Marketers need to look for smarter and more proactive methods to generate leads using their customer relationship management (CRM) systems, they already have in place, as these leads have a higher potential to convert. The sales team uses this technology to track leads, deals, and opportunities. Some marketing departments also use CRM to track programs and for sending emails.
CRM software is very useful as it simplifies the management aspect of a business. If applied well, you will witness improvement in sales results, more closed deals and an increase in real-time decisions and accurate predictions.
A CRM system that is efficient, offers a myriad of functions at affordable prices while impacting a business significantly. Even before the sales team has had the opportunity of interacting with customers, a CRM system will help marketers nurture leads and build long-lasting relationships with the customers.
With the help of CRM, you can gain a deeper fact-based insight into your customers and prospects and ultimately fulfill your business objectives.
Every CRM system has its own process for lead tracking and management that lets you see the status for each lead and where they have reached in their individual journeys. Just like how sales are recorded, records of leads can be tracked in the CRM system that helps to understand the number of customers contacted for a given duration, the topic of discussion, queries made and other such data.
Lead quality can be increased and company goals met with the help of CRM. There are many ways; CRM can have an impact on lead generation.
1. AI-powered Lead Generation
Industries that process large sets of data are able to do so with superhuman abilities when incorporating Artificial Intelligence (AI). In order for marketers to understand, find and convert new leads, a number of lead generation tools powered by AI technology have been adopted. They are now able to select the most valuable accounts and decide the kind of marketing communication that is most suitable based on the characteristics of the lead.
2. CRM and Marketing Automation
With the help of add-ons, when data collection is automated, it gives the marketer the power to generate high-quality leads. Marketing automation helps in improving lead outreach as well as lead conversion.
Social media is humming with user activity and has become a great source of leads. Social integration is important and so social CRM has become more focused.
Email marketing is a great way to conduct lead generation as you can collect the email address of your customers from your website by asking it in exchange for a subscription to a newsletter, free report or whitepaper. Depending on the action taken by the prospect, a series of emails get triggered in your email marketing system.
Generate new leads through trade shows, events, and conferences where visitors exchange business cards with you.
6. Inactive Database Integration
An inactive customer database still has the ability to reveal hidden leads. A CRM integration with such a database helps in lead segregation based on previously specified parameters.
A smart marketer makes use of multiple methods to generate high quality leads that convert. Keeping in mind that quality matters more than quantity, marketers need to refrain from populating their database with poor quality or unqualified leads and focus instead on making the most of their CRM systems for lead generation.