With marketing messaging, being too close to the product or service can again cause trouble. Oftentimes, marketers over or under guess at consumer’s level of knowledge, resulting in marketing copy that’s either too quippy and cute (but doesn’t tell us what you’re selling) or that’s too full of jargon and nonsense (and thus is unreadable). Without data, marketers are taking a stab in the dark when it comes to writing their copy. That’s where CRM reports come in.
With CRM reporting, you can test consumers’ reactions to marketing copy in a variety of mediums — email, social media, web, phone call — and the data doesn’t lie. If a message moves a lead further forward in the funnel, it’s probably working. Do more of that. If leads are abandoning ship after reading a different message, it needs to be changed. With data, marketers can learn to be better writers who straddle the line between being expert and friend, thus both teaching and reaching the customer.