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Smarter Connections, Bigger Returns: The CRM Advantage in Revenue Growth

Welcome to Revenue Boost: A Marketing Podcast, where business leaders turn for actionable strategies to fuel growth and drive results. I’m your host, Kerry Curran. With over 20 years of marketing agency experience driving client business growth I now run RBMA: Revenue Based Marketing Advisors where we help businesses like yours effectively scale revenue growth. Visit RevenueBasedMarketing.com or connect with me on LinkedIn!

Episode Overview:

In this episode, Smarter Connections, Bigger Returns: The CRM Advantage in Revenue Growth, im joined by CRM expert Benjamin McCabe to dive into the transformative power of customer relationship management (CRM) for driving revenue growth. Together, they explore how businesses can leverage CRM systems to create smarter connections with their customers, enabling more personalized, efficient, and impactful marketing and sales strategies.

Benjamin shares his insights on breaking down silos between CRM and media strategies, utilizing first-party data for better targeting, and building consumer trust through transparency and personalization. He also offers actionable tips for companies just starting with CRM, including how to craft personalized customer journeys and ensure every interaction drives measurable results.

Whether you’re looking to maximize your marketing ROI, align your sales and marketing efforts, or unlock the full potential of your CRM, this episode is packed with strategies to help you turn connections into bigger returns.

Podcast transcript

 

 

Kerry Curran, RBMA (00:01.39):
Welcome, Benjamin! Please introduce yourself and share a bit about your background and expertise.

 

Benjamin McCabe (00:08.012):
Hi, Kerry. It's great to be here. My name is Benjamin McCabe, and I lead the CRM discipline for BarkleyOKRP, an agency headquartered in Kansas City, Missouri, with offices across the country. My team specializes in CRM and includes strategists, developers, and engineers who focus on utilizing first-party data to build personalized communications across email, SMS, push notifications, in-app messaging, and more.

We work closely with clients to enhance consumer engagement by leveraging data to create personalized content and automate the delivery process.

 

Kerry Curran, RBMA (01:01.102):
We’re excited to dive into CRM today. Let’s start with the basics—what is CRM, and why is it important?

 

Benjamin McCabe (01:19.384):
Great question! CRM can mean different things to different people, which is part of its versatility. If you ask 10 people to define CRM, you’ll get 10 different answers—and all of them could be correct.

I define CRM as the use of owned data and marketing technology to inform and personalize messaging. Anyone can send an email, but CRM is about using data to ensure the content is uniquely tailored to the recipient and automating that process. This makes CRM a strategic program rather than just an email or messaging tool.

What truly sets CRM apart is its focus on putting the consumer at the center of all communications. It’s not about the channel used—email, SMS, or push—but about the strategy of leveraging technology to create a seamless, personalized experience.

 

Kerry Curran, RBMA (03:08.706):
That’s such a clear and helpful explanation. I like how you emphasize using data to drive personalization and engagement. However, with all this data collection, there are concerns about privacy and security. Could you talk about the less glamorous side of CRM, like data governance and protecting personal information?

 

Benjamin McCabe (03:50.916):
Absolutely. While it’s not the most exciting part of CRM, data governance is arguably the most critical. Consumers trust brands with their personal information—more than just names and emails; we’re talking about valuable and sensitive data. It’s essential to ensure this data is secure.

We work with brands to help them understand the full data journey—what happens after someone submits their information on a form. Where does that data go? How is it used, stored, and accessed? Clear privacy policies are vital. They should transparently state how the data will be used, whether it’s for direct communication or analysis, and assure consumers that their data won’t be sold.

While privacy laws like California’s CCPA add complexity for marketers, they also provide reassurance to consumers. Transparency builds trust, which is the foundation for collecting and utilizing data effectively.

 

Kerry Curran, RBMA (06:24.416):
That’s a great point. As both a marketer and a consumer, I understand the value of sharing data to receive more relevant content. But let’s shift gears—tell us about the exciting side of CRM. How do you use data for personalization, and how does it integrate with broader media strategies?

 

Benjamin McCabe (07:45.668):
Traditionally, CRM and media strategies have been siloed, with media teams focusing on filling the top of the funnel and CRM teams taking over from there. But this disjointed approach can lead to inefficiencies.

We’ve started to see a shift as companies recognize the value of integrating first-party data into media strategies. For example, instead of building hypothetical customer models for paid ads, we can analyze existing customer data to identify exactly who we should target.

By aligning CRM and media strategies, we create a seamless experience where the data collected through media informs personalized journeys in CRM. It’s about creating smarter, more efficient campaigns that resonate with consumers and maximize marketing ROI.

