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

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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