Sellerscast: The Benefit of CRM for E-commerce Sellers


On February 19th, 2019 our own Andrew Maff, Director of Marketing, sat down with our own Gina Milazzo, Head of Accounts, to talk about the benefit of CRM for E-commerce sellers. 



Andrew Maff: What's up welcome to Sellers Cast. Once again, my name is Andrew Maffettone.

Gina Milazzo:  I'm Gina Milazzo.

Andrew Maff: And today, we are talking about the benefits of a CRM for E-commerce sellers. So, this is what we're going to talk about today. CRM, fun fact when I say CRM nine times out of ten and I'm talking about e-commerce they are going to say well I don't sell to businesses that stupid and I say wrong.

So here is why we love to use CRM's inside sellers choice here. Mainly because you now have a customer profile. You don't have a customer like here's their name, their e-mail and here's what they bought once. Great. Here's a name, here's an e-mail, here's every e-mail they ever opened, here is every link they ever clicked on your website.

Gina Milazzo:  Here's where they live.

Andrew Maff: Here's where they live. Here's their birthday if you can get it. Here's the last time they visited their site with every product. It is literally every single piece of information is just a data hub of awesomeness. So, we are big fans of hub spot. We are HubSpot partners and that is what we are most familiar with so were going to talk to you a little bit about that one. Of course, that is a tool that we will previous of course.

Gina Milazzo:  Yay.

Andrew Maff: So, a couple things I am a big fan of. And there's other CRMs out there, don't get me wrong. HubSpot isn't a religion, do whatever you want.

Gina Milazzo:  We do practice like that though.

Andrew Maff: We do practice. A rep is going to see this and we're going to get yelled at.

Gina Milazzo:  Here's how to practice in HubSpot.

Andrew Maff: Yes, here is how to practice good HubSpot. So, CRM for e-commerce. We like to host a blog and post your content. We like to host our blog on HubSpot or on whichever CRM you can so what will happen is as a certain user can come through those blogs, we can see what page they showed interest in on this blog. What links on this blog did they click on. Did we have gated content, which you should. Did they download the gated content? Which gated content did they like? Oh great, they looked at this specific blog and downloaded this specific content which means they are really interested in this specific category and we can send them a 10% off coupon completely automated and just send it off. Send them the discount code. Great, here you go. The discount codes come in and I never touched them once.

The other side of that is your social media ads or even again, your e-mail marking list. You can segregate. Let's say you have 500 products and each of those products has ten variations so you really have 5000 products. It just so happens that whoever is now coming likes to buy your variations that are blue. So, I can make a list of all blue stuff and I can make social media ads or I can make e-mails that only go out to them in blue so that they are always getting the color that they want. Or of course, you have the personalization tokens. So I can send an e-mail that says" hey, first name, here's a discount, here's this, here's that". Or I can do similar things on landing pages or on blog posts. I can have personalization tokens where I know that this person is interested in the color blue. I can change the gated content around that and make it blue which I think is a horrible example but I am doing it anyway.

Gina Milazzo:  It's a little lame. It's like people interested in one specific kind of product niche that you have.

Andrew Maff: Exactly. And then of course the added benefit is that this ties all in to your customer service so one of the things that we have definitely preached here for a long time is I guess to stick to the religion theme, is that customer service is like marketing best friend and sales is always our enemy. The reason that sales is always our enemy plays for the B side because the sales team always fights with the marketing side. But for customer service, if you do great customer service you can now do awesome marketing. So if you can integrate all of that in to your CRM you can now integrate getting all of your customer data in to one place so now your customer service reps are now talking and saying, hey I see that you visit a lot of these blog posts and you bought this product you might actually prefer this product. It could be an upsell, it could be a cross sell, it could be a down sell which by the way is not a bad thing.

So it gives you the opportunity to learn a lot about a person before you have to talk to them. So that's definitely one of the larger benefits of being able to do that is just knowing he person much deeper before you actually get in to a conversation with them.

Gina Milazzo:  I am a broader sense too, coming from a content background. I love the blog metrics so being able to go in and see you know, we wrote ten articles about this topic. Did they resonate to those ten particularly better, did they do worse? Did they spread across a specific kind of a day? You know, that's the kind of stuff and especially with how many people that have been asking me about content marketing basically and we've seen a ton of reports already this year that this is kind of the new big thing that everyone is talking about. I definitely never recommended delving in to something without having any kind of data of analytics in place ready to tell you what you're doing well and what you're not doing well. So I really love that part.

Andrew Maff: They also have on the customer service side, the little chat guy on the bottom corner. Sport chat. And you can customize him but you can also turn him in to a bot so you never really have to talk to anyone if you don't want. You can send them through a bunch of ifs ands.

Of course it's all in one place so you don't need to learn fifteen hundred different softwares, it's all in one place. The biggest problem we always hear about CRM's which is probably what everyone is thinking right now is not cheap. But if you look at e-mail marketing, customer service, chat options on your website, analytics tools, blog hosting, marketing automation, if you tie all of that stuff together a lot of these things it actually equals to significantly less in most cases.

Gina Milazzo:  I think we've noticed too that when everything is in one place, it makes it easier to find the connections between departments too. So social is an island, content is an island, design is an island. We can find out what's registering well in different topics and make sure that it's all kind of connecting to whatever the larger mission of that brand is.

Andrew Maff: And, it still gives you the added benefit of eventually going B to B. Obviously most e-commerce is still b to c however if you are eventually going to start reaching out to retail stores or to large big box people or if you are reaching out to other businesses to offer them wholesale discounts, that's a sales process that now should probably go through a CRM in which case you are tying it all in to one. So, CRM's are absolutely for e-commerce sellers and once again, we are big fans of HubSpot here but either way take a look at any CRM out there. I would say definitely look in to the automation side of things, the personalization side of things and just the combination of all the metrics to see what is actually working.


Gina Milazzo:  Sounds good.

Andrew Maff: Sweet.

Gina Milazzo:  Blessed.

Andrew Maff: Thanks hashtag blessed. See you all next week. If you would like us to talk about anything specific, please comment below and of course please subscribe and we will see you again. Please enjoy your week.

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