NEW! Commercial Construction Platform

                                                                     FOR IMMEDIATE RELEASE

Amy B. Zucchi
Principal, The Karlyn Group
Marketing & PR for Best Project Data


Hudson Valley, New York, August 13, 2020. Best Project Data, a new online project lead service for the commercial construction industry launches in the Hudson Valley. Best Project Data provides general contractors, subcontractors, material suppliers, surety bond companies and professional service companies with the most up-to-date information on major public and private projects going on throughout the Hudson Valley.

“Now, more than ever it’s hard to find out about and quickly respond to construction jobs. That is why we built Best Project Data, a construction lead website that collects and distributes information on public and larger private jobs in Westchester, Rockland, Sullivan, Orange, Putnam, Dutchess, Ulster, Greene and Columbia counties,” informs Michael Justice, principal and developer of BEST. Project Data.

Contractors are rarely in the office and have typically relied on word of mouth to get business. The internet took longer to infiltrate the industry, but many still don’t have the time to devote the hours needed to search for projects to bid on. Best Project Data aggregates projects from dozens of sources including websites, municipalities, associations, state agencies, developers, etc.; but it doesn’t end there. Members can set daily alerts that will target their exact specialty, review plan holders as well as project updates in real-time, have information about projects so they can bid quickly and accurately and, never miss work again—which is especially important in today’s economic climate.

How Best Project Data got its name. Most national lead services don’t cover private projects well (if at all) and they miss a lot of jobs in the Hudson Valley. “We’re here in the Hudson Valley and turn over every stone to make sure we have enough jobs to keep you and your team working, We provide full contact information, plans, whatever we have or can find to get you the information you need to try and work on the project,” adds Michael.

Michael has been building software programs since he was a teenager and has a background in finance and expediting. In 2010 Michael was brought on to lead a team of developers to re-build and re-engineer a similar, well-known platform covering NY, NJ and DE.

To learn more about Best Project Data visit



Do you have what it takes to be a Thought Leader? Content marketing produces quality content and solves industry challenges. Being an influencer gains “followers” as opposed to an audience and doesn’t typically add original ideas. To be a Thought Leader you take everything to the next level.


  • First, make sure you have expertise in your niche
  • Second, incorporate original thoughts in your content
  • Next, produce helpful and informative content
  • Comes up with authentic solutions
  • You begin to be recognized and referenced by colleagues
  • The title of “Thought Leader” is earned by being credible
  • Build relationships with other experts inside and outside the niche
  • Respects all levels of people in your industry
  • Gain an “audience” not followers
  • Focuses on target audience AND their competition

So, if you have any of the above characteristics, you are on your way to becoming a Thought Leader.


  • Free marketing
  • Other Thought Leaders and Influencers will share your content
  • People outside your niche will reference you
  • Asked to participate in seminars and on panel discussions
  • Adds credibility to your brand
  • Community members / influencers may recommend you
  • You become a “go-to” source
  • Able to charge higher prices for your services

As you can see the results are impressive from becoming a thought leader. Your marketing can improve without needing to spend as much as you had in the past.


  • Firstly, identify other leaders in your industry
  • Secondly, consistently compete with their content
  • Thirdly, have the time and money to invest
  • Fourthly, and most importantly, promote your content in all available avenues

To be a thought leader, you have to commit to it…it won’t happen overnight. For instance, putting out one blog a month won’t get you there. Speaking at one event is helpful, but you need consistency.


  • Present yourself as a confident intelligent source
  • Open people up to new ways of thinking
  • Help people make sense of content they’re already familiar with
  • Consistently be able to create and distribute content
  • Communication (Website, emails, blogs, podcasts, YouTube etc..)

In conclusion, to be a successful Thought Leader you need to be a consistent, creative, confident communicator. By sharing quality content over time, using different resources you will have the power to influence an entire industry.

Contact our office…

Want to find out more how you can become a thought leader? Contact The Karlyn Group for a free consultation. The Karlyn Group has focused heavily on getting involved in the local community. Local clients include law firms, personal chefs, a Buddhist Temple, health trainers and other professional service companies.

ENRBuildtech 2021 Lauches.

