Learn how to use your CRM system to enhance your branding and customer relationships in direct sales. Follow these six tips to create a loyal and engaged customer base.

Data is the lifeblood of B2B marketing and sales - with CRM the vessel to hold and use this data. Ideally, you want to capture profiling/segmentation data of companies and people (incl. demographics, and firmographics), product/service history, feedback, sales opportunities (incl. opportunity source), content preferences, online and offline engagement, and relationships. Relationship data from LinkedIn and email systems (e.g. Outlook) is especially powerful.

How can you blend your CRM and branding strategies?

If you are in direct sales, you know how important it is to build and maintain strong relationships with your customers. But how can you use your CRM (customer relationship management) system to enhance your branding and stand out from the competition? In this article, we will share some tips on how to blend your CRM and branding strategies to create a loyal and engaged customer base.

1 Understand your customers

The first step to blending your CRM and branding strategies is to understand your customers. What are their needs, preferences, pain points, and goals? How do they interact with your brand and products? How do they perceive your value proposition and differentiation? You can use your CRM system to collect and analyze data on your customers' behavior, feedback, and satisfaction. This will help you create buyer personas, segment your audience, and tailor your communication and offers accordingly.

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James Fielding

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Data is the lifeblood of B2B marketing and sales - with CRM the vessel to hold and use this data. Ideally, you want to capture profiling/segmentation data of companies and people (incl. demographics, and firmographics), product/service history, feedback, sales opportunities (incl. opportunity source), content preferences, online and offline engagement, and relationships. Relationship data from LinkedIn and email systems (e.g. Outlook) is especially powerful.

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2 Personalize your communication

The second step to blending your CRM and branding strategies is to personalize your communication. Customers want to feel valued and recognized, not just as numbers or transactions. You can use your CRM system to automate and customize your email, text, and social media messages based on your customers' profiles, preferences, and actions. You can also use your CRM system to track and follow up on your customers' queries, requests, and issues. This will help you build trust, rapport, and loyalty with your customers and reinforce your brand identity and voice.

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3 Deliver value and delight

The third step to blending your CRM and branding strategies is to deliver value and delight. Customers want to see results and benefits from your products and services, not just features and functions. You can use your CRM system to monitor and measure your customers' satisfaction, retention, and advocacy. You can also use your CRM system to identify and reward your loyal and repeat customers with discounts, freebies, referrals, and testimonials. This will help you increase your customer lifetime value, reduce your churn rate, and generate positive word-of-mouth for your brand.

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James Fielding

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The secret in the B2B space is delivering value and delight at scale using CRM data, but ensuring the distribution is from individuals (e.g. relationship manager) so that it engagement appears natural and special. The more the engagement, offer, etc feels automated and marketing-focused the less it will delight customers.

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4 Solicit feedback and reviews

The fourth step to blending your CRM and branding strategies is to solicit feedback and reviews. Customers want to be heard and respected, not just sold to or ignored. You can use your CRM system to ask for and collect feedback and reviews from your customers on a regular basis. You can also use your CRM system to respond to and act on your customers' feedback and reviews, whether positive or negative. This will help you improve your products and services, address your customers' concerns, and showcase your brand's credibility and reputation.

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5 Educate and inform

The fifth step to blending your CRM and branding strategies is to educate and inform. Customers want to learn and grow, not just buy or use. You can use your CRM system to create and share valuable and relevant content with your customers on a regular basis. You can also use your CRM system to segment and target your customers with content that matches their interests, needs, and stage in the buyer's journey. This will help you establish your brand as an authority and a resource in your niche, increase your brand awareness and recall, and nurture your leads and prospects.

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James Fielding

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Serving people content is easy. Serving people content they want at the right time - that’s a bit harder!! This is where your CRM and marketing automation comes in, as it allows you to: map buying journeys, capture content preferences, build profiles for segmentation, track engagement (i.e. lead scoring), deliver scaled personalisation, and so on. The trick is understanding the buying journey and the education and information buyers are seeking at different stages. This requires deep ongoing engagement with clients and prospects.

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6 Engage and connect

The sixth step to blending your CRM and branding strategies is to engage and connect. Customers want to belong and participate, not just consume or observe. You can use your CRM system to create and join online communities and groups where you can interact and converse with your customers on a regular basis. You can also use your CRM system to invite and involve your customers in your brand's events, contests, and campaigns. This will help you create a sense of community and belonging among your customers, foster customer advocacy and loyalty, and amplify your brand's reach and influence.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you blend your CRM and branding strategies?

1

2

3

4

5

6

7

1 Understand your customers

2 Personalize your communication

3 Deliver value and delight

4 Solicit feedback and reviews

5 Educate and inform

6 Engage and connect

7 Here’s what else to consider

Direct Sales

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How can you blend your CRM and branding strategies?

1

2

3

4

5

6

7

1 Understand your customers

2 Personalize your communication

3 Deliver value and delight

4 Solicit feedback and reviews

5 Educate and inform

6 Engage and connect

7 Here’s what else to consider

Direct Sales

Rate this article

Thanks for your feedback

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