The Partner Channel Magazine Spring 2018

More documents

Recommendations

Info

MARKETING 7 Nirvana STEPS TO CRM MARKETING story by NATALIE JACKSON illustration by SHAWN OLSON I f you’re talking about a CRM system, love isn’t usually the first word that comes to mind. That may not be the most popular thing to say in the Microsoft channel, but it’s the truth. The marketing community is awash with marketers who know that they should have a CRM system powering their marketing campaigns. Some of them understand that they need their CRM to power their marketing automation platforms, but they struggle to find value in the integration. For others, conflicts with the sales team on data entry (or lack thereof), field definitions that get lost in translation, impossible-to-answer required fields, and a slough of confusion around customizations make it far too easy to lose sight of what they hoped the CRM system could tell them about their leads and contacts in the first place. In an ideal world, the marketing department deserves at least a 50 percent stake in every organization’s CRM system. It’s our source of truth—it’s where everything we need to create a custom experience for our prospects lives. However, when it comes to how the CRM solution is built, customized, and maintained, marketers often don’t know what to ask for. To make the most of a CRM system, marketers should start by thinking about overall marketing goals (I want to re-engage cold leads), followed by individual campaigns (nurture campaign for salesperson X with all leads gone cold in the last 90 days), followed finally by how you’re going to gather that information: The data in your CRM. Let’s start with goals and work backward. There are some marketing tasks that CRM solutions are perfect for supporting, like: »» Lead Nurture »» Re-engagement of Cold Leads »» Creating Custom Audiences for Remarketing Campaigns »» Cross-sell and Upsell Campaigns »» Customer Retention »» Review Strategies/Insight into Influencer Marketing »» Evaluation of Marketing Success and Failures Once you know what goals you want to achieve (e.g., run a lead nurture campaign or create a review campaign for existing Customers), you can set up a path for the data you need to gather, like so: 32 SPRING 2018 | THEPARTNERCHANNEL.COM
THEPARTNERCHANNEL.COM | SPRING 2018 33
Page 1 and 2: SPRING 2018 | WWW.THEPARTNERCHANNEL
Page 3 and 4: NEED TO COMBINE MULTIPLE COMPANY DA
Page 5: THE PARTNER CHANNEL ® MAGAZINE SPR
Page 8 and 9: CONTRIBUTORS adrianne machina EMAIL
Page 11 and 12: NEWS GOT NEWS? Share it with us by
Page 13 and 14: THEPARTNERCHANNEL.COM | SPRING 2018
Page 15: technical support. All of this take
Page 18 and 19: MARKETING 4WAYS TO ELEVATE THE CUST
Page 20 and 21: 2 DESIGN YOUR MARKETING EXPERIENCE
Page 22 and 23: SALES Users First! story by KIM PET
Page 24 and 25: I’ve witnessed Users move up in c
Page 26 and 27: LEADERSHIP DISCOVER AND MAXIMIZE St
Page 28: OBJECTIVES If your goal for adminis
Page 31: WEBSITE www.fascor.com HEADQUARTERS
Page 35 and 36: A LIST OF REQUIRED INTEGRATIONS 5 I
Page 37 and 38: What do you hope to accomplish with
Page 39 and 40: LEARN MORE AT DSIGLOBAL.COM/SCANWOR
Page 43 and 44: mandates territory changes, missing
Page 47 and 48: MEMBERS ONLY CORNER Member Profile
Page 49 and 50: The List MOBILE Solutions at your f
Page 51 and 52: Nodus Technologies, Inc. www.nodus.
Page 53 and 54: P ublishing W arehouse Management M
Page 55 and 56: B udgeting CALUMO, Inc. www.calumo.
Page 57 and 58: E -commerce Avalara, Inc. www.info.
Page 59 and 60: Century Business Solutions www.ebiz
Page 61 and 62: Encore Business Solutions www.encor
Page 63 and 64: South Anna, Inc. www.southannasoftw
Page 65 and 66: Tornado Marketing, Inc. 365 3650 36
Page 68: When it comes to PROCESS MANUFACTUR

The Partner Channel Magazine Spring 2018

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?