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Edgell invests in system to integrate content management, lead-gen

By Published on .

Edgell Communications President Gerry Ryerson has recently overseen the installation of a content management system that's paired with a new lead-generation platform. But Ryerson and Edgell, which publishes RIS News, aren't stopping with just those new platforms. The company plans to continue investing in software. “Our next adventure,” Ryerson said, “is a full CRM system. It's a CRM on steroids for our entire business.” Ryerson isn't just installing the customer relationship management system for his sales staff to keep track of advertisers and prospects. The system will also track Edgell's subscriber database. “It kind of dawned on me,” Ryerson said. “Why do I want to keep my audience database and marketing partner database separate?” So after assessing a number of different CRM systems, Edgell has decided to install Salesforce.com. Ryerson said the system, in addition to streamlining customer management for the sales team, will enable, for instance, more targeted invitations to attract subscribers to conferences and other events. The system also promises new, as yet undefined, opportunities. “I can now begin to find links between my advertisers and their customers and prospects,” Ryerson said. Now comes the hard part: Implementing the Salesforce.com system and making it pay. “Did we make the right decision?” Ryerson asked. “Time will tell. It's a significant investment.”
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