Get Specific with your Marketing Target: CRM and Marketing Segmentation

Our last post covered an overview of the progressive relationship between CRM and your business marketing campaign. Now, we’re going to delve a little further into how CRM records drive effective market segmentation.


Selecting your target market for a business marketing campaign is the driver behind both the criteria and the success potential of your marketing goals. In other words, before you can decide what you’re going to promote and how you’re going to promote it, you need to decide who you plan on reaching out to with any particular marketing campaign.

Pinpoint your Market

Your CRM, customer relationship management, system houses all the details of your current clients and prospects. Your market segmentation capabilities are derived from the specific account data from each client record. In order to effectively target your marketing to them, however, you need to not only understand, but organize the records to the best of your ability before you make a move on your marketing campaign.

Start at the Beginning

Managing the condition and accuracy of your CRM records is the first step to effectively segmenting your marketing. Be sure that emails, addresses, phone numbers, purchasing trends and notes on the account are current and accurate. This information is vital to reaching out to your target market.

Seek out Patterns

Once your CRM records are verified for accuracy, you need to group your clients by their common ground. The base criteria may be location; it may be company size or industry. Perhaps you group them by purchase history or sales lifecycle. However you group them, you now have the segments you need to begin planning your business marketing strategy.

Next post: Focus on the Client Needs: CRM and your Marketing Strategy


About e3consulting

Welcome to E3 Consulting. As proven experts implementing the latest CRM, ERP and Accounting Software in the Manufacturing and Distribution industries, we have made it the goal of our business to help our clients obtain the bottom line results their individual companies require. Educate, Enable and Empower For companies in the manufacturing and distribution industries, the ability to simplify their business operations is vital to their ability to succeed. E3 Consulting will provide the consultation; technology and the project management tools that companies need to improve their business processes and their bottom line. What We Do Does your company need a revamp of existing business systems? Do you have a technology project that is going beyond time and over budget? Are your costs out of control and productivity lagging? When you contact E3 Consulting, we take a hard look at the reality of your business operations and break it out into segments, to find out which aspects of your business process workflow need attention and which are working as they should be. It is our intent to look at your operations, your accounting, your workflow and your technology and create a cohesive plan that will have your business running effectively and efficiently. Our Process Every company runs differently, and it is those processes specific to your business combined with your workflow goals that give the staff at E3 Consulting the canvas we need to use our long history of business development, project management and technology to map out the path your company needs to follow to improve your bottom line. Think of your business like a lego block structure. Each block that is missing reduces the stability of your company. We can look at your overall operations and use our knowledge of the marketplace cutting-edge technologies to find the blocks that are missing from your overall business concept. We will introduce the right technology tools to improve your operations, and then continue in a project management position as necessary to ensure ongoing smooth operations. Our Experience E3 Consulting has a long and successful history of project management, business operations consultation and technology implementation and management within Manufacturing, Distribution, Service, Healthcare, Finance and Accounting businesses. Principal, Brad Tornberg, is a successful technical and business expert with an MBA in Finance from Farleigh Dickinson University and. He holds Microsoft Certifications for Customer Relationship Management (CRM) sales, implementation and training. He also has a series 6 and series 66 securities license and a New Jersey Life and Health License. He is well published having written many articles for The Practica
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