CMS AND CRM
David Esrati @TheNextWave

CMS AND CRM
Fire, ready, aim, repeat.
David Esrati @TheNextWave

this is not a content management

this is not the key to customer relationships

a wise man won’t help you

In today’s
marketplace
competitive

In today’s
marketplace
competitive

Being discovered
isn’t accidental.

Being discovered
isn’t accidental.
you have to have
what customers want.

CONTE

CONTE

CONTE

CONTE

You don’t target
customers

They target you.

Anyone can be
your biggest
critic or your

It’s up to you to
provide the tools
for that

CONTENT MANAGERS

CONTENT MANAGERS

CONTENT MANAGERS

CONTENT MANAGERS

CONTENT MANAGERS

CONTENT MANAGERS

the more content you have,
the more chances you have

the more content you have,
the more chances you have

the more content you have,
the more chances you have

the more content you have,
the more chances you have

the more content you have,
the more chances you have

Content
brings them

Content
brings them
CRM
transforms them

Organizing for
America turned
Barack Obama into
the marketer of the
year with CRM

CRM

CRM
‣ simple help desk functions
‣ inventory management
‣ upsell, cross sell
‣ sales cycle
‣ sales management tracking
‣ market segmentation/suggestion
‣ sales collaboration

It’s all about
collecting and

Data integrity will be
your number one

Data integrity will be
your number one
‣ How real-time is real time?

Data integrity will be
your number one
‣ How real-time is real time?
‣ How honest are your customers?

Data integrity will be
your number one
‣ How real-time is real time?
‣ How honest are your customers?
‣ Does past performance indicate
future?

Data integrity will be
your number one
‣ How real-time is real time?
‣ How honest are your customers?
‣ Does past performance indicate
future?
‣ How fast can you react?

Data integrity will be
your number one
‣ How real-time is real time?
‣ How honest are your customers?
‣ Does past performance indicate
future?
‣ How fast can you react?
‣ What is your customers decision
cycle?

Being “Big Brotherish”
will be your number

Being “Big Brotherish”
will be your number
‣ What are you giving the customer
back?

Being “Big Brotherish”
will be your number
‣ What are you giving the customer
back?
‣ Can you be trusted?

Being “Big Brotherish”
will be your number
‣ What are you giving the customer
back?
‣ Can you be trusted?
‣ Could that data hurt the customer?

Maybe trusting an informed gut instinct is a

Remember the database of human
intentions?

Remember the database of human
intentions?
Analytics

Remember the database of human
intentions?
Analytics
Zeitgeist

Remember the database of human
intentions?
Analytics
Zeitgeist

Prescription:

Prescription:
‣ Build useful customer focused
content

Prescription:
‣ Build useful customer focused
content
‣ Allow them to build and connect with
it

Prescription:
‣ Build useful customer focused
content
‣ Allow them to build and connect with
it
‣ Watch your stats and your trends

Prescription:
‣ Build useful customer focused
content
‣ Allow them to build and connect with
it
‣ Watch your stats and your trends
‣ Adjust often

Prescription:
‣ Build useful customer focused
content
‣ Allow them to build and connect with
it
‣ Watch your stats and your trends
‣ Adjust often
‣ Add content as often as possible

Prescription:
‣ Build useful customer focused
content
‣ Allow them to build and connect with
it
‣ Watch your stats and your trends
‣ Adjust often
‣ Add content as often as possible
‣ Test relationships to gain data

Thank you
www.thenextwave.biz
@thenextwave