ENR (Engineering News Record) – owned by BNP Media is preparing for their major industry event BuildTech March 9th & 10th 2021 in Dallas, Texas. Those in the construction world know ENR’s worldwide weekly publication is THE authority on all things related to the construction industry. This event will focus on accelerating construction projects by bringing together design and build teams in new innovative ways that have already been successful in our current challenging environment. This event is not to be missed!

Industry leaders will share their knowledge concerning the importance of bringing people and processes together. They will share best practices, new technology, and new techniques that can be used during & after the COVID-19 crisis that is facing our society.

As an attendee you will find out about the latest products and services changing the industry, pick up practices you can implement immediately, network with hundreds of your peers, and participate in panel discussions.

Don’t miss out on this spectacular event that is catered to teams, management, & technology all working together for achieving better results. “With everything that has happened in 2020 so far, this event will address several new issues including how to keep your team safe in the office and on the job site, as well as content for MWDBE’s”, says Amy Zucchi-Justice, founder of the Karlyn Group, an AEC marketing agency in NYC and the program director for the event.

To find out more about the event, including sponsorship, opportunities and registration, click here.  Entry is TRADE ONLY & not open to the public. You can register as a single attendee or receive a group discount for four or more in your party. Registration prior to November 15, 2020 & also before January 15, 2021 will include additional discounts. If you have questions concerning registering for this event you may contact or call 844-644-7449.

We look forward to meeting you March 2021 to focus on a prosperous future!

Spring Clean Your Business

Day number 421 of #alonetogether. Some people are enjoying this downtime away from their daily hustle & bustle, and some folks are crawling the walls to get away from their “housemates”. Whatever your situation is, it is unique, we respect it and we want to offer you a break.

While it may be a challenge to avoid 24-7 news and focus on something positive this is a great opportunity to spring clean your business “behind the scenes”! You’ve probably been involved with different activities in your daily routine that you weren’t doing in January. It’s a change, it’s a challenge and it’s probably taken you away from your “zone”. But, it’s a great opportunity to take a look at your business with a fresh set of eyes—from an outsider’s perspective. You will likely see things you couldn’t see before.

Ask yourself….
Who should you stay in contact with and how? What could be organized better? How can you and your staff work more effectively without needing to be in the same office all the time? Where do you see your business 1, 3, 6 months from now? When is an appropriate time to approach clients? Why is your social media important during this time? How can you help others while helping your business? What new ideas can you come up with post-quarantine?

These questions are overwhelming and each really deserve their own detailed blog so let’s keep it simple. Prioritize your list with the biggest benefits and opportunities, then, create a plan around those priorities.

Who should you stay in contact with? Sure, it’s ok to continue to send out your weekly email to your subscribers and customers – but tone it down. Don’t hustle your product or keep trying to sell services during a time where people are uncertain about their jobs, the markets, and the future of the world – just to name a few concerns. Every day my inboxes are filled with products and services I cannot use (now) or afford and I can’t help but think these businesses haven’t taken the time to re-work their messaging. I also found myself unsubscribing to mail I used to find informative but now I view it more as “intrusive.” Reach out, offer advice and comfort – it’s not always about the next sale. It’s about building trust and a relationship with your customer. (Marketing 101).

What could you organize?  Is your website user friendly? Can people find what they need easily? Are they staying on your site long enough to engage with your business? Have you posted interesting articles or blogs lately? Are you collecting data and analytics? Does your website have any errors you never noticed? Does it look outdated compared to your competitors? Does your brand need a facelift? Are your contact lists current in your phone and your email? CLEAN OUT THE CLUTTER!! “We have had a big up-tick in website design and redesign over the last month, it’s really amazing,” says Amy Zucchi-Justice, Founder of the Karlyn Group.

Where do you see your business 1, 3, 6 months from now? Will you still be in business when life gets back to “normal”? What can you do now to streamline your processes? How can you save money? Are your policies realistic & current with the present environment we are operating in?

When is an appropriate time to approach clients? When can we get back to “selling” ourselves without seeming out of touch? Are you staying engaged with your audience and delivering an appropriate message? Stay on top of topics/virtual events in your community. How can you contribute so that you are supporting local business’ while keeping yours in view of potential clients – even though they have no interest at the moment. Post a list of restaurants that are still doing take out, support local music. Anything!

