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Exploiting the CRM for B2B Marketing

Exploiting the CRM for B2B Marketing. Karen Race Deputy Director, Academic Enterprise. Scope. A system which shows all activity relating to an organisation or contacts, whether enquiry, project delivery, marketing campaign, event or course attendance

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Exploiting the CRM for B2B Marketing

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  1. Exploiting the CRM for B2B Marketing Karen Race Deputy Director, Academic Enterprise

  2. Scope A system which shows all activity relating to an organisation or contacts, whether enquiry, project delivery, marketing campaign, event or course attendance • The management and recording of all business engagement activity, from start to finish • The monitoring and management of all externally funded contracts (ERDF, RDA) and recording of contracted outputs

  3. Aims of the CRMS • Better management of business clients and their projects • Visibility of activity across the University • Mass communication • Accurate and timely management information • Minimise the risk of non-compliance to DP and PECR regulations

  4. Timeline • Summer 2007 decision taken • December 2007 specification ready • June 2008 tender process complete • October 2008 live for 50 current KHIS users Evaluation • March 2009 roll out begins • Sept 2009 pilot marketing campaigns

  5. Timeline • January 2010 reporting site launched • Summer 2010 >680 people-sessions delivered • Sept 2010 phase 2 improvements implemented • Sept – Jan 2011 data cleansing • Feb 2011 event management and book and pay on line

  6. Progress with CRM • Trained Users (Inc Leavers):331 • Organisations: 9,889 • Contacts: 17,095 • Activities: 86,202 • Enquiries: 3,665 • Projects: 2,357 • Marketing Campaigns: 230

  7. Cross University use

  8. Putting the Customer First • External accreditation that has an immediately recognisable ‘hook’ • Common processes • 30 Statements • Customer Relationships • Market Awareness • People

  9. B2B marketing • Commercial marketing network • Business Liaison Co-ordinator • Policies, procedures • Guidance notes • New forms • Additional software

  10. B2B marketing continued • Powerful and fast email marketing tool sitting within CRM • Library of pre designed templates • Slick Evaluation Reports • Online Booking system linked directly to CRM • Online payment

  11. Further processes and support • Training for the team, eg html • More guidance for our internal clients • InfoPath form • Finance dept involved, reports needed • More reports

  12. Data Cleansing • All contacts must have email addresses • Introductory email sent • Annual email sent • Opportunity to unsubscribe • Follow up of bounce backs

  13. What next? • Campaign and event evaluation, cost benefit analysis • Continuous improvement of marketing practices • Ever cleaner data • Promotion of part time courses

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