Why a CRM System is Essential for Effective Lead Generation

Lead generation or Demand generation is the process of attracting and converting suspects (people/ businesses who are interested in your product) into prospects.

As previously discussed in Marketing Qualified Leads vs. Sales Qualified Leads article there are 2 types of leads – sales and marketing ones. 

Lead generation’s goal is to attract potential clients and turn them into customers. To do so, you need to identify the interested sides in your product and nurture them through marketing campaigns and convert them with effective sales strategies.

Leads can be created for list building and segmentation of your customers, newsletters and various processes that will eventually generate a sale. They can come organically from owned channels, earned channels, or paid ones.

Earned channels are the hardest to achieve. Here clients/ media are brand ambassadors and recommend your product without you paying for it. Owned media is important for brand identity. Paid channels are all the campaigns you set for advertising. You should not count only on paid media as the line of sales here tops at the beginning and starts going down and down afterwards.

Among the best channels for generating leads is email marketing, as well as content marketing, search engine marketing (SEM) and organizing events. Search engines drive traffic to your website that also can be direct, paid one, or a web referral. Direct traffic is believed to be the most popular online channel for lead generation as it is organic which means that the person behind the search engine intentionally searched for your company/ products which makes him more potential for future sales.

If you are a marketeer, you need all the information for a customer that will help you improve the demand generation of the company. One of your main points is to work with databases and manage them to the moment when leads become sales. Databases can be really weary. With the presence of Customer relationship management (CRM) tools and systems, they become something really beneficial for every business and funny to work with – something otherwise boring to process.

For best results in marketing campaigns, CRM systems help at every step of the marketing funnel. 

Where do we start?

Let us say you are an emerging company. You have no clients’ database and have to set up a campaign in order to convert. The best thing you can do at first is to set a CPM (cost per mile) campaign that brings awareness for your brand and products. With CPM campaigns you lack a target audience and potential customers segments. An example of such a campaign is a billboard ad or a magazine ad. A minus is that you cannot measure the success of such a campaign. But it is your first “stop” on the long way to generating leads.

Another good way to bring brand awareness is to use CRM systems that research and collect information from potential customers automatically, help in the organization of events, blog articles, webinars, direct mailing, and social media posting easily. 

Social media posting usually includes carousels, banners, infographics, videos, gifs, stories and articles. Facebook for example is good for targeting people by liked pages and the paid ad there is not determined by bidding as it is in Google.

What comes after awareness?

Interest comes when you have already created awareness among the potential customers of your business. CRM systems deliver practices that surround a successful implementation with more engagement rates, positioning of the product/ service, targeted content and classes. If you already know the interests of your potential customers, you can start sending more personalized content. 

At this part of the funnel you start measuring different data from your campaign. Here you can see how people respond to your publications/ marketing assets by the clicking rate, visits and interactions.


Consideration for a client in 2021 is basically a lot of research and review reading. Automation tools assist marketing teams to showcase product info, email marketing, case studies and free trials. If a potential client hasn’t come close to purchasing – send him a newsletter with additional value, or interesting facts on topics related to your products, or a short free trial/ demo of them in order to convince him it is the right solution to his problem.

CRM automation tools come to help with the content marketing campaigns and the newsletters’ design and optimization. We have to note that content could be hardly measured since its purpose should never be direct sales. People do not like to read advertising content articles – they like to digest useful information and eventually buy any of your products. 

To buy, or not to buy?

Here we are – a few steps from purchase but still not there. Marketing automation has to assist the marketeers with product demos, specials, shopping carts, sales ads, to nurture the stream.

Thank you for your order

A conversion! You did it! But does that mean you end your relationship with this customer? Of course not. First of all you must have a well-optimized checkout process. The more possible integrations of payment methods your system supports, the more are the possible ways to purchase. Contemplate this matter when looking for an automation tool for your business.

AI powered automation and loyalty

CRM systems are able to help you generate loyalty in the after-sales process. The goal is to convert clients into your brand’s advocates ready to defend your name. Loyalty also means long-lasting relationships, thus leading to secure conversions.

CRM systems’ AI abilities could help you improve the user experience (UX) and the user interface (UI) of the company’s presence as well. Companies should strive for a better presence both in online and physical space. 

With an intelligent system, you can quickly receive results on the most qualified leads and the most appropriate marketing technique based on the lead’s characteristics. With smart software, you can avoid wasting time on the wrong leads while focusing your efforts on the most promising ones. AI-powered CRM tools recommend the best marketing strategies per lead to maximize conversions. 

Predictive analysis in your CRM also uses your current and historical data to find similar leads that may be interested in your products and services but have not interacted with your business. With proper AI-automated predictions, you can focus your marketing activities exactly where you have to. This will increase your company’s attraction and additional value.

There are some CRM systems that are more complete than others and have a more powerful influence on the success of your marketing strategy. In the next article on the topic we will inform you on how to improve lead generation and which are the best software systems to do so. Stay tuned! 

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