In order to stand out from the crowd, you need to personalize your interactions with your customers. While reaching out to customers at the right time with the right content is no easy feat, a CRM software can take care of your key marketing functions. If you, like many others, believe that CRM is used only by the sales team to acquire new leads and close business deals faster, you are not aware of the big picture.
The opportunities that CRM has unleashed for marketers are endless. Some of the features come out of the box but if you truly want to get the maximum return on investment from your CRM, you will have to augment its functionality by getting it customized.
Let’s take a closer look at both:
1. Built-in Solutions:
The list of out-of-the-box features will vary from vendor to vendor. However, in almost all CRM systems, you will find two main inbuilt marketing tools. These tools are:
A. Email Marketing:
Email marketing helps you market your product or service at a massive level with a faster pace. In just one click, you can introduce your offer to a large audience with no apparent cost.
Newsletters keep customers updated about your company’s recent sales or newly launched products. Each newsletter is managed on a subscription basis and is targeted towards individuals with whom you have an existing relationship. It is a handy tool that can be called a sub-category of Email Marketing.
2. Customizable Solutions:
The list of customizable solutions in CRM marketing is long and unending. All you need to do is integrate your CRM with a quintessential marketing automation platform.
Your marketing automation tool should have the following features:
A. Lead Scoring
Lead scoring enables marketers to concentrate on the most promising leads. Every customer receives a score, based on his activities. When a lead matures i.e. reaches a threshold value, it is sent to a sales representative so that appropriate action could be taken.
B. Lead Nurturing
Lead nurturing is the process of sending a series of automated emails that will trigger based on a person’s behavior. Being able to nurture leads based on a variety of attributes (behavior, demographics, buying stage) is a highly sought after tool by marketers.
C. Tracking Visitors
Monitor every person who visits your website by tracking their behaviour, including which pages they click, from where they access the website, what keywords they typed on Google that directed them to your website etc.
D. Social Media
Know what the customers and prospects have to say about your company’s products and services, how they respond to email messages and website content and incorporate that data into your marketing automation platform.
According to SessionCam, 89% of users have integrated their marketing automation with their CRM because it offers ease in process and data management. Integrating CRM and marketing automation is a tested and proven way to boost sales, develop excellent marketing programs and most importantly give your clients an unforgettable experience.