How to integrate CRM into your Inbound Marketing strategy – WAU
Over the past few years we have seen a modernization in all market segments. Technologies being developed to solve problems that did not exist before, but that today are crucial for the survival of any business. In the sales area, for example, the extensive and confusing spreadsheets have been replaced by advanced CRM systems. For […]
Over the past few years we have seen a modernization in all market segments.
Technologies being developed to solve problems that did not exist before, but that today are crucial for the survival of any business.
In the sales area, for example, the extensive and confusing spreadsheets have been replaced by advanced CRM systems.
For committed companies, today it is impossible to imagine an efficient sales process without mature customer relationship management.
Another sector that has evolved considerably to adapt to technological advances was the marketing.
Before it was common to produce ads and wait for customers to appear, today the process is not so simple. To attract quality leads you need to delight the customer, create an engaging narrative and deliver quality content.
The modern challenges are not only in the adaptation, it is necessary to create an integration between each of the stages. If the marketing argument is not compatible with the commercial approach, any investment made on both sides may be lost.
When a customer delighted with marketing finds an inefficient sales process, frustration can cost all confidence that has already been established.
On the other hand, without efficient marketing, new customers are unlikely to reach the sales funnel.
But how to make an efficient integration between these two important arms of the company?
With the popularization of the internet, social media and the ease of reaching people, companies started a fierce dispute for the attention of potential customers.
But if all companies are able to reach everyone, how is it possible to stand out? How is it possible to pierce the noise and close a communication with a potential customer?
The answer to these questions is given by Inbound Marketing.
Rather than causing discomfort due to the interruption, Inbound attracts customers through quality content, gaining its voluntary focus while educating and directing the sale.
The result is the acquisition of more customers, with more quality and greater conversion potential.
We can summarize the process as follows:
- Attract the customer with quality content (blog posts, podcasts, ebooks);
- Convert leads through the content produced, ensuring that the customer already understands the concept of the product;
- Close the sale, the most expected part of the flow;
- And instead of abandoning the customer after the sale is completed, the important enchantment process begins, maintaining the quality of the content generated and helping the customer achieve the desired success with the product.
Understanding the role of CRM
The introduction of technology for relationship management should influence the entire culture of the company. It is not just new business management software, adopting a CRM means that every focus of the company will be directed to the customer.
A CRM is efficient when the company can understand exactly who the customer is, what their real needs are, the best way to serve them and deliver the desired value.
All of this ability to centralize and cross-check customer data is crucial to the role of Inbound Marketing.
This information is very important to enrich the personas and make the marketing strategy even more efficient. Rather than looking for any customer, Inbound believes it is important to focus on the right audience, optimizing resources and increasing efficiency.
When we integrate CRM with the Inbound Marketing strategy, the lead that arrives in the system is considered a Qualified Lead.
It is not just a potential customer, but someone educated, who understands the business proposal and has their expectations aligned. Ideally, the marketing team itself is responsible for inserting leads into the system, ensuring that no details are left out.
Also as part of this strategy, it is essential that the sales team is aware of when the lead entered the marketing flow, what content was part of that journey and exactly where the lead the conversion took place.
All these details will help in a first contact, greatly increasing the chances of converting the lead into a customer.
But the work of the marketing team does not end when a customer reaches the sales flow, any new information that is added to CRM will influence the construction of a more precise speech that will be used in the Inbound strategy in the future.
If what happens in CRM is important for the construction of the content used by marketing, the reverse is equally valuable.
It is necessary that the sales team be supplied with the materials provided by marketing, familiarizing themselves with the discourse used and continuing the communication built by the inbound.
What to expect from this integration?
Customers are able to feel the lack of synchrony between two areas. When the argument that won over the customer is not made at the time of contact, this shock turns into frustration.
The different areas of a company tend to see themselves as separate parts and, when they act out of sync, the result is a series of errors that end up damaging the company’s credibility, often even costing the customer’s conversion.
Areas such as Sales, Marketing and Customer Success must remain integrated and share information, ensuring that the initial communication is directed to the customer’s profile and that this communication is maintained at all stages of the process.
Not only that, with so much accurate data about customers and sales phases, we were able to carry out increasingly rich analyzes.
It is possible to know exactly the number of leads that were generated, which ones evolved into the sales funnel, the reasons that caused losses, which materials are most effective and various other vital information to improve and realign the business strategy.
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* Content written by Alberto Brandão, marketing on Moskit CRM