Tuesday, September 27, 2011

Creating Targeted Lists

This blog post is an important one as I will do a 4 part series on marketing campaigns by emails as future posts and this one here is an important preparation step, let’s see what we need to do to create targeted lists.

(This month’s tip will help you become a Maximizer Power User, it’s a short two pages read to make you more efficient while having more fun and getting the most of your Maximizer CRM.)

Creating targeted lists is not only for the marketing representative audience. Sales representatives can use this to make lists for themselves to know at which stage of the sales cycle their customers and prospects are, which customers are in the top 20% bringing in 80% of revenue, which have been contacted in the last three months and reversing the list will let him or her know those who haven’t. The number of use a targeted list can have is only limited by your imagination… Maximizer CRM will make it a breeze.
  1. Profiling & Segmenting Customers and Prospects – Targeted marketing and targeted lists make use of your User-Defined Fields (UDFs or fields customized for you the user). First, ensure you can and have identified your various customers or prospects segments (or "targets") - some examples include: a food distributor would want to segment grocery stores vs. specialty stores; or a financial advisor would want to segment his customers and prospects between their high-risk vs. low-risk investors. You can also identify your prospects some other ways to segment them: by industry, company size, product types/versions (typical in manufacturing and software companies), preferences, location, purchase habits, gender, age, lifestyle habits and much more. UDFs are set up in a tree structure and there are five types of UDFs: table fields (with a list of items to select from), date fields, numeric fields, alphanumeric fields and calculation fields giving the result in one field from combining other UDFs. While it is very easy to create UDFs, we recommend only one or two person in your company or department will have the rights to create new ones. This is because you have to create them in the administrator part of the program, and this is also that you do not clutter your data with redundant UDFs.

  2. Managing Target Lists - Once you have identified your customers and prospects with the proper UDFs to categorize them or to have their profile details (in the UDF section) of who they are in relation to your company, it is now very easy for you to do searches on any fields, along with any of the basic and system fields such as name, company, state or province, category, and so on. This will enable you to begin saving a bunch of favorite lists which you can use for a variety of things like email campaigns, sales or telemarketing follow-ups, customer counts, and much more. Furthermore, the powers of Maximizer CRM’s search capabilities are enhanced with catalog searches and one-click button access. We will review in an upcoming post how to do column set-up. This is where the power of Maximizer CRM shines the most, it’s list management… And, if you have the rights, you can in one click export the list directly in Excel, to be used in a report, or saved as a .csv file for sending to a mail house for a direct mail campaign (that’s if you do not have the Group or Enterprise editions that have the module for Marketing Campaign Automation).

    Here are the steps to use:

    Step 1: From the Search Tab, click on All Fields to set up a search with any number of different search criteria (ensure you include at least one criteria using a basic field, ie. company name or contact name), and continue adding the other criteria using your specific UDF values.

    Step 2: While in this search window, save this search as a catalog search with a name.

    Step 3: Click on OK after choosing the search conditions to retrieve the list in the Address Book and then you can save it as a Favorite List if you want.

    Step 4: Change the column set-up using the flexibility of Maximizer's list management capabilities, if you want to show specific UDF’s in the Address Book view.

    Step 5: Export the list to Excel if you want to further manipulate the list – if not required, you can start using the list for the purpose you created it right in the Address Book.

If this has you confused, you might need a refresher of your Maximizer training, or for a new hire to ramp up quickly, we can set up a half day training on premise or via a web session, if that is the case send me an email (click on the side bar at ‘email me’) or contact me by phone at 514-488-1221, ext. 202.