CRMs that improve Digital Marketing performance — Chip House // Insightly
- B2B
- CRM, Email Marketing, Data & Analytics
- SAAS
- Marketing Strategy, Branding, Growth Marketing, Performance Marketing
- Part 1 CRMs that improve Digital Marketing performance — Chip House // Insightly
- Part 2Customer Experience implementation & automation — Chip House // Insightly
Show Notes
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02:46CRMs and customer data managementThe software has been available to help companies manage their customer interactions and customer data for a long time. However, today, many sizable businesses dont have a CRM.
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03:52Insightly and the CRM marketplaceInsightly has been adopted by small businesses and large ones that use the platform in complex ways. But, theyre best categorized as mid-market, which is optimized for smaller organizations versus a solution like Salesforce.
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05:05MidSome companies with 50 or fewer employees are overbuying in terms of CRMs. Overbuying a large legacy cloud suite solution will lead to more expensive integrations and expensive adoption across teams.
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06:44Software integrations with CRMsMid-market companies typically use multiple pieces of SaaS software to run the different aspects of their business. So, their biggest concern is what software can be integrated with their CRM.
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08:05MidCRMs allow these companies to align marketing, sales team, and customer support around customer data. Thus enabling companies to engage a buyer through the entire customer journey.
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10:30CRMs enabling interactions and alignment between internal teamsMarketing leaders are constantly hunting down platforms that will be useful for multiple teams. And, theyre also looking for CRMs that allow interaction and communication between teams, within the platform.
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12:59Leveraging customer data within CRMs to improve digital marketing performanceCustomer data captured within the CRM can be leveraged to target your ideal customer profile. For email marketing, customer data can also be leveraged to communicate at a one-on-one level.
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14:39Using CRMs to identify what makes a difference in your marketing activitiesMarketing campaigns are accompanied by tracking codes that are connected to the ads being run. And, that data is carried into the CRM so that you get a picture of the journey within your tools.
Quotes
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"Every business in the world is in need of a way to manage their customer data. Many have adopted CRMs. Many semi-sizable companies have not." -Chip House, CMO, Insightly
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"We've been in business about 12 years and some of our earliest integrations were with software such as QuickBooks and G Suite." -Chip House, CMO, Insightly
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"We have some 1000 + person companies that are using our platform in very complex ways. But we find ourselves solidly in the mid-market, which is often optimized for smaller organizations." -Chip House, CMO, Insightly
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"A 60% majority of mid-market organizations are using a formal CRM tool. When asked what theyre currently using to manage customer relationships and interactions, 25% said they're using a mid-market CRM." -Chip House, CMO, Insightly
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"In a recent study we did, a number of respondents said that they were in a company of 11 to 50 employees, and theyd bought an enterprise solution. So, a lot of companies are overbuying." -Chip House, CMO, Insightly
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"When you overbuy a large legacy cloud suite solution, not only are you overpaying, your integrations are going to be more expensive. Your adoption across teams may be more expensive." -Chip House, CMO, Insightly
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"Most mid-market teams have adopted 10 or more pieces of software." -Chip House, CMO, Insightly
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"A typical B2B customer journey was 19 different steps along the journey to decide what they're going to buy. Now, it's up to 27 steps at least." -Chip House, CMO, Insightly
- Part 1 CRMs that improve Digital Marketing performance — Chip House // Insightly
- Part 2Customer Experience implementation & automation — Chip House // Insightly
Up Next:
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Part 1CRMs that improve Digital Marketing performance — Chip House // Insightly
Chip House, Chief Marketing Officer at Insightly, discusses the role and importance of CRMs in improving digital marketing. Every business that deals with customer data needs a system to manage it. Yet, even sizable businesses today do not have a CRM and are still defaulting to spreadsheets to do the job. Today, Chip talks about CRMs that improve digital marketing performance.
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Part 2Customer Experience implementation & automation — Chip House // Insightly
Chip House, Chief Marketing Officer at Insightly, discusses the role and importance of CRMs in improving digital marketing. Customer experiences matter and companies with the best customer experiences are more likely to report significant growth than other companies. But, the only way to provide those customer experiences is to have marketing, sales, and customer success teams aligned around customer data. Today, Chip talks about managing customer experience in a complex organization.
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