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Data CleansingData Management

Boost Your Marketing ROI with the Right CRM

Providing effective customer service is crucial for businesses to succeed. By improving data quality, streamlining marketing efforts, and following Salesforce best practices, CRM (Customer Relationship Management) automation can create more effective campaigns that resonate with your target audience. 

Reaching out to customer service by phone or email were among the top three channels that consumers use, according to one study. This statistic emphasizes the importance of, not only CRM for outreach, but ensuring that the contacts in your database are correct and accurate.  

Let Your CRM Do the Data Lifting

Revenue of businesses that have adopted CRM platforms jumped by 393% between 2010 and 2020. This figure is based on a report from Gartner indicating that the revenue of CRM businesses went from $14B in 2010 to just under $70B in 2020. When businesses effectively leverage the technology that can enhance how you relate to customers, there can be an improvement in the quality of data leading to an increase in ROI. Perhaps more importantly, CRM automation can improve customer relationships and help the business to develop a reputation as a reliable provider.  

As a marketer, you are always looking for ways to improve your return on investment (ROI). One tool that can help you achieve this is Customer Relationship Management (CRM) automation. CRM automation not only streamlines your marketing efforts, but it can also help improve the quality of your data, leading to more effective campaigns and increased ROI. 

But before we dive into how CRM automation can boost your marketing ROI, let’s talk about the importance of data quality. Have you ever sent out a marketing campaign only to find that a significant portion of your emails bounced back? Or worse, have you ever received negative feedback from customers who received a message that wasn’t relevant to them? These are signs of poor data quality. 

Bad data can result in wasted resources, lower conversion rates, and damage to your brand’s reputation. That’s why it’s crucial to ensure your data is accurate, up-to-date, and relevant to your target audience. With CRM automation, you can automatically cleanse and enrich your data, ensuring that your campaigns are targeting the right people with the right message. 

Salesforce Best Practices and Features for Better ROI

As one of the leading CRM platforms, Salesforce has outlined best practices that can help improve your marketing ROI. Perhaps the most important aspect to keep in mind is that your customers are of the utmost importance. According to Salesforce, “Companies that put relationships first benefit from high customer loyalty and a positive reputation.” Putting your customers first also means that you are communicating with the correct contacts, and the only way to do that is to maintain a reliable database that’s free of duplicates. 

When it comes to the quality of your database, an important number to remember is 72. Seventy-two percent of customers expect representatives of a company to have the same information about them. As a primary best practice, ensure that you have the most effective data cleansing available. Duplicates enter your system through a variety of ways. For example, duplicates sneak in when a sales rep uploads a spreadsheet with new contacts or leads are introduced during an integration with the company’s marketing automation system. In both of these instances, Salesforce is not equipped to identify and eliminate the duplicates. 

Data cleansing needs to be done in concert with optimization of the tools available from Salesforce. Salesforce’s Pardot is a marketing automation tool that can help you streamline your marketing efforts and improve your data quality. Pardot allows you to create automated workflows.  

The benefits of implementing a feature like Pardot include:  

  • Ability to track prospects across your digital properties. The software tracks visitors to your website or landing pages and provides a log of all their activity. It also syncs that information with your CRM for easy reference during interactions. 
  • Collection of personalized customer experiences through automation. Pardot offers automated workflows that you can so you don’t have to spend time manually sending out emails or updating your customer database. 

You can also track your campaigns’ performance in real-time, so you can quickly adjust your strategy if something isn’t working. 

CRM Puts the Focus on Your Customer

Before you jump into implementing CRM automation, there are a few things you need to keep in mind. First and foremost, you need to have a clear understanding of your target audience. Who are they? What do they want? What are their pain points? By answering these questions, you can create more targeted and effective campaigns. 

Another key factor to consider is the customer experience. Are your campaigns adding value to your customers’ lives, or are they just another annoying email in their inbox? Make sure your campaigns are providing value and solving problems for your customers. 

Lastly, always test and analyze your campaigns. What’s working? What’s not? What can you do better? By continually testing and analyzing your campaigns, you can improve your ROI over time. 

And don’t forget about those duplicates, which can lead to confusion and inaccuracies in your marketing campaigns, as well as wasted resources targeting the same person multiple times. With CRM automation, you can set up rules to automatically detect and merge duplicate data, saving you time and ensuring the accuracy of your campaigns. 

When your database is organized and clean, it can have a positive impact on your overall data quality. CRM automation can streamline your marketing efforts and improve ROI. Easy-to-use tools will help ensure that your data is accurate and free of duplicates. 

Trust DataGroomr to Verify and Dedupe Your Customer Data

DataGroomr’s data verification suite of services includes phone numbers, email addresses, and, now, street addresses. Simply add an address field to your dataset, and it’s ready for verification. This feature is available with any dataset in Brushr, Trimmr, or Importr modules.  

Best of all, data verification with DataGroomr is very affordable. Each plan comes with a certain number of free verifications, and you can purchase additional verification credits, should you need them. The complete breakdown of the cost of verification credits can be viewed on our pricing page in the FAQ section.   

As the only deduplication app on the AppExchange that leverages machine learning to dedupe Salesforce records, DataGroomr offers immediate deduplication with no need for rules or to download software. There is no complex setup process. Our machine learning algorithms take care of all the heavy lifting. Simply connect DataGroomr to your Salesforce and start deduping right away.  

Try Datagroomr for yourself with our free 14-day trial

Steven Pogrebivsky

Steve Pogrebivsky has founded multiple successful startups and is an expert in data and content management systems with over 25 years of experience. Previously, he co-founded and was the CEO of MetaVis Technologies, which built tools for Microsoft Office 365, Salesforce and other cloud-based information systems. MetaVis was acquired by Metalogix in 2015. Before MetaVis, Steve founded several other technology companies, including Stelex Corporation which provided compliance and technical solutions to FDA-regulated organizations.