When it comes to customer relationship management, not all technology is created equal—especially when operating on an enterprise scale. The solution you ultimately choose will provide the foundation for understanding your customers and meeting their growing expectations. That, in turn, will determine the ROI of your marketing and success of your brand for years to come.
Diamonds in the Digital Rough
The marketing technology landscape is expanding at a terrific pace. Thousands of solutions provided by no fewer than 6,242 different vendors are available to today’s CMO—27% YoY that’s likely to continue.
Included in the flood of evolving technology are at least 200 customer relationship management solutions, including established providers and disruptive new startups. How does a marketing leader at a large business with an enormous audience chose the right one?
Key Considerations for Choosing an Enterprise CRM
Enterprises have some unique challenges in meeting the ever-changing expectations of today’s connected consumer. It’s one thing to recognize the value of personalized, relevant experiences—but delivering them to hundreds of thousands ,or even millions, of individuals around the world is a daunting task for the most capable CMO.
Choosing an enterprise CRM that enables you to serve 1:1 experiences on a massive scale can mean the difference between earning loyalty and being forgotten. When comparing your options, take special care to consider the following factors:
The key to understanding your customers as individuals, anticipating their needs, and engaging them in real-time lies in data.
Big data has been at CMOs’ top-of-mind for years now; finding ways to organize, interpret and act on the mountains of consumer information now available remains a high priority.
Almost every CRM has some amount of data analytics capabilities. But that can range from rudimentary web analytics to sophisticated deterministic data science.
Ideally, an enterprise CRM will provide access to a large pool of proprietary data that can be used to supplement and enhance your own first-party customer data. Enterprises often struggle with large silos of disparate data—a good CRM option also will be able to flexibly adapt and unify those scattered resources into a single view of your customers.
Today’s consumers are active on a broad selection of channels and devices at any given time. An effective enterprise CRM must be able to accumulate real-time signals from any input and translate them into thoughtful omnichannel responses.
Finally, a great enterprise CRM needs to be extremely secure when it comes to data and align to quickly-evolving social and regulatory privacy standards. Given the sheer volume of data a large organization handles and the sensitivity of the information within, enterprises can’t afford to take chances. Recent history is full of high-profile breaches that compromised corporate and customer data and tarnished brands—don’t let your marketing technology platform be your biggest vulnerability!
Automation is what enables an enterprise to take a powerful, relevant, personalized customer experience and scale it up to thousands or even millions of individuals around the world.
Most CRMs have some automation capability, many of them lack the capacity to constantly process and manage a compelling relationship with every customer. Seek out a provider that has the sophisticated AI technology needed to capture and interpret a flood of real-time customer signals and decide when, why and how to respond.
Most enterprises have an enormous tech environment that includes legacy systems, scattered databases, and third-party vendors. Even large organizations with robust IT teams find integrating new tools and platforms into their stack to be incredibly difficult.
An ideal CRM tool for enterprises is one that can flexibly adapt to your existing technology and data infrastructure. A quick onboarding process and the ability to unify customer data all in one place is a huge advantage in the perpetual battle for consumer attention and loyalty.
What the Experts Say
Shopping for the best CRM for your enterprise is an arduous process, but choosing the right one can quite literally determine the success of your company for the indefinite future. Fortunately, there’s no shortage of resources and expertise to pull from when selecting a solution that will bring the most value to your customers.
One such authority is the prestigious MarTech Breakthrough Awards, which recognizes leaders and innovators in the diverse and ever-changing world of marketing and advertising technology. This year, Zeta Global’s technology platform ZetaHub was awarded ‘Best CRM Solution for Enterprise’—standing out in a pool of over 2,000 nominees.
“The days of linear marketing are long gone, and multichannel marketing is now a necessity, but we find that many enterprise organizations are struggling with the challenge of managing this more complex customer journey,” said James Johnson, Managing Director at MarTech Breakthrough. “Zeta Global’s ZetaHub shines when it comes to enabling multichannel dialogue, empowering global brands to engage with customers and prospects across email, mobile, social, direct, and web. Congratulations to Zeta Global on its 2018 MarTech Breakthrough Award!”
Read the complete press release from MarTech Breakthrough here.
Click here to see Zeta’s announcement of the award.
Every day we work closely with our enterprise clients in Retail, Travel, Finance, Insurance, Media and beyond to better understand their customers and develop lasting 1:1 relationships. It’s not hyperbole: to see for yourself how our solution makes people-based marketing at scale possible, request a demo today.