There are many customer relationship management (CRM) systems to choose from for a Video On Demand (VOD) service. They all have their pros and cons so which platform is the best? Here, we’ll dive into what a CRM system is, specific features to look for, and provide a few recommended platforms — all to help you decide which one is fit to support your VOD service!
What is a Customer Relationship Management System?
You probably guessed it! A customer relationship management system is used for what it exactly sounds like. Think of it as the central hub where businesses store customer data, nurture customer relationships, and track customer interactions — all there to help a business manage easily their audience. According to Bergen Adair from SelectHub, here are some common features found in CRM platforms:
- Contact Management
- Sales Team and Customer Opportunity Management
- Lead Management for Determining High-Quality Leads
- Sales Analytics
- CRM Data/File Storage
- Email Marketing Integration
- Social Media Management Integration
- Landing Page Creation
- Dashboard Based Analytics
3 Features VOD Services Should Look for in a CRM System
In particular, a VOD service should be on the hunt for specific features when choosing the right CRM for their business. Read on to learn more about these components so you can actively support and nurture your customer relationships.
NOTE: Not all CRM systems have the features below. You may have to compromise to find one that fits your business needs and budget.
1. CRM System Integrated with Your VOD Platform
First things first, choose a CRM that integrates with your VOD platform. If you’re working with a third party vendor to stream your video content, you’ll want to consult with them and determine if they integrate with certain CRM systems. This will help narrow down your choices to a select few to chose from.
An integration between your VOD platform and CRM system is important because it allows to automatically update subscriber data based on different phases of a subscriber lifecycle (i.e. lead, active subscriber, canceled subscriber, etc.).
Intelivideo currently integrates with the following CRM platforms:
Please contact firstname.lastname@example.org to learn more about our CRM capabilities when you’re on the Intelivideo platform.
2. Automated Email Marketing
This is the second most important feature to look for in the CRM system supporting your VOD business. Automating customer emails with your CRM makes it super easy to nurture your subscriber and lead relationships. All you need to do is build an email automation for each subscriber lifecycle field (e.g. lead, free trial-er, active subscriber and canceled subscriber). This will allow for each customer to organically flow through an applicable email automation based on their subscriber lifecycle stage.
That being said, not all email automation features in CRM systems are the same. Try to find one that is intuitive and organized because it will make your life much easier and enhance your customer email experience.
Pro Tip: Speak with the sales team from each CRM system you’re looking at. Make sure their email automation feature fits your brand and needs. They may even offer you a demo so you can visualize how emails are delivered.
3. Craft Landing Pages
The final CRM system feature to hunt for is landing page creation. Take it from us — we understand the acquisition power it can add. Many of our clients run marketing campaigns and promotions throughout the year that require a dedicated landing page to collect leads. They’re a great tool to educate your leads and acquire their contact information to further market your VOD product to them. They can be hugely successful when executed effectively.
According to ConvertKit, the top 25% of landing pages (in terms of performance) have a conversion rate at about 5.31% or higher. The top 10% of landing pages are converting at an astonishing 11%.
If your CRM system doesn’t have a landing page creation feature, look into some of the best landing page builders on the market. When you’ve exhausted your email lists and want to expand your cold audience, then there’s no question you’ll need a landing page builder for your VOD business.
CRM Systems We Suggest for VOD Businesses
Based on the 3 features we walked through, we have a few recommendations for VOD businesses in search of the right CRM platform. HubSpot, MailChimp and ActiveCampaign are all well-equipped solutions in managing customer relationships and fit to support a VOD service.
HubSpot is an intuitive platform you can use to nurture your customer relationships. Their marketing tools allow you to house all your email automations and landing pages under one house — making it easy to market your VOD service to the right audience. Keep in mind that it can be an expensive platform to purchase, depending on the amount of contacts you have.
ActiveCampaign is also a great option for VOD businesses wanting to implement email marketing and customer relationship management. Currently, they do not offer a landing page feature, but are capable of integrating with Unbounce (dedicated landing page building service). Compared to HubSpot, it’s way more affordable but you have to sacrifice having a landing page feature.
Mailchimp is another CRM system we recommend for VOD services. It’s very affordable so a great choice for VOD businesses on a tight budget. On the other hand, there are some limitations when creating email automations and are not the most intuitive to set up.
NOTE: Hubspot, ActiveCampaign and Mailchimp all have the capability to integrate with the Intelivideo platform. This integration allows our platform to automatically upload subscriber data into the CRM system.
A CRM system is an essential for any VOD service. To simply put it, they make your job easier! The relationships you have with your customers is the most important part of your business and having a CRM system is an effective tool to nurture them to be loyal to your service.
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