Trending Sources

Are your marketing personas your sales market segments?

Biznology

The problem comes in when you haven’t thought through how those personas relate to market segments. Market segments are often used in marketing plans to decide which groups of prospects to target, but they are also frequently used in sales plans. Often, sales teams take different approaches with different market segments. Market segments are not equivalent to personas.

Turning CRM into a revenue generator

Cloud Potential

By Jennifer Smith, Director of Global CRM and Global Digital Marketing, MasterCard. One of the things that fascinates me about CRM is how the data you gather can be used to identify opportunities for commercialization of the data. The term “commercialization” is coming up frequently now among CRM professionals. Marketer's Reality CRM CRM campaigns CRM commercialization

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Social CRM and Return on Marketing: Customer Life Cycle Value

Conversionation

Every business should be working on integrating all data platforms, silos, marketing channels and businesses processes right now in order to have a single customer view and 360 degrees social CRM approach. This does not mean you should only invest in CRM, integration, data and the most cost efficient forms of marketing (and business). The CRM and customer equity perspective.

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Why and How to Improve Audience Segmentation for B2B Marketing

Salesfusion

10 ways to segment your audience to meet the growing demand for personalization. In terms of technology, a marketing automation platform integrated with a CRM system can help you keep track of vital customer information, including defining characteristics, preferences and engagement history. Why Audience Segmentation Matters. Enter audience segmentation. Location.

Why You Should Invest In Inbound Marketing Before CRM Implementation

Hubspot

What should you focus on first, building an effective inbound marketing/lead generation process or implementing a CRM to manage your sales and customer acquisition process? The Purpose of CRM. There are several advantages of an effective CRM system with the primary purposes being: Building sales efficiency. deal with a lot of companies that have been using CRM for years.

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Tips for Choosing a CRM System that Will Please the Entire Firm

Marketri

More importantly, the right CRM system allows marketers to measure the ROI of a series of "touches" via long-term client development strategy. That said, a CRM system serves different purposes for different departments and it's important to include a collaboration of all stakeholders. I was recently involved in a committee to help choose a database/CRM system for a client.

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Use Buyer Personas to Segment by Buying Behavior

Tony Zambito

  We look at opportunities via company name, whether they are Global 2,000 or Fortune 500, deal size potential, and other few factors that likely make up segmentation.    Usually a component of this effort is the target role and title you’ve got neatly pegged into a sales automation or CRM application.  Image via Wikipedia. Related articles.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Many CRM systems have a module for marketing. Architecture of Marketing Automation versus CRM. Communications to groups and segments (may be personalized and triggered 1:1). Business Goal.

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CRM Series: 3 Ways CRM Integration Creates Alignment and Drives Sales

Modern B2B Marketing

But in an age of marketing automation and CRM, it’s downright negligent. Quite simply, if you haven’t integrated your marketing automation program with your CRM, you’re flying blind. To learn more about the unlimited potential in CRM integration, download our newest ebook Driving Revenue Through CRM Integration. Clean up your CRM data and optimize your lead scoring.

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Got Dynamics? Why You Need Act-On, Too

Act-On

As Matt Heinz, president of Heinz Marketing said: In a nutshell, the only thing CRM systems do is organize your information. Your Dynamics CRM helps you build strong relationships with your customers. database tactic for aligning Dynamics CRM and Act-On. Through behavioral and attribute profiling, marketing can create segments that have meaning for sales messaging.

Microsoft Dynamics CRM Integration with Act-On Software

Marketing Action

In our case, our marketing department needed to design, deploy and analyze marketing campaigns, while sales wanted to have their leads feed into CRM without having to check a separate system. We needed a marketing automation tool to connect into our Microsoft Dynamics CRM and determined Act-On Software as the best solution for our needs. Pulling data from Microsoft Dynamics CRM.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

In particular, its finding new market segments that clients might enter – something different from simply scoring leads that clients present to it or even from finding individual prospects that look like current customers. This is based on combining the CRM data with Radius’ own massive database of information about businesses. They are, after all, experts at seeing the future.

5 Must-Have Views For Your Sales Team Within Your CRM

Sales Prospecting Perspectives

Assuming you work within a CRM, here are 5 reports and list views you should create for yourself that will help ensure you have the proper oversight of your accounts: Interested/Nurture Account View: Sales reps require access into their short-term and long-term sales pipeline at the drop of a dime, especially if you have weekly meetings to discuss accounts that could be turning over soon. Everyone uses different statuses so try choosing ones that can segment the difference. Take ownership over your piece of the business and make sure you’re managing it correctly on a daily basis.

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CRM Series: How Much CRM Experience Do You Need to Be Successful with Marketing Automation?

Modern B2B Marketing

Michael has successfully delivered over 200 marketing automation and CRM implementations across the globe. How much do we need to know about our CRM system to be good at this marketing automation stuff?” I seem to get a variation of this question at the beginning of nearly every implementation.  Most marketers have never had to know much about their CRM.  Lead Source.