A client of ours in Florida is a musician whose sole source of income is live gigs at bars and restaurants. He relies on tips from his performances. With bars and restaurants closed, he had to think creatively and is setting up a live watch party on Facebook and other media outlets performing two hours –every Saturday evening. He gets 25-45 watchers per gig and through the group chat people. He does what he loves while providing his followers with some form of entertainment with music and a virtual happy hour. He is even able to take requests! His backyard or a stool in front of his pool is his “new norm” and guess what the best part is? He set up Zelle, Venmo & Paypal so his fans could send him a tip – guess what else? They do! He has created income for himself, provided a service, without being “pushy” and offered an outlet to make people feel normal again and connected!

Why is your social media important during this time? Use your social media to stay in touch! Clean out your contact lists – why are you following someone on twitter who hasn’t posted anything since 2009? Review the sites on your news feed – are they still relevant to your interests and business or has your needs shifted? Do the same with your personal social media accounts. UNCLUTTER yourself & your newsfeed! Be aware of the tone of your posts – don’t try and sell something today. Perhaps post a positive message or an informative one to your followers that may help their business or just lift someone’s spirits. Stay away from the cliché sayings of the moment – most of us are sick of hearing it. (Maybe one cliché hashtag is ok – see our first sentence… ; ) )

How can you help others while helping your business?      

During this time of uncertainty and spring cleaning let your guard down. Ask people’s opinions or even their advice. Post a survey that will help you figure out what people will be interested in when the world opens up again. Post a survey that loosely relates to your business but is entertaining to keep your followers engaged. Any engagement with the proper tone will be well received and benefit you in the long run.

Start small and see where the evaluating takes you. Use this opportunity to organize shop and engage and interact with your customers. Be ready and waiting to see where this “new world” is going to take us and be excited not fearful of our future!

Cutting Corners Can Hamper Growth. Why you need to Invest in Your Marketing.

When owning or running a business, you want people to purchase what you’re producing! Many small business owners underestimate the power of a good marketing plan. Time and again, marketing is cut it out of the budget completely or a family member/intern is tasked to “take care of it with minimal spend going toward talent and advertising.” Understanding YOUR target market is crucial when creating your Website, social media voice, company logo, location of ads, etc. Handing this off to someone without experience is incredibly risky when you are trying to make a name for yourself.

You need a solid game plan if you are stepping into the ring of digital Marketing. Think of this as the ABC’s of your plan of attack. Consumers and/or businesses need to be Aware you have a Website and social media pages, in addition to a Budget so you can properly get your message out there and create targeted Content to convert “clicks” into “customers”. A website will not automatically generate income, a Facebook page will not automatically acquire followers, and banner ads need to reach the audience you are looking to attract by directing them to landing pages designed to KEEP their attention with.

We constantly remind our clients that in order to see results, they must stick to the marketing plan and budget that was put in place specifically for them. In general, companies should expect to spend 8-10% of their annual gross revenue on marketing and advertising. Even though digital marketing has sped up the time it takes to see results, companies should not expect miracles to happen overnight. It is important to give the marketing process time to resonate with their intended audience.

Learning to love your data…

Setting up analytics on your website provides intelligence on what is working, when it is working and with how many people—very important when you are spending hard-earned money. Reviewing your analytics regularly makes it easier to make informed decisions about your campaigns. You can change your target audience, your artwork and your messaging as often as you like, and analytics will provide you with the insight needed to do this with more success. Even with all of these tools available why are so many business owners still not investing in their brand?

But where do we start?

There are so many places to put marketing dollars that it can be overwhelming. Branding, PR, advertising, a new Website, SEO, events, social media, email, CRM systems…knowing how much to do and spend is crucial. Without a thought-out plan, ads won’t perform as well. The same is true with mailings, social media, etc. It takes more time to come up with messaging on the spot, or for random social media posts, than putting everything down on paper and in a schedule.

Fear of commitment?

Launch meetings are used by agencies to educate business owners on why and how marketing budgets are vital and also to set expectations for the company. Amy Zucchi-Justice, Founder & Managing Director of The Karlyn Group explains; “We build in a research/set up period to make sure we are all on the same page from the beginning. We have met with many businesses that aren’t serious about their marketing. They haven’t spent money on marketing at all, and as a result, do not grow, or remain in business for long.” Why would you want to skimp on your brand? A poorly designed website can lose customers before they even leave the home page. A website without the right user experience is throwing money out the window. There are similar disasters with a bad logo, an unclear mission statement and ads that simply direct traffic to a generic home page.

