Introduction to the Marketing Module
The Marketing Module provides a means to target existing and prospective customers with customised Marketing Campaigns.
Use cases include:
Sales
Pricing updates
Service updates
Marketing campaigns are composed of one more HTML documents that will be emailed to contacts of your choosing. These contacts are defined in a list saved against the campaign.
A range of tools are provided to assist you, such as:
Email templates
A range of customisable templates are provided, helping you keep a consistent look to your communications.
Compliance tools
Manage compliance requirements and customer preferences, with easy opt-out functionality for recipients.
Activity tracking
Use reports and dashboard views to monitor opens, forwards, and click-throughs
Track conversion rates and campaign ROI.
Contact lists
Create and manage reusable contact lists.
Create contact lists from work stacks.
Quickly remove unsubscribers and duplicates.
Follow-up tasks
Schedule follow-up calls for relevant contacts and split these across your sales users.
Opportunity creation and linking
Link new opportunities to marketing campaigns.
An opportunity can be linked to multiple leads.
Task logging
A task will be logged against a lead or company record when a campaign email is sent to them.
Marketing reporting and monitoring
A marketing campaign can contain one or more email elements. For each completed element, you can view a report that will provide you information on the number of:
Emails opened
Emails forwarded
Links followed
Unsubscribes
You can use these results as the basis for new Leads and Opportunities.
The All Campaign Open Activity report details email opens across all campaigns, and the Email Marketing Opens widget provides a view of opens across a period of time.
Campaign - opportunity links
Linking your opportunities to a marketing campaign can enable your business to monitor the return on investment of various campaign activities, and determine which campaigns are more successful.
Recipient lists and compliance management
It's possible to save lists of recipients in order to save time when selecting recipients for a campaign.
Additionally, users who opt out of communications, or unsubscribe from a list, can be quickly removed from the list of recipients. This helps with maintaining GDPR compliance.
Recipients can also be copied from one campaign to another.
Log campaign emails against customer and lead records
Emails sent from a campaign will be logged against each lead or customer record as a completed task. This lets you easily see a history of campaign emails sent to the company, which can be a conversation point for sales people when they talk to contacts at that company.
Marketing campaign work stacks
Campaign work stacks can be configured to show a range of views. Filtering can be performed on a range of fields.
Marketing Templates
Marketing campaign email templates can be created and edited from Settings. Templates can be marked as campaign-compatible, which makes them selectable during campaign creation.
Marketing campaigns for status updates
Campaigns can be used for purposes other than marketing. For example, they are ideal for informing users of service-related issues, such as network outages.
One way to enable this is to create a series of service asset work stacks that are filtered by supplier. In the event that a particular network is seeing issues, you can pull the contacts from this work stack into a new campaign, and send out an acknowledgement of the problem.