Last updated on December 10th, 2021
Are you looking to gain more out of CRM? Here you’ll learn how to craft CRM campaigns that’ll help drive revenue and customer satisfaction.
Businesses (big or small) are always on the lookout for new ways to improve their systems.
With an effective CRM campaign and an organized way of keeping track of customers — you can help you do just that!
Table of contents:
- What Is A CRM Marketing Strategy?
- How Are CRM Campaigns Valuable For My Business?
- CRM Campaign Types
- CRM Marketing Campaigns
- CRM Sales Campaigns
- CRM Customer Service Campaigns
- What Are Principles For Building Strong CRM Campaigns?
- What Are Some CRM Campaign Best Practices?: 6 Main Ideas
- What’s The Ideal CRM For My Marketing, Sales, And Service Delivery Needs?
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What Is A CRM Campaign?
A CRM campaign is a combination of customer-focused methods, activities, and technology your business uses to generate revenue.
On the surface, CRM campaigns might seem like an individual aspect of your business, but it goes a little deeper.
You need to think of your whole business as a marketing machine.
This means your marketing, sales, and operations, should all be working to increase sales and customer retention.
At the forefront of increasing these three main pillars of your business — is your customer experience.
CRM can be used to create more personalized experiences for leads and customers.
Which, in turn, directly helps your customer experience and benefits KPIs that boost your bottom line.
That’s why organizations create CRM strategies that fulfill sales, marketing, and customer service.
CRM campaigns are dedicated to serving the needs of today’s customers.
So when thinking through your CRM campaign strategy, think:
- How will my marketing strategy attract more buyers?
- How will my marketing and sales systems make selling easier?
- How will I improve my customer experience to increase customer retention and referrals?
How CRM Campaigns Are Valuable For Your Business
Many businesses struggle because they don’t leverage CRM correctly to meet their market’s marketing, sales, and customer service expectations.
An effective CRM campaign helps your business:
- Find & identify the most valuable leads and prospects.
- Collaborate better internally with different departments (marketing, sales, and customer service, etc.).
- Provide a pleasant customer experience at every stage of the customer journey.
- Create well-targeted marketing campaigns.
- Track your leads and customers as they progress through the customer funnel.
- Deliver precise data insights that help you make great business decisions consistently.
Overall, a CRM campaign strategy is how you’ll acquire new customers, sell, re-engage them and keep them as repeat buyers.
3 Effective CRM Campaign Types
This section will list some great CRM campaigns you can adopt to see positive changes in all 3 major aspects of customer relationships!
1. CRM Marketing Campaigns
Email Marketing Funnels
When it comes to the marketing side, email marketing is hand-down one of the most effective and proven strategies to gain strong leads.
There are two main ways to get leads:
Cold email or email lists.
- Cold emails — Contacting people that don’t know about you, your product, or your company.
- Email lists – Contacting people that have given you their email address and agreed to receive marketing materials from you.
With your email marketing campaigns, you want to test a wide range of different approaches to find one that hits gold.
You can do the following:
- Test different subject lines
- A/B test different CTAs
- Experiment with video emails and even email marketing stories
- Segment your list by customer attributes or interests
Sign Up Forms For New Leads
One of the best ways to organize your leads and make lead generation simple is by utilizing sign-up forms or landing pages.
What are they?
These are digital forms that are used to collect the information of your leads.
Typically, you want to collect just the most actionable information like name, phone number, email, and maybe one thing your company has to know about the lead (like “role in the company”).
What’s great about sign-up or landing page forms is that you can easily tell where your leads are coming from when you’re using different pages for different marketing campaigns!
Wordstream reported that the average conversion rate for landing pages is 2.35% across all industries, with the top 25% of companies doing 5.31% or more.
And The top 10%?
They have a conversion rate of 11.45% or more!
So how do you get into the exclusive top 10% of landing page conversions?
Here are 6 ways:
- Keeping your fields at about 3-5 per-form
- Write a “benefits-rich” landing page rather than a “feature-heavy” one
- Make it as clear to understand and simple as possible
- Making sure your page is mobile-optimized (52.2% of all website traffic comes from mobile devices.)
