How CRM & Personalized Marketing Work Together

Two business people shaking hands - CRM and Personalized Marketing.
Larry Lubin   Tue July 03, 2018

Get Personal with Your CRM

Has your company invested in Customer Relationship Management (CRM) software?  If so, the CRM system you’ve already invested in contains all of the answers to who your customers are, what they are looking for, and the best way to approach them.

When used effectively, your CRM software enables your business to attract, nurture, and retain customers. When you can pull from a rich database of internal customer data at the click of a mouse, creating a successful personalized marketing strategy is far easier.

In fact, 74% of CRM users say that their systems offer improved access to key customer data. This gives your sales and marketing teams the ability to uncover actionable insights and opportunities.

When you combine the power of those valuable consumer insights with the power of personalized marketing, your company’s messaging will be anything but generic. Rather, you will make each customer feel like they are one in a million.

The earlier you invest in this type of software, the better. Your database is able to grow, becoming more valuable the longer it is used and updated.

Valuable CRM Information

What data should your CRM software generate? Beyond the obvious contact info, demographic profiles, and basic identity data, the following are extremely valuable for your marketing and sales teams to discover what motivates your customers.

1. Transaction History

Monitor the purchasing patterns of your customers in order to predict what they will do in the future.

2. Previous Phone Calls

Uncover what enticed your customers to want to do business with your company in the first place and what made them come back.

3. Outreach Activities

How many times have you approached your customers with emails, ads, and other marketing messages? Which ones have they responded to?

4. Loyalty Status

Does your customer have a history of investing in any of your loyalty or referral programs?

5. Online Activity

How often does your prospect scan your website, read your blog content, respond to your posts on social media or open your emails?  What are they reading? Can you predict the answers they’re looking for?

Putting CRM Data into Action

When enough raw data is gathered, you can then start formulating your outreach strategy. Find trends, segment groups of your customers, prioritize their needs, and then consider what type of messaging will resonate with them the most.

With these advanced analytics readily available, you can track almost exactly what your customer is thinking and when they are ready to purchase. Now you can easily match your customer’s needs with timely offerings, promotions, and messages.

For example, If “Customer X” last purchased a product five years ago, with a life expectancy of roughly the same time, then a timely personalized message should be on it’s way.

Video + Personalization = Results

In a recent article, we discussed how video marketing delivers the best results for online marketers today. People are consuming more video, respond highly to personalized content, and the ROI of video is undeniable.

With a great infrastructure of consumer data collected by a CRM system, marketing teams are going to be able to create more engaging content, more easily.

For more insight into the types of tools and strategies that go into creating a successful personalized marketing campaign, stay tuned to the BlueRush blog.

About the author: Larry Lubin

As original founder, Chairman and CEO of Fitech, now part of CGI, Larry began innovating in sales, software development, and financial services. Many leading applications for Financial Institutions including the Reality Check™ series for Scotia Bank were developed by Larry and his Fitech team. 

His vision of an optimized and fully integrated sales and customer experience that leverages the power of technology is at the heart of every solution today. 

In September of 2003, BlueRush was created with the mission to create the ultimate customer experience. BlueRush currently works with many of North America's leading financial services, healthcare and consumer packaged goods companies.


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