Park City is an amazing outsourced Human Resources and Training company. They help businesses look after their employees better and stay compliant with the law!
Juliet, their forward-looking Managing Director, uses CRM to help find, nurture and grow business.
Finding Customers (Web ‣ List ‣ CRM)
Which comes first, the lead or the database? Finding new business is often a challenge for companies. However, Park City’s strategies to open up conversations with businesses means that every day new leads appear on their database. Great! But what next? By people signing up for newsletters, information sheets and downloading training plans, contact data is feeding through their email marketing platform into their CRM for sales follow-up.
And guess what, the sales team following up know exactly what the new lead has been viewing online and the content they’ve downloaded. Juliet’s conversion rate for people enquiring and having a follow-up conversation is unbelievable. 
It’s not the CRM that is actually closing the business. It’s the CRM that’s giving her sales team the right conversations at the right time to maximise their opportunities to win the work. During the sales process, CRM is sharing where in the sales cycle each customer is. So, relevant communications can be sent to encourage them to move onto the next step.
Finding and winning business is so much easier when there’s an integrated email and sales system working together.
Nurture (CRM ‣ List ‣ Web)
Winning a customer is just the start for Juliet. There’s so much more value that Park City can bring; they need ways to share more about what they do in a way that’s relevant. There’s no good in offering a special discount on an HR service to customers who are already signed up for it! So, using an email marketing and automation platform that is connected to her CRM, Juliet is able to set up Engagement Programs and share data about what her customers have bought.
By sharing this segmented data between systems, she’s able to send relevant content to the right people at the right time. Sharing ways that Park City are able to further help across its database has the upside of selling more services and training (a big tick in the box for Park City), but also means that customers can really see the value that working with the company can bring to them.
How much easier is it to work with a business you already have a good working relationship with, than one without?
Juliet runs a highly successful, award winning business, growing from strength to strength through their smarter use of data and CRM.
