Sales teams often have to navigate a variety of sales journeys with their customers. Since no two customers take the same path to find you, teams have a lot of communications to keep tabs on.

With all of the communications to keep track of, it can be easy to get lost in a sea of leads. Missing crucial steps of the sales funnel can have a negative effect on the customer experience and the potential sale.

If there are opportunities to replace manual steps or add reminders in your sales process you should take advantage of them. CRM systems help sales and marketing professionals navigate the different steps of a sales funnel through the customer’s unique journey. Features like triggers, automatic touchpoints, and email templates keep sales teams organized and on track during the sales process.

Triggers

Triggers in your CRM can significantly improve the workflow for your sales teams. A trigger designates an action that initiates subsequent actions in sales or marketing workflow. Common uses of triggers center around emails, website traffic, forms, and anything else that’s a part of your lead’s contact actions.

Think of a trigger as any action your lead can take by engaging with your business online, and your CRM is what takes that action and tells your sales team what next action they should take.

Since triggers are heavily rooted in the actions that customers take, they heavily support inbound marketing strategies. When your customers are coming to you, as opposed to outbound outreach, it requires sales teams to be that much more mindful of their actions. The goal is not just to respond quickly, but to respond more efficiently. With triggers directing your sales team to the next steps they need to take, it takes out the guesswork for them and they can focus on making a meaningful interaction with the lead that moves them further down the funnel.

For example, when a prospective customer requests a demo from one of your landing pages the trigger can change their status from inquiry to lead and direct the salesperson to set an appointment. Sales teams can not only act faster, but they can tailor their communication based on the landing page they engaged with.

The ability to customize triggers in a CRM to fit a company’s sales process is crucial. While workflows are similar across industries, there are those that are unique or specific to a business, that will need to be created. Opportunities are often missed when businesses don’t take advantage of the customization features their CRM has to offer. 

Triggers help both the customer and sales team members maneuver through the sales process at the pace and the path that works best for their journey.

Touchpoints 

In addition to the actions from the triggers, sales teams also have a variety of touchpoints with their leads throughout the sales funnel. Some of these touchpoints will be a direct result of a triggering action by a lead. Touchpoints are interactions between businesses and customers that occur during the customer’s journey. They can include demonstrations, follow-ups, and even marketing emails.

These touchpoints are the moments that shape the customer’s experience and ultimately can influence their decision to do business with the company. Missing or failing to maintain deliberate touchpoints can cause sales teams to lose sales. Touchpoints keep your business in the front of your customer’s mind and give sales teams the opportunity to engage in a meaningful way.

There are some touchpoints that can be automated while implementing your CRM. You can set up automatic follow-ups, emails, even share testimonials of satisfied customers. This allows sales teams to touch base with their leads without extra time or effort. What’s important is that you determine what touchpoints need to happen manually and which ones are beneficial to automate.

You hope that customers will buy on their first shopping experience with you, but most sales are made after five or more contact touchpoints with a customer. Automating some of those touchpoints with your CRM can ensure your team is supported throughout the customer journey.

Templates 

Email templates are a great way to support your sales team in addition to automated touchpoints and triggers. CRMs offer the ability to create and manage templates for emails, texts, and other communications. They can save time, reinforce company branding, and support marketing initiatives. 

Having a variety of templates in your CRM for your team’s communication can be a time-saver for your sales teams.  Replying quickly to inquiries boosts your chance of engagement. Sales teams should strive to respond to new inquiries within thirty minutes of receiving them. With templates for expected touchpoints and specific products in your CRM, your sales team doesn’t waste time crafting entire messages or searching for the right thing to say.

You can also ensure your company’s branding is being reinforced through email templates. It’s nearly impossible to view every single communication as they happen in real-time. With email templates, you can have peace of mind knowing that your sales team is communicating through high-quality, consistent responses. Creating templates for common questions, inquiries for products and services should be requirements for your brand.

Marketing and product managers also benefit from email templates. They can use them to communicate about new products, features, and upcoming customer events. Your CRM should offer the ability to customize templates with capabilities like changing or adding photos, links, and other content to support any type of template you may need.

These different features of your CRM are useful on their own, and even more powerful when utilized together. Using the data from your CRM you can create intentional triggers and combine those reminders with email templates, either sent manually or as an automated touchpoint. These improvements in your workflow can increase your sales team’s response time through the CRM, ultimately increasing your sales.

An effective sales team relies on exceptional client communication. Personalized communication with clients helps you market to, sell to, and support potential and current clients.

The communication process for your clients should be smooth and seamless, flowing from one stage to the next. However, many businesses don’t have the tools to support a fluid conversation process with clients, and as a result, the communication suffers.

