The understanding about the customer is divided into small pieces: customer service knows one part, marketing another, sales perhaps third.
Most companies continuously gather an enormous amount of data about their customers. Despite the amount of information, the big picture is often hazy – not to mention that all this data would be taken advantage of in marketing actions.
Valuable information often stays unused because data is gathered with several systems that are maintained by different departments and people that don't communicate with each other. The understanding about the customer is divided into small pieces: customer service knows one part, marketing another, sales perhaps the third. Data lies in the systems without its hidden potential being used.
How existing customer data could be taken advantage of in marketing actions? In our article we go through concrete examples where data from different systems is combined with marketing automation to be used for marketing purposes.
Combining the customer relationship management system (CRM) to the marketing automation system helps the sales and marketing teams to collaborate more efficiently.
Examples of automated messages that use the data from the CRM system:
Combining the customer data from a webstore to marketing automation works especially well in up-selling or cross-selling, but also offers other possibilities.
Different kinds of booking systems offer wonderful opportunities to take advantage of automation in a creative way. Whether it's a hotel room booking, a visit to the dentist or a vehicle inspection, the opportunities for up-selling or cross-selling are numerous.
Existing customer data and it being up-to-date are great starting points for personalized communication and marketing automation. While composing the first automated messages, it pays off to start from putting the already gathered customer data into use. By doing this, automation can be tested out in practice from the get-go, knowing what data already exists and what data is needed to further develop communications.
Contact our experts if you want to further discuss marketing automation and taking advantage of customer data. LianaCEM is an agile tool that enables you to quickly implement and test marketing automation in practice.
Subscribe to our monthly newsletter to get the latest interesting articles in your own mailbox.
Due to the rise of smartphones, the number of mobile services exploded at the beginning of the decade. In the past five years we've seen mobile devices go from an additional gadget to the most used online device. Which factors and concepts shape the development of mobile services from now on and what is their meaning to marketers?Read More
Can analytics provide information on where the reader's attention is focused on in newsletters? Where should a CTA or Read More link be placed and how does it affect the click-through-rate of the letter? These questions were being examined by assistant professor Ashis Kumar from the Aalto University and marketing professor Jari Salo of the Oulu University.Read More
In March, we shed some light on the subject of omnichannel marketing in our blog. Mapping out the customer's digital journey and defining the roles of marketing channels are some of the most important elements of omnichannel marketing. This month we'll take a look at the digital buying process.Read More
During the last year a visitor may have heard the term omnichannel marketing in the aisles of marketing trade fairs. Professionals talk about seamless customer experiences in different channels and a new way of thinking when it comes to marketing. What has changed or has anything?Read More
The beginning of a new year is a good time for planning the company's marketing actions, both old and new. Newsletters are already familiar to many companies, but have different stakeholders been taken into account in communications?Read More