6 Reasons why you need data driven marketing

From

MAD MEN

to

SAD MEN

urbane,

THE 60s ADMAN:

sophisticated.

witty,

THE 60s ADMAN:

But FLAWED.

Don Draper created campaigns on

INSTINCT. Acting more on

FEELING than THINKING.

He had some SUCCESS.

But far more FAILURES …you never heard about.

Today’s Mad Man drives marketing with

DATA.

INSTINCTS are GOOD.

INSIGHT is BETTER.

Without DATA, an INSIGHT is just a HUNCH.

Without DATA, a MAD MAN is a SAD MAN.

TODAY’S marketer is POSITIVE

ABOUT DATA.Data gathered from

SOCIAL TRENDS, WEB CONTENT…

... and YOUR OWN CRM.

There are many reasons to adopt a marketing strategy based on

DATA-DRIVEN INSIGHT.

HERE ARE SIX.

REASON 1:BECAUSE DATA IS EVERYWHERE.

Where does useful data COME FROM?

Chances are it’s ALREADY IN YOUR BUSINESS.

A well-designed CRM programme can

COLLECT and ANALYSE...

… serving up

INSIGHTS ON A PLATE.

of customers use fewer than half the features they have on their CRM

INSIGHTS come EASIER if you use CRM smarter.

43%

REASON 2:BECAUSE EVERYONE IS DOING IT.

Gartner predicts CRM will be a

$36bn sector by 2017.Still think guesstimates and gut instincts are the way to go?

Without DATA,

EVEN A GENIUS GETS IT WRONG.

91%of companies with more than

11 people use CRM.

But only

50%OF SUB-10-PERSON companies.

(Is CRM how a sub-10 turns into an SME?)

REASON 3:BECAUSE CONTENT OWNS YOUR CAMPAIGN.

Your brand today is

WHATEVER PEOPLE SAY IT IS.

The customer’s impression of you is a collage of snippets, articles,

blogs and PDFs and Tweets.

Your campaign is

CONTENT.

25%of customers who used Twitter and

Facebook to communicate… expected an answer

WITHIN ONE HOUR.

Campaigning today isn’t so much REACHING OUT, as POINTING OUT.

Make sure your CRM can

WRAP AROUND THE CAMPAIGN.

REASON 4:BECAUSE DATA MAKES IT

MEASURABLE.

A Mad Man once said he didn’t know which half of his ad budget worked.

THAT WAS THEN. THIS IS NOW.Tracking metrics make EVERY CLICK, EVERY OPPORTUNITY measurable.

AND EVERY BEHAVIOUR AN INSIGHT.

The average CRM has an ROI of

560%… when used as a DATA-DRIVEN STRATEGY, not just for campaigns.

REASON 5:BECAUSE RATIONAL DOESN’T

MEAN COLD

Being data-driven doesn’t make your ideas less

“emotional”. Quite the opposite.

Data-driven insights reach DEEP INTO THE HUMAN CONDITION. They create CUSTOMER ENGAGEMENT.

But to know how people feel, you’ve got to know what people THINK. Knowing what they think takes DATA.

THE COLDEST, HARDEST LOOK AT DATA DRIVES THE STRONGEST EMOTIONAL

ENGAGEMENT WITH CUSTOMERS.

And CRM is the channel that connects.

REASON 6:BECAUSE CRM CONNECTS

INSIGHT WITH ACTION.

With those insights in hand, it’s time to COMMUNICATE them…

And CRM is the IDEAL METHOD.

The insights came from there.The communication comes from there.

And you already KNOW the people in there,

PERSONALLY.

Data-driven marketing with CRM leads to communications that

SEAR THE SOUL,

with ideas that feel RIGHT, RIGHT, RIGHT.

WE ARE NOT MAD MEN.

WE ARE MAD ABOUT

DATA-DRIVEN MARKETING.

AND CRM IS THE SOURCE OF DATA.Start a conversation with your CRM partner today.

In CRM, insight beats down instinct, every time.

The warmest human insights come from a cool-headed look at CRM data.

Data shows you the insights that wrap around your CRM campaign… across all channels.

TAKEAWAYS:

The Ultimate Guide to:Using CRM for data driven marketing successAn eGuide with practical steps to apply data-driven marketing using CRM

ULTIMATE SERIES

The Ultimate Guide to: Using CRM for data driven marketing success

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