Marketing & Sales Strategy Consulting Perth

Marketing and Sales should not be separated by a wall, they both have information that will greatly

benefit each other, and having software that make it easier to collaborate tears down this wall.

Untapped revenue in staggering amounts has been available for our clients when we tore this wall

down for them.

The decision to deploy a new marketing automation platform while undertaking a CRM upgrade

project has significantly lifted customer engagement and staff productivity at Australian sleep

therapy company, ResMed.

The Australian and New Zealand marketing team embarked on a project last year to upgrade

ResMed’s 10-year old CRM platform to Salesforce Perth. Simultaneously, its IT partner also

recommended integrating a new marketing automation platform to improve the group’s ability to

tailor messages and interactions with its customer base.

Previously, ResMed was using Campaign Monitor for its email communications with both B2C and

B2B customers, and found the process laborious and limited. Templates needed to be created

afresh each time, and staff would have to produce an email concept which was then translated into

HTML format. It then had to sort and import the right data for each campaign.

In recent years, ResMed has been rapidly building out its customer database through its digital

customer portal and membership program, Sleepvantage, and found the existing CRM platform

wasn’t providing enough capability around collecting or utilising member data.

ResMed rolled out Silverpop’s marketing platform (Now owned by IBM) after the upgrade to

Salesforce. Nicklin said both projects were led by the marketing team, with IT staff working hand-

in-hand with the digital team.

The first step once Silverpop was in place was making sure ResMed had templated emails and

make the process of emailing customers a straightforward, responsive activity. “Email marketing

shouldn’t be something that takes weeks, but something we can use to respond to trends that

day,” Nicklin commented.

“From there, we’ve looked at personalisation – we have integrated a product asset from our CRM

that shows all B2C customers and their purchasing data. We can now put that into emails to see

their device and when they purchased it, and personalise the message accordingly.”

As an example, Nicklin said the team was able to create a single email for a recent product launch

but adjust content to highlight features orientated to female or male customers around one of the

new devices and masks.

“That capability comes down to the fact that CRM data is connected to the email system.”

As a result of the CRM and Silver pop upgrade, ResMed has seen B2C email engagement rates leap

from 1 per cent to 12 per cent. Opt-outs have also fallen.

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While the focus has been more on B2C to date, Nicklin is looking at how to get information out to

its B2B partners more quickly, and has created email templates for these customers to send to their

own databases.

On the B2B side, Nicklin plans to introduce website forms to better collect leads through its Silver

pop and CRM platforms, and will build these forms as new products are launched.

One of the biggest benefits of having CRM and campaign management fully integrated is that

details of the assets and campaigns sent to each customer through the marketing platform are all

recorded, she added.

If you’re keen to leverage improved Customer Relationship Management to make your life and

your business less stressful and more productive, book an appointment with one of our Perth-

based consultants right now, at Visit: http://crmperth.com.au/contact-us/ and do a mail

enquiry@CRMperth.com.au you can feel free to call us: (08) 6102 7284.