CRM (Customer Relationship Management) in digital marketing refers to systems, technologies, strategies, and processes that guide you to track and manage relationships with existing and potential customers. It helps companies better understand contacts, their needs, and where they are in the buyer’s journey as it relates to your business.
Lead generation is one of the toughest and intimidating parts of any B2B market places. There are so many different parts that it can be near impossible to know where to begin.
CRMs are a must for B2B sales teams, but they are also important for B2B marketers. Marketers use CRMs to keep track of contacts, campaigns, and conversion data. CRMs can provide the most benefit by serving as a common hub for the Marketing department, Sales teams, and Customer Service teams to work together harmoniously throughout all phases of the Buyer’s Journey.
So in this article, let’s cover some of the key uses of CRMs for B2B marketing and why B2B marketers should consider investing in attribution to boost their CRM’s value and master the skill of lead generation so that you can take your business to the next level.
1.Contact Data Logging:
Many B2B marketing departments use lists and account-based targeting for campaigns. The CRM system is a rational place to store contact information for these unqualified leads.
Your CRM should be able to capture data from your forms and automatically create or update contacts. This saves you time from having to import or update new leads, and it empowers sales people to respond to incoming requests in real-time, boosting conversion rates down the funnel.
2. Segmentation:
Using data from the CRM, B2B marketers can design campaigns for particular industries, company size, job titles, geographies, and other characteristics. By syncing the CRM with engagement data from the company website, marketers can establish campaigns that are highly modified to the prospect’s phase of the buyer’s journey.
3. Automation:
Automation boosts the efficiency of email campaigns, allowing B2B marketers to send very targeted emails in response to recipient activities and engagement.
Many B2B marketers use an email automation provider that is different from their CRM system. Typically these services enable contact tagging based on events like opening an email or clicking a link within it. These automated campaign funnels are quite complicated in their segmentation but can be taken to a more advanced level by syncing with data from the CRM.
4. Attribution:
CRM can serve as a hub for maintaining attribution data. When attribution systems are implemented, then as a prospect moves through the Buyer’s Journey, information about their experience (such as which marketing touch he or she first responded to) are logged to track ROI.
Through this detailed data, marketing can become much more valuable. Marketers don’t have to guess which campaigns were the most effective not only at generating leads but in progressing those leads to a closed sale.
5. Reporting and Alerts:
Many CRM policies make it easy to set up the generation and distribution of marketing and sales KPI reports regularly. B2B marketers can use attribution reports to adjust campaign allocations. Marketers can use regularly-reported sales data in campaign planning, devoting more resources to demand generation for solutions that are trending.
There are many more ways of improving lead generation with CRM. But the most important being CRM to be the main key point of lead generation, which not only helps in generating quality leads but, it enhances the sales process, ensures better conversion rates, and helps close more deals.