Collin Canright

At Canright Communications, we’ve recognized the power of integrating technology into our marketing and communication strategies, and CRM tools like Salesforce are essential to our approach. In this week’s newsletter, we’ll take you through how we use Salesforce to streamline our communications and marketing efforts, including maintaining multiple lists and integrating with Mailchimp for effective segmentation.

Embracing Salesforce CRM

As a technical communications agency, we understand the significance of staying connected with our clients, prospects, and partners. Our journey with Salesforce began with the realization that manual processes were hindering our ability to provide personalized and timely communication. Salesforce offered us a solution to manage our relationships and data in a way that aligned perfectly with our goals.

Centralizing Data

One of the most significant advantages of Salesforce for us has been the ability to centralize our sales and marketing data. We maintain detailed profiles of our contacts, clients, and leads, allowing us to understand their preferences, interactions, and engagement history, as well as our sales-oriented contacts and pipeline.

Maintaining Multiple Lists

Segmentation is key to delivering targeted messages that resonate with our audience. Within Salesforce, we’ve set up multiple lists that categorize our contacts based on their industry, geography, engagement level, and more. This segmentation allows us to tailor our communications and marketing efforts, such as newsletters and email campaigns, more effectively.

Integration with Mailchimp

To take our segmentation strategy to the next level, we’ve integrated Salesforce with Mailchimp. This integration enables us to sync our segmented lists seamlessly. When someone subscribes to our newsletter or interacts with our content, Salesforce can sync their information with the appropriate list in Mailchimp. This ensures that our subscribers receive content that aligns with their interests.

Marketing Analytics and Insights

The powerful reporting and analytics tools within Salesforce and Mailchimp allow us to measure the success of our campaigns. We can track open rates, click-through rates, and conversion rates for each segment, enabling us to fine-tune our strategies for maximum impact.

At Canright Communications, Salesforce CRM has become an invaluable tool in our communications and marketing arsenal. By centralizing our data, maintaining multiple lists, and integrating with Mailchimp, we’ve transformed our approach to communication.

The ability to deliver personalized and timely messages to our clients, prospects, and partners has not only improved engagement but has also strengthened our relationships. As technology continues to evolve, we’re excited to continue leveraging the power of Salesforce to stay at the forefront of effective marketing and communications strategies. 

To learn more about how Canright can help you maximize your CRM systems to improve your marketing and communications strategy, contact us at collin@canrightcommunications.com
www.canrightcommunications.com

In today’s ever-evolving business landscape, organizations are constantly seeking effective ways to demonstrate their value to customers. Whether in times of economic prosperity or uncertainty, one strategy stands out as a powerful and invaluable tool: thought leadership. Surprisingly, this approach surpasses the effectiveness of traditional advertising and product marketing methods, according to the 2022 B2B Thought Leadership Impact Report from Edleman.

The report goes on to state:
“50% of C-suite executives say that high-quality thought leadership has more impact on their purchase decision-making during economic downturns than when times are good.”

So, What Exactly is Thought Leadership?

It revolves around the idea of sharing valuable expertise, insightful guidance, or a fresh perspective on a specific topic or field. From thought-provoking pieces to research reports, PowerPoint presentations to essays and eBooks, organizations around the globe offer a wealth of captivating content. And the best part? It’s readily available either for free or in exchange for contact information through a simple registration process.

Why is Thought Leadership so Influential?

By positioning your organization as a trusted authority and a source of valuable knowledge, you cultivate a loyal following of customers who see you as a go-to resource. Instead of bombarding potential customers with traditional advertising messages, thought leadership fosters a genuine connection and fosters long-term relationships.

In addition to building trust and credibility, thought leadership offers several other benefits. For example, “61% of decision-makers say that an organization’s thought leadership can be moderately or a lot more effective at demonstrating the potential value of its products/services compared to traditional product-oriented marketing,” according to the Edelman report.

It helps your organization stand out from the competition, showcasing your unique perspective and expertise. By addressing industry challenges, sharing innovative ideas, and offering solutions, you position yourself as a leader in your field.

Furthermore, thought leadership contributes to brand visibility and recognition. When you consistently produce high-quality, insightful content, you attract a wider audience and increase your organization’s exposure. As your content is shared and recommended by others, your brand gains credibility and reaches new potential customers.

Investing in thought leadership is an investment in the future success of your organization. By consistently producing valuable content and sharing it with your target audience, you not only establish yourself as a thought leader but also nurture a community of engaged and loyal customers. In the rapidly changing business landscape, thought leadership remains a steadfast and effective strategy that can elevate your organization above the competition.

