Empowering marketers with DMP and CRM
Ramon is interested in buying a laptop. He writes an email to a vendor, asking for details of a specific laptop model. He gives his consent to the vendor for storing his information and reaching out to him with offers. This makes Ramon a known potential customer for the vendor.
On the other hand - 'someone' wants to buy a laptop. Based on what this person had heard from his friends and colleagues, he has a few brands in mind. He googles for the brands and starts looking at the options. This website visitor stays unknown to the vendor even though he is a potential customer.
What if the website visitor is Ramon? What will a marketer do with additional insights, gained from Ramon's surfing, to ensure that he buys the laptop from them?
?Connecting the unknown and the known world is what DMP and CRM integration brings to the table. The classic use case is:
- Identification of potential customers (lead generation) through website visits and providing appropriate marketing content to them.
That is not all. There are more valuable use cases that can be unlocked, for example:
- Activating third party advertisements and website personalization for potential customers identified through offline events/activities, for instance showroom visits.
- Targeting existing customers for cross-selling of other products.
- Suppressing all marketing activities when a potential customer buys a laptop and becomes a customer (converted lead).
- And many more...
Getting 'customer 360-degree view' has been the objective of product providers in the CRM space. Product companies are getting closer to this with new product releases or updates that add more ingestion and activation channels for marketers. In the end, technology is an enabler, empowering marketers to use information flowing in from various channels (website/CRM/other sources) and engaging customers via various channels (email/ads/web personalization/other channels). The marketing strategy is owned by marketers, and agencies continue to be an integral part of the team executing campaigns.
None-the-less, connecting deterministic information residing in CRM with web behavior being collected on DMP takes the marketing team a step ahead, equipping them to serve the right content to the right people at the right time.
Glossary :
CRM - Customer Relationship Management
DMP - Data Management Platform
Interesting!