We aren’t sure if it is the fear of spending money, or just the lack of knowledge on the importance of hiring an expert. There are so many options when hiring a marketing expert that don’t involve committing to a full-time employee with benefits, which will help you save considerably. Companies can work with a consultant, a freelancer or an agency and pay per project, per hour or on a monthly retainer. There are solutions for every business owner, and you can control your spend month to month if need be. To find out more about pricing, contact us here. A consultant can create your entire marketing strategy and run it, or just provide the blue print for you to run on your own. They can create content for blogs and articles, or just post for you on your social media pages.

Getting organized is a good start.

A marketing plan will help you to bring everything together in one document that you can follow and adjust as needed. It will keep you on track and hold you accountable to your commitments. It should include a timeline of marketing activities and budget so you can plan for the year. Your plan should include:

  • Target market and secondary market
  • Mission statements and taglines for campaigns
  • Website build/update schedule with site map
  • Campaign timelines for email, social, mailings, newsletters
  • Follow up/drip campaigns
  • Social media calendar
  • Event schedule and possible speaking engagements
  • A budget assigned to activities

Marketing requires patience and dedication. It goes beyond social media and should contain a multi-tiered approach that works together. With access to data and analytics available at your fingertips, companies should make it a priority to review them monthly to make better marketing decisions. Hiring the right marketing help is very important when so much is at stake. Investing in your business should be a priority.

The Karlyn Group works with small to medium size companies that want to take their marketing to the next level. Our team can put together a plan and strategy that meets your goals and unique needs. The Karlyn Group is part of your team—we become part of your team. Contact us with any questions you may have.

Cereal & Green Beans…

Marjorie Merriweather PostIn the late 1800’s through the early 1900’s C.W. Post was in a heated competition with the Kellogg brothers to produce dry cereal.  Among other business ventures this was a priority in his already stressful life. Battling various ailments throughout his life he eventually succumbed to the stress and committed suicide leaving his 27-year-old daughter Marjorie Merriweather Post a vast fortune.

In today’s world we constantly hear about “Women in Business” as business owners or entrepreneurs, or on the other end of the spectrum as underrepresented in leadership roles and underestimated. Marjorie Merriweather Post was a visionary of her time, yet when I asked a variety of people if they knew who she was either people didn’t know, or simply thought she inherited a bunch of money from producing cereal…

Growing up Marjorie sat under board room tables when her father held business meetings, he taught her everything he knew about his business, and when he passed, she could’ve easily lived off her inheritance & sold whatever companies he had left. In 1914 less than 20% of females were college graduates, women didn’t have the right to vote, they didn’t own companies and certainly weren’t in high level management positions. Women worked in factories until they decided to leave and have babies and raise a family.

Marjorie was different. She was a visionary like her father and had the drive to become even more successful than her father. The Post company was struggling after C.W.’s death, and MMP decided she was going to re-invent the company. She held board meetings in her house and took full control of her father’s dream. She used her inheritance to acquire other companies such as Hellman’s, Log Cabin, JELLO, & Maxwell House. If she saw an opportunity, she pounced on it.

During this time a young outdoorsman & scientist named Clarence Birdseye left his family to live in Canada in temperatures up to 40 below. Frozen food was basically non-existent during this time & if it was it was disgusting, and not many people were interested. He figured out that if you freeze food fast, it would stay fresh, so he took his new finding back to the USA and started a company that built a freezing system using multi-plate freezing. While he had a great concept, he was only able to keep it local due to the fact refrigeration wasn’t really available in transportation yet, stores didn’t have freezers, only half the households in the 1920’s had electricity and he was running out of cash.

