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Jun 12
CRM Marketing Strategy First Party Data & Onboarding

CRM marketing strategy: first-party data & onboarding

Marketers have been collecting CRM data for years. Things like purchase history, visit history, and newsletters joined are all examples of valuable consumer characteristics, but connecting the dots—turning CRM data into a CRM marketing strategy (aka just having the data versus actually using it)—is the tricky part.

Only 33 percent of marketers feel they can use their CRM data to drive decision-making.

Does that number seem low? That’s because it is.

As CRM solutions become more and more robust, it’s becoming harder for marketers to wrap their heads around the sheer amount of data coming through, and how to use it to reach their marketing and business goals.

Chin up—it’s not all doom and gloom. When utilized to its fullest potential, CRM data can not only deliver a tailored experience to the customer, but it can also encourage adoption, retain customers, build trust, encourage increased engagement across the board, and more.

Today, we’ll tell you how.

 

CRM marketing strategy: the deets

First-party data is the marketer’s most valuable asset. Customer relationship management (CRM) data is a type of first-party data collected directly from consumers who have already demonstrated an interest in your product or service.

In Choozle, anyone can upload a list of emails or phone numbers, but our Strategic partners gain access to multiple data points such as a physical address, website, and full name.

ABM = CRM

Does account-based marketing, or ABM, ring a bell? ABM encompasses tactics like CRM Onboarding and IP address targeting to discover and build high-value audiences based on first-party data.

Watch our 12-minute webinar for ways you can leverage ABM in digital advertising.

What is CRM Onboarding?

CRM marketing—and more specifically CRM Onboarding—is a gold mine for marketers and advertisers.

CRM Onboarding bridges the gap to bring offline data online, allowing advertisers to leverage that data in their digital advertising strategies.

CRM Onboarding allows you to bring known data online to uncover your most valuable users and create highly-targeted custom audiences. While it’s not realistic to expect a 100 percent match rate (from your uploaded CRM list to a targetable audience), Choozle offers a 60–80 percent exact CRM match rate in the U.S.

Yeah, exact. (More on that in a sec.)

Choozle uses LiveRamp as our CRM partner, which means our customers have access to their world-class technology for a fraction of the price. In fact, we make it easy to calculate the cost of your CRM marketing strategies before passing go.

View our CRM Onboarding overview guide.

Data matching can be either deterministic or probabilistic.  LiveRamp uses a deterministic algorithm for finding exact matches for your CRM records. Here’s what that means.

Probabilistic: Jane logs onto choozle.com on her laptop at work. Her colleague also logs onto choozle.com on her mobile device at work. The probabilistic algorithm makes an educated guess that these people might be the same, so it creates a match.

Deterministic: Jane logs onto choozle.com on her laptop. Later, she logs on using her mobile device. This creates an exact match in our system—we know with complete certainty that both devices definitely belong to Jane.

 

Importance of CRM data in marketing

First-party data can be extremely useful for digital advertising activation. Marketers can leverage decades of investment in time, resources, and money by building robust CRM databases, then onboarding those into software like Choozle to create targetable audiences for advertising.

By activating this data digitally, marketers can see a full 360-degree view of their customers, drive smarter marketing decisions online and offline, and leverage a much richer data profile on not just any users—but the users who are most likely to convert.

Types of CRM strategies

  • Remarketing: This type of targeting is different from standard retargeting because it uses customer information that has been gathered from multiple online and offline sources. With it, you can re-engage with lapsed customers, upsell and cross-sell to engaged customers, and more.
  • Cross-device: Imagine a world where you can see that customer 1, let’s call her Jane, sees your ad on her laptop. Two days later, she clicks the ad on her mobile device. Twelve days after that, she was served an ad on her connected TV, then she purchased. We can track that using LiveRamp’s IdentityLink™ technology.
  • Lookalike modeling: Target new customers who have some of the same characteristics as your high-value customers.
  • Display advertising: Use existing customer and prospect data to build highly personalized campaigns.
  • Ad suppression: CRM data can not only be used to target certain users; marketers can also use it to suppress ads from serving to current customers who have already purchased. Tip: Only use this if you’re actively using CRM in your strategies already.

CRM Onboarding use cases

  • If you’re an agency: If your list is ~10,000 records or more, try dividing it up by industry, then serve specific creative and messaging to those industries.
  • If you’re B2B: Segment your list into two categories, 1. all employees, and 2. executive level/c-suite, then tailor your creative and messaging to those audiences.
  • If you’re a brand: Again, with ~10,000 records or more, try layering other tactics on top of your CRM data such as contextual keyword or data targeting. (Just be wary of layering too many tactics on if your list isn’t large enough to handle that kind of segmentation.)

The importance of CRM data in marketing is becoming greater as marketers have access to more and more data about their customers. First-party data, account-based marketing, and CRM Onboarding are three powerful tactics that, when used correctly, can turn the dial up on your digital advertising in a snap.

Next up: How to choose the right campaign KPIs and level up even more with connected TV advertising.

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.