Even top-notch salespeople can fall victim to outdated tech, and miss important calls or messages from clients. While one or two missed messages may not seem like much, they do result in a negative experience for your potential clients. This can lead to negative reviews, low retention rates, and fewer sales.

Your CRM should help you communicate with clients by email, phone, text, live chat, and social media. It should provide the sales team with a centralized place to view and manage communications with clients across different channels.

Email 

Email is one of the primary ways sales teams communicate with their customers and leads. From direct emails to email campaigns, email is often the first communication had with customers. Throughout the sales process, email is used in a variety of ways, and it’s crucial that your CRM can support them all.

Enabling Sales with Email Marketing

Email marketing plays a heavy role in the sales process. Sales team members may not interact directly with email marketing campaigns, but email campaigns play an important role in lead generation and sales enablement.

Email marketing campaigns help build relationships with prospective customers. They help companies understand customer interests, needs, and pain points. When email marketing campaigns are managed inside your CRM, your marketers can start to build trust with and insights about your prospective customers, and salespeople can better understand customer needs and close more effectively.

Email Follow-Ups

Initial inquires from leads often come in via email. With the right CRM implementation, salespeople can respond faster to initial inquiries, improving their chances of closing sales. CRM systems can provide dedicated inboxes for sales. With a dedicated inbox just for sales emails, teams can prioritize external requests that generate revenue.

Sales teams frequently use email to follow up with their leads and customers. Most customers don’t buy on their first interaction with you, in fact, 80 percent of sales take at least 5 follow-ups after the initial meeting to close.

Make sure your sales workflows are set up so that your CRM can keep track of your emails with prospective customers. With all your sales emails in one location, salespeople can keep track of how many attempts they’ve made to follow-up, ensure they’re touching base enough times before closing out any leads, and avoid missing out on potential sales.

Finalizing Deals via Email

Sending items like final details of a deal or contract paperwork through email is very common for sales teams. Depending on your CRM’s capabilities, sending these types of communications through your CRM can provide a secure avenue of communication for your customer. Using your CRM to send deal paperwork also provides transparency for all team members, as well as a paper trail to reference if there is any confusion down the road.

A CRM can enhance communication with your with prospects and customers and it can also lead to improved customer service and consequently increased sales. By integrating email with your CRM, you’ll have a more comprehensive view of your audience and can use that information to make your outreach relevant and with timely content.

An effective sales team relies on exceptional client communication. Personalized communication with clients helps you market to, sell to, and support potential and current clients.

The communication process for your clients should be smooth and seamless, flowing from one stage to the next. However, many businesses don’t have the tools to support a fluid conversation process with clients, and as a result, the communication suffers.

Even top-notch salespeople can fall victim to outdated tech, and miss important calls or messages from clients. While one or two missed messages may not seem like much, they do result in a negative experience for your potential clients. This can lead to negative reviews, low retention rates, and fewer sales.

Your CRM should help you communicate with clients by email, phone, text, live chat, and social media. It should provide the sales team with a centralized place to view and manage communications with clients across different channels.

Email 

Email is one of the primary ways sales teams communicate with their customers and leads. From direct emails to email campaigns, email is often the first communication had with customers. Throughout the sales process, email is used in a variety of ways, and it’s crucial that your CRM can support them all.

Enabling Sales with Email Marketing

Email marketing plays a heavy role in the sales process. Sales team members may not interact directly with email marketing campaigns, but email campaigns play an important role in lead generation and sales enablement.

Email marketing campaigns help build relationships with prospective customers. They help companies understand customer interests, needs, and pain points. When email marketing campaigns are managed inside your CRM, your marketers can start to build trust with and insights about your prospective customers, and salespeople can better understand customer needs and close more effectively.

Email Follow-Ups

Initial inquires from leads often come in via email. With the right CRM implementation, salespeople can respond faster to initial inquiries, improving their chances of closing sales. CRM systems can provide dedicated inboxes for sales. With a dedicated inbox just for sales emails, teams can prioritize external requests that generate revenue.

Sales teams frequently use email to follow up with their leads and customers. Most customers don’t buy on their first interaction with you, in fact, 80 percent of sales take at least 5 follow-ups after the initial meeting to close.

Make sure your sales workflows are set up so that your CRM can keep track of your emails with prospective customers. With all your sales emails in one location, salespeople can keep track of how many attempts they’ve made to follow-up, ensure they’re touching base enough times before closing out any leads, and avoid missing out on potential sales.

Finalizing Deals via Email

Sending items like final details of a deal or contract paperwork through email is very common for sales teams. Depending on your CRM’s capabilities, sending these types of communications through your CRM can provide a secure avenue of communication for your customer. Using your CRM to send deal paperwork also provides transparency for all team members, as well as a paper trail to reference if there is any confusion down the road.

