Steering Marketing Campaigns Correctly by Using Sales Data

Before you go pouring your hard-earned dollars on any marketing campaign, it is best to be backed by or 'armed' with some valuable intel. What is this intel you may be wondering? Well, if the title of this post hasn't already given it away, we are going to be discussing the use of sales data in the targeted construction of marketing campaigns that are personalised to your clientele. This enables them to form unique connections with your brand and it is this 'brand' loyalty that turns your biggest fans into your salesmen without them even knowing it.

Creating usable segments of data

If you're using custom CRM software, it is likely you have all the information you need! Based on shared characteristics, your clientele can be sorted into groups. The aim of this step is to define your clientele and leads by factors that may affect buying habits such as age, marital status, occupation, gender, location, interests, past purchases etc.

Not only is the aim here to create targeted material that speaks to each audience, but to choose the correct marketing channels for each. It is imperative that you are pushing your marketing out to people in places that they will see it.

This targeted and personalised form of marketing is what works, there is no point in a blanket marketing approach unless you are completely okay with wasting your marketing budget.

A quality CRM developer will have created the software with your business in mind and through the use of filters and conditional formatting, your CRM should be able to pull this data with very little effort in a matter of minutes.

CRM as the Brains-Trust driving your targeted marketing campaigns

Your custom CRM software should be where your customer data exists as a pipeline. You should be able to sort out your current clients and warm leads from your cold leads. All communications with each segment or group - should be trackable and automated.

For example, your new leads are just getting to know you, they haven't warmed up to your brand and business yet and therefore tend to respond to content that is more educational in nature - teaching them a little more about the solutions your business/products/services offer and how they can be of tremendous value to them.

On the other hand, your current clients who are further along this customer journey would appreciate an opportunity to get some more of what they're already loving from you - this might be in the form of exclusive discounts etc.

Where are you going to find this information? How should you segment your customer data?

It all starts with a conversation between you and a professional Access Database Custom CRM programmer. This is your chance to create truly a powerful CRM sales software that is a database for collecting the exact information your business needs to reach your leads and clients, individually and personally.

A powerful CRM will also automate much of the data input and movement along the sales pipeline, so you can always be certain you are targeting your marketing in the right avenues and to the right audiences.

Measure the success of your sales campaigns

The next step is to measure the success of marketing campaigns with these segmented groups and the movement of your leads along the sales pipelines. Successful campaigns will have high conversion rates and engagement rates - using this data we can begin to piece together what’s working and what isn’t and therefore performing more testing along the way.

The sky's the limit when you’re working with a professional CRM developer. One of the main bonuses of creating a CRM that is tailored to your business is the fact that all these processes can be automated. Once the automations are set up, your CRM will be able to do things, like pull data from other sources, collate them, group them, automate contacts and follow ups, present reports etc.

In the long run, the hours saved by these automated processes can be put into much more productive avenues, such as refining advertising tactics utilising the data at hand, and of course, on refining your products and/or services offered.

Final Thoughts

Data is the new oil, and its value will be fuelling your marketing campaigns. Use it smartly to get smarter about how you're communicating with audiences - but don’t expect these strategies to just "fall together." First you will need sophisticated Custom CRM software and organised data.

From there you can consider brainstorming on ways that this data can help create more engaging content or touchpoints with your leads in order to make more of an impact on your prospective customers, and bring your brand to life.

< Older Post Newer Post >