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Mike Berry, Senior Director of CRM Technology, Shutterfly Inc.
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Ann McGlinchey, VP of E-Commerce, Digital Marketing, CRM, Positive Promotions
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Leads: The Lifeblood of Business
Leads are the lifeblood of a business. Lead generation is made of a perfect blend of art and science to convert the leads better and faster than the competition, and it is a real challenge. However, obtaining leads and maintaining a consistent flow is very important. Quality leads and the source that generated the lead are also concerns. An abundance of lead generation resources has made the obtaining leads simpler. Marketers rely on technology for lead correspondence and these CRM and lead management platforms can hamper closing of the lead with ill-informed and ill-timed follow-up. Bad lead nurturing through the CRM can make the lead uninterested.
Successful lead generation strategy involves understanding the lead source. Every lead is different and it is important to understand the reason behind the conversion. Marketers need to understand the needs of the consumers and avoid sharing unwanted information. Lead funneling should not be generic and every follow-up should be personalized, timely and consistent. It’s impossible to follow-up with every lead with multiple job roles. Behavioral automation platforms and artificial intelligence assists marketers to respond faster and accurately.
A personal touch is one of the most important components of closing the lead. While technology generates warm nurturing leads, personally engaging the leads can help closing it. A personal call or a message will always have an upper hand over automation. So, a perfect blend is necessary. For a broker, profitability leads to a proper flow of leads by their agents. Many CRMs claim that they effectively convert leads but they are not built for it. If the broker is not using a Customer Relationship Management that is built for lead generation and conversion then they are losing to their competition and losing money.
A successful closing consists of identifying and deploying a platform that manages leads for the agents and engages direct communication with the lead at the right time. Advanced platforms are designed with advanced behavior automation and smart, artificial intelligence infused tech built into the CRM. To close more deals the tech must work behind the scenes to engage leads and then prioritizes the personal outreach based on engagement.