A CRM can enhance communication with your with prospects and customers and it can also lead to improved customer service and consequently increased sales. By integrating email with your CRM, you’ll have a more comprehensive view of your audience and can use that information to make your outreach relevant and with timely content.

Good contact management is important to many of your marketing and sales processes and strategies, including email marketing. It helps provide the context you need to enable you to send the right email to the right person at the right time. And if you can’t do that, not only are you less able to compete with the best marketers in your space, but you also run the risk of damaging your relationship with members of your audience, potentially causing them to disengage from your brand.

Email continues to be one of the best ways to reach an audience. So, if you’re spearheading any growth initiatives, chances are it should involve email marketing as a strategy, and chances are that you want to have solid contact management so that you can do email marketing well.

Even if you’re starting from scratch with a new business, it’s essential to build good contact management practices. For new businesses, your contact database may be the most valuable currency you have (if not the only currency you have). Neglecting building a good contact database could be the end of your fledgling business. Contact management will likely be a major factor in the success of your business.

What is good contact management? What separates the good from the bad, and what are the core capabilities that your business should have when it comes to contact management?

Collecting Contact Info

You should be able to collect contact info for people who are interested in your brand. This may sound like a no-brainer for a lot of established businesses; few of us are strangers to a subscription box or lead form. Even if you’re familiar with common methods, you also want to make sure that you’re doing it right.

At a minimum, make sure to collect a full name and email for your brand’s contacts. It may be tempting to just collect an email address, but requiring a name on your subscription requests won’t deter people who you’ve truly made a connection with, and including name information in the To field of your emails will help keep your emails out of the spam folders of your audience. You can’t help anyone if you’re sending emails into the void.

Make sure that you’re transparent about how you use your contacts’ information. Now more than ever, matters of privacy and information security are important to your contacts. Make sure to communicate what user information that you collect, and how you use that information, including any third parties that you use to collect or process that information.

Centralize Your Contact Info

You should have central storage for information about your brand’s contacts. Having centralized storage for your brand’s contact info better enables you to make the most of your relationship with your audience.

For instance, if someone subscribes to your email list from one of your blog posts, and then shows interest in multiple other content pieces on the same subject, then they may find your product that relates to that subject helpful. If you have centralized contact information, then you have the context to know how to help this person, and you can provide them with the right message at the right time.

Going without centralized contact info is a risk. Given the same person showing the same interest in your brand, if you are missing information about your brand’s relationship with them, you’re missing opportunities to connect with them and ultimately sell to them. Worse, you might send them something irrelevant to their needs and potentially lose them forever.

Customer relationship management systems, or CRM systems for short, can enable businesses to centralize their contact info, and help people interested in their brands as best as possible. If you have adopted a CRM for your business already, make sure that it’s working for you in enabling you to connect with your audience. If you haven’t already adopted a CRM, you should make it a priority to look for one that works for your business.

Organize Your Contact Info

It’s not enough to collect contact info. Once your contact database starts growing, you need to proactively organize it to keep it healthy and up to date.

At a minimum, make sure that you promptly separate defunct email addresses from the good ones. Sending to a bad email address can negatively affect your sending reputation, and your ability to deliver emails to the good email addresses in your contact database.

If you can, another good thing to do is to organize contacts by their last engagement. This can allow you to better engage your best customers and followers, and also allow you to maintain a relationship with loyal audience members who don’t engage as often.

The more that you do to keep your contacts organized, the more opportunities you’ll find to better connect with your audience. You can do some pretty sophisticated things with well-organized contact data to make happier customers and a better-performing business.

We hope you find these tips on contact management helpful! You can always contact us with questions or feedback about contact management.

LinkedIn is a great place to market your new product or service. LinkedIn has a large user base that’s there to make professional connections.

When it comes to lead generation, there are great paid options for reaching people on LinkedIn. That’s including, but not limited to, several forms of advertising and LinkedIn Sales Navigator. But you don’t have to spend a dollar to do it if you don’t want to.

You can generate LinkedIn leads on a budget simply by creating a conversation around your product or service. When you do this the right way, you generate brand awareness, interest in your offering, and ultimately leads.

Cover the Basics

Ensure that you have a company page for the business that you’re launching your new offering through. Also, make sure that your company page mentions your new offering and links to it.

You should post about your offering on your individual page and your company page. Pin a post on your company page mentioning your new offering.

Don’t forget about your individual profile in your marketing efforts. Your individual profile should mention your company and new offering.

Covering your basics like this ensures that as you continue to do the work to generate interest in your offering, your audience has the opportunity to connect with your work.