- Make your CTAs big and clear
- A/B test your landing page to find your most successful pages.
Integration With Your Marketing Mediums
CRM nowadays is dynamic enough to connect to your marketing platforms like Facebook, LinkedIn, and more.
This allows you to see the essential data, conversions, and interested leads — all in one place.
This is important, especially if you rely on factual marketing data to drive revenue rather than consistent referrals.
2. CRM Sales Campaigns
Sales pipelines are one of the most important sales tools any team can have.
With your sales pipeline, you can see all of your deals clearly, along with their size, phase in your funnel, and interest level.
Without an organized pipeline, many sales teams miss out on leads, catch them at a bad time or end up forgetting them altogether.
Here is an example from VipeCloud’s Sales pipeline feature, a customizable tool that lets you choose what information is displayed and even how your pipeline table looks.
Lead Scoring To Segment Sales-Ready Leads
Lead scoring is a rating system companies use to gauge the value of a prospect.
Marketing is essential, but a filtering process has to happen because you’ll never have every prospect be 100% qualified.
The higher a lead’s value is, the better fit they are for your company and vice-versa.
Think of scoring your leads based on ideal customer attributes and ideal buyer behaviors (give more points to behaviors that are more telling of a serious buyer).
VipeCloud’s Contact Scoring feature makes it much easier to prioritize your most important leads.
Sales Automation: Lead Distribution For Your Sales Team
At this point, you probably know that not all leads are made equal.
But this is also the case with your sales reps.
Reps have different strengths and weaknesses, expertise, and preferences.
Lead distribution is a great CRM sales strategy that gives leads to certain sales reps.
It can be done manually (ideal for very small sales teams) or automated (using a lead distribution system), which is more scalable.
Here are a few ways to distribute your leads:
- By Top Performers – Your best performing reps get first dibs on leads
- Geography – Reps get the leads in territories they’re physically in or are responsible for
- Round Robin – Reps get leads in chronological order
- Shark Tank – First come, first serve lead distribution model
- Cherry Pick – Reps can choose and take on as many leads as they’d like.
3. CRM Customer Service Campaigns
AutoResponders For Customer Service Needs
Let’s face it, business and “problems” are synonymous.
After all, the bigger problems you’re solving for a market, the more money your company is likely to make.
With that said, there’s a chance your customer service staff won’t get to EVERY customer’s needs.
Yes, even when sending a question at 2:30 A.M, customers want answers fast.
One of the best ways to meet the customer’s needs is by using automation.
Here’s a use-case:
If your customer service staff gets an email from a customer outside of business hours, you can set an automation for your CRM to send an email back. This email can contain a link to your FAQ page and tell them when they can expect a reply from a human.
This is excellent customer service management because there’s speed and efficiency, which is a win-win for both parties.
Customer Service, Service Delivery & Account Management Pipelines
CRM pipelines are dynamic!
Think of creating a pipeline strictly for customer services needs. This is a great way to see what tickets or customer requests need to be solved at a glance.
If you’re a service-based business, you can create a service delivery pipeline that lists what customers are receiving which service (very ideal for account managers).
With multiple pipelines, you can easily assign important tasks to your team members.
And with great customer service, can gain even more customers just through word of mouth.
Because 47% of consumers would recommend a business if it delivers superior customer service!
What Are Principles For Building Strong CRM Campaigns?
Building an effective CRM campaign doesn’t have to be complex.
Before investing time and money into a new CRM campaign, test it with small changes in your current processes. It’s one of the most effective ways to see if a CRM campaign will be beneficial for your business before you adjust the entire workflow.
You should also avoid creating marketing campaigns that are focused ONLY on selling your products.
Maybe go back to the drawing board and think about the customer journey in your marketing funnel. Not everyone is ready to buy during the first conversation, right?
In most cases, there has to be interest and consideration before the conversion happens.
So your marketing and sales should have processes in place that cater to the respective stages customers have to go through before they buy from you.
