How many cloud-based marketing apps and services do you use? How many of them connect to each other? Has it all grown organically, or was it planned? The last few years has seen a dramatic rise in the number of marketing related services that are available in the cloud. Some of them are free, others are cheap as chips and some are relatively expensive.
Here are some of them:
CRM (Customer Relationship Management systems)
* Capsule CRM
Many enterprises now capture (in a GDPR compliant fashion) customer contact information which triggers a series of events. For example, an automated Welcome email; a record being created within a CRM system; and a task for a salesperson to contact the customer. If you are already doing this, that’s great – however most businesses are not doing so (or anything close to it).
It is important to see the whole thing from the customer’s perspective. Is the software helping them? Is it easy for them to use? Does it actually work? What do the metrics tell you about customer behaviour? How can you improve performance and results?
To what extent does the software give you a competitive advantage? What is the strategic thinking behind the deployment of these services? Have you implemented back-up and recovery processes?
My work as an internet marketing consultant, MailChimp trainer and Capsule CRM consultant and trainer has meant that I have had to learn a great deal about cloud-based marketing apps and services, as my clients ask me questions about how to solve a business issue or how to get X software talking to Y software.
I suggest that you list all of the apps / services that you use and think about how they are currently connected. See the whole thing as one big picture.