Using CRM in Lead Generation

In marketing, few things are as important as lead generation. After all, if you can’t locate potential customers, then it doesn’t really matter how wonderful your product or service is. As such, generating leads should be the first step in any successful sales process. However, making sure that the consumer knows who you are and what you can offer can be a difficult prospect, given the enormous amount of competition in today’s market. Because of this, it’s all the more important that your organization use the right tools to not only acquire as many top leads as possible, but to also help organize and retain the associated data, so that you’ll be able to turn those leads into actual contacts, deals, and customers. Thankfully, the tools you need are readily available. A customer relationship management (CRM) system from Salesforce, in addition to helping you get the most out of your customer relationships, can also be used for the all-important task of lead generation. Here’s how:

1. Managing data

There are any number of tried-and-true methods for acquiring leads. Classically, trade-shows have been some of the best lead-hunting grounds, and no organization worth the name would discount the value of customer referrals. However, today’s businesses are finding that in order to remain competitive, they need to cast a somewhat wider net. The internet—and particularly social media—is a relatively new phenomenon that businesses are using to reach more potential leads than ever before. On the other hand, having a substantially larger pool from which to draw also increases your chances of drowning in all of that big data. It’s easy to lose important information and valuable details that could make or break a future sale, which is why a CRM system is so important. By helping you organize and catalogue your data, you won’t have to worry about any potential leads being lost in the digital background.

2. Analyzing responses

They say that being a salesman is all about being able to read your customers, but when those customers are spread across a vast digital network, then that can become somewhat difficult. Thankfully, CRM tools are designed to not only help you organize your information, but also to analyze it. So, when one potential client begins to subtly show the signs of being ready to take it to the next level, you won’t have to worry about missing out. The CRM system, by analyzing your data and responses, will let you know when to press forward, and when to hold back.

3. Prioritize potentials

It’s a sad fact that you simply don’t have enough time or energy to put everything you have into every potential lead. The truth is that some are simply more promising than others, and thus are worth more effort. The tricky part is figuring out which potential leads are the ones that you should be focusing on. Again, CRM has you covered. By reviewing massive amounts of data, a CRM tool can help you prioritize your leads so that you can focus your efforts on those that are the most likely to pay off. And perhaps best of all, once those potentials become actual leads, and then those leads become clients and customers, your CRM system will stay right by your side throughout the entire process, helping you manage all of the important data. After all, there’s nothing more vital to your business than your relationship with your customers, but before you can close the deal, you’ll first have to generate some great leads.

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About the Author: Robert Cordray is a freelance writer and expert in business and finance. With over 20 years of business experience, Robert is now retired and hopes others can benefit from his writing.

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