How to Achieve High-Definition Marketing Segmentation
We know that message relevance is key to building and maintaining a marketing audience. We compete for attention in our customers’ inboxes, and we need to be smart about delivering content.
Here at Sugar, HD-CX (High-Definition Customer Experience) is one of our core value pillars. Let us explore how we translate that into a valuable tool for marketers using our Sugar Platform.
All marketing automation products maintain lists of marketable contacts with a configurable set of collected information. Marketers track demographics, product and service interests, and several other data points collected from their customers.
Most marketing automation products also enable you to synchronize contact lists with companion CRM (Customer Relationship Management) systems the sales team uses. This synchronization typically adds some new data points about the contacts collected from research and interactions by the salesperson.
Within our Sugar Platform, we have added something new. We enable marketers using Sugar Market to create marketable audiences using the full set of data from the Sugar Sell and Sugar Serve. We do not limit the marketer to the fields contained in the contact or the lead; we allow the marketer to segment based on any known information stored in the CRM system related to the account’s relationship with you.
A CRM system such as Sugar Sell and Serve enables you to create an extraordinarily rich information schema about your customers and contacts using many related tables. Tables may contain accounts, contacts, products, contracts, calls and meetings, opportunities, orders, subscriptions, and cases. Typically, these CRM relationship schemas are much more complex than marketing automation tools can provide.
When the marketer using Sugar Market has access to this detailed information, they can send more relevant content. For instance, if the marketer wants to send an email campaign to customers whose product contracts expire in the next three months, they can do that. If they’re going to send a message to customers who have recently purchased a specific product, they can do that. If they want to send a message to a customer who has recently submitted a support case, they can do that. We could go on and on with exciting opportunities for relevant customer communication, which is the point.
High-definition customer information enables us to create relevant content better and maintain an interested audience.
This article was originally published on the SugarClub Leadership Lounge, where Sugar’s leadership team discusses what’s on their minds and welcomes the SugarClub community to ask any questions or share insights about customer experience, CRM, technology, and building companies, or anything else!