At Untitled, the first thing we ask for access to is our client’s sales or CRM system. We believe that the best place to start for improving a company’s marketing practices or business operations is within what your customers are already telling you about themselves.
By using data analytics, we can then identify common trends among your customers to correctly identify your target audience and determine the best ways to reach them.
What Is A CRM?
Before we proceed further, let’s explore a very important question: what is a CRM? CRM stands for customer-relationship management, a way to manage all information about customers for a business. Since this can consist of a very large amount of data depending on the size of a company, a platform or centralized system is normally required at some point to streamline the process. This can come in a variety of forms, from something as simple as an excel sheet to more in-depth solutions such as SalesForce, HubSpot, or custom platforms.
Building or using a CRM system doesn’t have to be a daunting task though. For many small and medium-sized businesses, a simple e-commerce platform can act as your CRM platform. Options like Shopify and WooCommerce have become relatively sophisticated in their data storage methods recently and are improving constantly. While they may not be able to conduct very in-depth analytics, they’re a great starting point to work from. Untitled is very familiar with both platforms, and we frequently work with our clients on integrating one of those platforms.
Why Is It Needed?
Tying into what a CRM is, we have the next logical question: why is it needed? At Untitled, we frequently see one specific issue with companies that are still starting out on their data journey, they don’t know who their main customer is. Some base assumptions might be there, but they have little-verified information on who exactly is converting across their products and services. This can be due to a variety of reasons, ranging from data collection to storage or data analytics.
After we know data is being stored well through one of the platforms mentioned above, Untitled can begin exploring data analytics options to help enhance operations and digital marketing. As an example, we’ve worked with numerous clients that weren’t aware of the cross-sell opportunities between their product verticals.
By structuring digital ad campaigns towards individuals that were likely to convert for their other products, further sales and brand loyalty were driven. We always seek out simple ways to use or create a company’s CRM system for the best opportunities moving forward.