3 Ways CRM and Marketing Automation Can Help You Achieve Sustainable Business Growth
87% of marketers claim that email is their most popular lead generation channel; with online registration and opt-in at 70% and social networks and content marketing at 68% and 67% respectively (Source).
However, 55% of companies fail to consolidate their databases with automation, and as a result 79% of marketing leads never convert into sales.
What these figures indicate is that having a Customer Relationship Management system that compiles client data that you’ve captured online is a massive bonus to business, however failure to follow up with those leads results in many missed opportunities.
In a modern business, customer data is the main driver for sales and that data powers most if not all actions, activities and marketing and sales programs a company has. So being able to properly integrate the tools used to work a sales pipeline from start to finish is a must.
You can have all the technology in the world, but if those systems don’t work together, you are not going to get far. Having a CRM online system that is linked to your marketing automation system is the single most powerful collaboration a business can employ to supercharge their sales conversion rates.
Here are 3 automation and CRM actions that will put your business on the route to success.
Follow up with every single lead
Getting the traffic to your website is only the first step. If you’re not capturing visitors’ details, then you’re not capitalizing on that traffic. You need to engage your audience with your initial material and use follow-ups to grow the relationship. This applies to both online and offline leads. Every person you touch is a potential lead that has to be added to your CRM database and follow up with accordingly. If you don’t follow-up, the relationship is much more likely to fizzle than grow you’ll never get the chance to make it to the next level and close the business.
To maximize your efforts, make sure your webform is linked to an automated campaign that automatically follows up with each person who completes the form. You can make this campaign as simple or as complex as you need it to be. For example, if the lead signs up for your weekly newsletter, you can send them a simple thank you email, acknowledging their subscription. If the lead completes a sales enquiry form on your site, you can create a multi-level automated campaign where the first step would be send them an email acknowledging their request, informing them that a sales rep. will be in touch with them soon. Step two can then be for the system to create a task for the sales person to pick the phone a call the prospect. Step three would be for a second email to be sent 2 days after the call to ask them if they have any further questions etc.
As you can see, a follow up campaign can be as simple or as complex as you need it to be. Bottom line is, for every new sales enquiry that comes your way, and every new prospect that is added to your database, a follow up must be sent.
Segment the people in your database
Segmentation of your database and personalization of automated messages is one of the key benefits of using an integrated CRM and marketing automation solution. This is why you should start thinking about how your data is organized and categorized quite early on.
When you automate your marketing campaigns without paying attention to the different customer groups you are communicating to, you run the risk of burning buyer bridges by delivering unwanted, irrelevant messages. Instead, you can use your CRM database to communicate the right offer to the right people, at the right times.
An example of a well-known industry leader who uses a customer relationship management solution and automation simultaneously is Amazon. How many times have you received automated suggestions of things to buy based on your previous purchases? How many times have you actually made a purchase based on this suggestions? I know that I have, because the suggestions Amazon sends me are relevant to me.
The company recently reported a 29% sales increase to $12.83 billion during its second fiscal quarter, up from $9.9 billion during the same time last year. A lot of that growth arguably has to do with the way Amazon has integrated recommendations into their sales funnel.
And this is not the type of growth only reserved for big corporations. The very same tools CRM and marketing automation and now available to smaller companies with much smaller budgets. Here is a practical example of how you can emulate Amazon’s strategy.
Create a webform where prospects get to select the particular product or service you offer that they enquire about. If you are a consultancy agency for example, ask visitors to select which consultancy package they are interested in (1 day consultancy, long-term projects, employee training etc.). Once they select the service they are interested in and submit their form, their information would automatically be added to the correct group within your database and they could then begin to receive automatic messages from a campaign that aims to incentivise a conversion based on the choice they’ve made. You can have a drip campaign that sends prospect useful articles about the particular service they are enquiring about, a case study of someone who has purchased a similar package and found your services brilliant.
This campaign can also have internal triggers so that when a person click on a link that takes to page explaining the benefits of the service they are interested in, a task could be created for a sales person to give them a ring.
As with the previous point, such campaign can be as complex or as simple as you want it to be and it could be created to match your business needs precisely.
Revitalizes previous leads
Just because a particular prospect has no interest in making a purchase today does not mean that will always be true. The goal is to make sure that they buy from you when the time comes. Hot leads gone old are all too often overlooked in the marketing process. Put them in a separate group in your CRM database and use automation to periodically ‘drip’ informative email content to leads that previously went cold, potentially re-engaging them in the buying process.
Here is a great example of a re-engagement email.
And here are the steps you could follow to help you kick start your re-engagement strategy using CRM and Automation:
- By listing reasons that users might have abandoned the platform, along with resolutions.
- Reaffirm your promise to the customer – exceptional service, high-quality product, friendly customer service etc.
- Make an offer they can’refuse – this could be anything from free delivery, to free 3 month use of service if they sign a 12 month contract etc.
Customer relationship management (CRM) solutions have been around for many years and changed the way sales and customer service operate. then along came automation and it completely changed the game again.
While Customer Relationship Manager systems are great for organizing information and tracking sales, they do not provide the end to end marketing automation and insights a businesses require. Marketing automation applications are great for helping you automate marketing processes and provide a centralized place for marketing collateral (emails, landing pages, content, social media, etc.). Businesses can use marketing automation to have better visibility and control over the lead generation, nurture and re-engagement processes, better facilitate the online buyer’s journey, and provide sales enablement tactics inside CRM.
For more information on automated marketing and CRM for your business, we hope that you will contact us today. We are fanatical about helping you achieve your goals. Let us help you supercharge your business!