Business Intelligence to Marketing: The Power of CRM

One of the most important questions an executive can ask is, how well do I know my customers? This question naturally leads to the next, how can I know MORE about my customers? If you approach these questions honestly, the answer is likely, not enough. If you don’t know enough about your customers, how can you effectively market to their needs?

Marketing is a critical part of any successful business. Underlying any successful marketing strategy is (or should be) sound market intelligence—that is, knowing enough about your customers (and the market at large) to allow you to target their needs and interests. Unfortunately, many companies find themselves unable to truly optimize their business intelligence, thus weakening their marketing campaign and diminishing their overall sales.

What if I told you there was a way your company could transform its entire business strategy, organizational culture and marketing plan? What if I told you there was a way for you to capture more (relevant) information about your customers and centralize that information in an easy-to-use format accessible across your entire business?

CRM, or customer relationship management, can do all this and more. By combining what we already know about business with the power of IT, CRM can take your enterprise to the next level and ensure that your sales strategy is informed by the best marketing intelligence available anywhere. In this sense, CRM is more than just software—it reflects the next wave of business management and marketing, all while enhancing intra-company and external communications.

With CRM, there are many ways you can improve your marketing strategy. Through Swiftpage, Microsoft Dynamics, Oracle, Zoho, Salesboom or Salesforce, you can automate your entire sales and marketing efforts. Let’s face it: today’s marketing strategy needs more than just e-mail; it requires on-demand marketing tools, automation and flexibility. This will enable you to develop targeted marketing campaigns based on your customer’s information, execute this strategy through online campaigns and time-sensitive promotions and track your expenditures in real-time. With CRM, drip marketing has never been easier. Whether you’re sending updates to your customers or promoting a product, upcoming event or whitepaper, marketing CRM makes connecting with your market easier than ever, all while enabling you to track your contacts, leads and business opportunities.

With marketing CRM, you’re only a click away from monitoring your sales records. Information is updated in real-time through an automated workflow process, which enables you to edit your marketing schedule whenever you need to. Best of all, CRM technology enables you to understand your company’s strengths and weaknesses and develop strategies for improving on your marketing shortfalls.

In order to grow your business, you need to do more than attract customers—you need to keep them long after the first sale. To do so, you need to collect important information about them and analyze that information to predict their future behaviour. With CRM, analyzing your market has never been easier. CRM will enable you to identify your customers’ buying habits, interests and demographic information, which will allow you to predict their future buying habits. With this business intelligence in hand, you will be ready to develop a marketing strategy that aligns with the behaviour you predicted. Whether online, through television or print, you can effectively apply what you learned. CRM ensures that this entire process is coordinated, sophisticated and accessible on-demand.

So the next time you ask yourself about how much you really know about your customers, remember that, without CRM, you will never know enough.