In today’s fast-paced business landscape, aligning customer relationship management (CRM) with marketing strategies isn’t just a nice-to-have—it’s essential. Here’s why:
1. Better audience segmentation
A robust CRM provides the tools to divide your audience into meaningful segments, which allows for more personalized and effective marketing, making your outreach more relevant and effective.
2. Higher quality leads:
Personalized and thoughtful campaigns nurture prospects, creating engaged leads that are more likely to convert. Aligned CRM strategies ensure that marketing efforts support sales with ready-to-act prospects.
3. Stronger sales support
Marketing isn’t just about awareness—it’s a key enabler of sales. When CRM and marketing work together, you can deliver valuable insights and content that build trust with your audience, which ultimately translates into stronger relationships and increased sales.
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CRM and Marketing Alignment in Action: Building a CRM Program for Whirlpool Corporation
Whirlpool, one of the world’s leading manufacturers of major appliances, saw an opportunity to strengthen its leadership in the builder and contractor channel. To own their presence in this competitive space, they needed a strategic approach that would resonate with tradespeople and drive measurable results. That’s when they turned to Motion for help.
The Strategy
Through primary research and data analysis, we uncovered what the builder and contractor channel valued most in a partner. These insights drove two key initiatives:
- Building a CRM database from scratch: Motion helped establish a CRM system from the ground up, creating a foundation for tracking, segmenting and engaging Whirlpool’s audience more effectively.
- Launching an integrated marketing campaign to grow the database: Motion developed an engaging campaign that encouraged tradespeople to join the CRM database. During signup, users self-selected their market segment, providing invaluable data for tailoring content to their specific needs and interests.
Execution and Results
Once in the database, tradespeople received periodic email communications that featured thought leadership content specific to their jobs. These emails delivered actionable insights to help them make better business decisions.
The results were impressive:
- 9.76% average clickthrough rate: Nearly five times the industry average of 1.9%, demonstrating the content’s relevance.
- $2.1 Million in additional product sales in ear One: Directly attributable to Motion’s strategic approach and impactful creative.
Since launch, we’ve continued to refine and optimize Whirlpool’s CRM and marketing program, delivering even greater performance and ROI.
Actionable Steps for CRM and Marketing Success
Just getting started? Here’s how to align your CRM and marketing strategies for better results.
1. Set up a CRM system.
Invest in a CRM platform that integrates seamlessly with your marketing tools. Start by collecting data points that matter most to your business goals.
2. Segment your audience.
Use CRM data to identify key customer segments based on demographics, behaviors or purchase history.
3. Develop nurturing campaigns.
Design email and content marketing campaigns that deliver value to each segment, helping them move closer to a purchase decision.
4. Embrace email marketing best practices.
Personalize your messaging and focus on delivering actionable insights. Highlight benefits relevant to your audience’s unique challenges.
Aligning CRM and marketing strategies is critical for segmenting audiences, generating higher-quality leads and delivering stronger sales support. As with Whirlpool, a well-integrated CRM and marketing program can yield outstanding results, from increased engagement to millions in additional sales.
Ready to align your CRM and marketing strategies for better performance? Contact Motion today to learn how we can help you build programs that drive measurable results.
