Digital CRM (Virtual Classroom)

Plan, implement and manage an engaging, accountable, strategic online CRM programme that delivers improved and measurable results for your business.

You will learn to:

• Effectively manage relationships with customers and communicate with them on an individual basis to establish, develop and maintain a successful relationship – including using behavioural and purchase data to inform your strategy and personalise campaigns
• Plan strategic online CRM programmes with an understanding of eCRM key performance metrics
• Common features of ESPs and Marketing Automation platforms and how to choose the best one to suit your needs
• The technical aspects of Marketing Automation including behavioural targeting
• Create a practical, actionable customer touchpoint plan (or 'customer journey')
• Execute your campaign with robust rollout and testing strategies (including multivariate testing)
• Make the most of online CRM as a way to integrate marketing activities

• 5 core elements of an eCRM strategy
• Putting the customer first – making sure you know who you’re communicating with and why

Choosing the right eCRM agencies and suppliers

• 4 steps to choosing the right platform for your needs
• Key ESP and Marketing Automation platform features you should be utilising
• Overcoming barriers to successful eCRM implementation

Developing your eCRM strategy

• Creating your customer contact strategy CRM customer journey planning – mapping key touchpoints
• Choosing the right channels to include in your eCRM strategy

Understanding and managing your data

• Conducting a data audit
• Data and customer insights: understanding your customers
• Using your data to create highly personalised campaigns– including segmentation, dynamic content, real time communications and AI

The core of a solid eCRM strategy: Email Marketing Campaign execution & analysis

• Planning successful campaigns
• 3 Best practice considerations
• Ensuring the best results by implementing rigorous testing strategies

The technical side of email marketing: getting your emails to the inbox

• The 3 core elements of sender reputation
• The hidden metrics of deliverability
• Shared vs. Dedicated IPs What to do when you see your delivery rates dropping

Understanding eCRM metrics

• Defining the right CRM metrics for your business
• ROI and attribution modelling
• Post campaign analysis: analysing your results and identifying trends

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

This course is designed for senior marketing budget holders with overall responsibility for marketing strategy, CRM strategy and heads of digital, as well as marketing managers who are responsible for the planning, implementation and optimisation of CRM strategies within their organisation. This 1-day course will help you to develop a more effective and strategic approach to managing your customers with information applicable to B2C brands, B2B and not-for-profit organisations.