Monday, 30 January 2017 22:20

What is a CRM? [Marketing Automation Swiss Army Knife ]. Ep 4

Hello, this is Jaime Nacach again from Bloominari and welcome to episode 4 of #MarketingFridays.

Today, we’re going to be talking about the CRM and what is the CRM which is a very important tool for marketing animation, a very important tool for sales and marketing in general. So, let me explain what a CRM is first and I’m going to be giving you 10 different ways that you can actually use a CRM both for sales and for marketing. 

And today, I’m going to be doing this a bit differently because I’m going to be recording my face while I’m also going to be showing you my screen.  Alright?  So, let’s get to it.

The first thing we going to be talking about exactly is: What is a CRM?  What does that even stand for?

CRM refers to customer relationship management and it’s usually a software, so software or system.  So, CRM system or CRM software are common ways to refer to it. It is a system to manage a company’s contacts, relationships, and sales opportunities.  So, it’s basically your headquarters for managing anything to do with your sales, but today it’s also actually used as a marketing tool, as well.  And it is also like the epicenter of marketing automation. Why?  Because, actually, this software also has amazing features these days that are web based, that are built into the CRM that allows you to do really cool marketing related tasks.

How a CRM is Used in Sales Workflows

So, let's start first with actually talking about 10 specific ways that you can use a CRM for your sales efforts:

1 - To create new potential leads/prospects.

That simply means saving your contact in your database so that you have a central place to go look up all your contacts and all the notes related to your contacts.

Related post: Use Marketing Automation to Turn Leads Into Brand Ambassadors

2 - To create tasks related to the sales cycle

Another thing you can do is create tasks related to the sales cycle. For example, let’s say you talk to someone and you want to make sure that you follow up with them in a week, so you create yourself a task, you assign the task to yourself so that in 1 week when you go check your task on the task list you actually see that today or tomorrow whatever that is day is you need to actually follow up and call those contacts. 

You also can then create a note and save all the notes. So, you know what you really think about when you’re calling these big companies and they look you up with your name they are using some type of CRM to alert.  They look you up by name or by phone number and then they can read through all the notes of who you are and you know what is that they’ve being doing with you in the past.

3 - Keep track of all your daily sales tasks

For sales, one of the things that you can do is keep track of all your sales tasks.  This could be follow-up tasks, as well as, any emails or any type of communication you’ve had with the contact.  As well as, tracking what are called opportunities which is going to be a point here as well.

4 – To schedule appointments/meetings with a prospect

Another thing you can do is actually schedule appointments or meetings with your contacts whether they existing customers or potential clients there’s usually a way to create events or meetings or schedule appointments through a CRM depending on the CRM that you have.

5 – Keep track of potential sales deals or opportunities

A really, really popular thing to do with CRM in terms of sales of your sales pipeline. And that means making sure that you know what opportunities you have to potentially sell a service or a product to someone and keep track of it.

I’m going to show you how that looks actually here on our CRM.  We are using Agile CRM and through here if we go to the sales part that we click right here on the left on deals we’re going to be taken to our funnel - our sales funnel.  And you know here we have different opportunities or deals that we’re working with and then you know we can easily move in from one place into the other depending on how we are advancing in the sales process and that you know is kind of a dashboard to let me know exactly how my sales opportunities or potential sales are looking like and that’s great for sales teams.

6 – Upload commonly used sales documents

You can also upload commonly used documents.  So, let’s say that you constantly sending people a price list or you’re sending them an Excel document to fill out, or something like that.  You can automatically save them in the CRM and then send them through the CRM quickly without having to go look for them on your computer.  So, that’s a great tool as well.

7 – Manage the sales cycle, through the sales funnel

What I just showed you about keeping track of the deals is also related to managing the sales cycle.  So, yes, you can create the deals first.  That’s step one.  And, then, you can actually look at these columns that are on different parts of the funnel and then you can move those deals through the sales cycle.

