7 Ways to Improve Lead Generation with CRM Software
Running a marketing campaign usually aims at generating leads and converting them into clients. Our previous article was about the relation between lead generation and CRM systems. Now we want to tell you more about ways to improve the aforementioned process.
Whether or not you work for a company that is already generating leads and sales, this information could be useful for improving your customer approaches.
There are a few essential steps that we must follow if we want to improve our lead generation, using CRM marketing automation tools.
1. Set Goals
When starting the long-way process to come as close as possible to potential clients, every company has to identify its needs. With clear goals and bright vision, you should search for the CRM automation tool that scores your marketing and sales targets.
And to answer a few questions eventually: Will the marketing studio we chose be easily used by the departments responsible for the campaigns? Which processes should we automate? How to use collected data to run the most effective campaigns? The answers will give you a clearer perspective on which tools to focus your attention to.
2. Unite All Your Data
Information silos can be a major roadblock in businesses’ endeavors to use the proper insights for nurturing leads in different stages of the marketing and sales funnels. Hence, compromising their ability to secure conversions.
A major point of picking up the proper software for your company’s goals is finding a way to collect and centralize all customer and visitor data available. Such process will allow you to carefully track the concerns and inhibitions of your eventual leads. The unity will also help you effectively recognize the pain points and thus offer the best solutions through your marketing and sales assets.
3. … Then Analyze It
With enough data and good analysis of it, the CRM database system can make the management of the information regarding your prospects and potential customers really useful. The data insights you manage should serve as the bedrock of your lead generation initiatives.
In any case the proper customer segmentation and the following the process of “next best action” according to the AI of your marketing studio can improve your leads and generate more conversions. CRM database systems can include more various components that are based on the company’s needs and that segment the potential customers/ visitors accordingly.
On the other hand, Customer relationship management automation systems go hand in hand with the CRM database systems. Automation used in CRM marketing studios describes a set of processes that are executed by a software which responds to customer activities.
A crucial point is the real-time analysis of lead generation marketing efforts in garnering sales and profits. It can help you differentiate between campaigns that generate high sales but small profit margins and those that generate higher profits with fewer sales.
4. Create Personalized Journeys
Personalization nowadays does not mean to put the first name at the beginning of the e-mail. Not at all. If you want to get the most of your lead generation initiatives, you have to track the journeys of your existing as well as potential customers. At first comes the proper segmentation. With a well-balanced AI CRM automation tool, you will be able to set a list of criteria that will put your customers on the right spot, at the right time.
Then comes the creation of assets. The purpose of inbound marketing is to attract customers by offering valuable content and experiences tailored to their needs. You can read the Complete Guide to Marketing Asset Creation here.
To sell your solution successfully you need to nail the right messaging to the right audience. Brandanizer’s team has the needed experience to help you tailor your Customer Value Proposition (CVP) and design your product in the right way. Give the solution to customers’ challenges and pains and make a case for your company as the problem-solver.
Starting from website visitors’ engagement, lead generation, thought leadership, closing deals or visiting a virtual or physical event, your technology company needs a wide variety of assets. From website content writing to the creation of high-value white papers, Brandanizer’s solutions can offload dramatically your internal team.
Every user journey map must be detailed and able to cover everything from the first interaction with any of your communications, through the proper offer and sale process, to the after-sale experience.
To do that properly, pick a marketing studio that will analyze the perceived goals of your potential clients and match them with your business objective. The best way to do so effectively is to put yourself in their shoes and embark on the journey yourself with a detailed A/B testing.
5. Convert Sales Leads into Clients
Getting a sales lead is one thing, converting it into a customer is a whole other. The journey is usually long. However, it would be a lot longer without a stable management tool that can simplify the process of transforming a lead into a solvent customer.
As in applicable, you have to track all interactions and responses to your assets and thus personalize leads of your sales process. There is a better chance to convert if you determine which sales opportunities present the highest value. Give them a good reason to be your clients. Make an offer they will hardly resist.
A “tailor-made” approach to your leads in the sales pipeline with the help of your CRM software helps ensure that no conversion opportunities slip through the gaps. This could take your lead generation a step further, passing into a boost in revenue.
6. Assign value to your leads
Define which of them are worth the effort in order to pick up the most accurate marketing initiative. That’s when lead scoring comes of usage – a method of assigning a value that corresponds with the viability of conversion.
Through automation and a well-working CRM platform such process is pretty straightforward. They allow you to customize the lead scoring and then automate the process of assigning value to each one of them. In other words – a lead with higher buying power, or a repetitive visitor end up with a higher lead score.
Differentiating the buying power of leads does not mean you have to focus only on the ones with a higher lead score, but focus your marketing and sales efforts at them. The ones with a lower one go to another segment, where they are approached with another offer. This happens easily with a well-formed automation process.
Aligning the lead generation efforts with an automated marketing studio means less effort for marketing and sales teams; saves time; saves resources; increases the chances for conversion.
7. Do Data Monitoring Constantly
Last but not least – CRM platforms have the ability to track in real-time, 24/7 all updates regarding your customers. The insights you receive for customer behavior, trend forecasts, and the progress of your marketing and sales campaigns could help you adjust your campaigns on the go.
Being live with your campaign management process means you do not have to stick to a strategy that does not work properly. The secret of optimizing lead generation is the willingness to dive deep into analysis frequently and afterwards implement the necessary changes.
Live adjustments generate quality leads and help you convert them into paying, loyal customers.
One of the best features of CRM software that is fundamental for lead generation’s improvement is that it integrates with other software that collects all the data you need in order to nurture successfully.
A few quick tips to the topic:
- Make leads interact: The attention span of a person in the overloaded with information virtual spaces is around 15 seconds. You need to be creative and use the CRM system as user friendly as possible in order to get more interactions.
- Quality, not quantity: Use CRM systems not to generate as many leads as possible but to target the most potential ones. It’s better to target 10 potential customers and have 1 sale than to target 100 clients and have 0.
- Contact management: Sort your clients using a CRM contact management system by demographics, age, interactions, transactions. Sort out trends, heatmaps results, bounce rates, click-through rates and make as much segmentation as possible. Use the CRM system to notify you if a lead is not converted on time.
- Sales management software: Use sales management software to organize your contacts and the calls, messages, requests, appointments, notes, deals, files that will be easily accessible by the sales team when communicating with the client.