Receive A Higher Return On Marketing Dollars With CRM: How CRM Aids Lead Generation

Business GraphCompanies spend a large portion of revenue on marketing, but if the marketing is ineffective, those dollars are wasted.  A CRM marketing solution ensures the best return on investment.

When initializing a marketing strategy, companies need to be able to evaluate the effectiveness of the campaign.  Without a CRM marketing solution, businesses receive only a partial picture of the marketing campaign and cannot make the most informed decisions about where to spend their marketing budget.  By utilizing a comprehensive solution, companies can maximize their marketing dollars and receive the best return on investment.

Organizing Leads

A CRM marketing interface allows the marketing team to organize leads based on where those leads originate from.  For instance, if the company sends out an email with a link to a product or promotion, an integrated CRM system will allow the marketing team to see how many potential customers received the email, how many read the email and how many potential customers clicked through the links to the promotions.  This enables the marketing team to assess how effective an email or web based campaign is and means that resources can be shifted towards campaigns that are working and pulled from campaigns that are less effective.  Companies can also evaluate what made one email marketing campaign more effective than another, so that future campaigns begin with a higher chance of success.

Automated Lead Generation

A critical step in the development of customers is the step between initial inquiry and the company’s first response to the customer.  A CRM system can provide the company with an automated lead generator that will collect the customer data and generate a lead to be sent to the sales force.  This reduces the amount of time it takes to get customer information into the hands of sales, and increases the number of potential customers that are contacted by the company.  Sales reps are evaluated on the number of sales they make, and they are motivated to keep the time between customer inquiry and company response as low as possible.  The automated generation also lets the marketing team track the progress of the customer relationship and determine how many leads from a give campaign are translated into paying customers.

Target Marketing

A CRM system also shares data across multiple divisions of the company, allowing for targeted marketing of new and existing clients.  Because the marketing team can see a complete picture of customer data, the marketers can identify shared characteristics of multiple customers at once and develop at targeted solution that will appeal to a wide range of customers.  Targeted marketing campaigns increase sales by demonstrating to customer’s products or services that meet the customer’s needs.  Target marketing also allows companies to suggest related products or services that work well with items already purchased by the customers.  Most customers appreciate when businesses try to anticipate the needs of the customer by making suggestions about related products that the customer may find useful.

CRM systems are not just useful for sales teams and management.  Marketing teams can use the data collection features of CRM systems to identify the strengths and weakness of campaigns and make sure that marketing dollars are being spent in the most effective way possible.  With a marketing campaign that reaches customers effectively, companies can place an emphasis on generating sales, not leads.

Guest article written by: Jack is a free lancer writer and he loves to share his knowledge on [tp lang=”en” only=”y”]CRM Marketing[/tp][tp not_in=”en”]CRM Marketing[/tp]. In his free time he loves to spend time with his family.

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