8 – Produce and review analytics and metrics reports

You can actually produce a review analytics and reports based on, you know, how your sales team is doing.  You can see how many opportunities have been won or deals or how many have been lost, and you can keep track of everything from reporting.

9 – Score your leads, to focus your time on those that are more important

Another thing you can do is score your leads.  And that really means assigning a specific numeric value to a specific contact.  There’s different ways to do it.  You can do it manually by assigning or adding points to that contact.

And here, for example, I am showing you Dan Lieberman from Holomex so here you know I assign manually a score of 51.  Okay?  Why? Because I’ve already met with the contact.  I think he’s a potential customer so I’ve assigned him a score.

A score is basically a way to keep track of who’s your best potential client or who’s not so it’s a great way to determine where you should focus your time.  One of the ways that you increase that lead score automatically is by tracking what websites people are visiting on your website and then automatically add one point every time they visit each page, so that’s a great tool.

10 – Automatically call or send SMS (texts) through your CRM

And, finally, to automatically call or send SMS messages.  Of course, again, this is for sales purposes.

So, if I go here and you know let’s say I click here in Dan’s information.  Once I load all the contact information, if I had my system setup, I could actually click a button here that will send an SMS directly to him. 

In this case, I don’t have a phone number saved for him so I cannot show you that.  Plus, I actually haven’t set up Twilio, which is one of the SMS integrations that works with Agile CRM.  But technically I could send SMS messages from here - which is great.

And the other thing I’m showing you right here is actually the Timeline.  In this specific software, a timeline is what lets you see a 360-degree view of everything that’s happening with your client. So, you can see notes, deals added, emails that you’ve sent to them.  You can actually track whether the emails have been opened or not, any tags that you’ve assigned to the contact, and you can see it’s like a timeline. You can see the dates of everything that we’ve done with this client.  This is a pretty recent potential client so history doesn’t go back as far as many months.

Here on the ID, actually, we can see on QuickBooks that we have an invoice for him.  If there’s also any Stripe payments, we can also see credit card payments through here.

So, that’s just a little overview of some things that you can do in terms of sales.

How a CRM is Used for Marketing

And now let me move on to 10 things you can do with a CRM in terms of marketing.

1 – Email marketing templates for 1-on-1 communication

So, one of the obvious ones might be email marketing and in this case, it’s sending email marketing 1-on-1, as opposed to just mass email marketing, let’s say newsletters.  So, if I wanted to send an email actually right now to Dan I will go in here I will click his email address.  And, in this case, I’ve already saved and pre-created a lot templates so instead of having to manually write an email – and, this is why this is an amazing tool – I can literally just pick an email from the list of templates that I created.

Like following up in this case with Dan: “Hi Dan, hope you doing great, blah, blah, blah,” and then I could just say you know send and it will send the email and of course it will track it if he opened it or if he clicked on any links so that’s a great tool and that’s for 1-on-1 communication.

2 – Marketing Automation: Email & advanced workflows

Number 2 will, of course, be marketing automation, which is the biggest thing I like about the CRMs.  And I did show you in previous videos how that looks like, but let me show you again.

So, if we go to the marketing part and we click on campaigns, you could create complex – what I call, “non-linear” email marketing automation flows.  So, in this case, let’s look at this one.  “Requesting reviews from clients”, which is the same one I keep showing everyone on past videos. 

So, here we can see actually a complex flow of how an automated email campaign would flow.  First, you send an email then it will check whether it got opened or not.  Then, it might wait 5 or 7 days and, then, it will check you know whether any links within the email were clicked or not and if they were clicked it might you know send them to a different automation flow and if he didn’t click you might send them another email with a reminder.

That’s an example for marketing automation, which also includes here – what I call – advanced workflows. Why?  Because as part of this you can actually check whether a specific contact has been tagged, let’s say manually.  And based on maybe some manual tags that your sales team or marketing team put on this contact you can have some other things get triggered or you can also check whether he visited a specific web page or not.  And if he did, then, you might send them to a different workflow and again you know this is not necessarily just for marketing but more of a business workflow within the CRM.

