1. Exploiting the CRM for B2B Marketing Karen Race Deputy Director, Academic Enterprise

2. Scope A system which shows all activity relating to an organisation or contacts, whether enquiry, project delivery, marketing campaign, event or course attendance The management and recording of all business engagement activity, from start to finish The monitoring and management of all externally funded contracts (ERDF, RDA) and recording of contracted outputs

3. Aims of the CRMS Better management of business clients and their projects Visibility of activity across the University Mass communication Accurate and timely management information Minimise the risk of non-compliance to DP and PECR regulations

4. Timeline Summer 2007 decision taken December 2007 specification ready June 2008 tender process complete October 2008 live for 50 current KHIS users Evaluation March 2009 roll out begins Sept 2009 pilot marketing campaigns

5. Timeline January 2010 reporting site launched Summer 2010 >680 people-sessions delivered Sept 2010 phase 2 improvements implemented Sept – Jan 2011 data cleansing Feb 2011 event management and book and pay on line

6. Progress with CRM Trained Users (Inc Leavers):331 Organisations: 9,889 Contacts: 17,095 Activities: 86,202 Enquiries: 3,665 Projects: 2,357 Marketing Campaigns: 230

7. Cross University use

8. Putting the Customer First External accreditation that has an immediately recognisable ‘hook’ Common processes 30 Statements – Customer Relationships – Market Awareness – People

10. B2B marketing Commercial marketing network Business Liaison Co-ordinator Policies, procedures Guidance notes New forms Additional software

13. B2B marketing continued Powerful and fast email marketing tool sitting within CRM Library of pre designed templates Slick Evaluation Reports Online Booking system linked directly to CRM Online payment

14. Further processes and support Training for the team, eg html More guidance for our internal clients InfoPath form Finance dept involved, reports needed More reports

15. Data Cleansing All contacts must have email addresses Introductory email sent Annual email sent Opportunity to unsubscribe Follow up of bounce backs

18. What next? Campaign and event evaluation, cost benefit analysis Continuous improvement of marketing practices Ever cleaner data Promotion of part time courses