Creating strong content is not the ultimate element in Content Marketing. Creating and maintaining effective marketing data to target the best possible audience for your campaign is of equal importance. One of the most important tools in a modern marketer’s tool belt is a Customer Relationship Management (CRM) system to help you manage this data.
Your CRM is not only your database of record, but it is the place where marketing and sales connect to create actionable data for both the sales and marketing organizations.
Here are different ways that CRM can help you produce a strong campaign:
Buyer Persona and CRM
Determining your buyer persona is an important piece to your marketing strategy puzzle. Your buyer persona is a representation of your ideal consumer based on data and market research. Matching demographic information and end goals (pain points) allow you to develop a buyer persona. Creating buyer personas and journey’s will help you determine what kind of content you need. It will set the tone, style and delivery strategies for your content, and target the topics you should be writing about.
Determining Smaller Groups for Larger Strategy
At NuGrowth, we have found that simply marketing a single message or piece of content to your entire list of data will not give you the best results. Marketing with relevant messaging, to a smaller segment of your audience, who have a similar want or need for a service or product is what drives improved results. As you continue to collect more data in your CRM, you can mobilize campaigns that target more specific aspects of your buyer persona.
Your CRM should be used to track:
- Lead Demographics
- Organizational characteristics (industry, size, etc.)
- Personal characteristics (Job function, job level, etc.)
- Marketing Engagement
- Where they stand in the buyers’ journey (have we had conversations, demos, etc.)
CRM Helps to Organize Your Leads in the Buy Cycle
Oftentimes, a sales representative will call a lead and they will not be ready to buy at that time – but that doesn’t mean that they never will be. CRM allows you to organize your leads based on their level of engagement with the sales organization so that they can be messaged to appropriately.
Finding your Prospect with Lead Scoring and CRM
To deliver the results of your strategy into your CRM, it is important that you create tags to track the campaign your leads are associated with. This will allow you track the results of your marketing campaigns as they are applied to the various marketing personas.
Lead scores are an indication to the members of a sales team of a prospects level of engagement with marketing. This should be used to prioritize their follow-up to leads generated from a marketing campaign. To read more about lead scoring, check out our blog post here.
Once you have your leads scored and your campaigns tagged, you can analyze the effectiveness of your campaign by looking at the targeted persona, and the results compared to other campaigns.
Based on your successes (and failures), you can adjust messaging, adjust your audience and optimize your campaign to drive the results you desire.