Your CRM (or, Customer Relationship Management System) is the heart and soul of your sales team. This is where data is stored, organized, tracked, adjusted… you name it. However, how you have this data set within the system impacts how well you are truly able to drive customers through the buyer’s journey.
Think of it this way, if all the names of the people you contact are in a spreadsheet and you have some who are missing addresses or phone numbers or, you’re not quite sure what their overall budget is, wouldn’t that be confusing? You’d have to filter and segment the sheet to find just the right person to nurture or make a sales call to.
This is why organizing your CRM based on the customer’s place through the funnel is so important. You can base content, emails, campaigns, you name it off of these different tiers. And, a well-organized CRM will make it easy to send and interact with individuals the right way.
Tweet: Is your #CRM a little cluttered? Here’s how you can organize it for optimal #leadnurturing:
Starting at the very top (ya know, top of the funnel) are subscribers. These individuals know your product/service and have interacted with you but are not interested in buying. They are also the ones you have the least amount of information about. You may only have a name and phone number, or name and email. These individuals are still at the “engagement” stage.
This usually means a simple newsletter, some fun emails, and interaction on social media. They are not necessarily ready to be nurtured; however, you should engage with them in a way that gets them intrigued with what you have to offer.
Leads are the next step, and also where the nurturing starts. These are individuals who have engaged well, downloaded any resources you may have to offer, and you know a bit about them, including:
- Interest (which product/service have they paid the most attention to?)
- Company (for B2B)
With this information, you can now start getting them to interact with your site in a way that will help them move onto contacting you for an estimate, demo, etc. Through emails, pop-ups, mailers, and more you can drive people to specific pages of interest where they can better learn about what you have to offer and why they are the best choice. Get them interested!
This is where things start to get a bit simpler. MQLs (marketing qualified leads) differ depending on the goals of the business. In fact, some companies skip this step altogether. However, for those who have a lengthy sales process, it makes sense to add this in as a way to separate those who are interested and those who are really ready to make the sale.
An MQL is someone who meets all “lead” requirements (meaning, you know quite a bit about them), and have taken that next step we mentioned before. This means they have learned more about your company and are interested in talking with someone. They have made a call, filled out a contact form, or scheduled a demo, and are ready to interact with your sales team.
SQL (sales qualified lead) are individuals who have completed all of the above. They engage with your company, you know about their needs, they like your content, they took the demo…. So now what? You just need to get them to press the final button. In a sense, these individuals need the most nurturing (although, not in a pushy way). Remind them of what you have to offer, give a discount if they leave a review or refer a friend. They are right there ready to make the sale, you just have to push them a bit.
Implementing the Flywheel
We’ve mentioned “funnel” a few times throughout this article. However, what if I told you the buyer’s journey isn’t a funnel (or linear) at all? It’s circular. In fact, after someone has been a SQL and made the final purchase, many systems allow you to label them as an opportunity then. Because, clearly, there is always an opportunity to grow that relationship and sell even more.
Once you get final buy-in, it’s all about nurturing and engaging that buyer again. It never truly stops, and having this implemented within your CRM organization helps you know the type of attention these individuals need.
No organization means chaos. It’s a wonder that some companies know who and what to do at every stage of the buyer journey. Having your CRM set up for success means you know exactly what needs to happen and when to best accommodate and nurture the buyers within your system. Learn more about how the right technology and implementation processes can be beneficial for your business.