application provides marketing instruments that allow you to store information about the customers' pain points, criteria for the choice of service provider and to configure the steps of the recognition ladder.
Pains
Create customer paint points to select them in the Pains field on the Opportunity and Content forms.
To create a pain, complete the steps below:
- Navigate to CRM → Marketing → Pains.
- Click New and fill in the fields.
- Click Save or Save and exit to apply the changes.
Pain form fields
| Field | Mandatory | Description |
|---|
| Name | Y | Add the title of the pain. |
| Service or Product | N | Specify the service or produc which the pain is related. |
| Implication | N | Add a detailed description of the consequences of the pain. You can use formatting and add images to this field. |
Differentiators
Create criteria for the choice of the service provider to select them on the Evaluation tab of the Opportunity form.
To create a differentiator, complete the steps below:
- Navigate to CRM → Marketing → Differentiators.
- Click New and fill in the fields.
- Click Save or Save and exit to apply the changes.
Differentiator form fields
| Field | Mandatory | Description |
|---|
| Compliance | Y | Specify the compliance type of the differentiator. Available options: |
| Description | N | Add description of the differentiator. |
| Name | Y | Add the title of the differentiator. |
| Service or product | N | Specify the service or product the differentiator is related. |
| Type | Y | Specify the type of the differentiator. Available options: |
The record form contains the Content related list. There, you can see the content that uses the differentiator.
Ladder of recognition
of recognition is a marketing model for the segmentation of potential customers based on their readiness to make a purchase. You can add new steps to the ladder and edit . The steps of the recognition ladder can later be selected on the Communication Objective form.
To create a ladder of recognition, complete the steps below:
- Navigate to CRM → Settings → Ladder of recognition.
- Click New and add the name of the recognition ladder step.
- Click Save or Save and exit to apply the changes.
