Modern platforms to manage opportunity and communication
A key change we have noticed for firms is the need to aggregate marketing functions and integrate them into a centralised CRM system so that:-
They can monitor and record the online behaviour of clients and prospects as they interact with the website, emails, brochures and score what this behaviour means.
They are electronically linked to specific CRM modules such as Referrals, Publications and Events.
Data between the marketing automation system and the CRM is synchronised and up to date eliminating the proliferation of spreadsheets.
Communication
The status quo has changed from just outbound messaging. Clients and prospects require a dialogue with your firm and will turn away from push technology.
Social & Scoring
Consumption of information has shifted from traditional media to multiple channels. Responding to these touch points is vital to support higher levels of engagement.
Behaviour & Workflow
60% of the information can be obtained before a prospect contacts your firm. Eliminating blind spots in the prospect phase is vital.
Integrating Marketing & Business Development
Studies show that when business development and marketing teams are integrated, firms become 67% better at closing new opportunities. Integration of the technologies used between these teams are imperative to breaking down the information silos.
The Problem
- Stand alone email marketing systems that are out of date with source data systems.
- Outbound communication lacks targeting accuracy.
- Interaction by clients and prospects with outbound emails is basic and lacks meaningful insights.
- GDPR compliance is uncertain as choices made by email recipients is not recorded in a centralised CRM system.
The Solution
- Deploy marketing automation platforms that are integrated to the firms CRM so that data can be keep up to date.
- Marketing automation must be integrated with all attributes in the CRM that segment or describe the individual are available for ease of segmentation.
- Implementing Smart workflows ensure that the choices individuals make can be monitored and used to send focused, relevant communication.
- Ensuring the CRM and marketing automation platforms are integrated and have automated GDPR data privacy standards.
Symphony solutions to solve this
SymphonyCRM (powered by SugarCRM) includes specifically developed modules for managing Publications and Events.
SugarMarket integrates with SymphonyCRM, SugarCRM, Salesforce, Microsoft Dynamics, Infor, Sage, NetSuite and Bullhorn
SymphonyCRM integrates to MailChimp
Get in touch today
Talk to us about getting your software application platforms working together to support your firm’s organisational objectives and strategic goals…