Author Archive

Toxic Backlinks: What Are They And Why Should Marketers Care?

Toxic BacklinksToxic backlinks are links from sites that can weaken your website’s SEO. Weaker SEO means fewer organic visitors. Fewer organic visitors can mean fewer leads for your sales team.

Toxic backlinks can happen organically, or they can be the result of previous less-than-white-hat backlinking efforts.

What Makes a Backlink Toxic?

There are many factors that can increase the toxicity of a backlink. Here are just a few. (more…)

Posted in: Inbound Marketing

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Zoho CRM Plus – Should It Be On Your Shortlist?

Zoho CRM PlusThis past week, I attended the first day of Zoho’s 2017 Zoholics Sales & Marketing Conference to learn more about the company, its applications and leadership’s vision.

As a company that provides CRM strategy and selection services, we are always keeping our eye out for potential shortlist candidates for companies that are considering a new CRM system.

CRM Switch works with our customers to determine which CRM vendors should be on the shortlist, based on the requirements that we’ve jointly gathered, assembled and prioritized.

Most of the companies that engage us have moderately to highly sophisticated business requirements. As such, the shortlist vendors that we collaboratively decide on need to have a set of key capabilities within their offerings. Among these are: (more…)

Posted in: Buying CRM

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CRM Mapping Software: A Wide Range of Options

CRM Mapping SoftwareThe ability to visualize prospect and customer address information along with firmographics and revenue data can be an important CRM adoption factor for salespeople.

For example, when a salesperson is planning a trip to a part of their territory, they can benefit from being able to visualize the highest revenue accounts within an area.

Trip planning is the classic use case for CRM data mapping, but new use cases continue to evolve with the convergence of mobile, GPS, CRM and mapping software vendor growth. (more…)

Posted in: CRM Value

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Data Driven Marketing: What B2B Digital Marketers Can Measure (With the Help of Salespeople)

Data Driven MarketingIn the days before digital marketing, it was difficult for marketers to correlate specific marketing efforts with specific revenue outcomes. Marketing was more of a “spray and pray” proposition than it is today.

In a data driven marketing world, there are a variety of tools available to marketers that can help them to understand the paths to revenue that are working best.

Ultimately, a data driven marketer should be able understand which of the flows through the marketing and sales funnel are resulting in the most revenue. (more…)

Posted in: Marketing Automation

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Two More CRM Vendors Select Their Marketing Automation Dance Partners

CRM Marketing Automation Dance Partners

It’s not a big surprise to industry observers that most of the major CRM and marketing automation vendors would pair up at some point. With two recent partnership announcements, there remains only one noticeable holdout.

Infor CRM and Marketo

Last week, Infor (which owns what was formerly branded “SalesLogix”) announced a partnership with Marketo. This likely means an abrupt end to the informal partnership that Infor had with SalesFUSION. (more…)

Posted in: Marketing Automation

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Is It Finally Time to Dump That Legacy CRM System?

Legacy System DumpRarely does a week go by that we don’t hear from someone whose company is using a legacy system for CRM.

In many cases, there have been hundreds of thousands of dollars invested in the system over the years. There can be multiple integrations with other legacy systems.

A common problem with a legacy system is that sales user adoption is low. We often hear, “our salespeople enter their opportunities into CRM — but that’s about it.” (more…)

Posted in: CRM Strategy

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CRM Lead: How Do I Disqualify Thee? Let Me Count The Ways

CRM Lead DisqualificationExecuted correctly, inbound marketing efforts can create a flow of quality CRM leads for salespeople to follow up with.

Inbound marketing leads are of much higher quality than, say, a list of visitors to a trade show booth. However, there are still going to be a percentage of leads that some salespeople affectionately refer to as “crap”.

A crap or bad lead should be marked as Disqualified in CRM. Although, since salespeople are among the less compliant CRM users, a bad lead can sometimes be left in an Open or New state indefinitely. (more…)

Posted in: CRM

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Low CRM Adoption by Salespeople: The Quest for a Cure

Cure for low CRM adoptionCRM adoption by salespeople is generally better than it was in the era when client/server systems dominated.

The advent of cloud-based CRM systems made it easier for salespeople to access customer and prospect information from anywhere and from any device. Mobile device access has continued to improve over time.

However, the world continues to ring with complaints about CRM under-adoption. While salespeople are not the only culprits, they are the most oft-mentioned offenders. (more…)

Posted in: CRM Value

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6 Levels of CRM Expenses

Six Levels of CRM ExpensesThe cost of a CRM subscription is not the only component of CRM expense. In fact, depending on the size of an organization and/or the complexity of requirements, there can be at least six different levels of CRM expenses.

Below is a chart and an associated table of CRM related expenses over a three year period for a hypothetical company with 50 CRM users. The chart and table are embedded from this spreadsheet. Feel free to save this as a Microsoft Excel spreadsheet or to make a copy in Google Sheets. From there, you can plug in your own user count and assumed per user costs. (more…)

Posted in: Buying CRM

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Our Most Popular CRM Content of 2016

2016 CRM ContentCRM Switch is not a media company or a product review site. We are a CRM and marketing technology planning and strategy company. However, because of ongoing CRM content development efforts, we had over 200,000 visitors to our blog in 2016.

Several years ago, I took marketing thought leader David Meerman Scott’s “think like a publisher” advice to heart and started writing about CRM topics on this blog. (more…)

Posted in: CRM

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