This document provides a guide for using customer relationship management (CRM) software to effectively segment, target, and position customers. It discusses key CRM entities like sales processes and campaign management. It also explains how to segment customers based on attributes in a CRM like location, industry, and interests. Targeting techniques like differentiated campaigns for different customer types are covered. The document concludes with best practices for positioning a brand uniquely and tracking the return on marketing investments.

1. Marketing
Maximized
A Segmentation
Targeting
Positioning Guide for CRM software users

2. A usual CRM entities
Presales / Marketing
Sales process
Post sales / customer support management
Target management
Campaign (web / social / phone)
ROI calculation
Target nurturing
Lead Qualification
Opportunity management
Sales conversion and acquisition
Grievance management
Ticketing system
Bug management
Cross selling
Segmentation
Targeting
Positioning

3. Segmentation
Targeting
Positioning
? Who could Buy
? How will they know
? Why will they buy
Science of finding the best customer for you

4. Occupation
Brand
preference
Industry
Brand
Preference
AgeDemography Designation
Price
sensitivityPsychographic Hobbies
Impulsiven
essBehavioral Internal uses Sales Cycle
Existing
product
Decide relevant attributes of your data – Contacts, Leads, prospects
Location

5. Record all relevant attributes of your Leads / contacts in CRM

6. Group in target lists based on required attributes

7. Search leads / contacts based on relevant parameters

8. Add the search result / targets to a target list for further
adding it to the email / calling campaign

9. Some sample Segmentations
- Select all people more than 30 years of age
- Select all people with the designation CEO
- Select all people having income more than 1,00,000 USD annual
income
- Select all people living in Texas, US
- Select all people working in retail industry

10. Deciding the approaching technique

11. Single
campaign campaign campaign campaign
Undifferentiated Targeting Differentiated Targeting
Undifferentiated Campaign sample:
- Campaign for automobile product
Differentiated Campaign sample :
- Elite car campaign for CEO
- Affordable car campaign

12. Creating Undifferentiated as well as differentiated campaigns

13. How will they remember you?

14. Credible
differentRelevant
Perfect Positioning

15. Differentiating factors
Price /
Value
Product /
Service
Promotion
/ Image
Place /
Distribution
People /
Service

16. Define positioning in your email Template

17. Start positioning from the subject of the email itself

18. Keep the subject line brief
Write the subject line keeping positioning strategy in mind
Don’t sound spam in the subject
Subject line should be compelling

19. Design a perfect Template for your Viewers
Personalized
Use soothing colors
Write content objectified and always consider
differentiating factor for positioning
Embed links in your template http://www.xyz.com

20. Track your campaign Return On Investment

21. A good positioning helps guide marketing strategy by
clarifying the brand's essence, what goals it helps the
consumer achieve, and how it does so in a unique
way.

22. Always send personalized Email
Dear Sir - Dear Mr. XYZ -
Never send emails to un-subscribers
If possible then preschedules the campaign to avoid last minute hurry
Double check
Avoid sending more than 500 subscribers at a time
To send more than 500 campaigns at a time; it’s better to integrate your CRM
with Bulk email service providers like MailChimp, AWS (Amazon) etc. to avoid
blacklisting your email server

23. Need to Know More ???
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