From Amazon to Facebook and Spotify, website optimization seems natural for B2C websites. However, stop for one another and think about how it can work for B2B websites, essentially for the long-term sales cycle and the importance of personal and empathy, with the ability to solve the problem of the provider it exposes.
Since you cannot participate in each of the potential customers individually, you want to rely on a particular technique to get more information about your audience’s behavioral patterns and customize your messages according to your website. For this, you have to understand the effect the integrated CRM on the website and then channel your experience through dynamic content that will reach the objectives.
A fully integrated CRM development allows you to track the effectiveness of marketing campaigns so you know exactly where those qualified leads come from in your pipeline.
However, regardless of how many leads you have and how ready you are to buy, the opportunity to close the deal can be easily lost without the right approach at the right time.
1. Challenge: maintain the integrity of your company’s data
Your audience is constantly moving, that is, the information you have today of your prospects, clients and partners can be modified tomorrow in minimum aspects; For example, a person can change their job position, delete their email address or move out of an area.
Changes like these alter the segmentation in which you included your audience and, as a B2B marketing specialist, you should not have incomplete or inaccurate information as it is extremely difficult to deliver adequate messages or deliver messages at all. If you do not have current information from your buyers, how will you interact with them in a meaningful way?
Solution: If your information is in poor condition, consider adopting a data cleansing service such as Acxiom or Data Ladder. Another way is to perform an internal data audit if you have the internal capacity.
To ensure reliable data flowing through your CRM development platform uses an identifier leads duplicates, as an e-mail to mark incoming electronic- and then merge or delete duplicates. Finally, if you’re CRM allows verification of incoming data through the email address or phone number, take advantage of it.
2. Challenge: integrate CRM with social media
Social networks allow you to obtain very important information, such as the needs, weak points, and interests of your audience. Every time someone clicks, shares or becomes a prospect through your publications, it is important to know how to take it through the marketing funnel, but it is also vital to link it with your CRM software. That said, with so many social networks and tools, it can be challenging to connect the data that is extracted from social media with all the platforms.
Solution: if you have a custom CRM development platform like HubSpot, you will have the facility to integrate it with social networks such as LinkedIn, Google+, Facebook and Twitter and extract relevant information from profiles, such as their latest publications and RTs (in the case of Twitter), besides allowing you to manage all your social presence from the same platform.
Personalization is the key to a successful disclosure or sales email; the more information you can get about a prospect, the greater your success will be in interacting with it.
3. Challenge: CRM alignment with sales and marketing
In B2B marketing, there are objectives such as generating qualified leads and defining the criteria that make them qualified, that is, ready for purchase. On the other hand, sales representatives seek to close businesses. This makes both areas work as two distinct entities and it becomes difficult for them to work in tune; unfortunately, marketers who lack this synergy have more difficulty demonstrating their value to customer software Development Company.
Solution: A shared CRM platform allows both areas to have holistic knowledge about qualified leads, as well as potential customers.
With a CRM platform, you can use system labels to describe the actions performed by qualified leads, which would help the sales area understand the personal interests of each lead. You can also limit the scope of sales to a specific time frame, ensuring that potential customers do not get cold because the sales representative was not proactive enough.
4. Challenge: behavior-based personalization
B2B buyers are increasingly used for personalized messages and offers. After having become fond of the recommendations sections offered by companies such as Netflix and Amazon, people expect to receive the same level of attention when buying from a B2B company. This creates a challenge, but also a unique opportunity to attract better clients and prospects.
Solution: Most CRM solutions allow you to tag contacts according to the behavior they show, such as the content they consume and the actions they perform in Social Media.
With that information, it is easy to make a strategy of distributing highly personalized e-mails and custom website development company pop-ups for individual contacts. For example, if a potential customer has registered to a webinar on business innovation and tourism, you can customize an email that provides a white paper on the same topic.
5. Challenge: increase account-based marketing
Account-Based Marketing (ABM) focuses on custom website Development Company (account). Campaigns are customized for that account, which brings very good results.
The most common is that a digital marketing agency bases its efforts on trying to attract the maximum number of leads for your company. The account-based marketing is different: you choose customer software Development Company (or accounts) that you want to have as clients and you concentrate on generating specific marketing campaigns for them.
Solution: Personalization is a key factor of the ABM. The communication and the produced content are totally oriented to the needs of the possible buyers and that is where the high success rate has come from.
Do a deep investigation to create your buyer people and define other indicators different from those that would be suitable for your product or service. Those ideal clients will take various forms and you will want to capture them all. Then, make segmentation with CRM development tags to direct your marketing strategy to your unique weaknesses.