Having a Customer Relationship Management (CRM) system in place is a very powerful method of delivering timely communications to your customers or target audience however, as technologies evolve so should you.
A few years ago it was seen as cutting edge to build a database by asking readers to subscribe to your quarterly newsletter. It was an efficient means of capturing data and using it to generate leads and develop relationships with customers. The customer in turn would benefit by receiving information based on the company and its products and services.
However as the digital and online marketing industries advance so has the capabilities of CRM, it has changed so much in fact that it has morphed into an industry on its own – Lead Nurturing.
What is lead nurturing?
Effectively lead nurturing is targeted marketing automation. It enables you to anticipate the needs of your customer based on who and where they are in the buying process. It also allows you to segment your database and keep prospects engaged by providing the most relevant content for their situation. In a nutshell this is valuable because it assists you as the company to build strong brand loyalty long before a prospect is ready to buy.
Not only does marketing automation enable you to run more campaigns and deliver more qualified leads, it also helps:
Convert. Lead Nurturing allows marketers to deliver more qualified leads because it will prioritize the leads in your CRM system.
Automate. Lead Nurturing automates manual campaigns and engagement, allowing you to save time and money in both marketing and sales areas of your business.
Nurture. Lead Nurturing develops leads who are not ready to purchase your products just yet by sending them relevant content at scheduled intervals in order to keep your business fresh in their minds.
Prioritize. With full activity and social media history available, you are able to learn more about prospects before they take action on your campaigns.
Consolidate. Lead Nurturing increases data quality by appending information to the existing record, as well as identifies and merges duplicate records.
Prove. Lead Nurturing provides information to manage the revenue cycle by the numbers, allowing you to see how marketing activities contribute to the bottom-line.
In our ever changing world consumers have more control than ever and business’s need to step up their game in order to say in it.
The bottom line is that standard CRM campaigns are still useful however they simply cannot deliver the behaviorally targeted engagement needed to stay relevant in today’s competitive environment, let alone the integrated multi-channel conversations necessary to maximize the impact of your digital presence. If your aim is to keep your brand message from being lost in the digital noise – Lead Nurturing is the way to go.
If you have any questions, please don’t hesitate to reach out to our friendly team here or on any of our social media platforms below. AOM prides itself on helping companies succeed, and would love to answer any questions you might have while getting started.