3 – Lead scoring technology

Then, lead scoring.  We had only just spoken about leads scoring actually through sales and I showed you that number so that’s something that can be automated in terms of marketing based on the emails that you send.  When you send out an email they can be links when those links are clicked and takes people to your business website you can track all of the web activity, and that leads me to the next point.

4 – Email tracking of opens, clicks, and more

Email tracking of opens, clicks and other related stuff in terms of tracking how people are opening and interacting with your emails.

5 – Social media profiles integration: 360 view of your contact

So, you can actually come in here and get an actual view of, for example, your contact’s Twitter feed so that you could see what that person is up to.  So, let me look up, in this case, Dan, okay?  So, we’re going to look up Dan and here to the right, I have set up the Facebook or Twitter integration so that it will match up anybody whose name is Dan Bouey on Facebook and will look him up.  In this case, I know this is not Dan so I will not add it to it, on Twitter it actually didn’t find anybody with that name otherwise it will pull up here and then you can see their Twitter feed so that when your sales or marketing team is looking at a contact they can actually see also what these people who are your contacts or potential clients are doing online right to get a better view of them.

6 – Contact-level analytics and metrics

Another thing is contact level analytics. So, that turns back into clicking for example into the web statistics if they were any web activity here you will see here are a list of all the web activities that actually being visited by this user up to exactly how many seconds they spent on each page from which page did they click into what other page.  So, it’s pretty, pretty phenomenal what you can do.

7 – Mobile marketing via SMS

Like I said you can also, for marketing purposes, be sending either a one-time SMS or you can also send a mass campaign of SMS or text messages which is a great thing for marketing of cause if used well and with moderation.

8 – Landing pages designed

This isn’t exactly part of the CRM but in this case, on Agile CRM they do have a great tool for creating landing pages. So, here if you go to the left under the marketing we can come in here and we can actually create a landing page and then publish it on a sub domain which is pretty good.  I’m going to just load up pretty quickly what the page builder looks like.  This is of cause competing against unbounce.com, leadpages.net.  This is a very, very simple form just for demonstration purposes where you can put your logo, you can put maybe some links in here, a contact form which is you know what you want people to fill out for conversion and maybe some information.

Alright?  So, some CRM’s like this one are trying to integrate all the possible marketing tools into one so that could be another added benefit of using the CRM.

9 – Push notifications

Push notifications are actually just like kind of like when you see a pop up on your phone when you get a notification on your phone.  Now some of those can actually be created onto a website. Sometimes if you go look at a website you might click on something and you may actually get a pop-up notification saying: “Hey, can you allow for us to send you a bunch of notifications?”  And, of course, those could be probably annoying but let me show you how those look like.  It basically looks just like a pop up: “Hey! do you want to find new leads from LinkedIn?” This is just some example down here of how Agile CRM is sending push notifications to your website

10 – Web engagement pop-ups, forms, and coupons

And finally, web engagement popups, forms, and coupons. So, this notification isn’t exactly a typical pop-up, but a pop up would be more like a real pop-up of what you expect saying: “Hey you know get 20% off if you click on here and you sign up to our newsletter”.

So, that’s something that these guys also let you do through their software. Now there isn’t something here that I could show you but think about really any pop-up you see on any website that you visit and that’s an additional let's call it marketing tool but in this case, you can create and manage through the CRM.


So, you know I wanted to keep this short.  This is why am talking super fast like crazy.  I wanted to keep this video super short but definitely, give you an idea of what things are out there in terms of marketing. So, thank you for joining me and I hope to see you next time alright bye-bye.

Related post: Online Marketing Automation Tools To Help Increase Sales

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Jaime Nacach

Marketing Strategist

I love helping small businesses with their digital marketing and business strategy. I'm a young man with a passion in entrepreneurship and international experience in business development, marketing, sales, and web/graphic design. 

Find me on: Team Page | LinkedIn | Google+Personal Website

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