Vous avez du mal à améliorer vos efforts de marketing. Comment pouvez-vous exploiter l’analytique CRM pour de meilleures campagnes ?

CRM systems store crucial data about your leads, including their demographics, product interests, and position in the buyer's journey. By leveraging this information, you can significantly enhance your marketing strategies. Segment your efforts based on lead demographics, product preferences, and where they are in the sales funnel—whether at the top (TOFU), middle (MOFU), or bottom (BOFU). Aligning your content with each stage of the buyer's journey ensures it resonates more deeply with each segment, leading to more personalized and effective marketing campaigns.

When I'm struggling to enhance my marketing efforts, I turn to CRM analytics to gain deeper insights into my audience. I start by segmenting my audience based on various criteria to create targeted campaigns. Personalizing marketing messages becomes easier when I analyze customer preferences and behaviors. I track campaign performance in real-time using CRM tools, which allows me to quickly adjust my strategies. Predictive analytics help me focus on high-value leads, while optimizing campaign timing ensures I reach my audience when they are most receptive. By measuring customer lifetime value, I can allocate my marketing budget more effectively.

A geração de insights é sem dúvida a maior riqueza de CRM, de nada vai adiantar ter dados se não análisar tendo indicadores claros para isso, além disso, acredito que o compartilhamento dessas informações com as demais áreas é uma das principais responsabilidades de CRM.

Harnessing CRM analytics can significantly enhance your marketing efforts by providing valuable insights into customer behavior, preferences, and trends. Start by analyzing past campaign performance data to identify what worked and what didn’t. Use segmentation to target specific customer groups with personalized messages, increasing relevance and engagement. Leverage predictive analytics to forecast future trends and tailor your campaigns accordingly. By integrating CRM analytics into your strategy, you can optimize your marketing efforts, improve ROI, and build stronger customer relationships.

Existe diversas formas e opções de segmentação, dependendo do modelo de negócio e informações. O pont chave a se pensar é que segmentar máximiza a forma de e comunicar com sus clientes. Com a personalização você trata cada cliente da forma que o comportamento dela indicar ou através de propensões que podem ser feita de diversa forma, por exemplo: com base no ciclo de vida, frequência de compra ou valor.

This is the future of marketing. It is still possible to do without, but agitate internally to get your company to invest in the tools which allow to create propensity scores for key business outcomes on an individual user basis. There soon will be 2 types of companies: companies that use predictive analytics and companies left in the dust of the former.

Essa é uma análise que ajuda a antecipar algumas ações, ma deve se ter batante cautela, qualidade no dados e testes, para entender se a análise está endo eficaz, o caminho é testar, testar e testar.

O Mapeamento da jornada do cliente é essencial para entender se existe algum processo\etapa para melhorar. Ter CTAs claros e objetivos ajudam em toda jornada indeendente do objetivo, simplifique e seja objetivo, mas é importante testar\sugerir jornadas distintas para ter uma constatação mais assertiva sobre a hipotese gerada, ou seja, de olho nos dados sempre.

Esse é uma da atividade que mais dedico tempo, bem além do planejamento e um operacional bem executado é estar atento ao resultados da campanha, jornada ou diparo pontual. Ter sempre indicadores claro para acompanhar e entender se o engajamento, alcance está dentro do esperado para alcançar o objetivo desejado.

Leveraging CRM analytics for ROI tracking is crucial to refining marketing strategies. In a past CRM project, I implemented an analytics dashboard that allowed the marketing team to track campaign performance in real time. By using this tool, we identified which channels were driving the highest conversion rates and adjusted our budget allocation accordingly. This data-driven approach not only optimized resource use but also increased overall campaign effectiveness. Implementing ROI tracking through CRM analytics ensures that marketing efforts are continually aligned with business goals, leading to higher returns on investment and more successful campaigns.