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Posts Tagged ‘customer’

Set Up Your RMs: CRM, MRM, PRM, IRM, HRM, ERM

February 25, 2017 Leave a comment

As I have mentioned before, your contact database is your gold.  And it needs to be organized and prioritized.  It needs to be maintained and added to.  But it is not only customers or prospects that you need to keep track of.  You need to have Relationship Management (RMs) systems for anyone that you need to be in contact with.

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Here are just a few off the top of my head:

  1. Customer Relationship Management (CRM) – it has been proven that your customers (or clients) are your best repeat business.  Stay in contact with them, normally with an email newsletter.  To do this you need to keep track of their information.  An issue to consider is if the information is also in your financial system (Quickbooks, MS Dynamics, etc.) then who is the information owner and how do you keep them in sync.
  2. Marketing Relationship Management (MRM) – this is for your marketing prospects that you can do nurture marketing campaigns and inbound marketing campaigns to.  Sometimes these contacts are in your Marketing Automation solution like Hubspot or Marketo.  An issue to resolve is the connection between the MRM system and the CRM system when a contact turns into a sales opportunity and usually moves over to the CRM system.
  3. Partner Relationship Management (PRM) – you have all types of partners – resellers that sell your products/services, companies that you sell their products/services, associations you are a member of and maybe even vendors that you depend on.  You might consider having a regular email newsletter to partners (especially their sales team) so you can easily keep them up to date.
  4. Influencer Relationship Management (IRM) – there are many that influence your marketplace that you sell into.  Keep track of the individuals that influence your potential buyers. For example, if you are a law firm, influencers could be other lawyers in your area that could recommend others to use your firm’s services.    These could also include bloggers, consultants in your industry who might recommend your organization and members of the media.  Additional information to keep on influencers are Twitter id, blog URL and Instagram id.
  5. Hiring Relationship Management (HRM) – if you hire a lot of individuals you might want to keep track of individuals that you could hire someday.  This might be in your HR system of the people that you have collected resumes from.  In some cases you might hold networking events to attract talent to your organization.  Then you will be glad you had a database of their email addresses.  LinkedIn profile id information would also be helpful for these individuals.
  6. Employee Relationship Management (ERM) – if you are a big firm you might want to maintain a database of your employees (more than just in Outlook) so that you can provide information to your employees.  Make sure your employees get the same message you send to partners, customers, influencers and prospects.

Sometimes all of these contacts can be maintained in a single database with the same software.  If so, then separation of types can be done in reporting and measurement efforts by a type field.  Sometimes they are in specialized solutions just for that type of individual.  There are advantages and disadvantages to having all the information in one solution.  Depends on who using and how communicating.

No matter what software solution you use, make sure your staff is well trained on its use.  Especially best practices, terminology and naming standards.  As in any database, garbage in is garbage out.  Constantly remind your staff of the importance of an accurate relationship management system.

All of these databases should include at the minimum the following on each contact: first name, last name, job title, email address, organization, phone and location (usually state and country).  If you do mailing campaigns then the physical address would also be necessary.

Your database is a big asset.  Keep the necessary information you need on the people you should be contacting.  Let me know how you maintain your relationships.  Feel free to leave me a comment.

Photo credit: stocksnap.io (133)

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Awareness – Consideration – Purchase – Retention – Advocacy

October 12, 2016 Leave a comment

 

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You have a lot of content and are doing a deal of marketing activities.  You need a mixture of marketing content and activities to attract and keep customers (clients) no matter if you are a B2B tech firm, a law firm or a non-profit organization.  Content is designed for different phases of the buyers or customer journey.  These phases are Awareness, Consideration, Purchase, Retention and Advocacy.

 

These phases need to be integrated and have the same look and message to them so they have the most benefit.  To drive results, the phases reinforce each other.

Let’s go into more detail on each phase.

Awareness

This phase is the top of the funnel (TOF).  This is where people learn about your organization.  Make sure you are interesting, talk in their language and understand their issues.

Included in this phase are such content and activities as:

  • LinkedIn Sponsored Updates
  • Booth at Trade Shows
  • Presenting at Conferences
  • Mailing of Post Cards or Flyers
  • Ads in Magazines
  • Radio Spot

Consideration

This phase is the middle of the funnel (MOF).  They are interested.  Now provide them more information so that they will consider to buy your product, use your legal services or donate money to your organization.

