Posts tagged with Crm


The challenge of blending content with data: discussion and infographic

How to use content effectively at each stage of the funnel, from awareness to lead generation, lead management to sales and retention?

I moderated a discussion at Econsultancy’s Digital Cream event yesterday about B2B content marketing and this was among the many things we talked about.

Of course, one of the discussion points was how to ensure content is good, ergo in the right format and length most appropriate for the customer’s location in the funnel, as well as best suited to your specific product and sector.

Creating good content may also entail curating content held internally, making sure that it is repurposed in ways that suit the customer, perhaps dialling down some of the technical fervour within your organisation to make things easily ‘digestible’.

But aside from these myriad discussions about content formats (what it takes to be a good writer/editor/producer, who should create the content and how often) there was a bigger beast to slay.

That beast is a mess of data that may be inaccurate. A consensus that the buying journey often affords a company only ‘one shot at a customer’ was clear for many of the people I talked to. Having good data and a good contact strategy is key.

In this post I thought I’d continue the spirit of Digital Cream and spark discussion of combining content with customer data. I’ve also shared an infographic from Experian Data Quality, discussing data quality more generally, and the impact it has on businesses.

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What is CRM and why do you need it?

I’ve been making a point in my journey as a writer for Econsultancy to investigate the many and varied terms in digital that I don’t understand.

As I am a relative newcomer to the digital marketing world, there are many. This is like a trial-by-fire. 

In my first few weeks, terms like CRM, CRO, iBeacons, retargeting and PPC all felt like an alien language. 

Thanks to these above investigations, I feel much more knowledgeable on each subject and can generally hold conversations on them for at least two or three minutes.

So that’s that then. My work here is done. Might as well chip off early and grab a sandwich. What’s that? I haven’t covered CRM yet?


regus logo

Regus CRM shows a company in need of digital transformation

The first thing to do is set my stall out. This isn’t a post attacking Regus, providers of business and meeting space, rather one intending to point out something that lots of its customers are surely struggling with.

Being constructively critical, I have found Regus’ finance department and its CRM systems to sometimes work in opposition with Regus’ commitment to good service.

At times I have torn my hair out wondering how Regus can provide me with an inconsistent customer experience, something that feels so different depending on who I’m talking to. I’ve often felt like account representatives haven’t any idea of who I am or of my value, both past and present.

I’ve had brilliant account managers and the service on the day is always top notch, but where the service sometimes comes up short is in the aftercare. In the current climate of customer revolution, with companies better informed and less willing to spend, customer experience is key.

The latest trends in digital are all about trying to improve the customer experience, and accurate and timely comms over the customer lifecycle is as important as it gets in B2B.

So, in this post I’ll detail some of my problems and discuss them in the context of organisational change and joining up data. Maybe we’ll find a way out of these Kafkaesque corridors where I repeatedly plead with some strange new arbiter, asking them to just look a little bit harder for my records.


New Year marketing resolutions you shouldn't break in 2014

It’s February and already, according to a number of statistical sources, around a quarter of us have failed to uphold our New Year’s resolutions.

Interestingly, 39% of people in their twenties achieve their resolution each year compared to only 14% of people over 50. That’s interesting given the prevailing attitudes towards younger generations.

In the same vein, marketers are mapping out the conversations they want to have this year to stay ahead of the curve. Given the influx of ‘2014 Trends’ in January, I thought it would be a useful point to review the best and highlight a few that might follow New Year’s resolutions.

Festival of marketing

How Game empowers CRM with personalised communications

Keen readers of this blog may have seen our recent interview with Game’s insight and reward director Fred Prego on the company’s multichannel strategy.

And earlier today at our JUMP event Prego expanded on Game’s CRM strategy, including case studies on how his team uses personalised messages to drive sales.

Prego began with some quick stats to dispel the myth that the company is bankrupt, stating that the business has 320 stores and 30% market share.

Furthermore it attracted 20m customers online and in-store in the past 12 months and has had 750,000 app downloads.

However following its brief stint in administration last year, Game has re-emerged with a new focus on its customers and now aims to build the UK’s most valuable community of gamers.


Seven simple tips for improving your B2B lead nurturing

If you attend any sales or B2B conference then it’s difficult to avoid hearing someone mention ‘the rules of engagement’.

But, David Klanac of Pardot argues, it is actually a very relevant phrase. It’s the nature of the marketer’s job to follow the changes wrought by proliferation of media.

David was talking at FUNNEL, part of the Festival of Marketing, and gave his seven tips for lead nurturing.

The first step for Pardot was to actually ask the B2B consumer "what steps do you take to research and purchase a solution?"

This question is important because the tactics for buying have changed. When Google started in 1998, only 26 million web pages were indexed, ten years later in 2008 this figure stood at one trillion. With all that content it’s hard to get found. Nevertheless, consumers try, searching two or three times on Google before considering the purchase cycle.

So, what are David's seven tips for nurturing leads?


Three ways for marketers to grow, maintain and drive business with mobile CRM

Consumers use their mobile devices to comparison shop, get directions to a business, or make reservations at their favorite restaurant. But often the communication from brands stops there. 

Businesses of all kinds should be better engaging via mobile with their customers. After all, engaged customers are your most valuable asset: optimising engagement can help you outperform the competition.

Self help

Customer service: the move to ‘help yourself’

In this post I’ll be looking at the growing importance of self-service. I'll look at some brands that do it well, and some that don't, and offer advice as to what self-service entails.

Research recently carried out by Zendesk indicates that over 50% of customers want self-service and 67% prefer self-service to speaking to someone.

Combine this with the fact that self-service is cheaper than web chat, which itself is significantly cheaper than a running a call centre, and it's definitely a trend we'll see continue online.

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47% of businesses cite technology issues as the main barrier to website personalisation

Though more than nine out of ten marketers agree that personalisation is critical to their success, almost half of companies lack the necessary technology to properly implement website personalisation.

The findings come from the new Econsultancy/Monetate Realities of Personalisation Report, which found that 47% of companies cite IT roadblocks as a major barrier to adopting or improving website personalisation.

A similar number of respondents (46%) pointed to legacy technology, while 44% cited lack of budget.

In contrast, among respondents from marketing agencies lack of knowledge (54%) and inability to translate data into action (51%) took the first two spots.

Lack of budget and lack of staff are the third and fourth most cited barriers for both companies and agencies surveyed, highlighting the importance of prioritising resources that are often scarce.

google universal analytics

Eight ways Google Universal Analytics will change the way businesses use data

Universal Analytics is the next iteration of Google Analytics, and last month it launched into public beta.

Universal Analytics is a completely new version of the Analytics tracking code, and it’s also a completely new way of looking at how we track and analyse our users.

In short, it’s going to change everything. 


Q&A: Andrew Campbell on eCRM and social CRM

Andrew CampbellCRM strategist and consultant Andrew Campbell is the author of our recently published Customer Relationship Management in the Social Age Best Practice Guide

Here, he answers some questions about social CRM and other topics covered in the guide.


71% of businesses plan to spend more on digital marketing technology in 2013

Just over two-thirds (71%) of businesses are planning to increase their spend on digital marketing technology this year, down marginally from 74% in 2012.

In comparison, just 3% of companies plan to decrease the amount spent on digital technology.

The findings come from the new Econsultancy/Responsys Marketing Budgets 2013 Report, which looks in detail at how companies are allocating their online and offline marketing budgets in 2013.

More than 800 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2012 and January 2013.