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Thursday, December 20, 2007

Drip Marketing for Microsoft CRM

We just finished the beta testing phase of our upcoming drip marketing bundle for Dynamics CRM. This has been quite a pet project for us, as we believe strongly in nurture marketing concepts and have practiced these for ourselves for the past 5 or so years. We've been using a tool other than Microsoft CRM for this up to now, and can now fully marry our CRM tools with nurture marketing!

What is nurture marketing? It's a marketing philosophy and selling process made popular by Jim Cecil and his Nurture Institute. At the core, it recognizes that customers will buy on their timeline, and by making "deposits" over time, (not junk mail, mind you) you will be ahead of your competition when your prospect is ready to buy.

A residential real estate agent in my neighborhood understands this concept well. Several times per year I get letters and mailings from her with truly valuable information: local event schedules (Go Cowboys!), neighborhood demographic trends, crime watch information, then occasionally a postcard of a recent sale. Four out of every five things I get from her have nothing to do with her or her services; just a "deposit" of useful information that keeps her top of mind. When we eventually get ready to sell our house, why wouldn't we contact her?

Keeping your company top of mind with prospects is pretty hard work without a technology tool. We look forward to making this module available to our own clients and partners. We strongly believe that using this tool, paired with Microsoft CRM, will impact your business in more ways than you can imagine!

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