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Tying CRM Into Inbound Marketing

Tying CRM Into Inbound Marketing

Capturing an inbound lead, and storing it in a contact manager.

CRM stands for customer relationship management, and does precisely what it says on the tin. It is a series of tactics and software that can be used to monitor leads and customers, and help keep track of the relationship between contacts and your company. In the past, I have compared it to a near infinite digital rolodex. It does have elements of that, but there is a great deal more to it. Today, we are going to look at how it helps in the closing stage of your inbound marketing strategy.

As the name suggests, CRM helps you keep track of your relationship with your customers and leads. This means that you can keep your interactions both more personal, and specifically targeted to them.

Once a visitor has converted on a piece of content you have offered, you want to be able to market to them over email. Many may assume that email is dying as a marketing tool, but this is wrong. The trick is to make sure the emails you send matter, and that is where CRM comes in.

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One of the major ways CRM will help you is with the content of your email. By tracking your company’s relationship with a lead, you will be able to know better what their interests are, their concerns, and their goals. CRM helps organize this data. You can then easily determine what you should be saying in your emails. If you’ve found that they have a greater interest in your emails about red wool sweaters than about sweaters of any other colour or fabric, you will want to make sure you send them more content about red wool sweaters.

A note on buyer personas. Inbound marketing works with the idea of a buyer persona. This is a virtual model of your average customer. A persona will list everything about this fictional person from their job to their family life, including preferences, concerns, and goals. The idea is that, when coming up with marketing ideas, you always want to remember that you are marketing to your persona, and customize your content to that fictional person.

While there are many places you can get the information from for your personas, including just asking your customers (through surveys), CRM can also help you gather information for your persona’s profile.

There are many other ways the CRM forms a part of a complete inbound marketing strategy, and this is just a small look at it. The key element is that it makes your customer feel valued. Through CRM, you tailor the content to the lead, and they feel like they are dealing with somebody who gets them, rather than just being on an email list. They’ll appreciate it, and rapidly transform from leads into customers.

 

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