Marketing Tools
The B2B 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
Role required:
- Create – crm_sales, crm_manager, crm_marketeer, crm_pam, crm_admin, crm_certificate_manager, admin.
- Read – any user with an "out-of-the-box" B2B CRM role.
- Edit and delete records of their sales directions – crm_sales, crm_manager, crm_marketeer, crm_pam, crm_certificate_manager. Users with the crm_admin, admin roles can edit and delete any records.
You can create the records of potential customer pains to select them in the Pains field of the Opportunity form and in the Pain field of the Content form. The records are saved in the Pain (crm_pain) table.
Create a customer pain
To create a Pain (crm_pain) record, complete the steps below:
- Navigate to CRM → Marketing → Pains.
- Click New and fill in the fields.
- Click Save or Save and exit to apply the changes.
Pain form fields
| Field | Mandatory | Description |
|---|---|---|
| Name | Y | Add the title of the pain. |
| Service/Product | N | Specify a service or product to which the pain is related. You can only specify a service or product related to the sales directions that you belong to. If the Sales direction field is completed, an additional limitation is applied to this field's value: the service or product must be related to the specified sales direction. |
| Sales direction | N | Specify the sales direction to which the pain is related. The field is automatically completed with the first found sales direction of the current user. If you belong to more than one sales direction, you can change the value to another one of them. If the Service/Product field is completed, an additional limitation is applied to this field's value: the sales direction must be related to the specified service or product. |
| Implication | N | Add a detailed description of the possible consequences of the pain. You can insert links, images, and other formatting elements using Markdown in the left input half of the fields in this section. The text with the formatting applied will be displayed in the right half of the field with the help of the CRM MD Beautifier widget. Read more about the functionality in the article about the widget. |
Related lists of the Pain form
- Marketing Messages – the list contains the list of marketing messages in which the pain is specified.
Automatic generation
You can generate tables in Markdown for the Implication field automatically using the B2B CRM-Ainergy itegration. When the integration is configured, the Generate implication UI action appears on the form of a created pain. Click it to save the record and using AI generate a value for the Implication field.
The prompt used by the AI contains uses the Name of the pain, the value of the Service/Product field, and the description of the specified service or product to generate the value. To achieve the best results at the generation, you need to fill in those fields in the pain and service or product records. Otherwise, the results may not be relevant to the pain record.
The generation may take some time, during which you need to keep the tab with the record open. Other users cannot edit the record during the generation. If they open the record during the generation, they see a corresponding message.
At the completion, the Implication field is filled in automatically with the generated value. If the field contained another value, it is overwritten. If the result suits you, click Save to apply the changes.
Differentiators
Role required:
- Create – crm_sales, crm_manager, crm_marketeer, crm_pam, crm_admin, crm_certificate_manager, admin.
- Read – any user with an "out-of-the-box" B2B CRM role.
- Edit and delete records of their sales directions – crm_sales, crm_manager, crm_marketeer, crm_pam, crm_certificate_manager. Users with the crm_admin, admin roles can edit and delete any records.
Create criteria for the choice of the service provider to select them on the Evaluation tab of the Opportunity form.
To create a Differentiator (crm_differentiator), complete the steps below:
- Navigate to CRM → Marketing → Differentiators.
- Click New and fill in the fields.
- Click Save or Save and exit to apply the changes.
Differentiators form fields
| Field | Mandatory | Description |
|---|---|---|
| Compliance | Y | Specify the compliance type of the differentiator. Available options:
|
| Description | N | Add a description of the differentiator. |
| Name | Y | Add the title of the differentiator. |
| Service/Product | N | Specify a service or product to which the differentiator is related. You can only specify a service or product related to the sales directions that you belong to. If the Sales direction field is completed, an additional limitation is applied to this field's value: the service or product must be related to the specified sales direction. |
| Sales direction | N | Specify the sales direction to which the differentiator is related. The field is automatically completed with the first found sales direction of the current user. If you belong to more than one sales direction, you can change the value to another one of them. If the Service/Product field is completed, an additional limitation is applied to this field's value: the sales direction must be related to the specified service or product. |
| Type | Y | Specify the type of the differentiator. Available options:
|
Related lists of the Differentiators form
- Marketing Messages – the list contains the list of marketing messages in which the differentiator is specified.
Ladder of recognition
The Ladder of Recognition (crm_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.
Roles required: any user with access to the agent interface.
To create a step for the ladder of recognition, complete the steps below:
- Navigate to CRM → Settings → Ladder of Recognition.
- Click New and add the name of the recognition ladder step.
- Click Save or Save and exit to apply the changes.