Exploiting the CRM for B2B Marketing
Karen Race
Deputy Director, Academic Enterprise
Scope
A system which shows all activity relating to an organisation or
contacts, whether enquiry, project delivery, marketing campaign,
event or course attendance
• The management and recording of all business engagement activity,
from start to finish
• The monitoring and management of all externally funded contracts
(ERDF, RDA) and recording of contracted outputs
Aims of the CRMS
• Better management of business clients and their
projects
• Visibility of activity across the University
• Mass communication
• Accurate and timely management information
• Minimise the risk of non-compliance to DP and PECR
regulations
Timeline
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Summer 2007 decision taken
December 2007 specification ready
June 2008 tender process complete
October 2008 live for 50 current KHIS users
Evaluation
• March 2009 roll out begins
• Sept 2009 pilot marketing campaigns
Timeline
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January 2010 reporting site launched
Summer 2010 >680 people-sessions delivered
Sept 2010 phase 2 improvements implemented
Sept – Jan 2011 data cleansing
Feb 2011 event management and book and pay on
line
Progress with CRM
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Trained Users (Inc Leavers):331
Organisations: 9,889
Contacts: 17,095
Activities: 86,202
Enquiries: 3,665
Projects: 2,357
Marketing Campaigns: 230
Cross University use
DAE
SSE
TUBS
SSS&L
SAM
SoH&SC
IDI
MSR
SoC
Fin
CID
ICT
SS
S&CL
Putting the Customer First
• External accreditation that has an immediately
recognisable ‘hook’
• Common processes
• 30 Statements
– Customer Relationships
– Market Awareness
– People
B2B marketing
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Commercial marketing network
Business Liaison Co-ordinator
Policies, procedures
Guidance notes
New forms
Additional software
B2B marketing continued
• Powerful and fast email marketing tool sitting within
CRM
• Library of pre designed templates
• Slick Evaluation Reports
• Online Booking system linked directly to CRM
• Online payment
Further processes and support
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Training for the team, eg html
More guidance for our internal clients
InfoPath form
Finance dept involved, reports needed
More reports
Data Cleansing
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All contacts must have email addresses
Introductory email sent
Annual email sent
Opportunity to unsubscribe
Follow up of bounce backs
What next?
• Campaign and event evaluation, cost benefit analysis
• Continuous improvement of marketing practices
• Ever cleaner data
• Promotion of part time courses