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Advanced Internet
Marketing with Web-based CRM
A whitepaper by Soffront Software, Inc.
Abstract
Most marketing organizations need to find ways to
improve their ability to target prospects and
customers. They feel, “If only I could know more
about who they are, and what they are interested in.
Then we would be able to hone our marketing efforts
by appealing to each prospect’s specific interests.”
Marketing also knows that the best way to
communicate with a prospect and customer is to be
respectful — respectful of their time, respectful of
what is important to them. So Marketing wants to
collect information about each sales contact for
prospect and customer companies, information that
helps to understand who they are, what is important
to them, and what their interests are.
Today, this information is usually maintained in a
CRM system or in a database.
To get more information, Marketing may enrich the
data about the company by purchasing commercially
available information to augment the data about the
company. Good information may be available about the
size of the company, its sales, products, etc. It is
much more difficult to obtain information about the
people who work for the your target company.
Sometimes Marketing asks Sales to help in getting
data about the sales prospects. Usually this does
not work. The sales team has other things they must
give priority to (getting the deal). And salespeople
are usually not very good data gathering types,
anyway.
New approaches with the Internet change what is
possible. And these Internet approaches use the
contact’s own efforts to collect data about their
interests. The contact does the work.
Not every CRM system offers these capabilities. One
of the few is Soffront CRM.
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