Category: CRM

Getting Started Profiling Your Data

As we’ve mentioned before, profiling your internal data is the best way to build a database of prospects. But before you can start these profiling activities, there are a few elements you should have in place first.

A plan

Keep it simple, but create a plan that addresses:

  • Your Goals – Include where you are today (number of contacts, % with emails, % with industrial codes, etc.) and what numbers you want to hit by when. Include a review of the current fields you have, what you’re using, and what you need.
  • Profiling Activities Calendar – What will you do and when (monthly, quarterly, yearly)?
  • Incentives and Promotions – Are there any special internal/external promotions or incentives you want to offer to encourage others in your organization to keep profiling top of mind?
  • Internal Communications – Once you’ve built the plan and received executive buy-in, you’ll need to regularly report back on your goals and movement toward their goals.

Time and resources

If you have to eliminate another marketing activity to devote more time to profiling – do it.

Executive Buy-In and Support

Data profiling takes a top down, companywide commitment and investment, starting with the acknowledgement that profiling is a critical piece of your business development strategy. Those in leadership positions throughout the company should be on board with this venture, even those who aren't necessarily involved in its execution.

A System to Capture Data

If you’re using anything other than a CRM system for your data, you won’t be able to successfully profile your data. Make sure you budget time and dollars to implement and maintain your in-house CRM system.

Tip: Hire a part-time employee to help profile your database once a year. Summer is an ideal time to reach out to targets, since business might be slower and there may be more interim employees available.

David's blog


Birds of a Feather Flock Together

I've been running a round table discussion group for Microsoft Partners for the last 5-years. Broadcast and Live these sessions are focused on helping companies learn about proven marketing techniques, tactics, and strategies. On February 9th, Anya Ciecierski (pronounced Chair-Chair-ski) from CAL Business Solutions spoke about Group Blogging. So what is Group Blogging? Without a doubt, the ultimate Search Engine Optimizer! It is an effective way to drive more traffic to your website, raise your organic search engine ranking which in turn generates leads. And group blogging settles the biggest issue people have with Blogging- that it takes too much time, commitment and effort to keep the blog fresh and relevant. With Group Blogging everyone contributes links and content so the blog can easily have 1 or 2 new blog entries every day without the full responsibility of effort or money falling on just one person or company individually.

To create a Group Blog you need to attract groups of people that share your interest. Anya has Group Blogs dedicated to several Microsoft software solutions such as Customer Relationship Management (CRM), and Enterprise Resource Planning (ERP), or accounting software on steroids) and SharePoint (the ultimate collaboration tool). Group blogs can also be created for a vertical focus (such as Distribution or Food and Beverage) or area of interest all the way up to large groups of people like Retirement Planning. Simply bring together groups of people that share similar specialties that are non-competitive and you have the foundation for a great Group Blog. Members can be recruited from complementary organizations, for example a Financial Planner, CPA Firm, Law office, and real estate or from regional competitors whose territories that don't overlap.

Together members are required to create content, usually 2-3 entries a month that are posted on the Group Blog's site that list all members with links to their home page or specialized landing pages. It's a good idea to hire a company to coordinate the group blog to do the mundane posting, measurement, and maintenance but mainly to keep on top of all members to contribute to the Group Blog.

eric's blog