Project Objectives

1. Database Optimization: Refine and categorize the CRM database and provincial customer list to identify key B2B clients and segment them based on their potential value, preferences, and past interactions.
2. Email Strategy Development: Develop a comprehensive email marketing strategy that includes drip campaigns aimed at engaging B2B clients through various stages of the sales funnel.
3. Pipedrive CRM Integration: Utilize Pipedrive CRM to automate and track email campaigns, activities, and deals, ensuring personalized follow-ups based on client interactions.
4. Performance Tracking and Analysis: Implement a system for tracking the performance of email campaigns (open rates, click-through rates, replies) to refine and adjust the strategy for optimal engagement and conversion.

Deliverables

• Optimized CRM Database: A fully categorized and segmented CRM database ready for targeted marketing initiatives.
• Email Campaign Strategy Document: A detailed strategy outlining the structure, content, and scheduling of drip campaigns along with guidelines for personalized follow-ups.
• Pipedrive CRM Configuration Plan: A setup guide for integrating the email strategy with Pipedrive CRM, including automation workflows and activity/deal tracking methods.
• KPI Dashboard and Analysis Report: A dashboard for real-time tracking of key performance indicators (KPIs) with a comprehensive analysis of campaign performance and recommendations for adjustments.

Project Phases

Preparation and Planning

• Audit existing CRM data and provincial customer lists.
• Segment the B2B client base according to various criteria (e.g., purchase history, engagement level, potential value).

Strategy Development

• Design the email drip campaign strategy, focusing on portfolio tastings, new brand releases, and other engagement opportunities.
• Develop content calendars and email templates tailored to different segments of the B2B clientele.

Technical Setup and Integration

• Configure Pipedrive CRM to support the email strategy, including automation rules for email sending and interaction tracking.
• Establish metrics for monitoring campaign performance within Pipedrive.

Execution and Monitoring

• Launch the email campaigns according to the strategy document.
• Monitor real-time performance and make adjustments as needed to optimize engagement and conversion rates.

Analysis and Reporting

• Analyze campaign data to identify trends, successes, and areas for improvement.
• Prepare a comprehensive report detailing findings and providing recommendations for future campaigns.

Evaluation Criteria

• Engagement Metrics: Improvement in open rates, click-through rates, and reply rates from targeted email campaigns.
• Conversion Rates: Increase in the number of high-value opportunities identified and closed by the sales team.
• ROI: Overall return on investment of the email marketing strategy in terms of new points of distribution secured and sales generated.

As a mentor with 25 years of experience, including a decade in executive roles, I'll provide strategic guidance based on my deep industry knowledge. I'll offer insights into effective B2B marketing strategies, share my expertise on CRM systems like Pipedrive, and assist in navigating complex sales processes. My aim is to foster your growth, enhance your skills in strategic planning and execution, and help you understand the nuances of the wine and spirits market. Through hands-on advice and support, I'll ensure you have the tools and knowledge to successfully execute this project.