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

We are introducing a series about CRM and its benefits for different business departments. Each article will consist of common problems in each department and how they can be easily overcome with a CRM system. This one will focus on marketing.

Marketing, or those who tell the world about you

Thanks to their work, your salespeople have leads to sell to thus increasing your profits. Without their creativity, knowledge of 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.

How can a CRM system help the marketing department?

Let's discuss some problems that marketers face on a regular basis and how they could benefit from a CRM system.

Problem: Prospect loses interest

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 the first contact to a final decision. 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 behavior in response to these messages allows for easy segmentation and identifying the sales department of the most promising potential customers.

Problem: Uncertain client needs

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 behavior 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: Low 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, or what other related services they buy, are available to companies in their own CRM system. It is a good idea 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: Inefficient 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 the 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.

Move your marketing to another level

Marketing is an essential part of any business. You can have the best product, the lowest fees, and the best value, but if nobody knows about it, it is all wasted. Marketers help your company get out there and be visible, and they should have the best tools available to do that. A CRM system can make their job easier and more effective.

If you are interested to know where else can a CRM system improve your business, read other articles of our mini-series How CRM helps a business in sales, marketing, customer service, and management.


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