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What is Customer Relationship Management (CRM) & How Does It Work?

By EuJin Kok on 23 December 2020


What is CRM? Why use CRM? How does it work?

In the marketing industry, customer relationship management (CRM) refers to the software used to manage interactions with customers in the past, present, or future. Knowing your individual customer's behaviours and psychology is a vital part of inbound marketing, and CRM is the tool every marketer should have.

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Topics: Inbound Marketing, Buyer Persona, CRM

5 Lead Nurturing Best Practices

By EuJin Kok on 08 October 2018

Nurture Like Rolex: 5x Sales

Lead nurturing best practices are often overlooked.

Lead nurturing is the act of guiding a lead to becoming your customer. To nurture a lead is to build rapport with them and show them that you are in fact a company that they can trust and expect a gain when they become your customer. Lead nurturing is an integral part of inbound marketing.

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Topics: Inbound Marketing, Metrics, E-Commerce, Buyer Persona, Digital Marketing, Best Practices, Email Marketing, CRM, HubSpot

Content mapping for different buyer personas

By Novelle Tham on 04 October 2018

How to write contents effectively


Before you start generating out content to your buyer personas, you need to understand the Buyer’s Journey and match your contents to each stage of the journey.

If you are not mapping your content to each of your buyer personas, you are missing a critical element in successfully understanding, organizing, and presenting your marketing content to your buyer personas.

Content mapping is a process of planning and organizing a library of marketing and sales content according to each of your buyer’s personas and the stages that they are in in the Buyer’s Journey. 

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Topics: Inbound Marketing, Buyer Persona

What is a Buyer Persona?

By Novelle Tham on 16 May 2018

Buyer persona - do you know your customer?

In any form of business, it is undeniable that not everyone will want a certain product or service. Therefore, trying to appeal to everyone is not a realistic approach.

One of the ways to refine your digital marketing efforts is by creating a buyer persona or targeted audience. Inbound marketing is a form of digital marketing that depends heavily on buyer persona to be effective.

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Topics: Inbound Marketing, Buyer Persona

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