Traffic, Traffic, Traffic - everyone is screaming for Web Traffic, and with good reason, because Website Traffic is obviously the lifeblood of your business. No traffic, no potential customers. And by now it should be no news that paid advertising is not the best way to get noticed. It is only one way to do it. But not only is search engine advertising becoming more and more expensive every day, it is simply just one alternative. If you've understood anything about marketing online, by now you should be aware that the key is to have diversified traffic. This means various streams of traffic from many different sources.
CRM stands for Customer Relationship Management. As its name implies, it's a database which helps you manage your associations with the people you've met and communicate with by tracking meaningful information beyond their email address or what's on their business card. It's a fully searchable database of the people you know, how you know them, what they do, what they're interested in, when you last spoke with them, what you discussed, etc. This is the mother-load of information management on every person you want to keep tabs on.
So you can actually see how many potential customers are clicking through to see your offer. Does this sound like something that "is not" in place at your company but needs to be? Chances are, you're nodding you head "yes" as you're reading this. If you feel this is you, then CRM integration is exactly what you need for your business. CRM Software is an amazing marketing tool that is readily available when you need it. It's marketing with the click of a button. How amazing would it be to click a button and see how effective your marketing campaigns are. That's impressive! That's the power of Sugar CRM.
In order to make lead scoring software accurate, your online B2B company needs to get as much detailed information about its leads as possible. This means finding answers to questions such as: Where is the company located? What size is it? What industry do they work in? What is the name of my lead there? Besides these explicit details, implicit information also plays a vital role. For instance, how often do you receive visits to your website from the company your lead works with? Do they subscribe to your blog or a newsletter? All of these details help you score the lead properly.
The first is GoldMine software, made by FrontRange Solutions. Reader beware: my company sells GoldMine so I'm a little subjective here. GoldMine is about $700 per concurrent user, but comes with Microsoft SQL and integrates deeply with Microsoft Office and Outlook. Like ACT!, GoldMine has a huge user community for support. GoldMine is more powerful in that it has strong CRM Customer Service capabilities like automation, customization, advanced integration with other applications and very good workgroup calendaring, marketing and lead management features. And there's also (ahem) a very strong channel of capable partners too.
When I first started modeling business processes and then converting them to automated subroutines, the world was a very different place. Today those same "dumb systems" are capable of adapting and changing the flow of messaging based on the prospects interaction with the system!
One of the most powerful aspects of using inbound marketing automation is it's long term value. Once you've developed a successful campaign it will continue working for you well into the future. Of course you may want to tweak along the way based on the data from your analytics, but basically once it's set up, your lead nurturing will continue to work for you, with no pay raise, no holiday time, no complaints, 24/7.now, who doesn't want that?
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