By Craig Klein, CEO of SalesNexus
Content and CRM Combine to Expand Client Base
Content marketing is changing the way small businesses interact with their prospects and current clients. In a world where customers like to remain in control of the buying process, it is very easy for them to forget any business who serves them. Having a good website is simply not enough in the consumer empowered marketplace.
More companies are moving toward having ongoing digital conversations with both their current clients and the “cold leads” who may have inquired using a web form. Without a powerful CRM system , it is virtually impossible to keep track of everything needed to get their awareness and eventually earn the sale.
Too many business owners lack the confidence that valuable sales leads are receiving the requisite attention. Sales people tend to focus on only their hottest leads and valuable prospects for the future “fall through the cracks.”
Engaging with Blog Content
In an article by Cheryl Burgess discussing the Five Top 2013 Trends , she quotes a recent survey. One of the key findings is the incredible growth of “inbound marketing.” Businesses are investing heavily in and reaping rewards from creating online content that draws visitors to their website that then become “inbound” leads. A blog is a simple way to join this trend.
However, to capitalize on these new visitors, lead capture and sales automation systems must be in place as well.
Capturing Prospective Clients with CRM
It isn’t enough to get loads of leads from your website and content development. You must have a system for capturing data about the prospective client and follow a prescribed system for serving their needs based on actual data.
When you have set up your CRM to work at its maximum level, you will be able to identify the hottest leads for the sales team to address. Leads that don’t qualify for immediate attention are placed into a nourishing environment to develop a relationship.
Relationship Building with Email
Because of the skeptic nature of today’s buying decision makers, email plays a critical role in cultivating prospective purchasers. An integrated CRM and Email program makes the process much easier.
There are two primary reasons why email marketing works so well. First, buyers today don’t trust what they are told by sales people. Secondly, because of the plethora of information that is readily available on the internet, they also feel they should have all the facts before their decision.
Email is part of building the relationship. Conveying valuable information that the customer finds helpful builds trust.
Timing is often a key reason that buyers “put off” purchases. In other words, it’s not that they don’t want and need your product, it’s just that there are “bigger fish to fry” right now. Too often, prospects that say “call me back in six months” are never called back. Automated email marketing systems can nurture these prospects so that even if the sales person fails to follow up, your company is maintaining awareness and contact.
An integrated CRM and email based approach can keep in touch with prospects and educate them while the sales team pursues more near term opportunity. Then, when the time is right, the sales person can be alerted to follow up.
Closing the Sale
No one would argue the fact that bottom line profits increase when sales people spend the bulk of their time with pre-qualified leads. Before companies had powerful data gathering CRM programs, it was almost impossible to assure sales reps that a lead was truly worth their effort to contact.
With a fully developed CRM that is coupled with email marketing, it is not only possible…it becomes a major player in sales management and revenue projections.
Many companies struggle to leverage technologies like CRM and email marketing because they lack the resources to manage multiple technologies, establish business processes, etc. Solutions that integrate the required capabilities into one system for the user minimize this challenge.
Many sales organizations can increase sales by 10 percent or more by integrating procedures that capture all new leads and prospects and their contact information and add them to an on-going lead nurturing email system. That’s a big payoff for a minimal investment!
Craig is the founder of SalesNexus.com, a leading provider of CRM, Email Marketing and Lead Generation solutions to business 2 business sales teams.
