Transcript Slide 1
Exploiting the CRM for B2B Marketing Karen Race Deputy Director, Academic Enterprise Scope A system which shows all activity relating to an organisation or contacts, whether enquiry, project delivery, marketing campaign, event or course attendance • The management and recording of all business engagement activity, from start to finish • The monitoring and management of all externally funded contracts (ERDF, RDA) and recording of contracted outputs Aims of the CRMS • Better management of business clients and their projects • Visibility of activity across the University • Mass communication • Accurate and timely management information • Minimise the risk of non-compliance to DP and PECR regulations Timeline • • • • Summer 2007 decision taken December 2007 specification ready June 2008 tender process complete October 2008 live for 50 current KHIS users Evaluation • March 2009 roll out begins • Sept 2009 pilot marketing campaigns Timeline • • • • • January 2010 reporting site launched Summer 2010 >680 people-sessions delivered Sept 2010 phase 2 improvements implemented Sept – Jan 2011 data cleansing Feb 2011 event management and book and pay on line Progress with CRM • • • • • • • Trained Users (Inc Leavers):331 Organisations: 9,889 Contacts: 17,095 Activities: 86,202 Enquiries: 3,665 Projects: 2,357 Marketing Campaigns: 230 Cross University use DAE SSE TUBS SSS&L SAM SoH&SC IDI MSR SoC Fin CID ICT SS S&CL Putting the Customer First • External accreditation that has an immediately recognisable ‘hook’ • Common processes • 30 Statements – Customer Relationships – Market Awareness – People B2B marketing • • • • • • Commercial marketing network Business Liaison Co-ordinator Policies, procedures Guidance notes New forms Additional software B2B marketing continued • Powerful and fast email marketing tool sitting within CRM • Library of pre designed templates • Slick Evaluation Reports • Online Booking system linked directly to CRM • Online payment Further processes and support • • • • • Training for the team, eg html More guidance for our internal clients InfoPath form Finance dept involved, reports needed More reports Data Cleansing • • • • • All contacts must have email addresses Introductory email sent Annual email sent Opportunity to unsubscribe Follow up of bounce backs What next? • Campaign and event evaluation, cost benefit analysis • Continuous improvement of marketing practices • Ever cleaner data • Promotion of part time courses