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Engage, Relate, Convert – Using a CRM to Make Your Life Easier

Forrester Research reports that leads nurtured in a customer relationship management (CRM) system will convert 47 percent of the time, and that conversion rates can improve by 300 percent with a CRM in place. Additionally, CRM can boost purchase value by 40 percent.

These are powerful statistics to consider as we move toward 2019. What are the reasons for these numbers? Today’s world demands real engagement and deep relationships with customers and prospects. Attention spans are short and our targets use multiple devices and follow multiple social media channels.

CRMs provide the infrastructure you need to build your relationships. It is impossible to touch all your contacts on a consistent and in person basis. Good CRMs enable you to:

  • Communicate automatically about your brand in a way that is authentic, organic, personalized and useful to your customers and prospects using email drips.
  • Set up dynamic marketing lists defined by you that are always up to date.
  • Send out one-off marketing campaigns and newsletters based on preset targets.
  • Drive traffic to specific landing pages using segmented marketing lists.
  • Evaluate customer satisfaction and buying patterns.
  • Deliver messaging to social media channels based on your contacts’ social media profiles.
  • Automate manual administrative processes. If you can create a process in your mind, you can create it in our CRM.
  • Create actions for every contact so that you can follow up with ease.
  • Maintain all emails, comments, quotes and actions in one place so that you have your notes in front of you when communicating with them.
  • Measure what you are doing.

A best-in-class CRM enables company-wide collaboration and information sharing to deliver excellent service and to increase overall sales team productivity. They allow you to see a 360-degree view of customers and prospects and as Forrester’s study stated, survey respondents saw a 20 percent overall decrease in labor costs.

We all share the same goals for customer satisfaction, business efficiency and revenue growth. A good CRM is the key tool to making sure you achieve these important goals. Save time and money and use your CRM to propel you into 2019.

If your CRM isn’t making your life easier or, if you do not have one, CLICK HERE and let us help you make 2019 a great, great year!

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More Sales Less Effort

Do you want to make more sales with less effort? If so, put your feet in your buyer’s shoes and imagine your buyer’s journey. The buyer’s journey, according to Hubspot, is a three-stage process.

 

  • Awareness: The buyer realizes they have a problem
  • Consideration: The buyer defines their problem and researches options to solve it
  • Decision: The buyer chooses a solution.

 

As a part of your sales process, you need to understand the stage at which your prospects are and what can you do to build our relationship with them.  You need to deliver content that is relevant to each stage and engage your prospects with helpful ideas to make their journey easy and fun.

More Sales Less Effort

It takes time nurture a qualified sales lead, so what can we do to improve the maturation of the sales cycle and convert the buyer to a customer more quickly? The answers are meaningful content and marketing automation. Sales leads are generated when a prospect has a need and they are aware of you because your marketing is educational, relevant and consistent.

We generate sales leads when we produce content and calls-to-action (prompting an immediate response) that are relevant to each stage. When the buyer engages with us, we take their information and help lead them through the journey to becoming a customer.

What Is Marketing Automation?

Marketing automation uses technology to automate tasks such as sending emails and scheduling social media posts. There are several marketing automation platforms including Hubspot, SproutSocial, Hootsuite, and our CRM that allow you to easily automate these tasks.

How Can Marketing Automation Improve Your Sales Cycle?

Content and automation are a powerful combination to help you achieve your sales goals. Using content and calls to action to meet your prospective buyer at every step of the buyer’s journey often compels them to engage with you and eventually do business with you. Marketing automation adds a deeper level of relationship building, understanding, and efficiency through the following:

 

  • Consistent Follow-up: From the first point of entry, you can send scheduled messages from welcome to reminders to suggestions.
  • Track Website Behavior: After the buyer’s initial contact with you, track when they return to your website and what they do on the website.
  • Smart Data Collection: As they continue to engage with you, you begin to collect additional data through “smart” forms based on information they have already given you. This way you are not overwhelming them with data collection overload.
  • CRM integration: Marketing automation integrates with your CRM so you can track behavioral interaction and have a better understanding of their needs, so when you reach out to them electronically or personally, you will complete the sales cycle more efficiently.

 

Is marketing automation a part of your sales strategy? Are you performing tasks that can be done more efficiently and effectively with automation? It is time to evaluate your sales cycle? If so, FILL OUT the form to the right for a free consultation.

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Generate Sales with Existing Clients

I would like to share with you a story that is very common in marketing. Our client,  NoName, had a problem. Their sales were flat and their sales pipeline was shrinking. NoName was frustrated and the company’s salespeople were scratching their heads. In the past, doing it the “same old” way seemed to work. In today’s climate, “same old” is out as competitors innovate and do not want to be left behind.

