Your next buyer has already tuned you out. Advertisements, commercials and even ads on YouTube are skipped, fast-forwarded, and ignored. So, what’s left? The answer is simple and at the same time complex: Let your customer find you. The idea isn’t revolutionary: Your customer is already looking for you every time he or she goes online to find a solution to a problem. How do people decide where to spend their money? The prize often goes to the business with the strongest online presence that does the best job at demonstrating its understanding of the customer and his or her challenges.
The buying journey today often starts as a quest to find information. This exploratory stage is the perfect time for marketers to use inbound marketing strategies case histories, infographics, and white papers, how-to videos to provide in sequence and draw prospects in. Ideally, customers find a page on a website that answers their first query and stays as the contented naturally evolves, most significant them from one answer to the next. So, rather than spending money to create ads, marketing teams can focus on producing searchable content that addresses the issues your prospects are focused on.
Figuring out what content to produce is the key. Most marketers rely on customer relationship management (CRM) systems to give them customized data about customer preferences, but they’re missing out on the whole customer picture and lack the insights that can help them create content that allows for a deeper appointment. When CRM data are linked with enterprise resource planning (ERP) systems, marketers can find remarkable depth about their customers’ needs, helping them create rich satisfied that feeds their prospects’ curiosity and keeps them busy as they look for answers.
ERP systems should be significant parts of serving an organization eliminate assumptions about its customers and prospects. When used intelligently and thoughtfully, the data gathered from ERP solutions can help marketers build long-term customer satisfaction and loyalty. Marketers can gather data from every touch point and turn it into actionable content that builds loyalty and attracts future customers.
The prize of the ERP system is a shared database that connects multiple organizational functions. Marketing doesn’t stop when the customer walks through the doors of your brick-and-mortar store or makes a purchase on the Web. Visibility into the sales transaction itself gives marketing and sales teams information about the items being purchased, providing opportunities to create automated campaigns that encourage future purchases through trigger emails and customized content. At the same time, the transaction itself is an instant tool for taking advantage of promotions and building loyalty. In a retail organization, the receiving is a coupon for companion products. These are the receptive campaign, made possible by the data ERP brings, creating the opportunity to build lifetime customer loyalty.
This comprehensive, 360-degree view of customer transactions gives marketers an ability to look at quotes, orders, invoices, credits, credit limits, and outstanding invoices. Used strategically, marketing can use these data to plan advertising strategies to flesh out customer profiles and gather meaningful data and customer preferences.
The transparency of ERP data will quickly reveal that one-size marketing campaigns will not work. As marketers track how potential customers are engaging with the content on computers and mobile devices, they can quickly decide whether that content is leading to sales. Marketers will have the ability to create key segments and tailor information to match information preferences. More importantly, customizing and personalizing customer campaigns will encourage customers to engage with content such as white papers, case studies, and news longer, resulting in deeper insights into audience behavior and interest. Ultimately, this information can help teams create campaigns that effectively move prospects through the sales cycle, enhance current campaigns, and proactively plan future campaigns. More prominently, by tying marketing to dollars, advertising teams can more effectively justify budget expenditures for future marketing dollars.
When an organization adopts an ERP system, customer service automatically improves in the following dramatic ways:
These efficiencies are often a key differentiator that helps one business stand out against the next. Marketing can use this information, in the form of case histories and testimonials, to help educate prospects about the value of choosing their services.
Without an ERP solution in place, marketers are guessing at key indicators about the sales and buying habits of their customers. Use ERP to keep marketing from working on assumptions and move them to a transparent view of every touch point with the customer. Help them strengthen relationships with current customers and build bridges for new customers.