To learn more about our services, contact us at collin@canrightcommunications.com

Technical communication is a critical part of many industries, including software development, engineering, and manufacturing. Effective technical communication requires clear and concise language, attention to detail, and a deep understanding of the subject matter. Unfortunately, there are several common mistakes that can undermine the effectiveness of technical communication.

In this article, we will discuss the top five most common mistakes in technical communication and how to avoid them.

Using jargon or technical terms that are unfamiliar to the audience

One of the most common mistakes in technical communication is the use of jargon or technical terms that are unfamiliar to the audience. This can be particularly problematic when communicating with non-technical stakeholders or end-users who may not be familiar with technical terminology. To avoid this mistake, it is important to use clear and concise language that is appropriate for the audience.

Failing to provide context or background information

Another common mistake in technical communication is failing to provide context or background information. This can make it difficult for the audience to understand the purpose or importance of the information being communicated. To avoid this mistake, it is important to provide sufficient background information and context to help the audience understand the subject matter.

Overloading the audience with too much information

Technical communication can be complex, and it can be tempting to include as much information as possible to ensure that all bases are covered. However, overloading the audience with too much information can be overwhelming and can make it difficult for them to understand the key points. To avoid this mistake, it is important to focus on the most critical information and present it in a clear and concise manner.

Failing to use visual aids effectively

Visual aids such as diagrams, charts, and illustrations can be incredibly helpful in technical communication. However, failing to use these aids effectively can be a common mistake. This can include using poorly designed visual aids, failing to provide clear captions or labels, or using too many visual aids that can overwhelm the audience. To avoid this mistake, it is important to use visual aids sparingly and to ensure that they are clear, concise, and relevant to the subject matter.

Ignoring the importance of formatting and layout

Finally, ignoring the importance of formatting and layout can be a common mistake in technical communication. This can include using inconsistent formatting, failing to use headings or subheadings, or using a font size or style that is difficult to read. To avoid this mistake, it is important to pay attention to formatting and layout and to ensure that the communication is easy to read and navigate.

Solid technical communication is critical to the success of many industries. By avoiding these common mistakes and focusing on clear, concise, and effective communication, you can ensure that your technical communication is effective and valuable to your audience.

To learn more about our services, contact us at collin@canrightcommunications.com

2023 is the year realtime payments come into their own in the United States. Realtime payments, also known as instant payments, promise faster processing times and improved security compared to traditional methods. In addition to the continued growth of the RTP and Zelle services, the Federal Reserve is preparing to release its FedNow service in July.

With e-commerce accelerating, the ability to continually push purchases, sales, and deliveries calls for faster liquidity management. Realtime payments can enable a corporate treasury to maintain flexibility and immediate turnaround on the day-to-day needs of an enterprise.

It’s a significant change in liquidity management. Banks processed payments in blocks at designated times throughout a five-day workweek, which made predicting liquidity relatively easy. Increasingly, transactions can move 24/7, 365 days a year.

Businesses and consumers can both take advantage of immediate payments, either by avoiding late fees for bill payments or receiving good funds immediately. The new instant payment systems may take time to manage effectively, but adoption is expected to continue.

Trends in countries that have adopted faster-payment schemes show generally increasing consumer uptake. There is no reason to think that U.S. businesses and consumers would react differently.

While there’s still a lot of work to be done before financial institutions see cash and paper check transactions continue to fade away, realtime payments are here and ready to be leveraged to transform the way treasurers do business.

Noncash payments in the U.S. continue to grow, with the total value increasing at a rate of 9.5% per year from 2018 to 2021, according to the most recent survey data from the Federal Reserve. The survey also found that the total number of noncash payments increased at a 5.6% CAGR over the same period, primarily driven by increases in the value of card payments and ACH payments.

The Federal Reserve’s FedNow is expected to accelerate those trends. FedNow is a new instant payment service that will enable financial institutions of all sizes and communities across the United States to provide safe and efficient instant payment services 24/7, 365 days.

Businesses and individuals can send and receive instant payments conveniently through financial institutions participating in the FedNow Service, and recipients will have full access to funds immediately, giving them greater flexibility to manage their money and make time-sensitive payments. FedNow was designed to provide market choice for clearing and settling instant payments, in keeping with the Federal Reserve’s historical role of providing payment services alongside private-sector providers.

At Canright, we understand realtime and faster payments and can help provide guidance in the matter. Companies planning and offering realtime payments services to financial institutions and corporations will require training materials and product communication. We can help!

To learn more about our services, contact us at collin@canrightcommunications.com