 

Kerry Curran, RBMA (11:43.746):
That’s so smart. Integration not only improves efficiency but also creates a better consumer experience. Personalization seems to be at the heart of your strategy. Could you explain how you use dynamic content and automation to personalize communication?

 

Benjamin McCabe (15:04.504):
Dynamic content is a game-changer. Instead of creating multiple versions of the same message, we use business rules and data to personalize email templates on the fly. For example, the header and footer might stay consistent, but the body content adapts based on what we know about the recipient.

This approach allows us to move away from linear email campaigns and create dynamic, triggered communications. For instance, if someone browses specific products or abandons their cart, the next email they receive will reflect those actions. It’s about using real-time data to create meaningful interactions that drive engagement and conversions.

 

Kerry Curran, RBMA (18:27.767):
It’s such a smart strategy. Personalization strengthens the consumer’s connection to the brand. Before we wrap up, can you share some advice for companies just starting their CRM journey?

 

Benjamin McCabe (25:55.032):
Start small and think strategically. Focus on building a strong foundation with a welcome series or personalized campaigns that leverage the data you already have. Analyze what you know about your audience and use that to inform your messaging.

Also, prioritize first-party data collection and governance. With privacy laws evolving, owning and safeguarding your data is more important than ever. Finally, don’t underestimate the value of collaboration between CRM and paid media teams. Aligning these strategies will help you create efficient, impactful campaigns that resonate with your audience.

 

Kerry Curran, RBMA (28:58.582):
Thank you, Benjamin! This was incredibly informative and valuable. We appreciate your time and expertise today.

 

Benjamin McCabe (29:09.626):
Thank you, Kerry. It was a pleasure to join you!

 

Kerry Curran, RBMA

I hope you enjoyed this episode of Revenue Boost: A Marketing Podcast. We have more valuable content coming up, so be sure to subscribe to Revenue Boost: A Marketing Podcast so you don't miss out. For help with your revenue growth, connect with me, Kerry Curran, on LinkedIn or visit revenuebasedmarketing.com.

Listen, watch, read, and subscribe.

Join us and discover the secrets to driving revenue and expanding your company, even in the face of economic uncertainties. Tune in, and let's unlock your business's full potential together!

Ready to boost your revenue?

Connect to an expert

SERVICES | PODCAST | KNOWLEDGE HUB | ABOUT

© 2024 Revenue Based Marketing Advisors. All Rights Reserved.

Smarter Connections, Bigger Returns: The CRM Advantage in Revenue Growth

Welcome to Revenue Boost: A Marketing Podcast, where business leaders turn for actionable strategies to fuel growth and drive results. I’m your host, Kerry Curran. With over 20 years of marketing agency experience driving client business growth I now run RBMA: Revenue Based Marketing Advisors where we help businesses like yours effectively scale revenue growth. Visit RevenueBasedMarketing.com or connect with me on LinkedIn!

Episode Overview:

In this episode, Smarter Connections, Bigger Returns: The CRM Advantage in Revenue Growth, im joined by CRM expert Benjamin McCabe to dive into the transformative power of customer relationship management (CRM) for driving revenue growth. Together, they explore how businesses can leverage CRM systems to create smarter connections with their customers, enabling more personalized, efficient, and impactful marketing and sales strategies.

Benjamin shares his insights on breaking down silos between CRM and media strategies, utilizing first-party data for better targeting, and building consumer trust through transparency and personalization. He also offers actionable tips for companies just starting with CRM, including how to craft personalized customer journeys and ensure every interaction drives measurable results.

Whether you’re looking to maximize your marketing ROI, align your sales and marketing efforts, or unlock the full potential of your CRM, this episode is packed with strategies to help you turn connections into bigger returns.

Podcast transcript

 

 

Kerry Curran, RBMA (00:01.39):
Welcome, Benjamin! Please introduce yourself and share a bit about your background and expertise.

 

Benjamin McCabe (00:08.012):
Hi, Kerry. It's great to be here. My name is Benjamin McCabe, and I lead the CRM discipline for BarkleyOKRP, an agency headquartered in Kansas City, Missouri, with offices across the country. My team specializes in CRM and includes strategists, developers, and engineers who focus on utilizing first-party data to build personalized communications across email, SMS, push notifications, in-app messaging, and more.

We work closely with clients to enhance consumer engagement by leveraging data to create personalized content and automate the delivery process.

 

Kerry Curran, RBMA (01:01.102):
We’re excited to dive into CRM today. Let’s start with the basics—what is CRM, and why is it important?

 

Benjamin McCabe (01:19.384):
Great question! CRM can mean different things to different people, which is part of its versatility. If you ask 10 people to define CRM, you’ll get 10 different answers—and all of them could be correct.

