A friend recently asked me to help his firm do something about their CRM. As he liked my answer, I though it an idea blog entry. Enjoy.
Mate, I have a favour to ask. I’m trying to pitch some BD ideas to the powers that be here and wanted to get a short set of bullets / synopsis on the lead generation stuff you were doing when I was still at [x firm], especially the stuff you did with [x Partner] principles behind it…..you know what I mean!! Imagine where [x firm] was 10 years ago (that is where we are now) so I’m trying to educate with ideas that may lead to revenue or at least revenue / follow up opportunities.
Improve your data quality – not just if their name is right, but their interests. It helps everything you do. But is so unsexy, nobody wants to focus any effort on it or can’t see why they’d bother. We’ve had cases of increasing event bookings by just over 300% when we improved the data (I forget the exact figure). It was the first eMail we did after we verified and enhanced the marketing data after the first external and internal ‘Spring Clean’ of the data. We were able to closely target the right people (based on who they knew internally, plus their externally verified interests). There were so many responses to the [x department] seminar that is was an utter admin mess. The event team had to split delegates into two sessions on one day and run other additional days.
What a problem to have though.
On another occasion, I think the second or third email we sent after getting the contacts to tell us what they were interested in, we received an immediate response (sent to a group of people indicating an interest in a topic) for £10,000 piece of work. You just can’t get this kind of easy win without spending a large amount of effort on your data integrity.
Who’d have thought sending communications about topics to people who are interested in those topics would get such results 😉
Then, to go further, once you have what contacts say they are interested in, you can track what they are really interested in i.e. what emails they click on. And then add what the fee-earner thinks. Add those three things together and you’ll be flying. For instance, if you are able to segment in your CRM system for a seminar invite on TUPE, for instance, look for: contacts known by TUPE fee earners, contacts indicating an interest in TUPE in your ‘spring clean’, contacts attending TUPE past events, contacts with TUPE in their activity / meeting notes text… etc etc. And if you can – contacts already buying TUPE advice from you at one time or another. Mail to that bunch and you’ll get fab click through and response levels. But before that – look at the resulting profile and find similar people to expand the possibles a bit further. And you can go another step further after a years’ worth of emailings…. and remove from your mailshots anyone who has never clicked on anything and our click rates will rocket, you won’t reduce the amount of leads and you’ll have less data to manage. That or try and find other route / messages to interact with those who are not talking to you / clicking in your emails. See – all dead easy 😉
Hope you found this CRM tip useful.
All the best,
I also write a regular email CRM tips, tricks and a few secrets.
Get them here http://www.databasefirstaid.com/crm_hints_tips_help.html
On LinkedIn? Like this blog? Then you’ll like this group: “CRM databases in professional services”:
CRM Blog tags: CRM databases, CRM advice, CRM news, eMail, Direct Mail, Mailshots, eMarketing, Digital Marketing, CRM data, marketing data strategies