Inbound marketing, in simple terms, is the process of helping potential customers find your company. This frequently happens before the customer is even ready to make a purchase. By making contact early you can successfully turn the customer into preferring your brand. This ultimately leads to more revenue.
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 Inbound Marketing Lead management is recognized as making a significant contribution to the organization. Gartners Magic Quadrant for CRM Lead Management report 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.
CRM Inbound Marketing Lead Management platforms.
A CRM Inbound Marketing Lead Management platform is a fully integrated lead management and CRM. CRM Inbound Marketing 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.
CRM means a lot of different things to a lot of different people. Fundamentally it covers the relationships you have with your contacts and customers. It includes leads who are only just becoming familiar with your company’s name, right through to your most loyal customers. Ensuring that CRM delivers what you need is one of the primary reasons to work with a CRM solution partner.
There are literally 100’s of CRM & lead management systems to choose from. Each system has different features and functionality. Some are complex, whereas others are user-friendly and easy to use. Understanding what you need from your CRM and inbound marketing lead management system is fundamental.
A CRM solution partner will be well-versed in the different platforms available. They will be able to assess your needs and recommend the best platform for your business. They have extensive knowledge of what Inbound Marketing tools are being used and what is required to successfully implement a CRM inbound marketing lead management solution.
ProAptivity are an independent CRM solutions provider. We focus on the implementation, training, and support of highly customised CRM software solutions. Our CRM software supported by our sales training provide customers with the tools needed to deliver successful sales process management.
Fundamentally, we help organisations embed CRM best practice throughout their organisation. This helps organisations become more competitive, customer focused and ultimately more profitable.
If you need help in understanding why my business needs CRM, maybe some of our eBooks could help! Alternatively visit Maximizer CRM for more information. Contact us today on 028 9099 6388 or via email@example.com. Contact us today for a free CRM consultation that will assess if your business is CRM ready.
NB. (Inbound Marketing platforms may also be referred to as Multichannel Engagement Marketing platform, Marketing Automation or lead management platforms)