A CRM solution allows small businesses to turn human actions into observable data. While people may be unpredictable, a consistent record of consumer requests, questions and contact information helps organizations maintain an understanding of their prospects and customers.

Recognizing and categorizing potential consumers and current clients is not a singular activity. Employees can’t create a customer record and expect the information within to remain relevant without updates, but Microsoft Dynamics CRM makes it easier to maintain timely data records.

Here are a few ways Microsoft Dynamics CRM users can edit their contact list and keep their customer records up to date:

Collect
There are multiple strategies for building a marketing contact list. Traditional options include call-to-action buttons on websites, sign-ups at trade shows and referrals. Modern companies can be smarter in their approach by using social media sites to create professional networks with tactics that are less pushy than previous approaches. Microsoft Dynamics CRM features can help small businesses monitor public platforms for brand mentions and collect data from online activities.

Once a company recognizes an opportunity – through business software strategies or other approaches – it can use Microsoft Dynamics CRM to keep contact information visible and relevant. The Microsoft Dynamics information site shares examples of which details display in contact records and how users can create specialized columns in profile pages.

Segment
If a small business can recognize the particular needs of certain demographics, it can create specialized marketing. CIO magazine said irrelevant content is a primary reason many people unsubscribe from mailing lists. For example, companies need to know which email messages lead to the most conversions for an audience with higher income levels and send them offers that speak to their monetary interests.

A complete marketing data record facilitated through CRM integration with advertising campaigns allows decision-makers to see what works. When managers compare CRM marketing documents to sales figures or customer feedback, it should indicate data correlations. Microsoft Dynamics CRM’s ability to visualize information records through charts and graphs makes it easier to spot trends and outliers.

Schedule
Small businesses also need to recognize which time periods offer the best results. The Vertical Response Blog shared multiple industry reports indicating which times and days of the week offer particular advantages. One common best practice, however, seems to be consistent messages are more effective – provided they don’t come too frequently.

A company must find a balance of being steady without flooding inboxes. Creating marketing schedules can be tricky, but marketing tools like Click Dimensions add-ons that work with Microsoft Dynamics CRM can help keep things on track and eliminate busy work from an employee’s daily activities. CRMsearch listed a few options that can send messages automatically according to proven schedules and audience segmentation dictated by the company. By partnering with a CRM consultant, a small business can create marketing routines using cost-efficient technology and third-party expertise.

Engage
While marketing automation provides companies with automating functionality, organizations shouldn’t neglect checking on the effectiveness of campaigns and contact lists. When a properly implemented Microsoft Dynamics CRM system automatically collects data on marketing, the results may show exactly what changes need to be made.

Another benefit offered by Microsoft Dynamics CRM is automated contact workflow features. The business can create alerts and data sharing routines that prevent opportunities from being ignored. Whenever a user makes contact with an opportunity, they can log their actions and give other users visibility of updates. Information and alerts passing back and forth between marketers, sales agents and managers means nobody overlooks an important task.

Remove
Small businesses often do everything they can to prevent individuals from leaving a contact list. However, B2B Digital Marketing suggested unsubscribers can provide organizations with benefits. A company that solely focuses on preventing people from opting out isn’t prioritizing sales conversions. The truth is organizations don’t want certain people on their contact lists.

It may be best to make it easy to unsubscribe from marketing, so companies don’t waste time on uninterested parties or people who just delete emails as soon as they arrive in an inbox. Eliminating dead leads provides a clearer picture when companies analyze data records in Microsoft Dynamics CRM. Managers should go through contact lists, compare names to results and see if it’s time to reengage or drop certain names.