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Information of leads is the bread and butter for any B2B organization. Without having quality information of leads a B2B organization is bound to fail!
The amount of information that is available is huge and it cannot be stored on excel spreadsheets and other primitive storage modes, a Customer Relation Management (CRM) is a program specifically designed to store the data. There are Google Ads tips that need to be considered. Companies need to work on Google AdWords tips and gain with keyword planning. Few companies rely on paid search marketing for increasing the first-page ranking to the website.
The marketers of any B2B company should be able to collect the right information and make it available to the appropriate decision-maker to allow your company to turn an inquiry into a prospective customer. Before considering customer collection data methods or how companies collect data,
a few questions you may ask yourself before creating your CRM
Once you have answered the questions mentioned above, you become clear about your objective regarding building your data. It is always wise to be clear about what you want from your CRM before getting started with the process of building one.
Data cleansing is the process of detecting and correcting (or removing) corrupt or inaccurate records from a record set, table, or database.
Data segmentation is a process of identifying and classifying different data and segregating them into different groups. This helps an organization to have a clear picture and prioritize the groups that will serve the maximum ROI.
You can segregate data based on:-
The inquiries that are made should be evaluated. Based on the evaluation, Marketing Qualified Leads (MQL) can be identified. MQL is a lead who is more likely to become a customer, it is on the basis of web pages he has visited, or downloaded, his apparent interest and engagement with the business’s content.
A Sales Qualified Lead is a lead that is further deemed to have become a prospective customer. A SQL is a lead that has displayed intend to buy a company’s product/ service and is considered fit for the criteria that determines whether a buyer is a right fit or not. A SQL is later viewed as an Opportunity and further becomes Sales Accepted Lead after being reviewed and passed by the sales team. Once the purchase is made, the Sales Accepted Lead is qualified as a Customer.
Inquiry MQL → SQL→ Opportunity → Sales Accepted Lead → Customer.
Things to consider before data segmentation are:-
An effective CRM is the most important thing to have for any B2B organization. In a B2B organization, the number of customers is less but they can contribute to the entire turnover. The value and volume of each transaction are very high.
The information that is gathered after data cleansing and data segregation should be utilized to its maximum. Create separate email marketing campaigns through various thoughtful lead nurturing campaigns that will be of interest throughout the various stages of buying cycles to convert an inquiry into a lead and then into a prospective customer.
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