What is a CRM
Customer Relationship Management (CRM) software allows you to keep track of all your current customers, and potential ones too. CRM software is used for updating and tracking where each prospect sits your sales pipeline, allowing you to target specific leads with specific content. Most CRM software also integrates with other digital marketing tools.
CRM's are great because they centralise your customer database. This allows you to share access among employees and increase efficiency within your sales team.
CRM software allows you to track conversations, communications, and prospect or customer updates. In addition, this software also allows you to set up key performance indicators to give you to have a snapshot of the overall health of your business and where future sales are coming from.
This allows you to target specific leads with tailored content to suit their consumer journey stage; whether educating them on your product or business, or a final offer to close the deal.
There are many CRM solutions on the market, some as standalone products, others that have built in email or accounts integration. Most of these products have different tiers of service to suit the user and the size of their business.
One of the most valuable features of a CRM is point scoring contacts whenever they have positive interaction with any of your high-value content. Over time this helps to build up a picture of potential customers who view you in a positive light and welcome hearing from you. These contacts can then become a priority target and for example, may be offered a special discount in order to close the sale.
CRM software is typically used via the cloud, although older software still exists that has to be installed locally on PC's. Most will feature the ability to upload a .csv or .xls file with details of your current customer database. You may even decide to import your mailing list.
Once data is loaded on to your CRM, records should be updated by users whenever contact is made (or attempted) with a lead, there has been a change in a leads’ status within the sales pipeline, or whenever there has been positive interaction with any communications.