A CRM platform amplifies your sales and marketing without building huge teams or blowing your advertising budget. If your CRM is coupled with business automation (like Keap), you can create a sales and marketing engine that takes your growth to a whole new level.
Sales
Automating your sales tasks with
business automation and CRM software streamlines the entire sales process with
improved visibility, prioritization and follow-up.
Greater Visibility
A CRM provides the visibility that
your sales team needs to be most effective. Having all lead and customer data
in one place facilitates easy handoffs between teammates if the account owner
changes, because everything about an individual or company is documented and
accessible.
As a sales rep, you can see exactly
what a lead has done, which allows you to personalize your conversation and
encourage the appropriate next step. For example, you see that a lead has
watched your overview video and checked out your case studies. When you speak
with them, you can encourage them to sign up for a webinar or consultation to
learn more.
CRM systems, in conjunction with
VoIP telephone systems, improve visibility for inbound calls too. When a lead
calls a sales rep, their phone number is recognized and their record appears on
the sales rep's computer screen instantly.
Greater visibility is also
available to sales management through a CRM. A sales manager can easily track
individual sales rep activities and performance as well as monitor the
entire sales pipeline.
A CRM helps the sales team
prioritize their outreach efforts through lead scoring, which calculates a
lead’s interest in your product or service. Leads with the highest lead scores
are pushed to the top of the sales team’s tasks.
Your CRM can also prioritize outreach to customers. Records with approaching contract renewal dates and customers who are likely to be interested in a new product can be flagged for sales team follow-up.
Better follow-Up
Amazing follow-up (and more sales) is made possible with a CRM. By automating follow-up with leads and clients, you no longer have to manage sticky notes on your desk or copy and paste the same email to every new lead. Your system initiates follow-up at the right times, creating a consistent customer journey and converting more leads into clients.
Marketing
Implementing the power of CRM and business automation into your marketing process is often game-changing, as it offers powerful insights, personalization and testing opportunities that ultimately lead to increased sales.
Insights
With data consolidated in a CRM,
it’s possible to analyze patterns and find insights that lead to greater
profitability. For example, a business can evaluate what characteristics are
common in their ideal customers with the largest lifetime value. This allows
you to spend your advertising dollars more efficiently and prevent budget going
to leads that likely won’t be interested in your product or service.
Insights from your data can also help you increase revenue. For example, if you identify common purchase combinations, you can create packages or bundles to increase sales. Similarly, your data can tell you when customers are most likely to repurchase. You can plan follow-up messages and offers to align with likely repurchase timing.
Segmentation/personalization
CRM makes sending the right message
to the right person at the right time a reality. With your CRM connected to a
business automation tool, you can send emails and text messages based on a
customer’s recent actions.
Let’s say a lead who hasn’t engaged recently just clicked a link in an email you sent announcing a special promotion. You might want to tag that lead as “re-engaged,” follow up with an email containing a compelling customer story and create a task for a sales rep to call them.
Personalization offers a huge advantage in winning more business: 76% of consumers say that personalization prompted consideration of a brand, and 78% say that personalized content made them more likely to repurchase, according to a study by McKinsey. All of that data in your CRM database can be used to build deeper customer relationships through personalized communications. With business automation, you can personalize your messages at scale with emails that dynamically pull info stored in your CRM, as well as emails that are automatically triggered by specific actions such as signing up for a consultation.
Testing for improvement
Testing is the key to improving your marketing. A robust marketing CRM allows you to test just about anything you can dream up: different promos, text messages, ads, how frequently to call a lead, etc. Rather than going just on your gut, data from testing proves which option is most effective in driving maximum profitability.
