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Jul 26, 2008 Home > Articles
 
CRM Marketing
by Joe Taylor Jr.
While customer relationship management (CRM) systems provide companies with unprecedented data collection tools, making use of that information using marketing automation software can help a company stand out from the competition. Industry experts offer three solid reasons to integrate CRM into your company's marketing plan.
 
Build a stronger foundation.

Marketing automation systems tied to websites can launch custom autoresponder email messages that invite interaction and feedback. CRM tools can convert Web leads or in-store interactions into opportunities to follow up in person or over the phone. Each interaction builds trust and familiarity, making it easier to close a deal.
 
Types of marketing automation messages include:

• Thank you notes
• Service appointment reminders
• Accessory or refill purchase reminders
• Referral or tell-a-friend promotions
• Case studies and white papers
 
Build community

Using CRM marketing tools, successful companies can map the locations of their customers into "hot zones." For instance, a car company can stage a meetup or a rally for owners of a certain model within a specific city. Likewise, a company with high catalog order volume in a region can pinpoint the right location to position a new store.
 
 
 
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Close the feedback loop.

Instead of relying on expensive, invasive market research projects, marketing automation tools can offer customers the chance to provide valuable insight at key moments in their purchasing cycle. Purchasers can highlight opportunities for improvement or for service recovery while a transaction is still fresh.
 
Sources
Destination CRM
E-Commerce Times
 
About the Author
Joe Taylor Jr., an internal business consultant for a Fortune 500 company, writes about finance, culture, and design. He holds a Bachelor of Science in Communications from Ithaca College.
 
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