are answers to some of the questions we’re hearing most often about
WiseGuys CRM a Sales Force Automation (SFA) package?
A: No – although it has unique B2B marketing capabilities. SFA started as the most common
niche for CRM software (and dominates to this day), but it is not the
focus of WiseGuys CRM. WiseGuys fits into the category of CRM Marketing
Q: What is meant by CRM
A: Francis Buttle, in
“Customer Relationship Management: Concepts and Technologies,” describes
this as event-based trigger marketing used to launch messaging and offer
presentation to customers at particular points in time. The advantage that
WiseGuys CRM brings is that it not only triggers the communications, but
it measures the results.
“More to the point - and this is the hallmark of a
good small business
product, it (WiseGuys) provides the refinements
needed to make a
system usable in the real world."
- David Raab, Raab
else qualifies the re-launch of WiseGuys as a CRM tool?
A: WiseGuys fulfills the promise
of 1-to-1 marketing first described by Don Peppers and Martha Rogers a
decade ago. Research by ATG Services has shown that, even with advances in
technology, 3/4 of consumers want personalized product recommendations,
but only 1/4 of marketers offer them. WiseGuys CRM has begun to fill that
void. In fact, our early results show up to a 30% response rate from
1-to-1 email campaigns.
you give examples of 1-to-1 messaging that WiseGuys CRM
A: Yes - here are some common examples:
welcome messages to new customers/donors, personalized with their most
messages with an irresistible offer to re-activate former high-value
messages to recognize your best customers, perhaps with an offer of free
messages based on previous purchases: see Amazon example below.
marketing campaigns that rely on repeated contact, or "touches," with
potential customers. This is
ideal for high-value products with a long sales cycle.
Note: mobile devices are rapidly emerging as a dominant platform for
email messaging. WiseGuys CRM
carefully configures email images for mobile devices, to expand your
media can be full analyzed within one tool
– that’s pretty
- Joe Dodds, Rapids Wholesale
user since 2005
type of organizations can benefit from WiseGuys CRM?
A: The audience seems to be growing! Small to medium-sized catalog companies were the first adopters of
WiseGuys, due largely to its superior analytical features. Now, with the availability of CRM
messaging capabilities, many organizations are taking advantage of this
exciting functionality, including associations, internet-based retailers,
and fund-raising organizations – all of which want more data-driven,
personal interaction with their customers, donors, and constituencies.
are the unique B2B capabilities of WiseGuys CRM?
A: DMSI recognized early on how
business-to-business marketers struggle with data consolidation –
specifically, rolling up transactions and reporting to the business site. WiseGuys has achieved
significant innovation to meet this challenge. All of our RFM targeting,
matchback/response reporting, LTV analysis, and personalized messaging can
now identify either the business entity, each customer at the business
entity, or both. You can now
have a true 360 degree view of your customer accounts – which can be very
hard to get otherwise.
data mining a part of the WiseGuys CRM solution?
A: Yes, in a big way. Most
marketers are familiar with the recommendation engine that made Amazon.com
famous. (“People who bought
Product A also bought... ")
CRM includes an algorithm that is quite similar. Step 1 calculates the correlation
between items sold, using your own database (e.g., softballs often are
purchased with bats). Step 2 launches an email promotion
to people who bought softball bats within the last 3 days, offering a
this can be trickier than you would think... People who buy bats might be
likely to buy balls, but people who buy balls might be more likely to buy
a glove than a bat. This is one reason WiseGuys software is so useful – it
does this analysis for you.
much training is needed to use WiseGuys CRM?
A: As little as 4 hours will get you started. After initial configuration,
WiseGuys CRM messaging can be auto-scheduled to run each night, with
little or no operator intervention. For the analysis of your campaign
results, you will probably want help interpreting your reports and we are
happy to do that – it will make it easier for you to see the full power of
the metrics you can get from WiseGuys.
will I know if WiseGuys CRM can jump start my marketing
for your free trial! You can use the program for 30 days risk-free,
and we guarantee you will see the value of data-driven messaging. Just
call DMSI at 703-941-8109 for more details.
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Database Marketing: Two New
rapid changes in multi-channel marketing in the last decade, staying
abreast of the industry continues to be a challenge. Here are two new books that I recommend for the direct marketing
Dr. Lisa Spiller and Martin Baier
& Interactive Marketing
This came to our attention
from one of our WiseGuys users who is a former student of Dr.
Spiller. Lisa Spiller and Martin Baier are well-known names in the
direct marketing industry, with many awards to their credit. This books is
very accessible to new and emerging marketing professionals. Look for a
description of WiseGuys functionality within!
Marketing Performance Measurement Toolkit
David is a colleague who has been writing
eloquently about marketing metrics for as long as I can remember. You
don't often find analytical/technology folks who can write well about
their craft. David is surely one of the best.
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Position Wanted: Senior Marketing
are always happy to recommend marketing students and staff who can help
your marketing success. This issue we highlight a colleague whom we have
worked with for a decade.
Senior Marketing Executive
Professional skilled in marketing and
communications management is seeking opportunity in the
Baltimore/Washington area commutable from Columbia, MD. Have MBA in
Marketing with over 15 years of experience from non-profit and for-profit
organizations. Background includes multi-channel marketing,
communications, website development, database management and increasing
direct marketing ROI. Please reply to firstname.lastname@example.org.
Return to top
Marketing Solutions Inc. Can Help You!
a CRM and database marketing solutions company. Since 1998, we have specialized in
implementing customer database applications for direct marketers,
associations, internet retailers, and fundraising organizations. We
continue to provide excellence with a distinctive approach to addressing
our clients’ requirements.
picture perspective: our application of leading-edge strategic database
direction for client projects is driven from Mr. Gregoire's position as
Adjunct Professor in the graduate program of Marketing Info Systems at
Carey School of Business, Johns Hopkins Univ. Our network of
marketing faculty and students represent some of the leading organizations
in the mid-Atlantic region, such as AOL, AARP, Compaq, EDS, and
matter expertise: Hands-on experience in catalog marketing (B2B and B2C),
data-driven CRM strategies, multi-channel response analysis, data mining,
and e-mail marketing. If you
are overwhelmed by your data, and looking for strategic direction, you
will get it from someone who has already been there!
winning CRM software: Home of WiseGuysTM CRM
Messaging Software, winner of the 2006 Database Excellence award for
Modeling and Analytics at the National Center for Database Marketing
conference, Orlando FL. Rapid
deployment: expect our software implementation to provide results in weeks
(not months or years) using proven, mainstream
And now, pick up the phone! One call gets you 15
minutes of free database marketing advice.
Step 1: Call DMSI offices anytime at (703) 941-8109
Step 2: "Ask the Experts" at DMSI - give us your toughest database
Step 3: No charge - no obligation. 15 minutes may be all the help
you need to start solving your marketing database problem.
Feedback from Our Readers:
"Keeping up-to-date with the
latest trends in multi-channel marketing is critical for my business. DMSI's newsletter is a
Schramm, President, JMR Consulting
always count on the DMSI newsletter to be full of valuable and current
information about CRM and direct marketing. Bruce is on the cutting edge
of the industry so I know that the articles are worth reading every
Leah Messina, CEO, Sinuate Media
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Falls Church, VA 22041
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