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CRM marketing for B2B

CRM marketing is a holistic approach to managing the customer's experience at all stages of interaction with the brand, from attraction and first contact to subsequent purchases. Its main task is to establish long-term and mutually beneficial relationships with each client.

The introduction of a CRM system became a necessity for me, because I realized that without taking into account these factors, development would be impossible:

1. More precise targeting of the target audience. It was very strange to ignore the accumulated customer data that is stored in any company. Using this data allows you to save your advertising budget by attracting only interested customers and not trying to get information about potential customers for a lot of money.

2. Segmentation to increase sales. Grouping the audience by certain criteria allows you to develop personalized commercial offers.

3. Understanding the customer's path - from the moment when his problem is still unknown to him, to making a purchase and subsequent interaction.

Myths about the introduction of a CRM system:

1. B2B is different from B2C. This myth is based on a misunderstanding of the principles of operation and capabilities of CRM marketing. CRM marketing allows B2B companies to manage customer data, forecast and manage sales, segment the audience and improve the quality of customer service.

2. No sales scenario. Although there are not always formalized scenarios, the better the audience is segmented and each lead is evaluated at the initial stage, the easier it is to manage them. Collecting customer data, optimizing business processes and improving the quality of service are important for any business.

3. B2B marketing is based on interpersonal relationships, not transactions. Despite this, many stages of the sales funnel can be digitized and automated using CRM marketing. By not collecting and working with data, companies risk losing touch with reality and missing the moment to improve the product.

4. There are few target leads - they can be processed manually. If you decompose the entire path of a client or partner, it becomes clear that it consists of many stages that require certain actions. CRM marketing allows you to unify and automate these processes, which is especially important in the face of growing competition.

The introduction of CRM marketing significantly improves customer data management, forecasting and sales management, audience segmentation, service quality improvement and data analysis for making decisions based on correct information. It is possible to manually manage all these processes, but not always effectively, since there is a risk of losing information and making decisions based only on "sensations". CRM marketing is aimed at solving these problems.

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