Creating a balance between your digital marketing efforts and your Customer Relationship Management software is really all about aligning your objectives and being determined to run your CRM and not let your CRM run you. If you’re clear about what your objectives are from the beginning and have boiled those down to their essence you’ll be able to help your CRM serve those goals.

First get your goals as specific as possible with a date attached

A goal around unique visitors is better than a goal about pageviews.
A goal around conversions is better than that.

Best of all, if you have your ideas about projections of conversions on your site translated into total revenue from sales made through the website you can get alignment to that final number and demand that your systems all revolve around this bottom line. Once you have clarity around your digital marketing goals based on the real bottom line you can align your CRM efforts and get the most out of it with these 5 tactics:

1. Create segmentation with your audiences to better serve them

People in your audience are not always the same. If you have more than one product offering this phenomenon is more pronounced, but the goal of segmentation is to create clarity around the types of demographics that are coming through and becoming customers. If you’re a B2B company, after finding the business types that fit snugly within your best customers – remember to then consider the psychological profiles of the people within those companies that will be part of the buying decision.

Once you have these demographics, choose what they will need to feel comfortable buying from you and use your CRM manager to deliver those things. This is where the lines between marketing and sales start to blur with the help of a CRM tools.

2. Transferring documentation from sales to project management

Not only do the lines blur between marketing and sales, but the lines better blur between sales and project management – since the details of different projects can be very important to customer satisfaction. Sometimes salespeople will write down a bunch of notes, but they don’t always make it to the people doing the work or planning the work – CRM database can be a great place to make sure the right people see the right information for a successful pass off.

Sales handoff email

3. Automate emails that nurture the relationship

Don’t forget about emails that make sense to assist in aiding a conversion on your website. If you have someone’s email because they’ve opted in, using a CRM tools to send in an e-mail at key moments like visiting a service page after not viewing a service page for 3 or more months is a sensible way to re-connect.

4. Review the content a prospect has looked at it to better pitch to them

One of the best ways to make your prospects really feel like you care about them is to talk about the topics they viewed on your website. You don’t have to be creepy about this, but you could say ‘How about a combined project utilizing Service A and Service C’ as they had looked at these two services and by pinpointing their need by reviewing the pages they viewed you’re decreasing friction in the sales process.

It’s easy to think every customer should want every last thing we have to offer but they likely have done in-depth homework before they came to you, especially if you’re selling a high-priced product or service.

Mobile contact view

5. Use CRM to get more personal with your prospects rather than giving basic information

A solid CRM system will give you details at a glance about your prospect, and allow your marketing team and sales team to tag customers who have notable attributes so that anyone who talks with the client will be as prepared as they can be – including you at a later time when you might have forgot a particular attribute of the prospect. Get beyond the basic pitch to really consider where your clients are at, and what the prospect’s frame of reference is going into your conversation.

This insightful guest post brought to you by Tim Brown

Tim Brown Web Designer

Tim Brown is a designer and marketer for Snap Agency – Web Design Minneapolis and creates websites that are built around business goals and that are built to attract traffic through SEO Marketing and increase conversions through Conversion Rate Optimization.

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