Are You Marketing many products to many companies? A technology suite is imperative.

Posted by: Neil Saviano on April 02, 2016

There are many industries that sell many products to many companies. Some of these industries include:

⦁ Office Supplies
⦁ Building Materials
⦁ Janitorial Supplies
⦁ Food and Beverage Services
⦁ Automotive Products

These industries, like many, have the following two key strategic missions:

1. They need to maximize sales to their existing customers.
2. They need to find and develop more new customers.

There is state of the art technology available that adapts nicely to these strategic missions, especially in the industries listed above. This technology refers to a software suite that comprises a business intelligence solution integrated with CRM and marketing automation.

A good example of this suite is world leading SugarCRM connected to sales-i , a leading customer intelligence solution, and Act-On , a leading marketing automation solution.  A software suite that includes customer intelligence is especially suitable for the industry classifications listed above.

The core use case for sales and marketing departments to work closely with this type of software suite is to manage, and take action on the vast amount of available customer buying history. They must do this within their sales and marketing process to address the two key strategic missions listed above. Let’s examine these strategic missions:

Maximize sales to existing customers:

Customer intelligence solutions such as sales-i provides information that shows sales people a customer's buying history. This indicates where they have been with a customer (past sales), where they are now (current sales), and where they would like to go (future sales).

A very powerful part of this software suite is when the marketing automation component, synced with the CRM, enters the mix to take action on selected customer targets with tactics such as: email marketing campaigns and powerful automated marketing campaigns. This entails a series of automated timed tasks such as, emails and scheduled activities. This is truly a “take action” strategy - difficult and virtually impossible to “pull off” without this level of technology.

Find and develop more new customers:

New customer development is now much more reliant on marketing automation and inbound marketing. This is in contrast to traditional outbound marketing that includes field cold calling, outbound telephone calling, and trade shows. Automated marketing campaigns execute a lead nurturing strategy – helping to qualify leads that result in higher conversions to new customers.

Inbound marketing is the result of search engine optimization - optimizing company websites to draw visitors and evaluating and converting qualified leads and syncing them into CRM systems for sales people to follow up.

It must be noted, however, that outbound marketing isn’t going away, and never will. It will always be effective in some markets, and with various product mixes. A huge benefit, however, is that inbound marketing and marketing automation campaigns make outbound marketing more effective. It provides sales people with at least partially quaffed leads, producing a higher ratio of converting leads to new customers and reducing costly and low return telephone and field cold calling.

More companies need to provide this level of technology to their sales and marketing departments. In essence it acts as a virtual sales and marketing assistant. It offers much stronger management of building and maintaining business from existing customers. It provides many more qualified leads to convert to new customers. The end result is usually a higher return on the investments made in sales and marketing departments.

CRM International  are CRM, marketing automation, and customer intelligence solutions specialists. We help businesses of all sizes implement powerful technology-based sales and marketing programs. Our suite consists of the SugarCRM,  Act-On marketing automation, and sales-i customer intelligence.