How CRM Improves Lead Conversion

How CRM Improves Lead Conversion

Ninety-one percent of companies with more than 11 employees are using a CRM, which shows the importance of CRM. More SMBs are opting for CRM software because the platforms are integrated with marketing and sales automation, thus improving sales. Businesses witness a 451 percent increase in qualified leads when using marketing automation to nurture leads and purchases are 47 percent larger if leads are nurtured, according to a study by Annuitas Group.

One area that businesses need to understand better is how CRM software can improve lead conversion rates.

1. Data Driven Leads

You have to understand your leads to sell to them. A data-driven lead is the lead with information that can be leveraged to convert more effectively. Leads with basic data like name, contact number and email address will not bring in the purchase decision. This is where your CRM comes in.

With the help of a system such as Agile CRM, your sales team has a controlled and streamlined pipeline that allows for clipping crucial data, such as the company the lead belongs to, similar solutions he/she is using and web behavior. This data helps the sales reps understand the lead better so that they can align their sales pitch accordingly.

2. Better Qualified Leads

Moving unqualified leads up in the purchase funnel is a common mistake made by many marketing and sales teams. “Unqualified leads” translates into “no purchase.” All leads that are moved up in the purchase funnel should be potential sales leads—with a guaranteed purchase. Determining qualified leads becomes easier when you have collected leads with accurate data.

Within the CRM, teams can qualify leads based on a scoring technique. Marketing and sales teams can have individual parameters used to score the leads. Those parameters can be visited pricing page, opened email, clicked on the link, downloaded content and so on. Based on the scores, the marketing team will qualify leads and send them to sales, the sales team will in turn add scores based on parameters like which opted for a demo or used the trial version.

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3. Structured Workflow

Without a CRM, it is difficult to keep track of tasks like follow-ups, making demo calls, updating data after calls and making notes while on the calls. Agile CRM allows you to have structured, timely and improved communication without any slips.

Manage time and tasks with an automated, structured workflow that will alert you about various tasks. Create email campaigns to nurture leads, add calendar links to schedule calls, move leads to demo calls if leads responds, add new data while on the call, get regular alerts on follow-up tasks and more.

4. Interactive Monitoring

It is important to keep in touch with your warm leads, and you can be in constant contact by sending timely emails and analyzing their web behavior. A good CRM should offer you scheduled and canned emails that will be sent to your warm leads at regular intervals. Their web behavior will be monitored by your CRM and the resulting reports can be analyzed. Agile CRM allows for real-time notifications that keep you proactive.

5. Instant Collaboration

Sales and marketing need to work outside the office as well as in it. They have to attend seminars, demos and client meetings. Their absence from the office doesn’t mean they don’t have tasks to complete and actions to take. Leads are still waiting for them and their lead conversion is at stake.

A CRM can solve this issue by providing mobility. Being able to work while on-the-go is one of the biggest advantages of a CRM. Mobility allows instant contact with any lead or team member. Calls, emails, scheduling meetings and even more are what a mobile CRM offers.

David Raab, of Raab Associates, says that the “integration of marketing and sales technologies is improving over time.” That’s one of the many reasons you can integrate a CRM like Agile CRM with these technologies to provide a better customer experience and improve lead conversions.

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1 Comment

John Courtney

about 6 years ago

Great post Ankita. Love your point about bringing structure to the work. Discipline is one of the main tenets of the sales profession and yet we run from structure. There is still plenty of room for skill, art and experience within a well articulated CRM structure. Love your work, keep it up.


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