Included in this phase are such content and activities as:

  • Blog Posts
  • White Papers (Educational)
  • Ebooks
  • Direct Emails
  • Webinars

Purchase

This is the bottom of the funnel (BOF).  They are now a true opportunity for your organization.  They are down to the details.  They are looking for reasons not to purchase no matter how small.  Provide them with the information they need to overcome objections to become a customer (client).  What will it take for them to sign on the dotted line.

Included in this phase are such content and activities as:

  • White Papers (Technical or Specific to Product)
  • Contract Review
  • Website
  • Purchase Order Received
  • Evaluation Copy

Retention

Now they are a customer.  So besides great customer support and providing excellent services/product you need to engage with your customers.

Included in this phase are such content and activities as:

  • User Conferences
  • Account Management
  • Community Forum
  • Knowledge Base
  • Product Road Map

Advocacy

Now you want to turn that customer into an advocate.  Find out who your advocates are.  Sales people usually know who the advocates are.  Your 9 and 10s on a Net Promoter Score survey are probably advocates.  Reach out to them.  Publicize their love for your product or service.

Included in this phase are such content and activities as:

  • Co-Presenting at Webinars
  • Co-Presenting at Events
  • Case Study
  • Video Testimonial
  • Being a Reference

I know that this was very high level.  But make sure that your staff (especially your sales and marketing folks) understands the buyers or customers journey.  When creating content, determine what phase the content fits in.  Make sure that all the phases are integrated.  And make sure that the content looks and sounds the same.  This will make it more efficient in production but also be more effective.    Hope that this has been a help.

Let me know your thoughts on the journey you take your prospects and hopeful customers.

Your Contact Database is Gold

January 15, 2012 Leave a comment

You collect contact information such as names, company, email address, phone number, etc.  all day long.  If not you should be.  You get business cards.  You get emails.  You read business journals.  You get phone calls.  You go to networking events.  You attend trade shows and conferences.  Put this information to good use.

Get it into your database whatever that is – either a Customer Relationship Management (CRM) system, Marketing Automation Solution (like HubSpot), Outlook, Constant Contact contacts, Quickbooks accounting system, spreadsheets (least preferred) or whatever.  These are the people you are going to market to.  The cleaner it goes in (no missing info) the better it will be in the long run.

Collecting is great, but use what you collect.  Email marketing is still important.  You need to communicate to your customers (clients) and prospects.  And don’t forget the media, your partners, your vendors and your employees.  You can’t communicate if you don’t have their information.  Again your contact database is gold.

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Your Email Database

In most cases, your email database contacts are different than your CRM database contacts or your customers in your accounting system.  You need to periodically (preferably after every email blast or email newsletter that you send out) clean up the database.  Most email systems such as Constant Contact have reports that will show you the bounced email addresses.  Make sure that you clean up the email database and the database that this information came from.  You need someone at your organization that is responsible for cleaning up and adding to the database.

Your Customer Database

Don’t forget to look at your database of customers (clients) periodically.  You need to retain your current customers.   Analyze your customers by size, market, location (such as state), money spent with you, product/service lines, etc.  Guaranteed you will discover something that will help your organization.  Update your customer entry immediately if you receive a change of address form or hear that someone has left their employment.

Social Media (Facebook, Twitter, LinkedIn)

Your social media networks are databases.  You need to clean these databases as well.  Search for new people to follow or connect with.  Remove followers or connections that do not add any value to you such as someone on Twitter that does not follow you and has not Tweeted in over 30 days. If possible get the people that are following you in your social networks into your email database so that you can communicate with them in ways other than social media.

I Know It is Not Fun

Cleaning up your database is like weeding the garden.  Not enjoyable, but absolutely needs to be done periodically.

Develop a system for tracking all incoming leads

Once a lead comes in (over the phone, at an event or on your website), someone has to be tasked with keeping track of the lead status so leads do not fall through the cracks.  Get the lead into your CRM system or Marketing Automation system (like HubSpot) quickly.  Lost leads are lost opportunities.  Lost opportunities are lost money.  Quick response is often necessary or that lead will go somewhere else.  So often great marketing campaigns have no or little sales follow up.  That’s wasted money and effort.

Converting leads into customers is how you grow your organization.  And for you to followup on leads you need a good contact database that is accurate.  Your contact database is gold so take care of it.

Check out my other blog post on divide and conquering your contacts.

Let me your thoughts on controlling your contact database.