2024 CRM Challenges, Opportunities and Top Tips with Natalie Rockall @ Eleven11 Digital Ltd
An excellent CRM strategy can be the backbone of the success of any business. Done right, it can build powerful relationships with customers and generate millions in revenue uplift, reduce churn, and create lifelong customers who keep returning for more. However, as CRM and Marketing Technology both grow in maturity so do the opportunities and complexities today’s marketers must overcome.
To shed light on the challenges and the opportunities, I’ve been speaking with marketers from some of the world’s greatest brands, who live and breathe CRM to uncover insights that might help with your CRM strategy today, and into the future.
In this interview, I speak with Natalie Rockall, Email Marketing Consultant @ Eleven11 Digital Ltd. Natalie has over 18 years of email marketing and CRM experience in small and large organisations such as The Body Shop, Eurostar and MORE TH>N Insurance.
Emma Woodward - Head of Agency - CRM
What are the key challenges for CRM in 2024?
This year I’m hearing of many businesses asking marketing teams to cut their budgets. If this is happening in your organisation it might be time to look for efficiencies in your CRM to lower your costs. Get laser clear on who across the organisation is working on CRM or provides support to CRM – maybe you can tweak who does what – and if it’s done internally or by a third party. Is there an opportunity to reduce your headcount - even if it’s just a temporary reduction? Think about what technology and tools you are not using as much as you used to or those which aren’t providing as much value as they once were. Maybe there’s a lower cost or free alternative out there now. There are likely some nice efficiencies you can make and costs you can reduce which will score you some points with your friends in finance!
What are the key opportunities?
I think CRO (Conversion rate optimisation) is a big opportunity in CRM. Taking a step back and allocating specific time in diaries to look at your existing campaigns with fresh eyes to see what tweaks you can make to help lift conversions. The job of CRM extends well beyond the send/ click so start by brainstorming ideas on what your audience would like to see more of, what they might find more helpful, useful, and valuable. What changes can you put in place to make it super easy for them to take the next step or convert (to whatever the goal of your message may be).
A top CRM tip from you, the expert.
Keep learning. Even if you’ve been in the industry for years and years there’s always something new or changes on the horizon (especially with data, compliance rules and technology) so it’s important for you and your team to stay inquisitive. Read blog posts on CRM, attend events and get chatting with people in the industry. Sign up for emails from brands you admire, sign up for your competitors emails and take a look at what they are doing, take a deep dive into another industry and their CRM activity. Is there anything you can learn and adapt for your brand?
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