Customer Relationship Management (CRM)

CRM is an ideal tool to manage customer interactions along the journey. Right from the time a lead gets converted to a customer, and all along the customer growth and retention path, CRM tools can be used to capture these interactions effectively. They are a powerful tool in engaging with customers and retaining them. There are many CRM tools available and irrespective of the one a brand opts for, it is necessary to integrate this with the other components of the stack like campaign management.

Campaign Management

Campaign Management tools help in managing campaigns across multiple channels. These also have some amount of automation and campaign tracking capabilities inbuilt. They also help in providing intelligence and feedback as to which kind of campaigns are working and which are not. They provide reports on open rates, click rates which can be used to improve engagement. Some campaign management tools also provide complex attribution tracking

Marketing Automation

Marketing Automation tools allow organizations to engage with customers and leads on multiple channels seamlessly and automate repetitive tasks.

They can be used in multiple areas like leads scoring & prioritization, segmentation, leads nurturing, upsell, cross-sell as well as retention. Automation tools help in providing a standardized and personalized experience on a consistent basis. They help brands scale up fast and help in integrating diverse channels real time. They act as a central platform to control and deploy all marketing activities and provide valuable feedback real time. To provide personalization at scale, automation tools are a must.

Social Listening

Social media tools help track the buzz about the brand in the digital space. They can be used to understand early signals on emerging trends and track engagement. One important consideration is to arrive at the right metrics to track performance. It is easy to fall in the trap of optimizing for vanity metrices like “Likes” and “Shares” while missing the bigger picture. There are a range of tools that can integrate activity from among the top social media sites as well as popular blogs to provide an integrated view for the brand.

Digital Analytics

This is a must-have if a sizeable portion of the business is online. They help track visitors to the website, the source from where they come, their engagement on the site, drop-off points, time spent and so on. They also provide insights on how visitors are interacting with the content. Once brands have different segments or personas, it allows brands to go deeper and understand what content works for each of the segments. Digital analytics tools also help understand the impact of paid advertising and search advertising.