November 10, 2021

How to grow your Salesforce CRM Database through interactive content

Grow & Enrich Salesforce CRM data

One of the key factors behind the skyrocketing popularity of CRM solution for most business types is ability to easily access, and manipulate data on your prospective buyers, fanbase, audience or customers.

Companies need access to this data in real time to make agile decisions.

The CRM market is growing. The global mobile CRM market will grow 11% to 15 billion worldwide this year. That's in addition to the 50 billion non-mobile CRM market globally.  

One of the biggest challenges with utilising CRMs effectively is data.  Many businesses struggle to capture data for their CRM. Whether that's adding new customer profiles to that database or enriching existing profiles.

A CRM that doesn’t work for the business is ultimately worthless.

The key CRM challenge

The key challenge isfinding effective ways to capture data without delivering bad customer experiences. Adding new profiles and enriching existing profiles enables more effective CRM use.

We found the answer lies in creating interactive content that your audience enjoys engaging with. That content becomes a "Trojan horse" to capture the data you need. When the interactive content is fun and engaging, audiences willingly share their data.

Building your CRM database can be challenging. However there are a few methods we’ve found to be exceptionally effective, and GDPR friendly.

Here’s what we’ve found...

Forms work - but performance is weak, or inconsistent

The median conversion rate for form submissions, across the board, is 3-5% according to Gravity Forms, one of the premier form building plugins for Wordpress.

These conversion rates are poor; in context they mean that only 3-5% of people that start with the form will complete it to submission. And we’ve seen numbers far lower than this, 0.1-0.5% conversion, reported as common.

Why don’t forms perform well?

  • Forms are boring and tedious for users to fill out
  • Most business make forms too long, which drastically lowers conversion rates
  • People are becoming more wary of filling out forms as they know they’ll be marketed to afterwards - basically, the audience doesn’t see their data as a worthwhile exchange for the experience

How we get conversion rates of 60% or higher on our form submissions

Forms can work very well, but there’s a piece that everyone forgets. This is where Campaignware lives.

Here’s how we do it:

Give people a reason to fill out a form

Ebooks, webinars and infographics in exchange for data isn’t enough anymore.

You need to deliver a positive experience BEFORE asking for their data - that is, before the form. This is how marketers and organisations can drastically increase conversion rates.

This can take shape in many different ways:

  • Entering a quiz
  • Playing a mini game
  • Uploading content
  • Entering a poll

Once the user has had a positive experience, they’re far more likely to give their data to you.

Here's a breakdown of how we did this for a financial services brand.

Here’s an example of how we did this for Ford.

By gamifying your data capture tools, you will skyrocket your conversions.

It’s not as hard as it sounds

Tools like Campaignware offer pre-built solutions to create gamified forms - which can be implemented for free.

Here’s an example of how you can create a gamified quiz with a form for data capture.

It’s a lot simpler than you think! Try one here for free.

In summary

The equation is simple:

Engaging experiences + a form = more data for your CRM

That’s how you can grow your database and enrich your data profiles to deliver more effective personalised marketing to drive results.

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