This document outlines 6 reasons why data-driven marketing is important and more effective than instinct-based marketing. It argues that data is everywhere, especially within a company's CRM platform, and that data allows insights to be measurable and drives stronger emotional engagement with customers. It concludes that CRM connects data-driven insights with targeted communication actions across channels.

1. 6 Reasons
why you need data
driven marketing

2. From
MAD
MEN
to
SAD
MEN

3. urbane,
THE 60s ADMAN:
sophisticated.
witty,

4. THE 60s ADMAN:
But FLAWED.

5. Don Draper created campaigns on
INSTINCT.Acting more on
FEELINGthan THINKING.

6. He had some SUCCESS.
But far more FAILURES
…you never heard about.

7. Today’s Mad Man drives marketing with
DATA.

8. INSTINCTSare GOOD.
INSIGHTis BETTER.

9. Without DATA, an
INSIGHT is just a HUNCH.
Without DATA, a MAD
MAN is a SAD MAN.

10. TODAY’S marketer
is POSITIVE
ABOUT DATA.
Data gathered from
SOCIAL TRENDS, WEB CONTENT…
... and YOUR OWN CRM.

11. There are many reasons to adopt
a marketing strategy based on
DATA-DRIVEN INSIGHT.
HERE ARE SIX.

12. REASON 1:
BECAUSE DATA IS EVERYWHERE.

13. Where does useful data
COME FROM?
Chances are it’s
ALREADY IN YOUR BUSINESS.

14. A well-designed CRM programme can
COLLECTand ANALYSE...
… serving up
INSIGHTS ON A PLATE.

15. of customers use fewer than half the features they have on their CRM
INSIGHTS come EASIER if you use CRM smarter.
43%

16. REASON 2:
BECAUSE EVERYONE IS DOING IT.

17. Gartner predicts CRM will be a
$36bn sector
by 2017.
Still think guesstimates and gut
instincts are the way to go?

18. Without DATA,
EVEN A GENIUS
GETS IT WRONG.

19. 91%of companies with more than
11 people use CRM.

20. But only
50%OFSUB-10-PERSON companies.
(Is CRM how a sub-10 turns into an SME?)

21. REASON 3:
BECAUSE CONTENT OWNS YOUR
CAMPAIGN.

22. Your brand today is
WHATEVER
PEOPLE SAY IT IS.
The customer’s impression ofyou
is a collage of snippets, articles,
blogs and PDFs and Tweets.
Your campaign is
CONTENT.

23. 25%of customers who used Twitter and
Facebook to communicate…
expected an answer
WITHIN ONE HOUR.

24. Campaigning today isn’t so much REACHING OUT, as POINTING OUT.
Make sure your CRM can
WRAP AROUND
THE CAMPAIGN.

25. REASON 4:
BECAUSE DATA MAKES IT
MEASURABLE.

26. A Mad Man once said he didn’t knowwhich half of his ad budget worked.
THAT WAS THEN. THIS IS NOW.
Tracking metrics make EVERY CLICK, EVERY OPPORTUNITY measurable.
AND EVERY BEHAVIOUR
AN INSIGHT.

27. The average CRM has an ROI of
560%… when used as a DATA-DRIVEN STRATEGY, not just for campaigns.

28. REASON 5:
BECAUSE RATIONAL DOESN’T
MEAN COLD

29. Being data-driven doesn’t make your ideas less
“emotional”.
Quite the opposite.
Data-driven insights reach DEEP INTO THE HUMAN
CONDITION. They create CUSTOMER ENGAGEMENT.
But to know how people feel, you’ve got to know what
people THINK. Knowing what they think takes DATA.

30. THE COLDEST, HARDEST LOOK
AT DATA DRIVES THE STRONGEST EMOTIONAL
ENGAGEMENT WITH CUSTOMERS.
And CRM is the channel that connects.

31. REASON 6:
BECAUSE CRM CONNECTS
INSIGHT WITH ACTION.

32. With those insights
in hand, it’s time to
COMMUNICATE them…

33. And CRM is the IDEAL METHOD.

34. The insights came from there.
The communication comes
from there.
And you already KNOW
the people in there,
PERSONALLY.

35. Data-driven marketing with CRM leads to
communications that
SEAR THE
SOUL,
with ideas that feel RIGHT, RIGHT, RIGHT.

36. WE ARE NOT
MAD MEN.

37. WE ARE
MAD ABOUT
DATA-DRIVEN
MARKETING.
AND CRM IS THE SOURCE OFDATA.
Start a conversation with your CRM partner today.

38. In CRM, insight beats
down instinct, every time.
The warmest human
insights come from a
cool-headed look at CRM
data.
Data shows you the
insights that wrap around
your CRM campaign…
across all channels.
TAKEAWAYS:

39. The Ultimate
Guide to:
Using CRM for
data driven
marketing
success
An eGuide with practical steps to apply
data-driven marketing using CRM
ULTIMATE SERIES
The Ultimate Guide
to: Using CRM for
data driven marketing
success
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