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Why CMO’s Need To Be More Involved in Ecommerce

Buzz Marketing for Technology

Other types include customer relationship management (CRM) data and social media data. Segmentation sifts through the data to find discrete groups of people with similar traits and/or interests, who can then be targeted and tested with relevant content based on site activity. If the $42.3 But online is a big place. So where to even start if you haven’t yet…started? One word: data.

27 Ways to Slice & Dice Your Email List for Better Segmentation

Hubspot

We've already made the case for list segmentation in email marketing , and we sure hope you've bought in. Still in need of a little refresher on the merits of email list segmentation? Alright, now that you're undoubtedly on board with list segmentation, you're probably asking yourself how you should slice and dice your own list. 27 Smart Ways to Segment Your Email List.

Social CRM: How Can It Make Money?

Sales Intelligence View

The move to relating to the customer who absorbs and shares products and information in 140 characters or less culminated with the rise of social customer relationship management (CRM). The market for social CRM, and the applications it has produced to track customer habits, relationships and activity via social media platforms, has drastically orbited into relevance in the past year.

Social CRM Prompts Skepticism

Manhattan Marketing Maven

There’s a lot of talk about social CRM but much less action. The reality is that very few companies have a clear understanding of what social CRM is, why they need it or why they should invest in the time, energy or technology to make it happen.    A recent survey in CRM Magazine found that 41% of a thousand companies surveyed had no CRM program and that 47.5% are either evaluating social CRM or doing it informally, whatever that means. We are looking at a slim segment of early adopters and a great mass of wait-and-see marketers. 

Before Diving Into Marketing Automation, Audit Your CRM Data

KEO Marketing

Just don’t forget that activity in your marketing automation platform is tightly connected to the data in your CRM application. Here’s how to audit your existing CRM data and clean up any issues before diving into marketing automation: Standardize your data: Identify which CRM fields you needs – and which ones you don’t. B2B Marketing b2b marketing agency Marketing Automation

Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix

In its current incarnation, Radius also imports a list of won and lost deals from each client’s CRM system (direct connection to Salesforce.com , batch imports from others) and shows how well each attribute correlates with success. Users can review the attribute list, create segments based on attributes, and analyze the attributes of each segment as a group.

How to Overcome Disparate Data Challenges with Marketing Automation

It's All About Revenue

To compound this problem, organisations structured with a centralised marketing function have to work with varying degrees of maturity of CRM and database infrastructure — from fully functional real-time supply chain integrated to isolated databases — and even legacy Excel files. One of the biggest challenges facing modern marketers is the data management. Action Items.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

Using satellite technology for internet connectivity has particular appeal for companies with operations in remote, hard-to-reach locations, so it’s no surprise that iDirect’s market is heavily segmented, focused on key sectors such as oil & gas, maritime, and federal/military. All this presents real challenges for both demand generation and lead management.

What is Predictive Marketing?

SalesPredict

The most common use of predictive marketing analytics today is within a companies' CRM. This is a logical home for a predictive marketing environment since a CRM is where most B2B companies store data on current and prospective customers. Predictive Analytics CRM Predictive Lead Scoring Marketing Predictive Marketing Data Science B2Bmarketingzero search interest on Google.

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The Coming Battle Over Social CRM

Manhattan Marketing Maven

There’s a colossal social CRM battle shaping up.   The big guys, Oracle, Adobe and Salesforce.com, bought up the first round of start-ups like Vitrue, Buddy Media and Wildfire , who pre-built social media applications and paved the way for thinking about how to identify, engage and stimulate brands’ fans. E big CRM dogs offer so-called “complete” solutions that link social activity to data marts and layer on BI tools, rules engines, campaign management systems and loyalty programs. Conventional CRM wisdom is that the more data points; the better.  

The Key Marketing Automation Players On Your Team

ANNUITAS

Without these key players, you risk being able to execute programs and campaigns that support the business and integrate the system with your CRM to effectively to maximize opportunities and track revenue. The Power User knows the ins and outs of your company’s marketing automation infrastructure, the integration with your CRM platform, third party integrations (i.e. The CRM User.

Intent Data Is Just One Piece Of The Predictive Puzzle

Radius

Image : 3 Types of Data For Predictive Segmentation. Layering intent data on your target segments is a powerful way to identify in-market prospects. The second use case involves using intent data to create a segment of in-market accounts that already exist in your database. You can also run targeted nurture campaigns and outreach campaigns to each unique segment.

Lead Gen Tactics from 4 MarketingSherpa Case Studies

B2B Lead Generation Blog

Case Study #2 – Lead Generation: Revamped marketing automation and CRM technology drives 75% more leads. provider of management services for technology assets serving the mid- to large-enterprise market found that its technology setup had a problem – the automation solution and CRM system were operating in tech silos and, most importantly, not sharing data. To meet this challenge, the team audited the current situation, and ended up replacing both existing marketing automation and CRM solutions, and found new technologies that were more integrated. What were the results?

