Improving Marketing Results with CRM

Getting Quality Lead Results From Marketing Campaigns

Tracking Lead Follow Up

Connecting With Your Prospects and Customers

Creating Detailed Reports

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Efficient marketing spending is crucial for business growth. More importantly, marketing efforts must be highly targeted to minimize wasting money by sending the wrong message to the wrong prospect. In addition to helping your sales team streamline its sales processes, it can also help your marketing team ease some of its common pains.

SOLUTION

Determining which marketing programs work and which don’t is perhaps the most significant pain for a marketing executive. Results from advertising, direct mail, trade shows and other mediums can be extremely difficult to track. As a result, marketing planning is oftentimes based on guesswork and gut feelings instead of hard facts.

A CRM solution can offer a comprehensive lead tracking system that gives the marketing team real-time views of leads in the sales pipeline. They will know where a lead came from, when it was entered, the lead status and who is working the lead. Moreover, information can be charted, which shows the number of leads that turned into REAL opportunities. Actual sales numbers can then be traced back to the original marketing promotion to help show the true impact that a marketing initiative had on the bottom line. ROI can then be calculated giving management a tool to assist them to decide which programs should be renewed and or discontinued based on actual data.

SOLUTION

Most marketing professionals get frustrated watching the leads from a successful marketing campaign sit idle for weeks with little or no follow up.

A CRM puts multiple tools in place that allow the marketing organization to track a lead’s status, providing marketing professionals with reports that show the status of any grouping of leads. These groupings can be pulled by campaign or event (such as a trade show) and can reflect the current status of each lead in the system. A CRM application can also provide comprehensive information about the status of a lead for the sales team member as well, offering lead scoring and temperature gauging to prioritize which potential clients to focus on and address first.

SOLUTION

How many times does a prospect need to see your product information before they become interested? That’s a tough question to answer. One thing is certain however, the more you communicate with prospect, the more mindshare you’ll gain—resulting in “brand recognition.” But reaching customers multiple times can be expensive and time consuming.

A quality CRM, like C2CRM, can send regular communications to leads, prospects, suspects and current customers in the system by simply tagging the lead, automating the process of sending corporate information to prospects, leads and customers in the system. As a result, you'll be able to provide them with product information and/or upsell them to additional products and services on a regular basis.

SOLUTION

Creating detailed reports on the status of leads received from a marketing campaign or channel over a period of time can be a daunting task.

A robust CRM offers true analytics that can drill down into the database and extract key data to create reports showing related details of interest. For example, C2CRM can allow you to create a report on the fly that shows how many leads from "Trade Show A" ended up being a dead lead, how many are still being worked, and how many turned into opportunities. More importantly, C2CRM can cross examine that database with the database from the previous "Trade Show A" from a year ago to show which event pulled in more revenue. Analytics gives you the power to slice and dice your database to compare, examine, and dissect different bits of information to help you make informed marketing decisions.

Customer Retention

It’s difficult to grow sales if you can’t hang on to the accounts you already have

Studies show that it’s easier and less expensive to retain customers than it is to cultivate new ones. A Customer Support System that addresses issues promptly and identifies potential problems before they reach critical mass is crucial to your business.

A competitive and dynamic marketplace make marketing a crucial component of any successful organization. Businesses that implement CRM strategies are able to not only streamline the marketing process, but build it into a well-tuned machine that is capable of spending money in a targeted and effective manner. The CRM’s real-time data leaves little doubt as to where the marketing dollars are working so you aren’t wasting effort. Integrating your CRM and marketing automation makes so much sense, but many CRM software platforms haven’t done that. This is unfortunate because marketing is the lifeblood of every business. Improving its effectiveness can give your business a definitive strategic advantage that can go directly to the bottom line.