How small businesses can use CRM for marketing

September 2, 2015 TM Group

How small businesses can use CRM for marketing

CRM software data will assist in the creation of targeted marketing.

After proper implementation, many businesses that utilize CRM solutions are happy with the software’s ability to satisfy current clients and improve retention rates. A centralized database that captures client interactions and messaging fosters professional relationships, after all.

Microsoft Dynamics CRM software can also help evaluate prospects and deliver targeted marketing materials to carefully selected audiences. Small businesses already using CRM software – or ones that wish to adopt the technology – should consider how the features offered by Microsoft Dynamics CRM could improve their marketing strategies.

Be aware of CRM benefits
Microsoft Dynamics CRM technology helps small businesses with limited IT departments compete in a big data world. TechTarget said the benefits of modern software help businesses stay F.A.I.R: flexible, analytical, interactive and responsive.

When first introduced to these tools, many companies focus on the management aspect of customer data software. A central information platform is beneficial to all employees engaging with clients. Streamlined communications provide fast responses to customer inquiries and a visible history displayed on computers or mobile devices lets workers offer personalized customer service.

The data captured from engagements with current clients should be put to use in attracting new consumers. By analyzing the trends of customers who work with the company, a small business can develop plans to approach certain audiences. The software features numerous functions that aid advertising, marketing and sales appeal to potential leads.

Get the marketing team’s approval
When implementing any new CRM for marketing strategy, the plan of adoption is only as good as the people carrying it out. To get marketing departments and sales teams behind Microsoft Dynamics CRM solutions, a small business has to ensure employees are willing and eager to improve performance.

CIO Today suggested CRM implementation is sometimes stymied by sales and marketing workers who don’t see how the strategy personally benefits them. The first step in introducing new tools into any business is to have a clear plan for how the technology should perform.

Managers need to audit current marketing performance to define standards for software success. Employees who spend their time approaching potential clients and creating advertising content have to be involved in the process. Once areas of improvement are selected, Microsoft Dynamics CRM users have to contact their software partner to communicate goals for expanded use. First-time software buyers should contact a provider that specializes in implementation assistance.

As a company begins to utilize new strategies, communication between the implementation team and marketing department needs to stay open. Employees have to feel free to vocalize problems or concerns. Dynamics CRM users should also share successes and ideas for expanded use. An implementation leader should be selected who is responsible for adoption progress and benchmark reporting.

Start with simple solutions
Implementation should occur gradually. A company would be smart to begin with small benchmarks that are easy to measure.

Marketing and sales teams can start by using CRM technology to create a view of current leads. Information for each contact is loaded into the system and organized based on specific criteria. Success with each type of lead is then reported and displayed to all users to create marketing content. For example, if a particular phone strategy landed a client in a certain price range, the tactic and result can be loaded into the system for future reference.

The tools provided by Microsoft Dynamics CRM utilized to satisfy current clients should lend themselves to appealing to new ones. Business2Community advised companies to use CRM tools to establish personal relationships right out of the gate. Consumer histories demonstrate patterns and trends for particular markets. When initial messages are created, they can target unique audiences. Good record-keeping allows sales and marketing to use personal details, like names and preferences, through every step of communication.

Treat it as a developing process
Successful use of one CRM for marketing feature helps other parts of the system. When enough information is loaded into the software, automated marketing and other processes can be created.

If a company gets comfortable with Microsoft Dynamics CRM software’s marketing capabilities, new features and solutions can be acquired. ClickDimensions offers tech tools that work with Dynamics CRM to create automated email messaging, lead scoring and social media analysis. A hands-on software partner can evaluate a small business’s current operations and suggest opportunities for improvement.

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