CRM + E-marketing = Targeted Results

Why E-marketing and CRM are more effective when used together

Dan OgdonVP of MarketingSwiftpage

Duncan WoodCRM Product Manager Sage UK

Who?

Overview

• CRM at its core• E-marketing at its core• Why E-marketing needs CRM?• Why CRM needs E-marketing?• Why integrated E-marketing is a better

experience?

CRM at its coreRelationships• CRM at its core is a device to assist companies with

insight into how they relate to their customers

CRM at its coreInsight • CRM is not contact management• CRM delivers deep insight into each relationship as it

pertains to the overall business

CRM at its coreBusiness Process• CRM points the user in the right direction allowing them

to focus on their business

E-Marketing at its coreReach• Develop and nurture relationships

E-Marketing at its coreGrow• Create new relationships• Develop deeper knowledge of existing relationship

E-Marketing at its coreQualify• Allow profitable relationships to surface

E-Marketing at its coreAutomate• Set it and forget it

Why E-Marketing needs CRMMore than Contact information• The message can only be as good as the data allows it

to be.

Why E-Marketing needs CRMRelevancy – Highly targetable• Batch and blast marketing doesn’t work• With insight comes focus – focused messaging, focused

target group

Why E-Marketing needs CRMRich Personalisation• Merge database information to make it feel completely

tailored to the recipient

Why E-Marketing needs CRMSuccess measurement• CRM is more than contact management – e-marketing

adds to the overall story told within CRM

Why E-Marketing needs CRMData access• Sage’s CRM applications are integrated into Sage’s ERP

and Accounting Products – more data more relevancy

Why CRM needs E-MarketingData is Data until you do something with it

• Give the user a reason to think..− “So if I enter this.. Then what happens?”− Suddenly they see the benefit of “accurate and timely data”

Why CRM needs E-MarketingFull Circle Automation• CRM is static unless it is fed and driven by information• CRM pushes information to e-marketing and e-marketing

feeds data into CRM to make it more intelligent

Why CRM needs E-MarketingMarketing drives Sales Engagement• E-marketing results inform the Sales about the customer• If the next step is to call a hot prospect as a result of E-

Marketing marketing messages then Sales are happy

Why CRM needs E-MarketingData Freshness• Opt out• Correct bad information• Product interest - surveys

Why Integrated is BetterData is in One Place• Don’t have 2 systems

Why Integrated is BetterAutomation• Data drives Marketing activities• As the data in the CRM changes, so does a target group• As E-Marketing interaction occurs - CRM is informed

Why Integrated is BetterThe data is the data• No sync time • Enables a quick response – change your message on

the fly

Why Integrated is BetterResults alter the Sales Experience• E-marketing activity feeds sales automation activity

which feeds E-marketing activity• Cycle continues to qualify and ultimately close• More informed• More efficient• More confident

Why Integrated is BetterHistory• Put the R back in CRM• Its about Relationships..• E-Marketing is part of that

Why Integrated is BetterIt’s where you live.. • What happened lives where you live• CRM

Question and Answer