How To Manage A Marketing Database

The value of your business is directly related to your marketing and customer databases.  We recommend such a database after you have accumulated 50 names, phone and emails.

Marketing to an existing database for new business is cheaper than finding new prospects that have no history of trusting you.

A strategy and process should be created to enrich the value of leads that come to your business from various Campaigns aka Lead Sources (Online/Offline/Paid/Free/Referral).

Goal

The goal is for Marketing & Sales (maybe you) to use judgement to quickly move leads through the sales process to arrive at a resolution by Unqualifying or Closing each lead.  Marketing may continue to sending branding materials to Unqualified leads with the hopes of resurrection, referrals or social media buzz.

CRMs

RichHessler.com includes a basic Customer Relationship Management (CRM) system as part of our Complete Business Development Package for customers.  This system is a good start to accumulate prospect and customer information in one location for ongoing marketing campaigns and exports to ‘big boy’ systems.  You will close new business dripping your brand in front of those that have shown previous interest.  You will see new  customers as a result of multiple marketing campaigns.  Brand impressions help build trust to earn a quality, mature conversation about the solution you offer.

For customers with a larger existing marketing and sales database, we recommend and implement Salesforce.com CRM.  With the majority of market share and top companies as customer, Salesforce provides the most opportunity for enhancements and linking with preferred vendors.  Don’t quibble on price, think strategically on seats licensed to get the process done.

Quality Data

Website forms will automatically feed to the CRM.  Phone calls should be entered manually with complete contact and pre-qualification information.

Depending on B2C or B2B, minimum accurate information recorded should include:

  • LeadSource – Marketing campaign – How did you hear about us
  • FirstName
  • LastName
  • Phone
  • Email
  • Street
  • City
  • State
  • Zip
  • Company
  • Title
  • Website
  • Plus fields for other pre-qualification criteria

Record this information in Excel to get started.  Include Create Date, Close Date, Sales Revenue, Salesperson.

The person responsible for doing pre-qualification should input accurate information and add to the completeness of the lead record.  Complete email, phone and address are most important for marketing.  Other data should help Sales determine if the prospect is worth the drive based on a 10%-30% close rate.

Reporting

The easiest way to report monthly on the success of your business development is to maintain a Lead Status & Rating by Campaign for each lead AND for each customer Meetings, Deals & Revenue by Campaign by Salesperson.

Lead Status by Lead Source

  • Open – New Lead
  • Contacted – Called, left message, sent follow up email to connect
  • Qualified – Meets 2 criteria 1. Wants to meet with you and you want to meet with them.  2. Needs the product/services you provide.
  • Meeting – Meeting Schedule, Turned Over to Sales and Kept
  • Closed – Deal Closed, Amount

Rating within each Lead Status

  • Hot
  • Warm
  • Cold

Day In The Life

Todo:

  1. Log Calls
  2. Update Lead Detail
  3. Update Lead Status & Rating as necessary
  4. Schedule Next Step
  5. Send Follow-Up Email Template

When:

  1. Answer phone real-time during business hours for inbound calls and add to database after searching for duplicates.
  2. Call real-time during business hours for website forms added to database automatically.
  3. Daily, address outstanding items previously Scheduled in CRM.
  4. Call back missed calls real-time during business hours and add to database after searching for duplicates.
  5. Send/Respond to emails from the CRM using templates for Open & Click-Thru website tracking reports.
  6. Review email Click-Thrus to website by prospects daily and call if desirable.
  7. Review email Opened by prospects daily and call if desireable.
  8. Send a monthly email drip to validate continued product interest.  Contact high emails Opens and Click-Thrus to website.

Results

Report Weekly/Monthly/Quarterly/Annual compared to previous period

Metrics should be reviewed at regular intervals to manage marketing & sales improvements and revenue funnel.

The two best overall indicators are:

  1. Marketing expense as a percentage of Sales revenue or qualified pipeline (5%-25%) by Campaign.
  2. Sales deals closed as a percentage of Meetings Held by Salesperson (10%-30%).

Going by ‘feel’ is no way to make profitable incremental improvements in your business results over time.

Without managing the metric numbers, you are numb to the pain of shooting yourself in the foot by stopping something that is profitable.

Conclusion

Not having and managing a CRM is like running a business without bookkeeping and P/L reporting.

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