integrated marketing for accountancy firms
TRANSCRIPT
Integrated Marketing for Accountancy firms
www.reallysimplesystems.com
John PatersonCEO, Really Simple Systems
Agenda
• Cross Selling
• Referral Tracking
• Campaign Management
• Topic Mailings Management
• Fee Earner Adoption
• Integration with Practice Management systems
• The Business Development Process
• Summary and Quick Wins
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Really Simple Systems
• Largest UK vendor of Cloud CRM
• Focussing on ease-of-use and end-user adoption
• Customers include RSM Tenon, Fisher Meredith, Red Cross, NHS, Dept of Environment, Royal Academy
• Integrated Sales & Marketing
– No need for 3rd party mailers
• Proven since 2006
– 5,000 users
– 99.999% uptime
• Award winning product & support
Copyright © 2013 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 3
Cross Selling
• Set targets for lead generation– 2 contacts a month?
• Capture and report follow ups– Have they been done?
– What was the result?
• Chase, nag and reward
• Track the total results– how many contacts identified
– how many contacts followed up
– how much business won
Copyright © 2013 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 4
Referral Tracking
• Capture incoming and outgoing referrals
• Capture how much business won from incoming
• Report and contrast incoming v outgoing
• Use results to leverage more incoming leads
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Organisation Leads In Leads Out Deals Won
NatWest 5 10 2
SJ Berwin 7 6 1
Smith & Williamson
8 4 3
Campaign Management
• Track new business by Campaign– Referrals
– Cross Selling
– Newsletter & Mailings
– Pay per Click
– Web Site
– Suspects, Prospects, Opportunities & Sales
• What is working, what is not
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Topic Mailings
• Build a list of topics– HR
– International Tax
– Compliance
– Etc
• Add Contacts to Campaigns
• Mail & Manage– Unsubscribes
– Bounces
– ClickThroughs
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Fee Earner Adoption
• Very few people like using a CRM system
– Some will buy in, some won’t
– “nothing in it for me”
• Barriers
– Ease of use
– Speed to update
– Learning curve
– Reliability
• Stick & Carrot
– Track logins, usage
– Thank them when they use it properly
– Nag them (or their manager) when they don’t
• If you can’t get the fee earner to use the CRM, try their PA
Copyright © 2013 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 9
Practice Management Systems
• Ideally, you want to see revenue and new contacts back into the CRM system
• Integration with Practice Management Systems is always “possible”
– Just often not easy=expensive
• Newer PMS are cloud-based, have standard APIs
• When you next upgrade/replace your PMs, make sure that it is cloud based, and has built-in APIs, for standard
Copyright © 2013 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 10
Business Development Process
• Barriers1. Too busy to follow up leads
2. Not motivated to find new leads
3. Uncomfortable making appointments
• Solutions– Report progress across firm
1. Nag!
2. Nag!
3. Try and get a call agreed upfront
– And if that doesn’t work, try praise and embarrassment
Copyright © 2013 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 11
Summary
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• It isn’t rocket science
• But it does need organising, reporting, and prompting
• Fee Earner Adoption is key
• Proving to the firm that Marketing works is key
• Two quick wins
– Get one copy of the data, and start email campaigns
– Capture and report referrals
• Choose a CRM system
– from a supplier that understands the business
– that is easy for fee earners to use
– yet has the analysis capabilities for the reporting
RSM Tenon
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• RSM Tenon needed
– to co-ordinate business development across practice areas and offices
– One copy of the data
– Easy for fee earners to use
– Zero IT overhead
Making CRM Simple
www.reallysimplesystems.com