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The transition from the Excel era to CRM in the cloud – Part 2 – Marketing Department

Thanks to their work, your salespeople have leads to sell to thus increasing your profits. Without their creativity, knowledge of e-marketing tools and in-depth knowledge about generating interest, your offer will not reach the right people. Help them by investing in CRM, because Excel will not do it.

Marketing or who will tell the world about your company

Problem: Prospect loses interest

Twoja strona generuje wystarczająco ruchu i trafiają na nią osoby, które mogą stać się potencjalnymi klientami. Jednak szczególnie w branżach B2B czas od pierwszego kontaktu do podjęcia decyzji może trwać tygodnie, a nawet miesiące. 75% leadów nie jest gotowa do zakupu, a 65% marketerów B2B nie stosuje żadnej strategii dojrzewania leadow. Czas to zmienić.

Your website generates enough traffic and people who may become potential customers visit it. However, especially in B2B industries, it can take weeks or even months from first contact to final decision making. 75% of leads are not ready to buy and 65% of B2B marketers do not use any lead nurturing strategy. It's time to change that.

Solution: Lead Nurturing

CRM platforms are equipped with marketing modules, thanks to which you can maintain contacts with the lead in a non-invasive way, transfer key ideas and indicate the best moment for sale. Ideally, drip programs are used for this purpose. This is the essence of Marketing Automation. It allows you to create predefined sets of information sent at specified intervals to particular groups of recipients. For example, you can create separate cyclical programs tailored to individual customers, separate cycles for small and medium-sized companies, and yet others for corporate customers. Analysis of customer behaviour in response to these messages allows for easy segmentation and identifying the sales department of the most promising potential customers.

Problem: We do not know what clients want

You offer a complex product, for example software, and you don't know which features make users return to it or turn them into loyal customers. Surveys don't help because nobody answers them, or replies are not reliable.

Solution: Site tracking and application behavior

CRM systems provide insight into the details of the behaviour of a single user while using your product. With the help of the code you integrate the product with your CRM. Then, when one of your contacts enters e.g. the product settings, it is recorded on the product profile in the CRM system.

Importantly, you can also use these codes to track the activity of visitors on your website.

Problem: Customer retention

Statistics show that 65% of companies' revenues come from their returning customers. However, many companies forget about it and let their customers leave for the competition.

Solution: Data analysis and proactive steps

Information about which products and services customers use, how they respond to the content provided, when was the last time the customer made a purchase, what other related services they buy are available to companies in their own CRM system. It is enough to analyze this data and then act proactively by taking specific steps to anticipate the customer's needs. An example could be a company selling printers. Having purchased a machine, customers later buy paper, ink and other consumables. All you have to do is to proactively go out with a discount offer on these items and retain the customer.

Problem: Inefficiant campaigns

Your marketers send emails where they can, post on social media, buy ads on the web, organize webinars, and you pay for it all and don't really know which of the tools have real and appropriately high conversions and attracts potential buyers, and where the money is wasted. A big problem here is collecting, consolidating and comparing relevant data.

Solution: Integration with Marketing Automation

If you choose Salesforce CRM you can easily invest in Pardot, a Marketing Automation tool. Integration is very simple: a few clicks and a password to log in.

In this way, all the above activities are tracked and saved by the system. You will know which of these activities has brought you most benefits.

The system assigns points to prospects when they open your emails, click on links, navigate your website, leave contact details or subscribe to a webinar. You can define how many points and for what the system will award. But the most important thing is to observe the increase in points. If it grows slowly, it means that something positive is happening. In case of sudden jumps sales should react quickly.

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