In this episode of Imperfect Marketing, host Kendra Corman welcomes Paul Schmidt, a digital marketing strategist and CRM optimization expert from SmartBug Media. Paul brings a unique perspective to the conversation, having transitioned from a career in music to becoming a full-funnel marketer focused on solving complex customer challenges.

Together, they dive into how businesses—especially small to mid-sized ones—can better leverage CRMs and customer marketing to drive real business growth.

Common Pitfalls in CRM Implementation

Why choosing a CRM based on competitors’ choices can backfire
The importance of mapping out goals and processes before selecting a tool
How poor data hygiene sabotages CRM success
Why your CRM must reflect where your business is today, not 10 years ago

Rethinking the Role of CRM

The value of a “single source of truth” for customer data
How a CRM bridges marketing, sales, and customer success
The cost of fragmented data: lost productivity and missed opportunities
Why understanding the customer journey post-sale is just as important

Building a Culture Around Customer Marketing

Why most companies underinvest in current customers and social proof
How to shift from new-logo obsession to full-lifecycle marketing
The challenges of measuring customer marketing—and why it’s still worth it
Real-world strategies to surface and capture meaningful client stories

Creating a Case Study Pipeline

Treating case studies like a sales process: stages, approvals, publishing
How five-star reviews can feed your customer story engine
Managing internal alignment with CSMs and account managers to gather testimonials
What to do when clients say “no” to using their logo (hint: anonymize it!)

Key Takeaways for Marketers and Business Owners

Always start with your goals, not the tech
Use CRM to unify and elevate—not just automate
Customer success stories are marketing gold, but require intention and process
Everyone on your team—from sales to support—can contribute to your social proof engine

Bonus Wisdom: Discovering Your Marketing Superpower

Paul shares his biggest lesson learned in marketing: the importance of discovering and developing your "superpower"—whether that’s SEO, CRM implementation, or AI. He encourages professionals at every stage of their career to become known for something specific, then evolve it over time to stay relevant and valuable.

Whether you’re just starting with a CRM or ready to scale your customer marketing efforts, this episode is packed with actionable advice to help you make smarter, more strategic decisions.

Are you ready to stop phoning in your CRM and start building a foundation for future growth? Tune in now and learn how!

Connect with Paul Schmidt:
Website: https://www.smartbugmedia.com/
LinkedIn: https://www.linkedin.com/in/drumming/
Youtube:

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