How Marie Forleo is revolutionising CRM

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Marie was recently interviewed by Oprah as a thought leader for the next generation. Her mission is to help you realize your greatest potential and use your unique talents to change the world. She reaches over 200,000 readers in 191 countries worldwide and leads dynamic training programs that teach individuals to succeed in business and life.

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In case some of you have been living under  a rock lately, you may have been inundated with posts, emails and links to a phenomenon called B School by Marie Forleo.  B School is is an 8 week, interactive video-based training program that teaches smart, effective online marketing strategies to business owners who want more sales and more impact from their online presence.

Graduates from B School include “advanced” students who are New York Times bestselling authors and million dollar plus business owners who have large lists (from 10K – 100K).   These “advanced” students completed B-School and have added anywhere from $65,000 to over $1,000,000 in revenue to their business from what they learned in our program. While they were already successful, they weren’t fully leveraging their online presence to drive more revenue.

Amazing huh! Marie also launched a series of 3 free training videos to teach her tribe, the “right way to market”.  So why am I telling you all this?  Well, Marie’s marketing strategies are one of the best ways we have seen CRM being implemented.

In her first training video, she talks about a  6 Pillars Map. Pillar 2  in particular is just one example of pure poetry in motion when it comes to CRM.  Pillar 2 is  how to create “Websites that Sell and Don’t Suck”:

1. Connect

 You must connect with your audience instantly when they land on your site and communicate how you can help them.

2. Capture

This is super important.  You MUST find  a way to capture your prospect’s name and email.  The majority of your visitors will not buy from you the first time. You need to capture their details so that you can build a relationship with them over time (CRM strategy anyone?!)

3. Convert

Your website needs to be the best unpaid salesperson in our business and convert browsers into buyers. Your website can and should bring revenue to your business 24/7.

So there you have it! An amazingly simple CRM strategy that does not cost you much.

For more info on the brilliant Marie Forleo, head over to



CRM For Puppets!


We love to bring you stories of innovative ways a CRM system can help any type of business – including not for profit organisations. Take Spare Parts Puppet Theatre.

Spare Parts Puppet Theatre (SPPT) are Australia’s champions for puppet theatre.
SPPT present five seasons a year at their home theatre in Fremantle, nurture the art form through our School of Puppetry and Emergent training program – FirstHand, perform in Festivals, corporate and community events and tour extensively through regional Western Australia and the world.

They were founded in 1981 by Artistic Director Peter L Wilson, writer Cathryn Robinson and designer Beverley Campbell-Jackson, as part of an artist-in-residency program initiated by the WA Institute of Technology (now Curtin University of Technology). From 1997 – 2001, SPPT was under the artistic direction of Noriko Nishimoto.

SPPT are now lead by an outstanding team with their award winning Artistic Director Philip Mitchell and Associate Director Michael Barlow. After 30 years of operation, the Company has developed a national and international reputation having performed in China, USA, Korea, Singapore, Japan, Czech Republic and most recently in France.


SPPT required a system to manage their clients and automate internal processes. These processes were mainly in the areas of:
1. Managing marketing campaigns
2. Managing school workshops
3. Managing Sales force automation – automatic quotes generation
4. Managing grants and philanthropic activities
5. Managing the different client and staff categories (schools, donors, volunteers, tutors)
6. Automating workflow (automatically notifying the relevant tutor when a workshop is entered into the system)
7. Managing staff contracts and other documentation

The Solution

The CRM system was configured from the front end to manage all the items listed above.
Existing contacts that were stored in excel sheets and outlook were imported into the system to create a central repository.
Custom reports were created to handle all the above items as well as:
1. VIP lists
2. Donor lists
3. Adopt a puppet members – These are people who wish to ‘adopt a puppet’ for a  year by providing a contribution to SPPT.

The CRM solution implemented by Sankhya Consultants resulted in the following benefits to SPPT:
1. Time savings by automating marketing activities and tracking marketing campaigns
2. Time savings by having a central system to manage workshops and having integrated workflow to automatically inform tutors of the workshop details so that they can prepare materials
3. Time savings in generating quotes by automating the process
4. Efficient handling of grant applications and philanthropic activities
5. Automatic generation of reports and lists for management – time savings and increased accuracy in not having to compile these manually.
6. Having a central repository to manage all types of clients and staff and their associated contracts and documentation.

Future Enhancements

The next stage is to provide Google Calendar integration to synchronise activities and tasks.  We also plan to include  SMS integration and a web-to-lead form so leads can be captured directly from their website.

10 Tips To Improve Your B2B Email Marketing

Business to Business (B2B) email marketing should be approached differently than Business to Consumer (B2C) email. However, many B2B marketers find difficulty in creating successful B2B campaigns. We find the problems are mostly due to two misconceptions: First, many of us assume that a Business-to-Business email needs to be full of corporate speak and approached with a business-like mentality. Second, most of us, even marketers, see more B2C messages than B2B ones, so we unsuccessfully try to implement B2C style tactics in our approach (design, layout, copy, etc.).

So, to get back on track with your B2B email campaigns, here are ten tips:

1. Be a human. Consider writing your B2B email in the same way you’d approach a personal communication. Show some personality. Write it like it’s a conversation. Be upbeat. A lively writing style from a person and not a brand can be a game-changer. At worst you’ll be remembered for being unique.