Word travelled to MMP and she took a tour of his factory. Long story short, she told him to name a price, purchased Birdseye from him for $22 million dollars on the spot, ($300 million in today’s economy), kept him on board, and was then investigated by the senate and ridiculed by her peers for spending so much money. When asked why she made such a ridiculous purchase – and a huge gamble when her company was already successful – she casually answered she purchased all 200 patents and frozen food is the way of the future. **insert mike drop here**

She took Birdseye and made it a successful NATIONAL business from coast to coast, and today it is known Internationally. Shortly after her Birdseye purchase, she renamed her company “General Foods.” Perhaps you’ve heard of it…

Unfortunately, not many people know her story, and if you research all of the companies that she has touched throughout the years, you won’t even see her mentioned. Next time you grab some syrup for your pancakes or frozen green beans for dinner, know that a legendary woman played a vital role in getting that to your kitchen. Marjorie Merriweather Post was one of the most successful women business tycoons of her day and decades ahead of her time. She is an iconic leader that woman all over the world can look up to.


Recent Port Authority of NY/NJ Conference Sells Out (Three Years in a Row).

September 10, 2019,  ENR Magazine and The Karlyn Group hosted the 6th Annual Port Authority of New York/New Jersey conference. This year’s theme, Reaching New Heights did just that by selling out with more than 600 attendees! Our attendees are comprised of large general contractors, architects, engineers and MWSDBEs from the NY metro area, and all throughout the country. Each year, the AEC industry comes to hear how their firm can work on some of the largest projects including airports, bridges, tunnels, bridges and ports, and about the latest capital plan, which is currently $32B and covers 600 projects.

Some highlights of the event included: An intimate discussion between Debra K. Rubin, ENR Editor-at-Large for Management, Business and Workforce; United Airlines NY/NJ president Jill Kaplan spoke about United’s dedication to the MBWE Community; as well as Michael Massiah, Chief Diversity & Inclusion Officer, Office of Diversity and Inclusion. The Port Authority of NY/NJ discussed diversity updates, and other speakers included Steven Plate, Chief of Major Capital Projects, The Port Authority of NY/NJ with the Capital Projects Overview; and panels on Professional Women in Construction and Engineering; Prime Time- Building MWBE Capacity “Barriers/Break Throughs to name a few.

“This has become one of the largest regional events we do at ENR. Each year the event sells out from both the attendee and sponsor side,” informs Scott Seltz, publisher of ENR Magazine. The event is supported by AEC companies including, United AirlinesTutor PeriniSTVSkanskaWSPCHAVHBWalter P. Moore and many others. The event has become a staple for firms that want to work and currently work with the Port Authority of NY/NJ.

ENR will publish a special section in March that will re-cap the event, talk about The Port Authority of NY/NJ’s diversity program and how to get certified, highlight project opportunities, and update readers on the current capital plan. “We are thrilled with the growth of this event and are looking to host one in New Jersey in the future as well,” informs Amy Zucchi-Justice, Founder and Managing Director at the Karlyn Group. The Karlyn Group hosts the event along with ENR and BNP media. Mark your calendars for early September of 2020 for the next event. For more information on last weeks event, visit the website here.


classI remember sitting in my Marketing class in college in the early 90’s thinking this class is going to be a piece of cake. How hard can Marketing be – companies sell products and people like to spend money so then they buy stuff case closed. I know if I want a Coke I’m just going to go buy myself a Coke – it’s not that complicated…

Fast forward 20-ish years and guess what I’ve learned – not so simple! Should my company use Print Marketing? Digital Marketing? Email Marketing? Content Marketing? Growth Marketing? Cross Channel Marketing?

Print Marketing upon first thought is outdated yet it has actually strengthened its position in the marketplace. The response rate to print marketing increased by 190% and 43% more customers responded to direct mail than prior years. ( Why?

  • Print marketing is TANGIBLE
  • You can see, hold, touch, smell, & feel print marketing
  • Same concept applies when instead of reading a book online some people just want a good old fashioned BOOK in their hands
  • Brochures, flyers, inserts, & catalogs can be left on a table or conveniently handed to your friend or business associate to share something on the spot
  • Surprisingly 72% of people will judge a company just based off of their business card

Digital marketing is a more extensive process than just handing someone a flashy flyer you picked up at a convention. It’s almost not fair to compare the two since they both add value to a marketing campaign. Digital Marketing is promoting & selling products online using different avenues. Think of Digital Marking as the umbrella and Email, Content, Growth, & Cross Content Marketing will fall under this umbrella.

