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Version: 1.2.2

Marketing Instruments

The CRM application provides marketing instruments that allow you to store information about the customers' pain points, criteria for the choice of service provider and to configure the steps of the recognition ladder.

Pains​

Create customer paint points to select them in the Pains field on the Opportunity and Content forms.

To create a pain, complete the steps below:

  1. Navigate to CRM → Marketing → Pains.
  2. Click New and fill in the fields.
  3. Click Save or Save and exit to apply the changes.

Pain form fields

FieldMandatoryDescription
NameYAdd the title of the pain.
Service or ProductNSpecify the service or product to which the pain is related.
ImplicationNAdd a detailed description of the possible consequences of the pain. You can use formatting tools and add images to this field.

Differentiators​

Create criteria for the choice of the service provider to select them on the Evaluation tab of the Opportunity form.

To create a differentiator, complete the steps below:

  1. Navigate to CRM → Marketing → Differentiators.
  2. Click New and fill in the fields.
  3. Click Save or Save and exit to apply the changes.

Differentiators form fields

FieldMandatoryDescription
ComplianceYSpecify the compliance type of the differentiator. Available options:
  • Strength
  • Weakness
DescriptionNAdd a description of the differentiator.
NameYAdd the title of the differentiator.
Service or productNSpecify the service or product to which the differentiator is related.
TypeYSpecify the type of the differentiator. Available options:
  • Hard
  • Soft

The record form contains the Content related list. There, you can see the content that uses the differentiator.

Ladder of recognition​

The ladder of recognition is a marketing model for the segmentation of potential customers based on their readiness to make a purchase. You can add new steps to the ladder and edit existing ones. The steps of the recognition ladder can later be selected on the Communication Objective form.

To create a step for the ladder of recognition, complete the steps below:

  1. Navigate to CRM → Settings → Ladder of Recognition.
  2. Click New and add the name of the recognition ladder step.
  3. Click Save or Save and exit to apply the changes.