Week 3 assignment for BA 536 on CRM applications

1. “CRM helps businesses build a relationship with
their customers that, in turn, creates loyalty and
customer retention.” 1
- Jason Kulpa
Prepared by:
Ryan Stewart
October 17,2020
1 Jason Kulpa, “Why is customer relationship management so important?”, Forbes, Oct. 24,
2017. https://www.forbes.com/sites/forbesagencycouncil/2017/10/24/why-is-customer-
relationship-management-so-important/#1f2d4ae57dac

2. 2|
Table of Contents
01
Page 3
UnderstandingKey
Features
DataStructures
Application
Integrations
FinalThoughts
02 03 04
Pages 4-6 Page 7 Page 8 Page 9
• Relationship
management
• Tags &
categories
• Campaign
builder &
branding
center
• E-commerce
• Reporting
• Capturing data
• Data
customization
• Imports
• API
• To use API or
not?
• CRM versatility
• Zapier
integrations
• Pros & cons
• Who should
use
Infusionsoft?
• Current user
feedback
About
00

3. 3|
About Infusionsoft “Since starting Infusionsoft we
have grown our revenue 350%
and our database from 200
clients to over 6,000.”2
Infusionsoft is an all-in-one web-
based CRM that lets organizations
stay connected and engaged with
their customers through
comprehensive marketing and sales
automation, and email campaign
development.
The CRM integrates with over 1,500
other apps, allowing organizations to
easily connect the tools they use to
run their businesses.
Users can manage thousands of
contacts, audience segmentation,
lead generation, full-service e-
commerce management from sales
to promotions, and much more.
Infusionsoft supports converting
leads into customers through active
nurturing and nudging campaigns, all
100% customizable by the user. Users
have the power to build long-term
engagement campaigns and send
quick email blasts to a target
audience.
Infusionsoft is a monthly
subscription-based app that ranges
in cost from $199 - $499 per month,
depending on the of number active
contacts a business currently has or
hopes to achieve in the future.
Web-basedCRMsoftwarecanbe
powerfulandaffordable.
2
From https://keap.com/infusionsoft

4. 4|
Key features
Customer & Vendor Management
Infusionsoft allows businesses to develop
comprehensive contact records of their
customers and outside vendors. Users can
catalog everything from demographic and
basic contact information to lead generation
source and account balances and
transactions.
Easily search for individual contact for a
complete record of their history with your
business. Add contacts to the CRM through
customizable web forms (include screenshot),
CSV file imports, or manual entry.
Audience Segmentation with Tags
The tag function allows users to develop tags
based on goals to apply to a customer’s
record that triggers an automated workflow
or removes a client from a campaign upon
goal completion.
Tagging allows users to quickly segment and
target an audience, start or end a workflow
through bulk action, and easily categorize
active contacts based on behavior.
Contact Form
Creating tags lets users
easily identify their contacts
based on CTAs and goals.

5. 5|
Key features pt. II
Marketing Campaign Builder
An easy to use drag and drop
campaign builder allows businesses
to create unique email campaigns
and processes based on CTAs and
other goals. Contacts can be added
or removed from a campaign based
on tags.
Easily follow-up with customers
after purchases to ensure they’re
satisfied with your product or drive
more sales. The campaign builder
can help generate new leads, keep
current customers engaged, and
reach out to those that might slip
away.
Automation Triggers
A series of campaign goals and triggers
can be set to start or stop an automated
workflow. Tags and goals work together
to move customers from a lead source
onto an active campaign. Businesses can
tie measurable goals to each campaign.
The Branding Center
Businesses can easily upload their
logos and other collateral to
Infusionsoft to create branded email
templates, web forms, and landing
pages. Develop a consistent look
and feel for every digital
component of an e-commerce
company from one app.

6. 6|
Key features pt. III
Manage Sales with E-commerce
Infusionsoft’s e-commerce suite lets
businesses manage every stage of
product sales, from inventory to
shipping. Infusionsoft can store
product and sales data, making it
easy to tag contacts based on
purchase history to deliver them the
right content.
Manage payments, design virtual
storefronts, track inventory, handle
promotions, and more from a single
platform that provides detailed sales
reports.
In-depth Reporting Services
Each of Infusionsoft’s primary
functionalities, CRM, marketing, and
e-commerce, are equipped with
detailed reports that let business
download the data they need.
Easily export reports for each to
understand customer behaviors,
email campaign statistics, determine
product inventories, view your sales
pipeline and revenue generated,
conversion history of leads into sales,
and more. Infusionsoft’s dashboard
lets users quickly pull in widgets to
create real-time reports on the data
they need to see regularly upon
login.

7. 7|
Data Structures
Capture & Store
Meaningful Data
Infusionsoft captures as
much customer data as
businesses need to drive
sales and maintain
relationships or forge new
ones with their clients. It
stores detailed contact
information, purchase
history, social media, recent
activity, email campaign
history, referral tracking,
customizable notes and
contact fields, tags, and
more.
Users can customize their
dashboard to display the
information most important
to them. Additionally, for
more detail, the report
functions make it easy to
download all pertinent user
and business data stored in
Infusionsoft, as discussed in
the previous slide.
How Data is Accessed
Infusionsoft’s data structure uses a
combination of Id, string, enum integer,
double, boolean, blob, and others for data
validation and creation.
The data fields provide users access to either
read, add, edit or delete data, or some
combination of all four, depending on the
field.

8. 8|
API & Integration
API Integration
Infusionsoft provides users full API access that lets
them share data or trigger actions between
applications. The data import function lets
organizations bring in key data points from their
warehouse and create tags within Infusionsoft to
ensure alignment across platforms during imports.
It allows fully customizable contact fields to
capture the data that’s crucial for success.
Zapier App Integration
Infusionsoft has a strong relationship with Zapier, a web-based platform
that lets users connect their CRM with over 1,500 apps. Zapier makes it
possible to create automated, seamless workflows between different apps
without having to resort to API. Zapier uses bank-level encryption to ensure
that yours and your customers’ data is safe and secure.

9. 9|
Final Thoughts
Pros of Infusionsoft
Infusionsoft is an affordable, versatile CRM when measured against popular
platforms like Salesforce. It’s a full-service CRM that allows businesses to manage
extensive data and processes through a single tool. The drag and drop editor,
customization ability, detailed reporting, and app integrations make it a powerful
tool for organizations.
Cons of Infusionsoft
Its affordability includes a lot of drawbacks, like not including a project consultant
or extensive support. Infusionsoft users rely on an open-source, community-driven
help network. The software is robust and without a thorough understanding of
tech or mapping, users will find it difficult to use out of the box. Data imports can
cause issue, especially if an existing record already exists. Infusionsoft duplicates
identical data rather than merging it and users must manually remove duplicates
Current User Feedback
As an Infusionsoft user and the project
manager for CRM implementation at my
organization, I have a love-hate relationship
with the software. Working in public education
results in limited discretionary funds, so
Infusionsoft was an affordable option. During
the last year, especially during COVID-19, it has
produced incredible results for recruitment and
outreach. We’re able to engage meaningfully
with prospective students immediately,
increasing our yield of prospective to enrolled
students.
However, Infusionsoft is not designed for
student recruitment or higher education. The
CRM is heavy on sales and that’s a feature I
don’t use. I track students through a
recruitment funnel and need to update their
records and campaigns in real-time.
Infusionsoft doesn’t allow me to import an
updated CSV of applicants to trigger new
actions. The API integration with our SIS is a
work in progress, making it difficult to keep
students on communication tracks beyond
initial inquiry.