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IT Auditing…for Targeted Marketing

May 23, 2019

Has this call or email conversation happened to you?

IT Partner: “Would you be interested in this amazing new product?”

Customer: “Sure, what is it?”

IT Partner: “Gimmix X120. It’s the best.”

Customer: “Yes, I know they’re fantastic; we’ve got five in the office already. It’s not that I don’t believe you, it’s just that we have no need for any more right now, I thought you’d know that.”

It’s common. Shotgun blast marketing from a CRM tool that has almost the right amount of information to be effective. Presenting solutions to a customer works better if you know what they already have, so what might be relevant to them. You can either identify the opportunity or look at technology that’s in situ to see if there’s something complementary or revolutionary to move a customer’s IT forwards.  Promoting an Add-on for Office 365? Then target customers WITH or migrating TO Office 365.

If you’re an IT Vendor that sells through the Channel, wouldn’t you have more confidence if the IT Partner said: “We have 300 customers, and we have identified 50 of them as best to target for this campaign.” Sending marketing communications to an irrelevant target audience is not recommended.  An additional 250 pointless or even frustrating marketing messages isn’t in anyone’s interest.

The rub is: CRM tools aren’t built as audit tools. That’s why one IT Partner engaged with us to build one, optimized for IT, to plug-in to their CRM tool:

https://channelcentral.net/pdfs/Highlander%20Case%20Study%20links%20reduced%20file.pdf

Another benefit of using a CRM plug-in – if your organization knows what IT is deployed in a customer, when your sales person sails off into the sunset, your pipeline doesn’t sail off too.

If the potential of an IT Audit plug-in is of interest, and you would like to find out more, please email: marketing@channelcentral.net 

 

 

 

 

 

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