CRM Best Practices

Lead Management Process Tips using CRM Automation

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Automate your CRM throughout the lead management process

CRM Automation can offer you a comprehensive lead management system. If you or your team needs to improve their prospect marketing, you need to look at your current processes. Look at how you capture leads and track them through the sales pipeline.

 Once you are satisfied with your methods, you need to automate them. Automation is the key to making your prospecting more efficient. Below are ways you can incorporate automation into your lead management process. These examples will ensure a more streamlined sales cycle of turning leads CRM leads into customers.

Importing your Leads into CRM

Leads are imported into CRM systems in many ways.  The process of getting the leads into your solution typically depends on how you receive the prospect’s information. For example, if you receive a lead through a referral, you may want to manually enter their information. But if you have a list of leads you definitely don’t want to waste your time typing in all their information. Most CRM systems have easy, automatic ways to get leads into the system.
 
If a lead comes from your website, their information can be automatically entered into your CRM. The same process would apply if they came from a customer portal or online lead services. However, if you have a list or spreadsheet of leads (like from a recent trade show) these can be quickly imported to your CRM.
 
You also want to make sure that your CRM catches duplicates if a prospect’s information is already in your system. In this case, it will only ‘update’ that contact’s information (instead of creating a duplicate record).

Initial Contact

Once the lead is entered into your CRM, your first communication may be to notify the prospect with brand messaging about your company. (This is typically communicated from your marketing team, not involving sales at this point). Your communication could be an email that is automatically sent after the import.
 
Another option would be to add the lead (or list of leads) into a campaign. The campaign could consist of multiple customized emails that are sent automatically over time. This process occurs until the prospect reacts (opens or clicks a link) to the email(s). Drip campaigns is another name for this process (read more here).

Lead Qualification

Sales reps don’t want to waste their time trying to figure out which leads are qualified and which are not. Prospecting CRMs can provide lead categorization/prioritization automatically through “Lead Scoring”.  Scoring leads, typically with a point system, is a great way gauging the interest of a prospect without any manual intervention
 
Lead scores can be generated from many different conditions.  Here are a few examples of lead scoring conditions:
1. How they have responded to the campaign messaging you’ve sent them (opens & clicks)
2. Whether they responded on your company website (web lead)
3. Simply have the demographics that match your company’s business model. 
 
Once the points are generated, for your next step you will categorize the points into temperature groups (i.e. Hot, Warm, Cold). When the lead hits the highest level (“hot” in this example), the lead will be delivered to the sales rep. This ensures that the sales rep spends his time judiciously following up on the best leads first.

Lead Nurturing

After the sales reps receive the qualified (“hot”) lead, they will qualify them to see if there is a potential opportunity to pursue Once a lead is qualified, it will go through the nurturing process until an opportunity is identified.  Depending on the industry, it can be a short or long process.  The longer the process, more automation (via Activity Management workflow) is leveraged to ensure the sales rep is properly communicating with the prospect in a timely manner.

Lead Tracking

 
This lead management process allows your entire team (sales, marketing, and management) to make effective decisions. These decisions are easy to make based on reports and dashboards that reflect sales opportunities, campaign performance, and ROI Statistics will automatically populate reports and widgets to get a quick snapshot of where the business stands.
 
The challenges of a competitive marketplace make marketing strategies a crucial component to a successful organization Businesses which implement CRM automation are able to arm themselves with tools that streamline the marketing process. These tools also build the company into a well-tuned machine which is capable of spending money in a targeted and effective manner
 
Marketing teams can have differences between the perceptions of efficient marketing and the reality of the results CRMs play a vital role in providing concrete, real-time data to where the marketing dollars are working As a result, your business will save money by spending it where it has the most impact and NOT spending it on wasted efforts.
 

Conclusion

 
Many CRM software platforms do not have an integrated marketing automation component. This is an unfortunate oversight because marketing is the lifeblood of every business. Improving marketing effectiveness can give your business a definitive strategic advantage that goes directly to the bottom line.
 
C2CRM, for example, gives your marketing team instant views of leads in the sales pipeline.  They will know where a lead came from, when it was entered, the lead status and who is working the lead.  Moreover, information can be charted which shows the number of leads which turned into REAL opportunities Actual sales numbers can then be traced back to the original marketing promotion to help show the true impact and the importance of the role of CRM in marketing. An ROI can then be calculated giving management a tool to assist them to decide which programs should be renewed and or discontinued based on actual data. Contact our sales team for a quick demo!