When done right, a CRM implementation (Customer Relationship Management system) can significantly improve a business’s success with lead conversions, while also performing a number of different functionalities.
In the marketing and sales world, CRM helps in nurturing leads and build better long-standing relationships with customers even before interactions with the sales team happen.
Ultimately what matters is the quality of leads that matters, not the quantity. So, instead of populating your database with unqualified leads, focus instead on how you can use CRM for lead generation and conversions by incorporating different techniques and integrating with different platforms and applications.
Let’s explore four different platforms/applications you can integrate into a Salesforce® CRM that will go a long way toward improving your lead generation process to attract – and convert – the quality leads you are seeking.
1. AI-Powered Lead Generation
Lead generation tools powered by AI (artificial intelligence) are assisting marketers to understand and find new leads and convert them. AI has enabled them to select the most valuable accounts and even decide on suitable marketing communication based on lead characteristics.
Typically, a marketing campaign could include digital ads, along with an email blast, social media posts, and possibly an event. If the campaign is effective, customers and prospects respond by generating activities such as website visits, shares, and clicks. They might also wind up filling out a form or doing something else that effectively turns them into a lead.
Today, with an AI-powered CRM using Salesforce’s Einstein™, you can not only monitor that kind of engagement but use the data to adjust campaigns even once they’re already underway. This could mean tweaking the copy in an email to appeal more to a particular segment, or boosting the reach of a digital ad because one is performing better than the others.
The big takeaway about AI working for lead generation is that it draws out the most critical insights from the Salesforce Customer Success Platform and helps deliver recommendations that power all kinds of marketing activities that will lead to conversions.
2. CRM and Marketing Automation
Lead generation is an extremely important step in any business’s growth and goals toward conversions. Automating the many steps between marketing and sales gives your team more time to focus on overall strategy and nurturing the leads that show real promise. That means more prospects and more customers.
A CRM marketing automation tool, such as Salesforce’s Marketing Cloud™, can also give you a richer, more detailed picture of potential customer behavior. For instance, you can initiate behavioral tracking methods such as following a user’s path through your website. Marketing automation software can also help your marketing team understand prospects’ interests and where they are in the purchasing lifecycle. Following up can then be customized around those specific insights.
3. Integration with Social Media
Social media is one of the best tools for businesses to generate highly qualified and sales-ready leads that you can turn into conversions. It is a perfect place for businesses to find their targeted audiences, as well as turning them into the new sales-ready leads.
Baked into Salesforce’s Marketing Cloud is a social media tool known as Social Studio™. Here you can connect your marketing, service, and sales teams with your customers through social channels to build meaningful relationships. You can also discover what your customers, prospects, and competitors are saying about your brands.
4. Email Marketing Tool
One of the ways to fill your sales funnel with high-quality leads to close more deals is to implement an email campaign tool into your CRM. With a tool such as Salesforce’s Pardot™, you can initiate lead nurturing campaigns by automatically sending emails and perform marketing tasks based on triggers including time, user interactions, and other custom parameters.
In addition, you can respond to prospects when it matters, learn what’s happening between sales calls, and get alerts about prospect actions.
So, are you frustrated with populating your database with unqualified leads and want to better focus on how you can use CRM for lead generation and ultimately conversions? The Ad Victoriam consulting team can help you incorporate different techniques and integrate different platforms and applications that will put your business on a successful path toward more lead conversions starting today. Just fill out the form below, or click here and we’ll get right back to you immediately.