CRM: What’s Next? Part 1

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Business Huddle

SEO AND DIGITAL MARKETING GENERATE LEADS, SALES METHOD TRANSFORMS THEM INTO ORDERS.

We keep hearing the popular expressions in business environments about SEO and Digital Marketing. We are told that they ensure the company’s success and are the sales drivers. After all of that, what do these buzz words really mean to us?

SEO, Search Engine Optimization means, in simple words, website optimization processes to make them more responsive to search engines, especially Google. This means that today websites need to be built according to these techniques to enable the marketing experts to post information or products or advertisements according to the content sought by Internet users. This is part of Digital Marketing, and another aspect is the social networking exploitation through preference segmentations in ultra-targeted ads.

Both content marketing and social network segmentation marketing aim to generate sales leads from this environment. And who are the “whiteflies”, the ones buzzing around in this sales environment? They are people who represent buying potential for the products or services being offered. After finding these leads, the immense work begins – retaining this potential buyer within your site until they do buy in the case of e-commerce. In the B2B sales world, it means to retain them in a more structured, product-specific sales process.

And that’s where everything can get lost. We talk a lot about generating such leads, but very little is discussed about the sales process that will convert it into an order. At the end of the day, Digital Marketing campaigns will only be worth the expense if the result is valid sales opportunities and won orders. Otherwise, these beautiful algorithms and sophisticated techniques used by new, creative Digital Marketing are worth nothing.

The bad news is that old selling models no longer work in this dynamic environment, where large numbers of leads come to sales people from automated marketing processes. This is where it’s easy to lose them. And when that happens, all the investment in acquiring the lead goes down the drain.

And how to solve this problem?

First, remembering all the time that it is one thing to generate leads, and another thing to execute sales. Just as there are techniques and practices that make the Digital Marketing activity this great success, it is also necessary to use effective methods to assist both the e-commerce managed funnel, and the professional sales person process. To leave the lead on the loose, without an effective identification and management process, means increasing the risk of abandonment. The result is disastrous. Besides losing a potential customer after successfully attracting him, we deliver him directly to competition.

I personally had the experience of building an environment with one of our clients where their sales method supports commercial agents that monitor the e-commerce site and intervene whenever a particular process gets stopped somewhere, due to any reason, from a question to a credit problem. The goal is to increase the conversion rate that had been falling due to the increase in the number of Digital Marketing leads generated.

Marketing and sales have always had their disagreements, but in this new era, they can no longer afford not to be integrated through the technology applications that support these activities. Businesses never depended so much on these groups and their technology as they do today. It’s time to build integrated strategies with no technology barriers to successful cooperation.

In this new game, whoever does this first, wins!

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