Marketing Automation - Guide


This document outlines how marketing managers and directors, and those that perform marketing and growth-oriented functions, benefit from using BzCRM for marketing.

The functions of the marketing role varies from organization to organization, but usually consists of increasing the number (acquisition), value (up-sell/cross-sell), and average life (retention) of an organization’s customers. To do that, marketers must learn about their various customer segments’ current scenarios and needs, and must execute and optimize programs to find, nurture, and win them over. Here’s how to accomplish that in BzCRM.

Conducting Customer Research

Information about how customers tick is at the heart of every marketing strategy, plan, or tactic that’s worth its salt. BzCRM provides access to a wealth of that customer information accumulated from sales and customer service engagements with leads and contacts during the course of business. This information includes detailed customer profiles, as well as email exchanges, phone calls, shared documents, purchase histories, and much more. This information can help marketers identify new and existing markets to target with campaigns at various stages along the marketing and customer acquisition funnel.

BzCRM has three main report types that help marketers filter through, segment, and analyze customer data for opportunities. Additionally, you can export reports for further analysis in Excel or other BI software:

  • Tabular reports
  • Pivot reports
  • Charts

Launching and Measuring Acquisition and Nurture Campaigns

Once a campaign opportunity has been identified, marketers can create a range of campaigns across the marketing funnel to capitalize on it. Whether it consists of analog campaigns like a conference or a newspaper ad; or igital initiatives like a new landing page on your website with a contact form, or an email campaign to nurture past customers, BzCRM can help you get it done, and then lets you measure performance so that you can grow:

  • Track and analyze external campaigns
    • Define campaign fields to capture
    • Create a campaign
    • Associate leads and contacts with a campaign
    • Analyze campaign profitability with reports
  • Capturing leads and contacts from your website
    • Define form fields
    • Creating and embedding form code on your website
    • Analyzing lead and customer sources with reports
  • Engaging through Twitter
    • Setting up the Twitter integration
    • Setting up search streams to monitor users or keywords
    • Sending Tweets through the Twitter module
    • Creating leads and contacts from Tweets
    • Measuring performance with social analytics
  • Bulk email campaigns
    • Create the bulk email campaign
    • Create a list of recipients
    • Design the email
    • Send the campaign
    • Measuring performance with campaign reports
  • Set up drip email and autoresponder campaigns
    • Create the autoresponder campaign
    • Create a list of recipients
    • Select a trigger
    • Design the email
    • Send the campaign
    • Measuring performance with reports