These days, it’s difficult to do good business without CRM, or Customer Relationship Management. CRM is an irreplaceable instrument when developing a business. A CRM marketing tool doesn’t just store clients’ contact information – it can control your client base, leads, marketing events, loyalty programs, and more.
This technology isn’t new, but as more and more companies begin to understand the need to be client-oriented, it continues to develop rapidly. As a result, a popular phenomenon called CRM-based marketing has come to be.
Despite our 21st century technologies, the analysis and processing of large amounts of data is still extremely expensive, so CRM marketing tools continue to be a prerogative for B2B business. However, the desire to seize lower sectors of the market has driven CRM manufacturers to develop solutions that are affordable for companies in the B2C segment. Experts are sure that CRM-based marketing will be a breakthrough direction for marketologists this year.
Reasons to Combine Marketing and CRM tools
Suresh Vittal, Vice President and Head Analyst at Forrester Research, says the following: “Sales folks can no longer simply act as hunters; they have to act as fishermen. They have to study where their best prospects live, they have to discover which kind of bait attracts certain prospects, and they have to learn what tactics to use as a hook.” This is probably the most persuasive argument as to why your marketing system and your CRM should be combined.
Such an approach leads to the understanding of the main role in a modern CRM marketing system: the capture and nurture of leads. Not blindly, but based on the analysis of massive amounts of data. Where should this data come from? The best source is customers themselves. According to SiriusDecisions, a customer has already completed about 70% of the sales cycle before they first contact your sales team. In other words, prior to speaking with your sales team, the client has fully researched their problem and its various solutions. The convergence of marketing and sales in a single complex approach can significantly decrease the number of “cold” calls, raise lead quality and raise sales. This can be done through integrating your marketing platform and your CRM, or through the use of several specialized applications – whatever method is chosen, marketing that is based on CRM will take your marketing and relationship with clients to the next level.
Generating and Controlling Leads Within a CRM Marketing Tool
Today, it’s more and more difficult to generate potential clients, or leads. This is due to increased competition, a drop in purchasing power, and the fact that customers and markets themselves are changing. As a result, lead generation is becoming a priority for marketing within both B2B and B2C segments.
There are three steps in working with leads: attraction, cultivation, and the sale. A CRM marketing tool automates activities at each stage and increases the chance of converting the lead to a client.
- A CRM system can register leads from different sources: your site’s landing pages, incoming emails, calls, messages on social networks, marketing campaign results, and manually. Having collected as much information as possible about potential and existing clients, you can build personal communications with each one and stimulate them to purchase.
- Scoring is a tool to help determine the maturity of the lead, or the client’s degree of involvement in communication with the brand. Based on data in the system – the targeted activities on your site, socio-demographic data, the client’s purchases, responses to mailing lists – a CRM tool can separate ready-to-buy leads from those that require additional cultivation.
- Transition from a lead to a sale. Clarify the customer’s needs before creating a sale in the system, record the history of communication with them, and start the sales process in one click.
Managing Marketing Activities
It’s very important to know which marketing campaigns have been profitable for segments, products, channels, target groups, and which have not been and why. How many clients they attracted, and how many became loyal customers as a result. This information is the base for developing marketing plans and strategies, for which a CRM marketing tool provides all the necessary tools and analytics.
A marketing management system can manage various marketing activities at the same time: promotions, advertising campaigns, webinars, and other online and offline activities. You can record the date and time of the planned event, form the target audience, budget, and team, and track the resulting responses, all in a unified system.