CRM and Marketing Strategy

It’s been discussed how a current customer relationship management system, CRM, can effectively allow the creation of a target market segmentation as the first step of a small business marketing strategy. This segmentation answers the WHO aspect of building a marketing strategy, which then leads us to the WHAT, WHEN and HOW steps. Knowing to whom you plan to market opens the flood gates of possibilities for the rest of the marketing strategy.

What do you Plan to Say?

Once you select the target market segment you intend to reach out to with your current marketing push, you can decide what it is you plan on promoting based on that segment’s needs or common ground. Perhaps they share a shopping cycle and you want to increase their buying in their “off season” – perhaps a discount on products that drive their interest would be one idea. Perhaps your selected target market segment share an interest in a specific product or product line, then maybe you could upsell them on related products or accessories.

When do you Plan to Say it?

As in the example above of the companies within a target market segment that share a buying cycle, the “when” of your plan depends on the specific criteria of your selected target market segment. You don’t want to try and increase sales with clients that have just passed their most current buying cycle, so perhaps the marketing strategy for that segment goes on the blackboard for a few months down the road.

Timing is everything in marketing, so be sure you deeply understand the timelines your marketing segments follow for best results.

How will you Reach them?

A marketing strategy specifies the media that will be used to drive your marketing plan. Often times, companies launch a multi-tiered marketing plan that includes a blend of traditional and web marketing to extend the reach of their marketing message as far as possible. The trends of your selected target market segment from your CRM system will help you determine the best mediums to utilize for your marketing plan. If your current clients and prospects are active in Social Media, have email accounts, work online for their jobs or fall more in line with the traditional marketing practices of postcards or mailers can all be determined by your CRM notes and records, as well as some light research on the part of your marketing staff.

CRM records are a stand-alone, powerful resource to drive your small business marketing strategy. Keep your notes as detailed as possible to ensure the most targeted marketing for your business.


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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One Response to CRM and Marketing Strategy

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