Create Meaningful Content for Your Target Audience

Once your basics are covered, your next step is to create meaningful content for the people you think will be interested in your offering. For example, what questions or concerns does your ideal customer typically have? What problems does your offering solve for your ideal customer? Write a post about it. Then write another. Aim to post at least 1-2 times a week.

Try to work in full-length articles once or twice a month. Articles can dive deeper into the world of your ideal customer than your regular posts do, and be more engaging and meaningful to the people that you hope will buy from you.

Try not to make it too self-promotional in your content. It’s good if your offering helps your ideal customer and you mention that, but remember that the post is more about your audience than your offering. If you’re selling more than you’re helping, the prospect will feel it, and likely not engage with your brand. If your content isn’t resonating with your prospects, it’ll hurt your lead generation.

Find Groups to Participate In

Join conversations that are relevant to your business by joining groups on LinkedIn. Groups are a good place to find people that are connected by an industry, business function or other common interest.

When you find a good group to participate in, make sure to genuinely participate in the conversations, don’t just promote your offering. A shameless plug here and there doesn’t hurt, but you should strive to provide genuine, organic engagement 3 times for every promotional post that you make.

You can even share your meaningful content in these groups, but remember, if it’s about your offering, then you should consider it to be promotional, and you should be helping others 3 times in between your promotion attempts.

Perform Warm Outreach

You will want to keep an eye on those who engage with your content. If someone likes your content or views your profile, you can reach out to them with a LinkedIn message. Since they have already engaged with your content, they will have warmed up to your brand and will be more likely to respond to your message and potentially become a lead for your offering.

Avoid blasting messages to people who haven’t engaged with your content. Sending messages to people who haven’t engaged with your brand can seem spammy, and it can be a waste of your valuable InMail credits. Messaging people who haven’t connected with your brand or offering is a lose-lose for everyone involved, but focusing your outreach on people who have engaged with your brand or offering is an effective strategy.

Always include a call-to-action in your outreach messages. Try and stick to just one call-to-action. Remember, the idea is to encourage them to further engage with your offering. Invite them to view your website or demo your product. They may first check out your profile and company page, but if you’ve covered your basics as we described earlier, then they’ll find a way to engage with your offering there as well.

Follow these steps and people will gravitate towards your content, your profile, and ultimately your new offering. As you get traffic for your new offering, remember that leads are largely a numbers game. The more traffic you generate, the more leads you’ll eventually get as a result. Best of luck!

One of the things that makes us different is our approach to marketing. We identify as growth marketers. But what does that mean? This article breaks down what growth marketing means to us.

We define growth marketing as:

Employing strategies across all of your sales and marketing functions to attract more engaged customers.

The Entire Funnel

For us, being growth marketers means paying attention to the entire marketing/sales funnel. Sales and marketing functions are too often kept separate. We treat them as if they’re one and the same.

Right now, we’re focused on digital channels. So, minding the entire funnel often means considering everything from the time a new visitor lands at your website, to (and beyond) the time they make a repeat purchase from you, and everything in between.

Gaining the high-level view that growth marketing requires can be difficult. There are so many things to consider and manage. But we believe that keeping tabs on the big picture like this is part of the right way to handle marketing.

Data-Driven

We also define our flavor of growth marketing to be strongly data-driven. We believe that an objective view backed up by concrete data is essential to effectively execute growth marketing strategies.

Without a data-driven approach to your sales & marketing strategies, we believe it’s impossible to reliably produce positive results for your business.

As we perform client work, and as we build products, we seek to back up marketing ideas and decisions with data. There are reasons why more leading marketing agencies are becoming more data-driven in their work. Not only is being data-driven more effective, it’s becoming more and more necessary in an increasingly competitive and complex digital marketing world. It also helps us be accountable for our work and for the quality of our products.

Holistic

To us, being growth marketers also means considering the business and all of its functions as one entity, and seeking as much cohesion between business functions as possible.

If one of your key sales/marketing functions is producing little to no results, it can cripple your entire sales stream.

This philosophy is a flavor of what has been coined as holistic marketing, and we believe it to be a necessary part of growth marketing in general.

Even when you assess where you business’s sales and marketing currently stands, you want to look at all of your sales and marketing functions. Your business’s sales stream is it’s lifeblood, and that stream is a product of many of your sales and marketing functions. If one of your key sales/marketing functions is producing little to no results, it can cripple your entire sales stream.

Marketing decisions should not be made in a vacuum, separate from your core business. Unfortunately, this separation can happen, and does often happen. The promotion of your products and services is best done alongside the actual execution of your business activities.

Overall, to us, growth marketing is a flavor of marketing that considers your entire business, all of your sales and marketing functions, and pays attention to data when promoting your products and services.