Your company receives a new lead. What will you do as soon as you obtain a new lead?
a. Will you follow up, communicate and build a relationship with your client?
b. File the lead information into the database and forget all about it.
c. Send the lead details straight to the sales team.
Which option would you most likely choose? My answer is A. Yes! I would love to follow up with the lead, communicate with them and build a strong relationship with the client. Because, I strongly believe every lead is important for business. Who knows? Your neglected lead may be converted into a long-time customer or might be a great reference in the future.
So, be wise. Lead nurturing is the most important step in the sales process. There are several stages in the lead nurturing process. In each stage, you need to provide adequate information and communicate properly to nurture your prospect into a paying customer.
For a successful lead nurturing process, every organization needs to have an effective solution for converting leads into buyers. CRM Software is the best application for marketers to nurture leads into engaging and high paying customers.
CRM is a customer relationship management tool where you can coordinate all your marketing and sales efforts on a single interface. The CRM application is a major boost to the lead nurturing process. Learn how!
How does CRM add value to lead nurturing?
- Segments Customer Data Accurate
For example, if your company acquires everyday 50 new leads and your marketing team doesn’t maintain the data efficiently or segments the database inappropriately, then there might be a chance of losing a potential customer. Basically, the art of segmentation is about understanding user behaviors. CRM Software does this perfectly. With the help of CRM solution, businesses can slice off customer data according to the prospect interested in the particular product or service and in more advanced versions, CRM tool helps in dividing customer data into demographics, income, age, status and so on. This effectively helps the marketing team to devise profit-driven marketing campaigns.
Customer data segmentation also helps the sales team follow up on leads effectively and can send personalized messages to the prospects which can result in pumping up the sales process.
Further, the segmentation of Customer data helps in determining the lifetime value of customers as you get a complete 360 degree about your customers, fosters in customer engagement, immensely helps in cross-selling of the products and can execute the marketing promotions efficiently.
2. Tracking the Leads
Lead tracking is important as it helps in improving the lead quality. The CRM software supports tracking and managing the leads, offers insights about the status of the lead, provides contact information on the lead, stores how the lead came in, and analyze whether the lead can be nurtured into sales or not.
Besides tracking the current leads, CRM can even track past leads as well. By tracking the old leads, one can analyze what was discussed in the past leads, what were the customer queries and how the lead has been converted into an opportunity. You can even generate lead tracking reports on weekly, monthly or quarterly basis.
3. Creates Efficient Work flow
With the division of customer data into different segments, it becomes easy to create a smooth and efficient workflow in the organization. It also eliminates the tedious work task for the sales team.
And one of the biggest advantages of the CRM tool is that whenever a new lead comes through a website form, you can automatically send a follow up thanking email or a welcoming mail for being a part of your business brand. In addition, the new lead can easily integrate into the relevant and existing segment automatically without the help of mankind. For example, if your new prospect comes for an HR automation solution, then he gets automatically added to the HR solutions segment and all the content and offers related to the HR technologies mailed to the new client automatically. This makes your business stay on top of your prospect’s minds.
With the help of CRM, you can even create remainders or schedule automatic follow up emails so that your prospect lead can convert into sales.
Lead nurturing involves different stages of the sales process. But with the help of CRM automation tool, you and your sales team can set up a workflow, track leads, segment customer data, and automate several other tasks. This definitely helps the sales team to nurture leads on a big scale.