Look-Alike Targeting Can Be Deceiving

Radius

Customer segmentation is the bread-and-butter of B2B marketing. Yet marketers are often at a serious disadvantage when performing segmentation because they rely on inaccurate or incomplete data. Picking the Best Audience with Predictive Segmentation. This is where predictive segmentation can make a difference. At Radius, we call these Recommended Segments.

6 Ways To Maximize Your Webinars With Automation Technology

It's All About Revenue

Collect Q&A information - Record the questions asked by attendees during a webinar and integrate that data into your CRM to provide sales with deeper intelligence and context for follow-up calls, and to further qualify the opportunity. Segment your audience into groups based on key attributes, such as industry vertical, geography, or specific preference.

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The Three Pillars of Predictive Marketing

SalesPredict

Most modern marketing teams have invested in marketing automation systems to help streamline demand generation, lead nurturing, segmentation, email campaigns, and other inbound marketing functions. Predictive analytics can analyze your internal CRM data in combination with external data sources to identify which accounts and leads have the highest propensity to buy.

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Getting to the Heart of It: CRM Technology

Fathom

Customer Relationship Management (CRM) is what keeps that heart beating. strategy before it is a technology, CRM puts your patrons at the center of your business, where they should be.  It focuses on fostering relationships by maintaining regular, organized contact with clients, customers, former customers, and prospects. Popular CRM Tools. Why CRM? Where Is CRM Going?

4 Steps to Maximize Your Marketing Data

It's All About Revenue

Building a third party data tool into your marketing automation or CRM strategy can drastically increase the effectiveness of your marketing efforts as well as your sales team’s efficiency. 3. by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Cassie Hrushesky , Product Marketing Manager at Bluewolf. Follow Cassie on Twitter @cmnh10.

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CMOs Win When High-Value Customers Are Treated Personally Online

Buzz Marketing for Technology

Rather than spout out a to-do list of tactics that show high-value customers they’re appreciated, here are some specific benefits instead that can be derived from deep and sophisticated forms of segmentation: Don’t confuse high-value customers for high-volume customers. But the task of keeping brands happy and engaged beyond one big “win” isn’t easy.

Top 10 Demand Generation Resolutions for 2014

The Point

If you don’t have that capability in place, look at marketing automation platforms like Marketo or reporting solutions like Full Circle CRM that can give you the data you’re looking for. 2. Improve segmentation to increase relevancy and email performance. It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Test more.

The 25 Best #SaaS and #Sales Blog Posts of 2012

Sales Intelligence View

It was a great year for Social CRM, Social Selling and the world of SaaS. Steps to a Successful Social Marketing Campaign (Part 1) « CRM Software Blog – [link]. 3. Rules for CRM User Adoption « CRM Software Blog – [link]. 4. Customer Segmentation: A Guide | OpenView Labs – [link]. Leveraging Social CRM for B2B Salespeople – Get Organized!

6 thorny data problems that Vex B2B marketers, and how to solve them

Biznology

But also keep in mind when importing data to enhance your records that appended data will always have its limitations, and is best viewed as directional, versus real “truth.” Be careful not to build targeting or segmentation processes that are primarily dependent on appended data. Business-to-business marketers are plagued by data problems. Business data is complex and fast-changing. 

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

If you did things right, your geeks should be finished with their segmentations at about the same time as your consultants are delivering the persona stuff. Are you a self-starter with an eye for detail, a passion for great customer service and unresolved hostility issues? Have I got a job for you. Others stick them inside of customer service because they are used to being yelled at.

How the Answer to One Question Can Tell You How to Market Your Technology

The Point

At one end of that spectrum are commodity products – CRM, for example – people know these products exist, they understand the problem that the products solve, and they recognize when they have that problem. One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum. Which end of the spectrum are you closer to?”.

4 Ways to Segment Your Best Leads

Hubspot

Using data collected in your marketing software package ( like HubSpot ) and your customer relationship management (CRM) program, you can slice and dice your leads to identify who are your best leads. Ways to Segment Your Best Leads. 1. Your next step is to analyze theses segments to identify which ones are the best. Do you have other strategies for segmenting your leads?

What Marketers Should Know About Big Data – and How to Put it to Use

It's All About Revenue

You may have hidden insights buried in your CRM or marketing automation platform. Targeting & Segmentation analytics big data data Lattice Engines Lead Scoring marketing marketing analytics targeting by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Amanda Maksymiw , Content Marketing Manager at Lattice Engines , a company that delivers business applications to help marketing and sales predict and close their next customer. Throughout her career, she has advised and worked with several technology startups on their content strategies. Wrong.