NoName’s executive, Mary Jo, asked me for help, so I began by asking to review her 3 primary lead sources – networking events, the web and clients. Mary Jo was astonished when I suggested clients as a key lead source. Given how much time her sales team spends networking to find qualified leads, the best leads often are your current clients. She immediately saw the logic behind clients as a key resource.

I continued to ask specific questions about her clients. NoName sells multiple products and only 1/3rd of their clients buy more than one product. I asked Mary Jo and her sales team several questions:

  • What characteristics do those clients have that lead them to buy multiple products?
  • What other clients do you have with those characteristics?
  • What can we do to meet prospective clients that have the same characteristics?

Immediately, the team responded with great answers and saw client opportunities. As the client profile emerged, Mary Jo and her team started making plans and laying out the tactics to reach their current and future clients while using analytical benchmarks to measure their success.

One year later, NoName’s revenue is rising and its sales pipeline has doubled. Now, 50% of NoName’s client buy multiple products and 75% of its new clients this year bought multiple products.

How did we analyze client buying behavior?

We used our client’s CRM where a treasure of information is available. Many marketing firms rely on Google Analytics and other data analytics platforms while viewing the CRM as a platform to collect leads. Collecting leads is essential, but by treating the CRM as a valuable data asset, we were able to learn more about NoName’s client purchasing behaviors and needs. We began by segmenting clients by service or product type and then began to create datasets to help NoName make wise decisions about their products, sales, and marketing. NoName is a distributor and has used our CRM for over 2 years now.

The key is NOT to jump on the latest technology, but to diligently use the right technology so you can make new sales.

Spending time with clients is a good strategy and clients are a great source of new business so how are you using your CRM as a valuable asset to your client relationships?  Please contact me at jonr@cccsolutions.com so that we can help you create new sales.

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Build customer loyalty and increased revenue using your CRMs email drip campaign

Before we jump right into the explanation of an email drip campaign, you may ask why we are even writing a blog about email marketing at all. After all there is social media, online advertising, peer-to-peer texting, and the list goes on. Is email even still considered as a viable marketing tool? Our answer is yes.

Optinmonster recently wrote a blog called “Is Email Marketing Dead? Here’s What the Statistics Show.” Here are a couple of key stats from their research:

  • More than 85% of adults send or read email
  • 78% of teenagers use email
  • 99% of people check email every day
  • Every dollar spent on email marketing brings you $38 in return

 

With this in mind, email drip campaigns will help you touch more prospects and save time. An email drip campaign is simply a set of marketing emails that are automatically sent to users based on specific criteria you have put in place to nurture your relationship with the customer. To illustrate, let’s say you have a customer that came to your site and bought a product. After they enter their information, you send them an email with a thank you message and confirmation number.

With a drip campaign, we can take this a step further to nurture your relationship, so they will become a lifetime, loyal customer. Your confirmation email will be the first email of the drip campaign. You can schedule another email asking for product and customer service feedback to send automatically after they received the product. Two weeks after the feedback email, you can send another automated email with recommended related products and then follow up with new ways to use the product they purchased.so on.

This sounds like a lot of work, so is the effort worth it? Yes, and here’s why.

Your audience is constantly changing whether it is demographically or behaviorally. Email drip campaigns help you stay in front of your audience  and, most importantly, understand your audience. How they interact with your emails will give you insights into their behavior and decision making. We’ll give you a real-life example. One of our consultants was hired by a science-based organization to create an email campaign for an event. Because there was not a lot of data available for their audience’s behaviors, he helped write content and designed a layout based on common email marketing fundamentals.

At first, the response was subpar. Our client decided to try minimizing graphics and made the content more technical for each of the drip campaign emails. Immediately, there was an increased response rate with each of the emails. If they had just done one email for the campaign, they would not have known how their audience prefers to read emails. They would have considered it a bust, but because they implemented a drip campaign, they were able to understand their audience and get a favorable response.

Drip campaigns are very effective for:

  • Prospects – Engage your prospects by sending them educational emails to demonstrate your interest and expertise. Drive prospects to your website’s landing pages where they can respond to your emails
  • New signups – Send them a welcome email and then follow up with automated emails for new published blogs, upcoming events, and calls-to-action.
  • New purchase – Begin with a confirmation and thank you, followed by product feedback and then continue to nurture with related products, new products, and product tips.
  • Events – Start with a confirmation and thank you, followed by reminders, event info like parking details, and upcoming related events.

 

Drip campaigns will support your high touch approach so that your targets know you are thinking of them. It keeps you “top of mind” among prospects and clients so they think of you when they are ready to buy or reorder. Our CRM gives you the ability to create drip campaigns to deliver content to your leads based on your contact lists, where they are in the buyer’s journey, and their engagement. If you are not using email because you think it is dead as a marketing tool or you are sending one-off emails to your audience, there is a good chance that you are losing customer loyalty and revenue. It is time to start your drip campaign and see the new customers, longer lasting relationships and increase revenue.

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