I define CRM as the use of owned data and marketing technology to inform and personalize messaging. Anyone can send an email, but CRM is about using data to ensure the content is uniquely tailored to the recipient and automating that process. This makes CRM a strategic program rather than just an email or messaging tool.

What truly sets CRM apart is its focus on putting the consumer at the center of all communications. It’s not about the channel used—email, SMS, or push—but about the strategy of leveraging technology to create a seamless, personalized experience.

 

Kerry Curran, RBMA (03:08.706):
That’s such a clear and helpful explanation. I like how you emphasize using data to drive personalization and engagement. However, with all this data collection, there are concerns about privacy and security. Could you talk about the less glamorous side of CRM, like data governance and protecting personal information?

 

Benjamin McCabe (03:50.916):
Absolutely. While it’s not the most exciting part of CRM, data governance is arguably the most critical. Consumers trust brands with their personal information—more than just names and emails; we’re talking about valuable and sensitive data. It’s essential to ensure this data is secure.

We work with brands to help them understand the full data journey—what happens after someone submits their information on a form. Where does that data go? How is it used, stored, and accessed? Clear privacy policies are vital. They should transparently state how the data will be used, whether it’s for direct communication or analysis, and assure consumers that their data won’t be sold.

While privacy laws like California’s CCPA add complexity for marketers, they also provide reassurance to consumers. Transparency builds trust, which is the foundation for collecting and utilizing data effectively.

 

Kerry Curran, RBMA (06:24.416):
That’s a great point. As both a marketer and a consumer, I understand the value of sharing data to receive more relevant content. But let’s shift gears—tell us about the exciting side of CRM. How do you use data for personalization, and how does it integrate with broader media strategies?

 

Benjamin McCabe (07:45.668):
Traditionally, CRM and media strategies have been siloed, with media teams focusing on filling the top of the funnel and CRM teams taking over from there. But this disjointed approach can lead to inefficiencies.

We’ve started to see a shift as companies recognize the value of integrating first-party data into media strategies. For example, instead of building hypothetical customer models for paid ads, we can analyze existing customer data to identify exactly who we should target.

By aligning CRM and media strategies, we create a seamless experience where the data collected through media informs personalized journeys in CRM. It’s about creating smarter, more efficient campaigns that resonate with consumers and maximize marketing ROI.

 

Kerry Curran, RBMA (11:43.746):
That’s so smart. Integration not only improves efficiency but also creates a better consumer experience. Personalization seems to be at the heart of your strategy. Could you explain how you use dynamic content and automation to personalize communication?

 

Benjamin McCabe (15:04.504):
Dynamic content is a game-changer. Instead of creating multiple versions of the same message, we use business rules and data to personalize email templates on the fly. For example, the header and footer might stay consistent, but the body content adapts based on what we know about the recipient.

This approach allows us to move away from linear email campaigns and create dynamic, triggered communications. For instance, if someone browses specific products or abandons their cart, the next email they receive will reflect those actions. It’s about using real-time data to create meaningful interactions that drive engagement and conversions.

 

Kerry Curran, RBMA (18:27.767):
It’s such a smart strategy. Personalization strengthens the consumer’s connection to the brand. Before we wrap up, can you share some advice for companies just starting their CRM journey?

 

Benjamin McCabe (25:55.032):
Start small and think strategically. Focus on building a strong foundation with a welcome series or personalized campaigns that leverage the data you already have. Analyze what you know about your audience and use that to inform your messaging.

Also, prioritize first-party data collection and governance. With privacy laws evolving, owning and safeguarding your data is more important than ever. Finally, don’t underestimate the value of collaboration between CRM and paid media teams. Aligning these strategies will help you create efficient, impactful campaigns that resonate with your audience.

 

Kerry Curran, RBMA (28:58.582):
Thank you, Benjamin! This was incredibly informative and valuable. We appreciate your time and expertise today.

 

Benjamin McCabe (29:09.626):
Thank you, Kerry. It was a pleasure to join you!

 

Kerry Curran, RBMA

I hope you enjoyed this episode of Revenue Boost: A Marketing Podcast. We have more valuable content coming up, so be sure to subscribe to Revenue Boost: A Marketing Podcast so you don't miss out. For help with your revenue growth, connect with me, Kerry Curran, on LinkedIn or visit revenuebasedmarketing.com.

Listen, watch, read, and subscribe.

Join us and discover the secrets to driving revenue and expanding your company, even in the face of economic uncertainties. Tune in, and let's unlock your business's full potential together!

Ready to boost your revenue?

Connect to an expert
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© 2024 Revenue Based Marketing
Advisors. All Rights Reserved.