Email Marketing

  • Send email directly to prospects & customers
  • 99% of consumers check email daily
  • You own your email list
  • You have zero control over Social Media contacts that can disappear at any time due to deleted or suspended accounts
  • Consumers who receive an email spend 138% more than people that didn’t get the email (I received an email yesterday from com marketing a “1 hour only flash sale to get 40% off one item with free shipping” and proceeded to spend $77 that I hadn’t even thought about spending before I received the email.)
  • ROI on email marking is 4400% (yes 4400% – not a typo)
  • Emails enhance relationships with current customers

Content Marketing

  • Sharing informative material online to generate an interest in a service or product
  • Create, publish and distribute to a target audience online
  • Creates brand loyalty by building trust
  • Free information – not direct sales
  • Videos / Blogs / Tutorials

Growth Marketing

  • Extensive process to attract more engaged customers
  • Design & conduct experiments on a target area
  • Handles the entire marketing funnel – not just brand awareness
  • Strategies are highly data driven
  • Used in many companies- most popular in technology company industry

Cross Channel Marketing

  • AKA, Multi Channel Marketing
  • Gives customers consistent experience across your brand
  • Engages with all prospects & current customers via ALL digital devices
  • CRM system is crucial to track all on & offline relationships
  • Multi channel customers spend 3-4 times more than single channel

Print & Digital Marketing are both invaluable tools in the growth of your business when used properly. The Coca Cola company is KING when it comes to their strategic marketing plan… I’ll have a “coke and a smile” or maybe I’ll “share a coke” with Mike. If I’m ordering a drink at dinner & say COKE – everyone knows I want a soda whether or not they actually sell Coke products. Why? Because “Coke is it!” (I’m willing to bet 99% of people reading this article can relate to every marketing campaign I just referenced and maybe you even repeated “Coke is it” one more time because that’s what the commercial jingle did) Coke has turned branding, brand loyalty & the selling of happiness as a lifestyle into an art form that any business could learn from – but that’s a whole different blog. Coke please!


With all of the options available today, there IS a Marketing strategy that fits your business. Contact The Karlyn Group and we will research which strategy will work best for you! The Karlyn Group is a full service marketing & sales firm that is available to assess your business and growth needs. Whether you need guidance with social media, event planning, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.









INSTAGRAM is just a social media site that people post pictures on for fun. WRONG!! While many people do use IG  to post fun pictures of their #currentsituation #sundayfunday or #workflow… you need to use IG to promote your business for FREE!  Here’s some quick facts we found on HOOTESUITE.COM on how you can use Instagram to help YOU.



  • 1 Billion active users
  • 88% users outside Unites States
  • 71% under age 35
  • Even usage among males/females
  • 32% are millennials
  • 22% log in once per day
  • 38% check their IG account multiple times per day
  • 25% of smartphone users have IG
  • 72% U.S. teens use IG which has now surpassed snapchat
  • 91% use Facebook
  • 95% use YOUTUBE
  • 35% adults online use IG
  • 28% of adult users are in the USA
  • All income brackets use IG



  • Over 95 million posts per day
  • 2 Billion posts liked per day
  • 1/3 of most viewed “stories” are from Businesses
  • 60% of users (over 600 million people) seek & discover new products on IG
  • 71% U.S. businesses use IG
  • Over 25 million business profiles on IG
  • 80% of users follow at least one business



  • Decide on your target audience
  • Connect with your audience
  • Stay clear and simple – don’t ramble
  • Entertaining & quality content
  • Promote your IG on other social accounts
  • Use relevant # (hashtags)
  • Create your own hashtag for your brand
  • Try to get your post on the “explore” tab
  • Follow relevant users in your community
  • Follow users with similar interests
  • Follow competitors
  • Test different posting times
  • Use important words first, emojis
  • Ask questions
  • Clear bio & profile
  • Tag relevant users – maybe they “regram” you
  • Tell followers to tag people
  • Always use location so you’re more discoverable
  • Have a contest (ask for follows, likes, or repost)
  • Use IG stories to skip the algorithm feed
  • Relate your posts to current events
  • Engage daily
  • Post daily
  • Respond to comments daily on your page & other pages

INSTAGRAM is a terrific way to get your business out to the world with very minimal investment – except for time. Many companies already have a profitable client base & don’t have time to maintain an Instagram account on a daily basis. It’s basically an added bonus to what you are already doing. Sure you could “purchase” followers to get more “likes” but is that the audience you really want & will they turn into customers? Want a little guidance on how to get your Instagram Account up and running? Contact the Karlyn Group!

