s marketing reporting features. If your system is built for campaign management and analysis, you’ll be able to quickly report on the ROI of all your marketing campaigns and activities and ensure that your company is spending its marketing dollars wisely.

So that’s it! Make sure that your choice in CRM is balanced in terms of the tools versus the cost, and then get the most out of it by spending a little time initially to learn the huge array of tools you have at your disposal. Then you’ll see that CRM is a truly wise investment into the huge earning potential of your company.

About the Author

GoldMine CRM Software: Aligning Sales & Marketing: Step 1

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MARKSTRAT3: The Strategic Marketing Simulation with Student Software $134.99 This #1 marketing simulation is designed for teaching strategic marketing concepts. It incorporates theories of market and competitive behavior. Users are grouped into teams that are in direct competition in the simulated world. The teams will confront marketing problems, and develop and implement strategies over as many as 12 simulated years. MARKSTRAT3: The Marketing Strategy Simulation is the user’s guide that accompanies the MARKSTRAT3 simulation software. Note: The MARKSTRAT3 software is not sold by ITP or South-Western College Publishing. Professors should contact STRAT*X (Boston: 617-494-8282, Paris: 330.1.64.45.87.53) for details concerning licensing of the software.

The CRM Handbook by Dych?, Jill Edition ILL, 1 $9.99 Praise for The CRM Handbook “Want to avoid being one of the estimated 70 percent of companies who have tried implementing standalone CRM systems and failed? Confused by what your IT suppliers are telling you about ‘CRM’? Then you need to read this book! Jill provides acomprehensive, practical, and easy to understand view of CRM and shows you how to successfully implement an enterprise customer-focused solution.”         –Kevin Bubeck             Director, North America Information Strategy, Coca-Cola “CRM could be viewed as the ERP of the 2000s. As such, there will be multiple winners and losers as the marketplace places some large and strategic bets on this technology. In any case, Jill Dyché has captured the importance of the concepts and value derived through CRM solutions. Those needs will evolve, of course, but companies will always need the basics that have been discussed.”         –Brian Berliner             Co-founder & EVP, Product Development, Acies Networks “The CRM Handbook provides information for the business person who is trying to understand CRM and how it can effect his/her business. It goes beyond the hype of the acronym and dives into the real issues that a company needs to consider before implementing a CRM solution.”         –Joy Blake Scott             Director, Marketing and Communications, Fastwater, LLP “I haven’t read anything that has such a practical approach. I view the book as having multiple benefits. It gives a good definition of CRM functionality but also gives detailed guidance of how to approach CRM in your organization.”         –Francine Frazer             Principal Consultant, Net Perceptions “Even better than defining CRM, Jill took on all of the hyperlanguage around CRM and clearly differentiated the various incarnations of CRM. It’s also usefulto know what can go wrong and the potential affects of such missteps. Too few authors level with readers about pitfalls!”         –Linda McHugh             Director, Professional Services, Cygent Inc. “The guides based on the business tools that Jill uses with her own clients are fabulous.”         –Robin Neidorf             President, Electric Muse/Clio’s, Pen Resea

Marketing Made Simple $35.95 Marketing Made Simple is an introductory text offering an overview of all basic marketing concepts and techniques. The book covers the latest developments in marketing thinking and practice, including hot topics such as Customer Relationship Management (CRM) and business-to-business marketing. Packed with examples and vignettes, it offers a clear-sighted starting point of value to students, practitioners and those wishing to gain a better insight into the subject of marketing. complete coverage of the subject of marketing user-friendly page layout case studies of marketing success stories and failures

Marketing Plans $48.95 Marketing Plans is simply the definitive guide to making plans that work. Adopting a ‘this is how you do it approach’ McDonald takes you through the painstaking process of marketing planning, while also providing a detailed means of implementing all the concepts introduced. The differences between processes, methods, strategic and tactical planning is made clear and the latest thinking in marketing incorporated. This is an essential title for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text. Now in its 6th edition, Marketing Plans is a highly renowned international bestseller. * A comprehensively revised and updated edition of the definitive and internationally bestselling guide to Marketing Planning * Retains the practical step-by-step approach that gives the book unique clarity * Incorporates all the latest thinking in e-marketing, CRM and new planning practices

