• Home
  • Blog
  • Using CRM to Make Contextual Marketing Decisions

Sales representatives need all the help they can get when it comes to talking with new leads. In this blog, we’ll explain how you can use CRM software to get a better understanding of your leads and guide them through the sales funnel.

Consumers jump in the sales funnel at different points

Back in the day, all leads use to enter the sales funnel at roughly the same point. That’s different now that consumers can research your business in-depth on the Internet. Some leads your sales representatives speak with will be extremely qualified, while others will start out at the top of the funnel.

CRM software helps you track patterns and decisions

As long as you can stay organized, this isn’t necessarily a bad thing. In fact, those qualified leads should be even easier to convert.

The problem, of course, is staying organized when there’s so much variation among your leads. This Small Business Trends article recommends using CRM software for exactly that reason:

“By starting their research without you, customers have shortened the sales cycle and blurred the line between sales and marketing. That makes it more difficult to know where and when to engage with customers, and who should be engaging. A good CRM will help you make those decisions by giving visibility into what actions potential customers are taking, what the context of those actions are, and what your best response is.”

With the CRM data, you can learn how different leads behave based on where they enter the sales funnel. This will help you make better decisions when dealing with new leads.

Refine your process

Just implementing the software won’t solve all your problems. To get the most out of it, you’ll have to study the data, change your sales tactics, and evaluate the results. You should keep refining your process over time, aiming for small improvements and consistency.

To talk more about automated marketing and CRM, or anything else, contact us today.