Smart Marketing (Book & eBook formats available)

Smart marketing is not mass marketing with a fresh twist. It means using a CRM product to collect and manage customer intelligence to segment your database by like interests, purchasing history, demographics, and other relevant customer information. It means targeting the right marketing and sales information to the appropriate customer segment, by profile. Smart Marketing means using new technologies to send personalized content to each unique profile of customer with information relevant to their interests. And, it means following up on each response from your marketing campaign in order to successfully take the client through your sales process. As a result, the responses to your campaign will be high quality and highly qualified leads since they are responding to offers that will fit their particular interests.

In this book, Russ Lombardo of PEAK Sales Consulting will discuss the core components of Smart Marketing: CRM Technology, Lead Management, and Marketing Campaigns. The CRM Technology should be robust enough to accommodate the business' needs for deploying a Smart Marketing strategy, but not be overwhelming or over priced. The Lead Management component includes the database segmentation and acquisition of quality mailing lists that match the profiles created by the segmentation process. The Marketing Campaigns include the economical creation of personalized marketing collateral that matches the unique needs of each profiled customer in the targeted campaign by using Digital Printing and Variable Database Marketing. The results of this effort will be that sales people will be directed to high-quality and highly qualified leads to pursue, and thus generate more revenue for your business by acquiring and retaining more loyal customers.