CRM 101: Session 8: Everybody Says They Want to Use CRM for Marketing, but not many do

Everybody Says They Want to Use CRM for Marketing, but Not Many Do..."

CRM 101

Michelle Horn

Director of MarketingTechnology Advisors – www.techadv.com

Starfish ETL – www.starfishetl.commichelleahorncrmMichelleahorn

04/11/2023 ©2012 SugarCRM Inc. All rights reserved. 2

http://www.techadv.com/

http://www.starfishetl.com/

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SugarCRM for Marketing

Campaign Mgmt

Data Store

Lead Collection

Automated Processes

Analytics


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CRM Customer & Prospect Data Store


Module Description ExampleAccounts Companies • Customers

• ProspectsBusiness

Contacts Contacts at Companies • Customers• Prospects

BusinessLeads Unqualified Prospects

Semi-warm• Converted website visitors

(Inbound leads)• Tradeshow handshakes• Referrals

Targets Potential LeadsSuper-cold

• Purchased lists• Tradeshow lists

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Data Input and Segmentation


1• Understand YOUR segmentation

2• Input Data Consistently

3• Monitor Data Constantly

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What Are Your Segmentation Needs?

Product Industry

Location Size


Roofing

Building Materials

Equip Rentals

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Ensuring Data Consistency


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How to Use SugarCRM for Marketing


Setup

Email Campaigns

Campaign Measurement

Web-to-Lead

Analytics

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Customize Menu for Marketing

Default

Marketing


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Marketing Tabs Order

HomeAccountsContactsCampaignsReportsTarget ListsOpportunitiesLeadsTargets

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Set up outbound emails

Specify a bounce-handling inbox

Set up Scheduler jobs

Run diagnostics

Email Setup

The administrator must complete the following tasks:


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Scheduling Campaigns

Run campaigns during quiet timesNot during Sugar backups!

Send emails in batches of 500 or less at 10 minute intervals to avoid spam filtersKnow what your ISP permits!


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Campaign

Tracker Links

Email Template

Target List

Email Campaign Overview


Test Execute Analyze


Target Lists

Emails need to be included or excluded from a campaign

List Type Description ExampleDefault Campaign Targets

Receive emailTracked

Prospects, Leads, Customers and Targets

Seed Receive emailNot tracked

Internal employees and vendors

Test Receive test emailNot tracked

Marketing team

Suppression Will not receive emailNot tracked

Exclude handpicked leads from a purchased list

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How to Create a Target List - Manually

*Create a test list of internal users


Contacts Leads

Targets Accounts




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How to Create a Target Lists – With A Report

(best practice)

Must be a ‘Rows and Columns’

report


Base Module

Contacts

LeadsTargets

Accounts

User Module




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Target Lists Modules


Base Module

Contacts

LeadsTargets

Accounts

User Module

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Email Templates

*Duplicate in advance


Campaigns

Email Template Email Email Email





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Components of A Campaign


Campaigns

Target Lists Emails Emails Tracker Links

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Create The Campaign


Campaign Types

Campaign Type Description ExampleNewsletter Recurring emails

- Weekly- Monthly- Quarterly- Annually

Monthly Newsletter

Email Campaign One emailNon-Email Based Campaign

Non-email campaigns Radio, Direct Mail


Campaign Wizard




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Tracker URL’s

Links to external website or a .php file

Must be created for each campaign

Are case sensitive

Plain text email: must manually add the opt-out link











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Editing A Campaign




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Test and Execute the Campaign


Send Test/Send Emails

Select the Email…Send

Check the campaign status

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Email Time Bombs

Note: The start date, start time and status in the email determine when the email is sent

Important: Make sure that you have worked with you Administrator to schedule a job to send email campaigns








Completed Sends

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Where’s the Beef?

Let The Analytics Begin



Campaign Status


Campaign Analysis Top


Campaign Gold (Bottom Section)


Click-thru Links


Opt Outs


People Opted Out


Opt-Out Result

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Lead Collection

Manually inputting data is bad

Use Web-to-Lead Forms

Starfish ETL


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Web to Lead Forms







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Marketing Analysis


Let The Games Begin!

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Lead Source Dashboards



Campaign ROI Dashboards

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Customize It

Custom reports that make a difference



Leads By Month

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Missing Marketing Data


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Closed/Won Opps by Lead Source


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Additional Marketing Reports

Total Click Thrus

Specific Link Clicks Thrus

New leads by Lead Source


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Workflow Automation Examples

Click Thrus for …X (eBook)

Leads or contacts with missing data

Automated Lead Routing

Nurture Marketing


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Technology Advisors’ Resources


TAI SugarCRM Marketing Webcasts

4/18 Part I - Leveraging SugarCRM for Inbound Marketing(Recorded)

5/3 Part II - SugarCRM's Secret Weapon: Marketing Campaigns

5/17 Part III - Maximizing Sales Lead Management with SugarCRM Workflow

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SugarCRM Resources


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SugarCRM Marketing Add-ons


Inbound Marketin

g

Pardot

Hubspot

Marketo

Constant Contact

LeadFormix

Social Medi

a

LinkedIn

InsideView


Questions?

Answers


Director of MarketingTechnology Advisors – www.techadv.com

Starfish ETL – www.starfishetl.com

michelleahorncrm

Michelleahorn

http://www.techadv.com/

http://www.starfishetl.com/


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