There is no doubt that CRM marketing has enabled businesses to reach their customers on a deeper level than ever before. Recently, we shared some common CRM mistakes that affect your success in using this tool. Today, we’re back with some equally costly mistakes to avoid if you are serious about getting full value from your CRM.

CRM marketing is closely aligned to systems that you most likely already have in place – especially email marketing and marketing automation. Used as part of a holistic customer relationship model, this approach has the power to assist your customers throughout their journey.

Avoid These CRM Marketing Mistakes

From dirty data to a lack of automation and a focus that is not aimed at the customer, there are a number of things that will impact on your results. What are the worst things to do if you want to see results from CRM marketing? For starters, make sure that you avoid these mistakes:

  1. Not putting data first. Clean data is essential for CRM to be effective. Even the smallest error can jeopardise your entire efforts. To avoid duplicate messaging, messages not being sent to the right person and various other issues caused by dirty data, make sure that you choose a platform that is reliable. It is also a good idea to do regular data cleanups at least every few months.
  2. Not automating your processes. If you are using your CRM and trying to manually send out messages, you are missing out on the full benefit that these tools have to offer. Integrating your system within your broader marketing automation efforts is the best way to save time and effort. In the long run, you will also be able to avoid the risk of human error as well, especially if your data is clean.
  3. Not focusing on the customer. Many companies get so focused on meeting their own goals, that they forget to focus on the customer experience. But customers are the most important reason for using this type of tool in the first place. When you are not aligning your goals and not measuring success according to your customers, you are not getting full value from your system.

Knowing what to avoid is the best way to develop a plan of action that is based on best practices rather than short cuts and quick fixes. If you aim for the latter, you are sure to find that you see real value from CRM marketing month on month.

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