5-Step BNTouch CRM Implementation Guide

CRM implementation requires time and some level of dedication. The amount of time really depends on the depth of your future usage of the system. If you plan to use it in every single aspect of your business life, it will take longer to get everything in place, then if you are just looking to utilize some of the marketing engine capabilities.

CRM become a tool that allows you to expand and sustain your business. It should become an important part of your marketing or sales activity, so taking a time to properly set it up and integrate into your business is vital.

1.       Have initial plan (or ideas).

Successful CRM implementation can start with setting goals.  The initial plan can have one goal, but we recommend setting three goals for the initial phase. Here are some examples that we see our clients set as their initial goals:

- Newly-funded borrowers drip-campaign follow up
- Building relationship with partners I obtained business card for
- Reconnecting with borrowers that I closed years ago
- Create consistent follow up with borrowers that are not ready to finance now
- Execute co-branded marketing when my referral partners sending me new lead
- Immediately follow up with leads I’m receiving from lead providers

2.     Create/Import campaigns.

When you have your plan ready, it is time to create the content for successful implementation of your ideas into life. BNTouch offers you more than 70 campaigns you can download from our Content Exchange area under Marketing tab. We would like  you to think of them as your starting point. You should go through all applicable campaigns and modify or extend them if needed to meet your marketing vision and plan.

When you are confident that your campaigns say exactly what you want them to say and campaign steps are scheduled to be sent exactly when you want them to be sent, you are ready to proceed to the next step.

3.     Setup automation.

Now it is time to setup the system to do certain things automatically for you. We call it “Campaign Triggers” or automation rules. The basic idea behind them is telling the system when you want to start certain marketing campaigns and when you want to stop it. For example, below are some basic triggers:

- When record is in “Lead” stage and it came from “Zillow”, start New Zillow Lead Campaign
- When record is “Funded” before 1^st of this year, start Previously Funded Campaign
- When record came from Partner Portal, start Real Estate Agent Co-Branded Campaign

4.     Import you database and setup data intake (web forms, lead providers integration, sync agent).

If you don’t have data in your database, the marketing ideas you have implemented in the system are pretty much useless. One of the most important parts of CRM implementation is getting your data into the system. There are a number of ways the data can get into the BNTouch CRM:

- Sync agent for Ellie Mar Encompass or Calyx Point
- CSV data import
- Lead provider integration
- Third-party service provider integration
- Web-form installed on your web-site or social network
- Partner or Loan Portals

Once you have identified and setup your data intake and imported all initial records, the system will apply your automation rules on-the-fly and start marketing for you. From this point on, you have a  functioning CRM.

5.     Expand as you go.

As you continue to use the system, you may have other sales and marketing ideas or needs. With BNTouch CRM is pretty easy to expand your marketing and setup something new. The process remains the same. Repeat steps 2-4 for each new idea you may have.