To acquire and retain the right customers, you need insight and data. A CRM system gives you a picture of which marketing campaigns are generating engagement, whereas an ERP system reveals which products are selling, which are not and other valuable insights into your operations. A flawlessly integrated CRM and ERP solution, like Acumatica’s Customer Management Suite, gives you the knowledge that is crucial for successful marketing campaigns. By combining the two, you get fundamental visibility that inspires intelligent and practical marketing plans based on an understanding of trends, customer needs, interests and purchasing patterns. This week, we’ve compiled a list of must-read articles discussing how the right ERP solution can boost your business’ marketing efforts.
Tracking the Success of a Marketing Plan
Too often businesses put time and money into a marketing plan but neglect to follow up on the success of their efforts. ERP solutions like Acumatica’s integrated marketing capabilities give businesses the ability to analyze campaigns and not just plan them. Here are some tips to help you stay on top of your marketing campaign and help you gauge how well your plan is working.
1. Set Goals
The level of impact you need from your marketing plan will also influence the decisions you make and the effort you put in. Consider what you can realistically achieve given the current position your business is in.
2. Track Your Progress
What metrics would support your key marketing goals? These metrics can come in many forms. A few examples of actionable metrics are business outcomes (new clients, revenue growth, etc.) and visibility (website traffic, social media engagement, the growth of your email database, etc.). Wherever possible, automate your data collection to increase the speed, efficiency and accuracy of your reports. Acumatica’s marketing automation tools help you to manage leads, improve conversions, measure campaign performance, communicate with contacts and link campaigns to profitability.
3. Track Implementation
Are the individual components of your campaign happening on schedule? A marketing technique will not work if it doesn’t occur, so it’s vital to track marketing campaign implementation as well as results.
4. Adjust and Repeat
What you need to track will likely evolve as your business does. So, evaluate your goals and metrics regularly to ensure they align with your company and grow and change with you.
Acumatica’s Integrated Marketing Solutions
Acumatica’s integrated marketing solution integrates sales, marketing and customer service with your financials to generate more leads, close more deals, and improve customer loyalty.
As it is tightly connected with financials and content management, it facilitates improved collaboration between sales, marketing and support while ensuring you get the maximum ROI for each marketing dollar you spend. Some features that could be game-changers for your business include:
Integrated Financial Application
- Integrate marketing activities with billing and financial data to determine campaign response and profitability. Associate various documents – such as sales orders, invoices, bills, and purchase orders – with campaigns to track actual cost and actual revenue expenses and revenue for marketing campaigns.
- Collect information for different lead types and custom-defined attributes to effectively target market segments. Create and maintain marketing lists by applying specific criteria to existing contact lists or combining groups of lists.
- Track campaign costs and revenues by selecting specific lists or criteria from your inventory of prospects, leads, contacts and customers.
Link Marketing & Sales with Acumatica’s HubSpot Integration
The integration between the Acumatica interface and HubSpot provides a simple way to configure the information that you need to share when the handoff between marketing and sales occurs. This integration separates tasks into best of breed systems so that sales and marketing can operate at full efficiency. Your marketing team can use HubSpot to create drip marketing campaigns with an automatic opt-out, lead scoring, easy email creation and many reports detailing key metrics such as open and click rates. Your sales department can use Acumatica to create proposals that include customer specific pricing, up-to-date inventory, and track all pipeline activities. The integration between Acumatica and HubSpot ensures:
- A clean hand-off between sales and marketing activities
- Marketing has the right tools to build, nurture, and manage the top of the funnel
- Sales has the right tools to achieve an opportunity pipeline and close deals
- Information maintained in HubSpot and Acumatica is shared and up-to-date
If you’re interested in how Acumatica’s Cloud ERP Software can advance your marketing efforts, the Aqurus team is passionate about smooth implementation and ongoing support. Reach out to us to find out more!