The Karlyn Group is a full service marketing & sales firm that is available to assess your business and growth needs. Whether you need guidance with social media, event planning, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.








Canva - Apple Magic Mouse on Brown TableWhat is “CRM” and why does your business need it? You could get lost in all of the information available online concerning CRM systems so we are going to break it down for you. Simply put, Customer Relationship Management is using data analysis to help you understand (and communicate with) your customers better and more efficiently. Collecting vast amounts of data on current (and potential) clients is absolutely useless unless you have a way of converting the data into profits!

Customer Relationship Management has been a piece of business culture since the 1970’s. Throughout the 90’s & 2000’s it has evolved immensely with the advancement of technology and our social obsession with being “connected” to everyone & everything 24-7. Research over time has shown that just a 5% increase in customer retention increases lifetime profits of companies across multiple industries by 50%. Since most companies are in business to generate profits, having a CRM system that works for you is essential.


  • Collects & analyzes data from customers
  • Shows companies the needs of their target audience
  • Allows companies to make better decisions in order to retain customers
  • Studying customers behaviors & habits is a good way to create marketing strategies
  • Uses customer profiles to target them for future marketing campaigns
  • Maintains relationships with current, happy customers who will most likely maintain Brand Loyalty when a new product comes out
  • Helps sales people do their jobs quicker & faster by automated actions
  • Data analysis is proactive in problem solving
  • Keeps businesses connected throughout the life cycle with a customer
  • Handles repetitive processes
  • Expands customer base
  • Enhances sales & support teams
  • Information is easily accessible in one place for different departments
  • Instant snapshot of past, present & future relationships with customers

When searching for the best CRM system that matches your needs, you will need to figure out what exactly you’re trying to assess and outline what your goals are. We recommend mapping out what the path looks like, along with a flow, so you can make a more informed decision. Depending on your business needs, there are apps you can download to your phone, as well more a complex integrated system. Some interact with you Website and how people are using it, they have api’s that work with your site’s forms, email systems and other sales tools you may be using. Some have all of those feature built into their solution and others can be custom built. CRM systems really run the gamut, and are priced accordingly. Geolocation technology is also available which creates campaigns based on your physical location & may integrate with location-based GPS apps.

ZAPIER.COM identifies four main types of CRM software.

  1. Conversation CRM – Built off customer conversations (email / phone)
  2. Leads & Deals CRM – Tracks leads which hopefully turn into deals
  3. Contact CRM – All contact info pertaining to your customer (birthday, position etc.)
  4. Marketing CRM – Traits of the other CRM’s listed above with automated next steps in each process

ACTIVECAMPAIGN.COM identifies three types of CRM

  1. Operational – Automated sales & marketing data on each customer’s journey with the company
  2. Analytical – Identifies patterns by analyzing data to make better future decisions
  3. Collaborative – Organizes and shares customer information with internal & external partners 

TECHTARGET.COM  identifies three types of CRM Automation

  1. Marketing Automation – Handles different tasks in the lifecycle of a customer
  2. Sales Force Automation – Tracks interaction with a customer
  3. Contact Center Automation – Reduces repetitive action (pre-recorded audio / info for problem solving)

“We recently transitioned  a large client from one CRM system to another due to cost concerns. After a lot of research we found that SharpSpring was the right tool for our client’s needs, says Founder and Managing Director of The Karlyn Group; Amy Zucchi-Justice. The marketing automation feature allows the client to set up trigger campaigns that pushes a prospect through a marketing funnel until they become a customer. Before switching to a CRM system, this task would have taken hours to be performed by hand by an in-house marketing team.

Customer Relationship Management can be an extremely valuable tool in the growth of your business when used properly. With all of the options available today, there is a CRM system out there for every type of company big or small, it just takes a little research. Don’t have time to research the CRM that will ultimately increase your profits? Contact The Karlyn Group and we will find the CRM system that’s right for you!

The Karlyn Group is a full-service marketing & sales firm that is available to assess your business and growth needs. Whether you need guidance with social media, event planning, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.

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