So in this example, include marketing and sales resources that educate, convey the value proposition of your product, and give clear steps on how to move forward.
This is a stronger marketing approach compared to a “buy now” frame.
What Are Some CRM Campaign Best Practices?: 6 Main Ideas
Now, let’s look at some of the steps you can follow to help you build effective CRM campaigns.
1. Identify Your Target Customer
Understanding who is buying from you and why will help you keep great customer relationships and get high-quality leads.
To become a customer-centric business, you must first create a clear buyer persona.
It’s critical to ensure that your team is focusing on your client’s true desires and needs.
Make your buyer persona as specific as possible. Think of including their demographics and behaviors, as well as interests, problems, and goals.
Psychographics, industry customer trends, and your CRM contacts are the best ways to accomplish this!
2. Outline Your Customer Journey
Here’s what I mean:
1) Understand every step of the customer journey.
2) Provide an excellent customer experience at each of those steps.
You can speak with your team member in different departments about what customers expect at each of these stages. Then, training them on standard operating procedures (SOPs) will get them used to customer-centric practices.
This is when you’ll emphasize areas for improvement and figure out who is accountable for what.
3. Create Your Systems For A Complete Customer Experience
This is all about looking at the systems you have in place:
- Is marketing automated in certain vital stages (follow-ups, forms, syncing with CRM) to simplify tasks?
- Are your customers nurtured with the suitable follow-up sequences that touch on the buyer journey?
- Is the sales team leveraging automation that makes their jobs easier? (things that help them qualify faster, systems that eliminate repetitive tasks.)
- Is your CRM system built for customer service? (automation for easy answers, customer ticketing systems for organization, etc.)
4. Understand The Market And Your Position
Your competitors and industry as a whole can give you some of the best marketing, sales, and customer service ideas.
Also, think of where your company fits in the market and what makes you guys unique (your unique selling proposition).
(Your unique selling proposition is the harmony of what your company does best and what customers want.)
By understanding how your competitors distinguish themselves, you might find new ways of running your business that positively impact you.
5. Use Marketing Campaign Management Tools
CRM tools are all about productivity.
Some aspects of it your business may need them badly, and others maybe not so much.
You can figure out your CRM tool needs by evaluating steps of the buying process and what your team does day-to-day.
If you’re finding that some things can be done way faster — then there’s a 9/10 chance, there’s a tool you can use for that.
Getting input from the team during meetings or online conference calls can be one of the best ways for coming up with ideas.
The main things to consider when selecting CRM campaign tools is:
- Features (integrations, tools, etc.)
- Ease of use
6. Set Up Your KPIs
“Without big data, you are blind and deaf in the middle of a freeway.” – Geoffrey Moore, author and management consultant.
Setting KPIs doesn’t have to be last, in fact, many business leaders set them in the beginning.
You want all your CRM campaigns to be backed up by numbers and data insights so you can track your success.
Set your key performance indicators (KPIs) and let your team know about them.
This allows everyone to understand what’s being tracked and measured so that they can achieve success.
After that, make sure responsibilities are clear, i.e., “who’s suppose to do what?”
Whether it’s entering customer data, setting up email campaigns, writing responses for chatbots, and so on.
Once your staff knows who or which department is in charge of what, they’ll be better positioned to collaborate and communicate with one another.
The success of your CRM campaigns is heavily dependent on the engagement and collaboration among your employees (believe it or not).
Make sure that your team is aware of and committed to the plan from the start.
What’s The Ideal CRM For My Marketing, Sales, And Service Delivery Needs?
Your business’s CRM campaigns should cover marketing, sales, and customer service in a way that makes the internal tasks easier and the customer experience amazing.
It’s a balancing act of keeping business simple while making it easy on your customers.
The best way to accomplish this in today’s age is with CRM versatility, which helps you to keep costs low while still giving you tons of functionality and easy learn curves.
Countless business owners trust VipeCloud’s Sales & Marketing Suite for ALL of their campaigns!
Got questions? You can get all of them answered by requesting a quick demo.
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