Maximizing Your Sales with Microsoft® Dynamics CRM 4.0, 1st Edition $24.99 Microsoft Dynamics CRM 4.0 is a fully integrated customer relationship management (CRM) system that gives busy sales professionals the capability to easily create and maintain a clear view of customers from first contact through purchase and post-sales. If you’re one of these busy sales professionals, you need an easy reference tool to maximize your use of Microsoft Dynamics CRM 4.0 ’s varied feature set. “Maximizing Your Sales with Microsoft Dynamics CRM 4.0â€? is that tool. This book explains, in concise, easy-to-understand language, how to get the most out of this revolutionary CRM software. Topics like working with contacts and accounts, managing opportunities and schedules, writing letters, sending e-mails, running reports and more are explored in-depth. This book also covers some administrative tasks geared toward IT professionals looking to set up and configure preferences for their Microsoft Dynamics CRM 4.0 users. With this quick, to-the-point resource, you won’t just be “up and runningâ€? in Microsoft Dynamics CRM ; you’ll be an expert!

The Ultimate CRM Handbook by Freeland, John Edition ILL, 1 $13.49 sA hands-on guidebook from Accenture for building a globally responsive, customer-driven enterpriseAs the dust settles from the most recent round of CRM projects, companies are increasingly finding that their efforts havenot delivered anticipated benefits. InThe Ultimate CRM Handbook, influential thought leaders from Accenture discuss why CRM has failed to live up to expectations and what companies can do to improve the bottom-line return on CRM investments.More than 30 chapters and in-depth case studies on many leading companies give managers and senior executives alike the high-level perspective needed to build lasting, profitable bonds with their customers. They also provide techniques companies can use to:Establish more effective interactions with their customersBuild lasting brand loyaltyDramatically improve the efficiency of their sales, marketing, and customer service operations

Cardscan 800c Usb Scanner-Crm $144.99 CARDSCAN 800C USB SCANNER-ONLY SCNR NEEDS SOFTWARE

Maximizing Your Sales with Microsoft® Dynamics CRM 2011, 1st Edition $24.99 If you’re a sales professional running Microsoft Windows, Microsoft Dynamics CRM is the perfect customer relationship management system for you. Why? Because it’s the only CRM system that can be fully integrated into Microsoft Office Outlook and other programs to save time and help automate processes. Additionally, it has many other built-in tools that help busy sales professionals manage the interactions they have with customers, from first contact through purchase and post-sales. If you’re one of these busy sales professionals, you need an easy reference tool to maximize your use of Microsoft Dynamics CRM 2011’s varied feature set. Maximizing Your Sales with Microsoft Dynamics CRM 2011 is that tool. The book explains, in concise, easy-to-understand language, how to get the most out of this helpful CRM software. Topics like working with contacts and accounts, managing opportunities and schedules, writing letters, sending e-mails, running reports and more are explored in-depth. With this book and Microsoft Dynamics CRM 2011, you’ll also be able to perform numerous other functions that will speed up your workflow and keep your customers happy. The book even comes with a handy reference card that you can tear out and keep near your computer when you need a quick tip or shortcut.

Sams Teach Yourself Microsoft Dynamics CRM 4 in 24 Hours $27.99 In just 24 sessions of one hour or less, you will be up and running with Dynamics CRM 4. Using a straightforward, step-by-step approach, this book offers a quick way for you to get started with Dynamics CRM by leveraging real business examples, practice exercises, and big picture theory. In addition to learning how to use the core application, you will develop a deeper understanding of how Dynamics CRM fits into today’s business needs.   Step-by-step instructions carefully walk you through the questions, issues, and tasks most common to Dynamics CRM. Quizzes and Exercises at the end of each chapter help you build and test your knowledge. By the Way notes present interesting pieces of information related to the discussion. Did You Know? tips offer advice or show you easier ways to perform tasks. Watch Out! cautions alert you to possible problems and give you advice on how to avoid them.   Learn how to… Orchestrate a successful CRM project Identify building blocks of Dynamics CRM Automate processes Create and manage your business units and users Use and maintain security roles Redefine an account Import new contacts and distribute leads Create marketing campaigns and capture the results Convert a lead to an account and contact Configure your display Capture contact and activity details Email directly from Dynamics CRM Master scheduling Integrate Dynamics CRM with Microsoft Excel and other applications Create simple workflows Customize and add utilities

