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How To Leverage Your CRM Data For Marketing?

A CRM database is your primary source of customer information. Everything you collect on your clients goes directly into the system. However, that does not mean your job is done and that everything from that point on will be an easy walk in the park. Having access to data is one thing, but knowing how to leverage your CRM data for marketing is a whole other situation.

Use Data To Target The Right Demographics Group

The age of technology and the digital revolution offers terrific opportunities for any business. Collecting data and thinking ahead are crucial elements of any marketing campaign. Depending on the industry you are in, you have to target the customers associated with your business. That’s where customer demographics come into the picture. One way to leverage your CRM data for marketing is to target specific groups of customers who find value in your offering. This approach will definitely increase leads generation because you are talking to the right group of customers.

Use CRM Data To Analyze Sales:

Another reason why big data is an important business requirement is that it allows you to discover patterns and trends in your customers’ shopping habits. If you do a sales analysis using CRM analytics features, you can easily create a list of essential factors to focus on in your marketing campaign. Knowing shoppers’ habits will show you what approach to use when advertising your products.

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If you have a list of customers that purchased a product, you can reach out after a month and ask if they are satisfied or not. Furthermore, based on what products they purchased, you can now introduce a list of similar products that might be of interest. That is why sales analysis plays such a vital role in future marketing projects.

Leveraging Your CRM Data For Marketing Allows You To Up-Sell And Cross-Sell:

To continue from the last section, sales and opportunity management are necessary features in CRM. By leveraging CRM data, you can work on the sales process and increase upselling and cross-selling numbers.

By researching clients and their purchases, you can identify complementary products, upgrades to existing services, or even a different group of products that might be of interest to them. If they were satisfied with their initial purchase, there is no reason why you should not try to improve that experience.

Upselling and cross-selling are two of the driving forces that not only increase your ROI but also strengthen your position as a force to be reckoned with among your competitors.


CRM Data Allows A More Personalized Approach In Marketing:

Which of these two pitches sound better for you:

  • Dear client, we want to offer you exclusive access to our top-quality products at favourable prices.
  • Dear Mr Johnson, we hope you are doing fine! Allow us to present to you our new series of products. We are positive you will find value and interest in what we offer!
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As you can see, a more personalized message will leave a better impression on your clients. This is why CRM data plays such a crucial role. It allows you to detect and improve underperforming content and address your clients in a personal manner. As a result, that increases e-mail engagement and the response rate. People are more likely to respond if the e-mail is directed to them. If they feel like you are sending a generic e-mail that is directed to thousands of other clients, they will not feel special. And the entire purpose of using a CRM database is to create that sense of care towards your clients.

Use CRM Data To Find Potential Business Partners:

CRM data does not only have to be used for sales and marketing purposes. If you are spending a lot of time on the road, travelling between locations, take notes on clients and potential partners. CRM keeps a database of addresses and contacts. Depending on where you are heading, you can optimize your time and expenses by focusing on the clients closest to your location. This way you don’t have to spend time travelling from one part of the country to the other, just to visit two clients. Create groups based on your location.

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This approach improves customer experience. Furthermore, by doing on-site visits, you are leaving an impression of a dedicated business person. Your clients will take you more seriously, which will directly affect your future marketing projects.

Is Using CRM To Leverage Data Expensive?

Implementing a CRM system comes with a price. The fee varies depending on the size of your company, the number of profiles and clients, and the different features you wish to purchase. If you own a startup company, this might be an expense you cannot cover at the moment.

With that in mind, you should research free and open-source CRM software solutions. Sure, they are not as rich with features as paid software. However, open-source CRM is a fantastic option for a startup company. You can still have the benefits of CRM and migrate to a more complex solution once you can afford it.

CRM Data Makes Marketing Easier:

Hopefully, you now understand how to leverage your CRM data for marketing. Understanding the importance of this process will significantly help your business. Running a marketing campaign is a complex process. However, if you know the right approach and you have all the necessary data, everything will be easier to organize.

Samuel AdamsAbout the Author:

Samuel Adams is a marketing and CEO expert currently working for MoversTech CRM. His focus is on understanding customer data and how it relates to different business spheres. In his spare time, Samuel enjoys spending time in nature and doing sports.

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2 Responses to “How To Leverage Your CRM Data For Marketing?”

  1. Dileep says:

    Good post, looking forward to reading some more.

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