By @Jacqueline Madarang, Director, Marketing & Operations, BracewellToday, and as we continue to migrate to a hybrid business environment, it’s a good time to revisit your CRM contact data. An unusually high number of contacts are likely to have changed jobs within the past year and others may still be at an organization, but not physically working there. In some cases, some may be using their home mailing address as the preferred address. Additionally, physical separation means no more handing of business cards from events and/or conference to enter into a CRM.
Here is a more proactive approach that we found successful when I was at Blank Rome.
When the pandemic hit, we had to think of innovative ways to update the firm’s contact data. Attorneys, professional assistants, and the marketing and business development team had begun relying more heavily on the data that was stored in our CRM, which was the firm’s primary source of contact data.
We developed a strategy for a CRM reengagement campaign to take the onus off of the professional assistants and attorneys to update the firm’s contacts. We saw the campaign as an opportunity to check in with the firm’s clients and contacts while asking them to review their contact data and subscription preferences. The campaign was a success, and we converted 3% of the firm’s substantial clients to subscribers and updated more than 50% of the mailing lists with complete contact information.
Here’s
an article detailing how we developed the campaign including a flowchart that you can easily follow.