Page 15 - index
P. 15
RESEARCH, ANALYSIS & TRENDS
Workflow automation - relief CRM system, where it can be as- Conclusion
from routine tasks signed to a sales territory for track-
ing or tele-prospecting. Good sys- Considering a marketing automa-
By using a workflow engine, the tems provide standard interfaces to tion solution - same as with a com-
individual steps of a campaign common CRM systems with the plicated recipe - it will be obvious
(lists, emails, forms, landing pages) corresponding synchronization op- when important ingredients are
can be linked to a process. Thus, tions. missing or are not correctly pro-
similar processes can be reused cessed: What would be the pur-
and a workflow performs certain All data that is collected via a lead pose of an email marketing pro-
activities for specific target groups should be transmitted to the CRM cess, if you have no form and land-
on a regular basis. In the workflow system via marketing automation ing pages set up that generate pro-
automation, the data manipulation and the data should be synchro- spects, which can respond to your
is one of the key functions where nized on a regular basis, so that communications? What is the point
automated processes check data online activities such as website of measuring the behavior of the
for completeness and validity. visits, email clicks, completed site visitors, but not using this
online forms and scores, as well as knowledge for scoring and nurture
In the course of a workflow, profile ratings are always recorded up to programs? How can you prove and
data is changed and automatically date. Thus, sales gets a 360- present whether the marketing ef-
forwarded to the CRM system. This degree view of all activities of pro- forts were successful, if you do not
ensures a high quality of data, spects and customers to address measure them? These are just a
which significantly increases the them accordingly. few thoughts you should keep in
success of marketing campaigns. mind regarding you marketing auto-
Reporting - knowledge is power mation solution.
CRM Integration - the combina-
tion makes the difference Particularly in lead management, a An important note at the end: All
regular performance review of the good cooks need a strong and co-
Most companies are already using proposed measures is important, hesive team behind them, they can
CRM systems. A marketing auto- making it essential that the continu- rely on. This also applies to the
mation system, however, has to be ous optimization of the individual lead management with the involve-
connected to the CRM system to communication channels are part of ment of marketing automation, be-
form a bridge between the market- it, too. This way, the contribution of cause only if marketing and sales
ing and sales processes. Ideally, marketing in the company's reve- work together and are focused on a
each individual lead, that has a nue is measurable and the success common goal, the work at the end
unique identifier such as an email of individual campaigns and activi- will succeed and be successful. ◊
address, is transferred into the ties can be analyzed and adjusted.
By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Workflow automation - relief CRM system, where it can be as- Conclusion
from routine tasks signed to a sales territory for track-
ing or tele-prospecting. Good sys- Considering a marketing automa-
By using a workflow engine, the tems provide standard interfaces to tion solution - same as with a com-
individual steps of a campaign common CRM systems with the plicated recipe - it will be obvious
(lists, emails, forms, landing pages) corresponding synchronization op- when important ingredients are
can be linked to a process. Thus, tions. missing or are not correctly pro-
similar processes can be reused cessed: What would be the pur-
and a workflow performs certain All data that is collected via a lead pose of an email marketing pro-
activities for specific target groups should be transmitted to the CRM cess, if you have no form and land-
on a regular basis. In the workflow system via marketing automation ing pages set up that generate pro-
automation, the data manipulation and the data should be synchro- spects, which can respond to your
is one of the key functions where nized on a regular basis, so that communications? What is the point
automated processes check data online activities such as website of measuring the behavior of the
for completeness and validity. visits, email clicks, completed site visitors, but not using this
online forms and scores, as well as knowledge for scoring and nurture
In the course of a workflow, profile ratings are always recorded up to programs? How can you prove and
data is changed and automatically date. Thus, sales gets a 360- present whether the marketing ef-
forwarded to the CRM system. This degree view of all activities of pro- forts were successful, if you do not
ensures a high quality of data, spects and customers to address measure them? These are just a
which significantly increases the them accordingly. few thoughts you should keep in
success of marketing campaigns. mind regarding you marketing auto-
Reporting - knowledge is power mation solution.
CRM Integration - the combina-
tion makes the difference Particularly in lead management, a An important note at the end: All
regular performance review of the good cooks need a strong and co-
Most companies are already using proposed measures is important, hesive team behind them, they can
CRM systems. A marketing auto- making it essential that the continu- rely on. This also applies to the
mation system, however, has to be ous optimization of the individual lead management with the involve-
connected to the CRM system to communication channels are part of ment of marketing automation, be-
form a bridge between the market- it, too. This way, the contribution of cause only if marketing and sales
ing and sales processes. Ideally, marketing in the company's reve- work together and are focused on a
each individual lead, that has a nue is measurable and the success common goal, the work at the end
unique identifier such as an email of individual campaigns and activi- will succeed and be successful. ◊
address, is transferred into the ties can be analyzed and adjusted.
By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