2. Have a goal. Too many messages are sent simply because someone is covering their ass. The sender’s only goal is to make sure they don’t get blamed for not sending the email. If that’s you- stop it. Have a reason for sending your email. If you don’t know what it is, don’t send it.

3. Consider the recipient’s goals. Most likely, your B2B email isn’t about branding or a special offer. It’s there to help recipients with a vital function of their job. Put yourself in the recipient’s shoes and create a communication that benefits the recipient by providing valuable information, saving time or saving money.

4. Segment. If you’re trying to reach multiple audiences, you may want to do it with multiple iterations of the email, allowing each to be short, focused and goal-oriented.

5. Not everything needs to be a newsletter. You don’t need to send a newsletter-style email with 5 articles and 50 links just because you’re a business. Try testing different amounts of content- maybe its better to send 1 article at a time, 3 days a week than one monthly newsletter with 12 articles. Mix it up. Try to be different. Stand out.

6. Tell a story. Yes, it’s okay to include real-world stories in your emails. The recipient is a person. People like stories. Give your readers something they’ll like. Story-telling is a great way to engage and earn your reader’s attention.

7. Be consistent with delivery. When recipients see your emails arriving consistently at the same time each day, week or month you’ll get a higher open rate. Why? Because it makes you look like you know what you’re doing. And if you give off that impression people will notice and react.

8. Offer solutions. Business professionals are presented with challenges on a daily basis. If you can help solve them, you become valuable. In your emails, show you your product or service can solve common business problems.

9. Include social content. If you have quality content from your social media channels, highlight your most commented post, most watched video or most re-tweeted Tweet in your email. If your social contacts find it interesting, your email audience probably will too.

10. Encourage feedback. If all else fails, ask the recipients what they want or allow them to select it themselves. Surveys are also a good idea. Ask users how much content they want and when they want it. Just be prepared to implement or act upon the feedback you receive. B2B email marketing isn’t rocket science- if anything the audience is more consistent than B2C recipients. So take the initiative to adjust your B2B approach- you’ll likely see the effort in your improved campaign results.

Reference: Adam Q. Holden-Bache – Mass Transmit


10 Reasons Email Marketing is Better Than Social Media

Your CRM strategy for marketing may include email marketing and social media marketing. Though social media seems to be the new method of reaching out to people, this article explains why good old fashioned email marketing may be better.

Social media presents a wealth of new opportunities for marketers. Many find it has a lot of value in their marketing mix. But when compared to email marketing, does social deliver?

Even with all the great options social marketing presents, email marketing still seems to have many advantages over social media.

Here’s a list of 10 reasons why email marketing is better than social media marketing:

1. Guaranteed Views
When you send an email to a valid address you know it’ll arrive in your recipients inbox and they’ll have to recognize the message. At worst they’ll delete it without an open, which still presents a branding opportunity. However, in social channels you never know if anyone is seeing your message. Studies have found that 71% of tweets are ignored and brands have limited ability to determine if their content is even showing up in the streams of their Facebook connections.

2. Longevity
Even though email does achieve most of its results within the first 24-48 hours, it can still reside in an inbox until someone has the time to taking action on the message. In social media, your followers can miss a post or tweet entirely, and the ones they see will only be available until their stream is filled with other content.

3. Environment
Email recipients go to their inbox expecting to receive messages from people and businesses from which they have provided consent. Social media channels can be cluttered with content, advertising, alerts/notices, and other things that compete for users attention. Because of this social users tend to scan and pick out content while email users move from message to message. Email is generally a better environment for getting recipients to recognize and pay attention to your marketing content.

4. No Message Length Limitations
By not having to limit a message to a set character length, email allows marketers to present a more comprehensive marketing offer, explain benefits, support it with additional information and provide a strong call to action. The length of the message is determined by the marketer and not the limitations of the channel.

5. More creativity
Email allows marketers to fully explore their creative side by incorporating text, graphics and in some cases, animation and video all in one message.

6. More Significant Relationship
Those that opt-in to email lists are raising their hand saying they want to receive your marketing content. In social media, those that subscribe, like or follow your brand may be doing so for reasons beyond marketing, such as the opportunity for engagement or to see what others are saying. And filling out an opt-in form is usually a more considered decision than a one-click “like” or “follow”.

7. Personalization
Email content can be personalized with data or content specific to the recipient. Messages can even be customized based on purchase behavior, previous activity or many other variables. Personalization in social media is non-existant. Until social publishing tools can provide an automated process for creating personalized content, email will continue to trump social marketing in the ability to create personalized marketing messages.

8. Segmentation
Providing targeted, relevant marketing content almost always guarantees better results. Being able to segment your email list and use that data to provide a more targeted communication is a huge advantage of email over social.

9. Tracking / Reporting
Email offers the ability to track renders (opens), clicks, forwards, conversions, bouncebacks and much more. The reporting that you receive from an email campaign can provide a very accurate picture as to how recipients received your message, whether or not they found it interesting, whether or not they took action and if they completed the action. From a marketing standpoint, email reporting is superior to the metrics you receive from most social channels.

10. Higher Chance of Conversion
If your goal is getting someone to take action on your message, the ability to create a visually compelling message with a full marketing offer that is personalized and targeted to the recipient and has a higher likelihood of being seen should almost always lead to a higher conversion rate. And for most campaigns, that’s the main objective.

Reference: Adam Q. Holden-Bache-