How to nurture leads using CRM

No matter the size, all businesses need a system to develop relationships effectively with prospective buyers at throughout the sales cycle. In marketing terms, this process is known as lead nurturing.

Lead nurturing is a long-term process in which you track your leads to maximise conversions, thus helping to kick-start your stagnant sales and boosting your marketing efficiency and increasing sales. According to a recent study by market research firm Forrester, lead nurturing helps boost sales by 50 percent at costs that are reduced by 33 percent.

Customer relationship management (CRM) software helps you organise your database and nurture your leads by maintaining timely interaction. Here are some useful tips on how to use CRM software for lead nurturing.

Have an organised database of your leads

Without an organised database, lead nurturing becomes difficult to manage. When you have a large database of leads, tracking and engaging them regularly requires a well-organized system.

In order to improve your engagement and ensure it is relevant to your leads, you could store the latest information about your leads in your CRM system so you can access them whenever you need. To maintain consistency when using the CRM software, ensure that all team members enter data using the same format. For instance, if you use the abbreviation ‘CMO’ for Chief Marketing Officer, make sure that every member of your team is doing the same (i.e. entering the abbreviated form).

It is also important to categorise your leads. Consider using CRM software that allows you to create custom fields so that you can categorise your data in a manner that is most relevant to your organisation. For instance, if you are running a bus rental company, you may want to create separate categories for corporate guests and general tourists.

Track your leads

CRM helps you track and review your interactions with prospective clients. You can monitor how your engagement with leads across different platforms, such as social media and phone calls. With a thorough review of all interaction, you can assign leads to different categories depending on their position in the sales cycle. Prospects which are ready to make a purchase would be considered hot leads, while cold ones would still need to be nurtured. With a clear view on the status of every lead, your sales team can plan their marketing campaigns accordingly. This allows you to time your interactions with leads well and increase your chances of conversion.

Engage leads with the right content

Ensure that your prospects are given enough information to make an informed buying decision. To do so, you should first identify their pain points and the information they would need to make a purchase decision. Once you understand their needs and have identified the most relevant information for them, you can then develop content and engage them accordingly. For instance, some of your prospective customers may be looking for e-books to develop their knowledge, while others who are considering your products and services would like to view testimonials. With CRM software, you can find out and track what your prospective customers are looking for at various stages of the sales cycle, allowing you to deliver the right content at the right time. This will help you establish your business as one that delivers excellent service and value to the customer.

Use automation to ensure timely interaction

It is important to interact with your leads at the right time. For instance, if a prospect has shown interest by downloading an e-book on your website, you may want to send a follow-up email quickly to further engage and develop their interest. With automation features provided in your CRM software, you can track the actions of your prospects and react to them in a timely manner.

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