Sportsponsoring als Instrument des Customer Relationship Management (CRM) $49.68 Das Thema Customer Relationship Management (CRM) gewinnt sowohl in der Wissenschaft als auch in der Unternehmenspraxis entscheidend an Bedeutung. Darber hinaus wird die Marketing-Kommunikation fr Unternehmen im Laufe der letzten Jahrzehnte kontinuierlich wichtiger; Unternehmen befinden sich heute hinsichtlich ihrer Marketingstrategie gar in einem Kommunikationswettbewerb. Ein geeignetes Kommunikationsinstrument, das sich bewhrt und etabliert hat, um mit den Zielgruppen vor Ort in Dialog zu treten und Beziehungen auszubauen, ist das Sponsoring. Hierbei stellt Sportsponsoring die am hufigsten eingesetzte Sponsoringart dar. Fabian Mottl macht an dieser Stelle nun den Schritt, das Sportsponsoring mit der CRM-Erfolgskette zu verknpfen und als Instrument des CRM zu betrachten. Er zeigt auf, dass die zentralen Konstrukte der CRM-Erfolgskette – Kundenzufriedenheit, Kundenbindung und Unternehmenserfolg – durch den Einsatz des erlebnisorientierten Kommunikationsinstruments Sportsponsoring gesteigert werden knnen.

Customer Relationship Management $51.95 This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes: ? A Tutor Resource pack available to instructors who adopt this text ? Case examples illustrating CRM in practice ? Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service Student readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book’s freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated with eight new chapters. ? A Tutor Resource pack available to instructors who adopt this text ? Case examples illustrating CRM in practice ? Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service

Grundlagen des CRM $79.95 Grundlagen des CRM

Microsoft Dynamics CRM 4.0 Step by Step $23.99 Whether you’re in sales, marketing, or customer servicequickly teach yourself how to get closer to your customers with Microsoft Dynamics CRM. With STEP BY STEP, you set the pacebuilding and practicing the skills you need, just when you need them! Create and manage accountsfor a 360 view of your customers and business Work with Microsoft Dynamics CRM directly from Microsoft Outlook Track customer activity; import and map data automatically Manage campaigns, leads, quotes, contracts, and orders Employ basic to advanced reporting capabilities Your all-in-one learning experience includes: Files for building skills and practicing the book’s lessons Fully searchable eBook Sample chapters from related Microsoft Press books WINDOWS VISTA PRODUCT GUIDE eReferenceplus other resourceson CD A Note Regarding the CD or DVD The print version of this book ships with a CD or DVD. For those customers purchasing one of the digital formats in which this book is available, we are pleased to offer the CD/DVD content as a free download via O’Reilly Media’s Digital Distribution services. To download this content, please visit O’Reilly’s web site, search for the title of this book to find its catalog page, and click on the link below the cover image (Examples, Companion Content, or Practice Files). Note that while we provide as much of the media content as we are able via free download, we are sometimes limited by licensing restrictions. Please direct any questions or concerns to booktech@oreilly.com.

Total Relationship Marketing $51.95 This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students. * Updated 3rd edition contains new examples, cases and references throughout and has improved features for students, including questions for discussion and end-of-chapter summaries * Topical aspects of Customer Relationship Management (CRM) is a key feature throughout * Comprehensive coverage of e-business, one-to-one marketing and revised sections on metrics and networks

Marketing Automation $39.95 In today’s market, it takes more than good products and services to succeed. Successful marketing requires more precise segmentation and more sophisticated communications with customers–the lifeblood of every business–than ever before. Expertly explaining the components of marketing automation and their application and benefit to the marketing process, Marketing Automation shows you how to develop more effective and targeted direct marketing campaigns, from the planning and execution of promotions to the complete leveraging of marketing to increase your profits. Designed to get you quickly up to speed, you will discover: * How to evolve complex, yet agile, customer communication strategies * Ways to focus already limited marketing resources on the right opportunities * Advice on viewing, tracking, and measuring results * How to optimally use current software applications to empower you to effect stronger, more responsive marketing programs Straightforward and balanced, this essential guide presents a new and better way to strengthen your competitive position by using your precious customer data to increase your bottom line. Required reading for executives, marketing managers, and anyone needing to know the essentials of maximizing the profitability of every customer relationship for their business, Marketing Automation makes every marketing dollar count with a sound road map all executives can understand and follow.