Greenrope’s CRM Cloud Adds SMB Marketing Muscle

Greenrope, a cloud-based CRM and marketing software provider, launched two new services aimed at helping small businesses drum up new business and provide better and more timely customer care.

New to Greenrope’s cloud services suite is Attribution Modeling, a feature designed to give SMB marketers a clearer picture of just how well — or poorly — their online efforts perform. Attribution Modeling tracks “external sources that drive traffic to your website,” says founder and CEO Lars Helgeson.

Admittedly, it’s not the most cutting edge capability. Web veterans such as Google pioneered the idea eons ago (in “Internet time”). According to Helgeson, Greenrope’s deeply integrated platform, which he likens to a “business operating system,” adds value that in a way that traditional Web analytics cannot.

Small Business Marketing Tools in the Cloud

Attribution Modeling helps small business owners determine not only which websites and domains generate the leads, it goes “a step further by tying it with conversions,” says Helgeson. He adds that it’s all about giving SMBs the tools they need to maximize their marketing dollars.

With tight CRM integration, the feature provides insights into which online sites and campaigns are the most effective. This, in turn, allows small business marketers to fine tune their online efforts in more targeted and cost-effective ways.

And it’s fully armed for companies that are either dipping their toes into social media marketing for the first time or those that are already neck-deep. With Attribution Modeling, Greenrope customers can now answer questions like “how many contacts in my [CRM] database came from Facebook or Twitter,” informs Helgeson.

The cloud service suite now also includes Customer Ticketing. While online customer-service and ticketing solutions are “fairly commoditized,” explains Helgeson, “they lack automatic integration with CRM.”

Greenrope Customer Ticketing addresses this by providing a Web-based ticketing system that customers can fill out online. “The difference is all those interactions automatically drop into CRM,” says Helgeson.

This creates a complete record of every ticket and, thanks to customer-records integration, it can help speed service requests and prevent tickets from falling through the cracks. Customer Ticketing also integrates with Greenrope’s direct campaign system, streamlining email communications and feedback process.

These capabilities are made possible, in part, by how Greenrope evolved its platform over the years. Instead of bolting on standalone features and segregating data as the company moved from email marketing to full-blown CRM services, Helgeson says “we built our system with an open architecture.”

It’s a strategy that helps Greenrope customers to fully capitalize on past work and exploit new features as they come online. “Data doesn’t sit in a little silo by itself,” adds Helgeson.

Greenrope uses a per-contact (not per-user) pricing model. Prices start at $25 for the Starter package, which handles up to 1,000 contacts.

Pedro Hernandez is a contributing editor at Internetnews.com, the news service of the IT Business Edge Network, the network for technology professionals. Follow him on Twitter @ecoINSITE.