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Newsstand
July 30, 2011
Tips on Finding the Right CRM Marketing Tool
[DMA11]
Once you’ve reached the point where you’ve identified your target audience, you can begin to market specifically to them. But your efforts don’t end here. In fact, this is where the intensive work truly begins. For most companies, this is the point where purchasing software to help in essential data collection becomes necessary. Finding a CRM marketing tool to track the information search behavior of your website visitors is a critical step in being able to offer your potential customers exactly what they’re looking for.
There are three things to consider when finding the right CRM marketing tool for your business:
- A user friendly interface. The last thing you want to do is sink several hundred dollars (or more) into a program that’ll gather information search behavior but won’t be able to present it to you in any logical, simple to understand way.
- A customizable experience. There really is no such thing as one-size-fits-all software, and the program that you invest in should be easily customizable to meet your company’s specific needs for data collection.
- Room for growth. Don’t paint yourself into a corner with a CRM marketing tool that’s so basic, it won’t be able to function for you on higher levels. When shopping around for the right software program, ensure that as your knowledge evolves, you won’t reach limitations of functionality that will force you to perform an unnecessary upgrade.
Information search behavior software can be found through a variety of different vendors, and sometimes tracking down exactly what you’ll need to meet your marketing goals can be difficult if you aren’t in a position to perform close comparisons. Visiting conventions with exhibits lets you see the software in action and gives you the opportunity to make a more educated selection. The DMA2011 Conference & Exhibition, scheduled for October in Boston, will give you the chance to talk to hundreds of vendors from all over the world to help you arrive at the right choice.
The DMA Newsstand Archive
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