Inbound Marketing platforms take in unqualified contacts and opportunities from a variety of sources. These include web registration pages and campaigns, direct-mail campaigns, email marketing campaigns, multichannel campaigns, database marketing and third-party leased lists, social media including Twitter, Facebook, LinkedIN, Pinterest, Google+, Instagram and tradeshows.
The outputs of the Inbound Marketing platform are qualified, scored, nurtured, augmented and prioritized selling opportunities. These opportunities are integrated directly into the CRM platform as sales ready opportunities.
Organizations implement CRM lead management applications primarily to support the sale of “considered purchases.” A considered purchase is any product or service that represents a significant investment by the customer; that requires research by the customer or involves a complex product or service; or with which a customer has a strong emotional or business connection. These sales are made primarily using business to business (B2B) and business to business to consumer (B2B2C) models.
CRM Lead management is recognized as making a significant contribution to the organization. Gartners Magic Quadrant for CRM Lead Management 2016 identified the value to organisations as follows:
- 41% of the reference customers ranked the impact of lead management programs on the achievement of sales and revenue objectives as very high;
- 34% said it was high; and 20% said it had medium impact.
Proaptivity focuses on the resell of both Digishare360 and Maximizer CRM. ProAptivity support this through the delivery of design, implementation, customisation, training and support on these platforms.
Either platform can be delivered as a stand-alone technology offering. Alternatively, they can also be delivered as a fully integrated solution. When delivered as a fully integrated solution they are referred to as a CRM Lead Management platform. CRM Lead Management platforms close the loop between marketing (Lead Management) and sales channels (CRM) through integrating business process and technology. This achieves a higher-value opportunities through improved demand creation, execution and opportunity management.
For more information on how a Inbound Marketing platform can benefit your business, call ProAptivity today on 028 9099 6388 or email: firstname.lastname@example.org