Marketing Workbench

Marketing Workbench (EasyCRM)  is the working center of InfowareLab online marketing solution. Together with other online marketing tools, it forms a robust marketing platform for SMBs to complete the marketing initiatives and tasks in a convenient and effective way.

Search engine marketing brings SMBs an increasing number of visitors and browsers to their websites, but it does not  necessarily guarantee that leads can be generated or converted. And the poor lead conversion rate resulting from ineffective marketing efforts proves to be a huge challenge for SMBs. It is known to all that traditional CRM is good at data management. However, it cannot help generate large amount of leads and manage marketing processes effectively, which leads to low lead score and poor conversion rate.

Marketing workbench (EasyCRM) combines the best parts of lead lifecycle management & multi-channel communication technology with the seamless integration with sales continuation & plug-ins of marketing communication tools (empowered by telephone, messaging, voice, interactive video, online demonstration, Email, and webinar, etc.). Serving as a vehicle to guide marketers through the complete marketing processes covering lead generation, conversion, analysis, interaction, direct marketing, and evaluation, Marketing Workbench(EasyCRM) covers every major conversion stage so that marketing behaviors can be managed and measured from the initial campaign to deal close.

With the objective of offering a complete online marketing platform and various solutions to satisfy SMBs’ marketing needs, Marketing Workbench (EasyCRM) has the following functions:

Contact Management
For a company, the first step of marketing is to collect customer information through multiple channels. Recently, more and more companies begin to choose inbound marketing strategies like  searching, advertising or ecommerce to attract visitors to their marketing websites. No matter which promotional method (call, online collaboration, registration, etc.) is adopted to acquire customers, it is always about the interaction between customers and companies. For each interaction, the Contact Center aims to offer customer agents an effective way to interact with customers through survey questionnaires, knowledge base and its seamless integration with WebTouch, EasyDoc, and EasyCall.

Lead Management
Any valuable contact information can become lead. Lead management, including lead generation, lead acquisition, lead analysis and score, lead merge, lead conversion, lead interaction and tracking, lead nurturing and lead distribution, is one of the most significant marketing practices. The purpose of lead management is to help sales get effective opportunities eventually. By tracking the complete lead lifecycle, it also establishes a customer information system for further assessment.

Direct Marketing
Direct marketing is defined as the sustaining customer development (or lead nurturing) in forms of Telemarketing, SMS marketing, Email marketing and Webinar for those who haven’t become opportunities. It does not only include marketing execution and various predefined marketing templates, but also covers functions like campaign planning, marketing process design, project management, expense management, etc.

Opportunity Management
In the tracking processes, each opportunity may appear different status (e.g. tracking, deal closed, deal dropped, deal failed). Opportunity management enables the tracking of opportunity status, which can accurately reflect sales effectiveness. Besides, it can take back the immature opportunities concerning sales and continue to nurture them, thus optimizing your utilization efficiency of customer information.

Marketing Evaluation
Marketing evaluation is the ROI (Return on Investment) analysis of a company’s marketing budgets, which aims to analyze marketing practices from different perspectives, and assess the effectiveness of marketing investment according to the conversion rate of customer status.

Enabling SMBs to define and execute marketing processes, Marketing Workbench (EasyCRM) is distinct from traditional CRM in that it focuses more on improving the marketing effectiveness around the lead lifetime management, and provides an unified marketing platform in aspects of planning, execution, interaction, and evaluation. Its advantages are as follows: