Client Relations Management (CRM)

Whether you are new to CRM and marketing automation technology or are a seasoned veteran, the concept of inclusive marketing may be foreign to you. But as diversity and inclusivity have become important societal values, making them part of your marketing approach yields clear benefits, both for companies and individuals.

What is inclusive marketing, exactly? The concept of inclusive marketing is commonly defined within the industry as creating and distributing content that reflects diverse communities.

We know more than most that CRM is not a singular experience. Nor is marketing automation. We should treat our customers accordingly. The human experience is wide open. Therefore, through this understanding, how we approach our technology and marketing campaigns should be, too.

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For marketers using technology like CRM and marketing automation, this concept should be increasingly pivotal in how you approach your target audience(s) today. It may be difficult to wrap your head around when you’re focusing on a specific target, but it is precisely that mind-set that needs to be broken out of and broadened.

Inclusive marketing allows organizations to develop deeper, more personalized, and more authentic relationships with their target audience(s). Your niche group may be specific right now, but when you open yourself up to inclusive marketing, you will see a richer backstory in them that helps you relate to every aspect of their multilayered lives. Your target audience(s) may not be as simple or compact as you had previously believed.

When you apply these principles to your marketing automation technology and tie it to your CRM data, in short, when we open up ourselves and our technology to our audiences—we make ourselves more likely to succeed in business and to do so with greater moral purpose. Marketing isn’t just a job for CRM users anymore, but a responsibility to the greater good.

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When your customer data is organized in a meaningful way, you understand your customer’s behavior deeper, and essentially, your market better. Ultimately, there’s a very simple question you should ask yourself if you’re considering a CRM: Do you want to grow your business? Your ability to do so is dependent on contacting your prospects at the right intervals and providing them relevant information at the right time, and you simply can't do this effectively without a CRM.