CMS AND CRMFire, ready, aim, repeat.

David Esrati @TheNextWave

this is not a content management system

this is not the key to customer relationships

a wise man won’t help you

In today’s marketplace competitive advantage comes from the database of human intentions.

you have to havewhat customers want.

Being discoveredisn’t accidental.

CONTENT

CONTENT

You don’t target customers anymore.

They target you.

Anyone can be your biggest critic or your biggest fan

It’s up to you to provide the tools for that conversation

CONTENT MANAGERS

CONTENT MANAGERS

CONTENT MANAGERS

the more content you have,the more chances you have to make a connection.

Contentbrings them

CRM transforms them

Organizing for America turned Barack Obama into the marketer of the year with CRM

CRM‣ simple help desk functions

‣ inventory management

‣ upsell, cross sell

‣ sales cycle

‣ sales management tracking

‣ market segmentation/suggestion

‣ sales collaboration

‣ campaign effectiveness tracking

It’s all about collecting and analyzing data

Data integrity will be your number one problem‣ How real-time is real time?

‣ How honest are your customers?

‣ Does past performance indicate future?

‣ How fast can you react?

‣ What is your customers decision cycle?

‣ How high is the emotional involvement in your customers decision?

Being “Big Brotherish” will be your number

one obstacle

‣ What are you giving the customer back?

‣ Can you be trusted?

‣ Could that data hurt the customer?

Maybe trusting an informed gut instinct is a better answer.

Remember the database of human intentions?

Analytics

Zeitgeist

Prescription:‣ Build useful customer focused content

‣ Allow them to build and connect with it

‣ Watch your stats and your trends

‣ Adjust often

‣ Add content as often as possible

‣ Test relationships to gain data

‣ Always give the customer more than they ask

‣ Trust karma for it to work

Thank you

www.thenextwave.biz

@thenextwave

937.228.4433