estate agents don’t just buy and sell properties, though it’s a large portion
of their work. Being a realtor requires you to take a record of various responsibilities
and management. But this is the future, where people find ways to make work
easier and automated. For realtors, real estate customer relationship
management (CRM) software does the job.
are countless benefits for CRM software but choosing the right one requires
research and information about the industry. That’s where we help.
you begin to look for CRM software, it’s important to identify what you require
from it and which aspects the software needs to be focused on. Some would want
CRM software that deals with media marketing and sales tactics or focuses on
assembling your clients’ information to manage in one place; you’ll need to
identify which works best for your specific purposes.
your CRM software needs to be tailored to your business objectives and market.
But in any case, selecting a real estate CRM that acts as an all-in-one and
all-encompassing application that can handle all sorts of various tasks would
be the safest option for most.
to Use and Simple
CRM is there to make your work easier and less stressful; it isn’t supposed to
add to your list of problems. You need to focus on solving problems instead of
creating newer ones. The software must maintain a balance between its features
and format. Meaning it needs to provide the proper functionalities but not
overdo it with the platform’s interface.
advent of apps on mobile devices has made simplicity and sharing mundane. One
approach to inspect CRM software is to check the systems and user interface on
its mobile app. A sound command-line interface reflects stable software.
often a misconception in the B2B space that marketing is secondary to sales. In
reality, the two need to work hand in hand in order to fire up the lead gen
engine. Azadeh Williams takes a look at ways in which sales and marketing can
work together better to generate real, tangible results.
you think of marketing as ‘secondary’ to sales, that’s where you start having
problems. When you instil a culture of seeing the two as complementary,
everyone’s mindset shifts towards being more collaborative. After all, there is
a lot of dependency, especially in B2B, that marketing has on sales and vice
versa. The whole idea of alignment is understanding what those key dependencies
are. Then align roles and responsibilities so everybody has a clear-eyed view
of what the future looks like.
of the first ways to align is by creating a common language. As an example,
what a ‘lead’ means for your marketing department (MQL or marketing qualified
lead), may be completely different to what it means to the sales team (SQL). A
marketing team could say, ‘I’ve generated 27,000 MQLs’, but zero of these have
turned into revenue. That’s a terrible disconnection. A common framework or a
common language and clear expectations is a starting point for any of this to
way to align is to look at performance metrics, and evaluate revenue goals and
budgeting together. It is critical to formulate targets in this way so you’re
sharing a common goal – regardless of how you budget, your account-based
marketing plan or even your inbound lead gen strategy. It’s important to find a
an effective B2B lead generation campaign isn’t easy, but it’s worth getting
right. Here’s how to set yours up in 8 proven steps.
for a full-funnel strategy to generate more B2B leads?
need to target your ideal customer with precision, maintaining a consistent
multi-channel messaging strategy from the top of the funnel to the bottom
reading this guide, you’ll know:
your customers are.
to determine the cost for each online traffic acquisition channel.
to maximize performance.
actionable ways to scale your marketing and revenue growth.
Define Your Target Audience
first step to B2B lead generation is identifying a clear target audience. But
how do you know who to target? Well, the good news is that you likely have all
of the data already.
using Google Analytics (or another analytics solution), you can find all the
characteristics of your highest converters.
Are you wondering what your competitors are up to? Don’t worry – Google Analytics and other similar tools pull prime conversion data from those in similar market positions.
When it comes to B2B lead generation strategies, however, keep an open mind. Just because you see a tactic from a competitor, don’t assume they’re always implementing it appropriately or have the exact target market you do.
Once you review your analytical data, you’ll confidently know:
Who your highest converting customer is.
Where they convert from (which channel).
Where your current competitors are investing.
Test Your B2B Lead Generation Strategy Against Competition
Step two comes next, which requires you to dive into competitor research to uncover where your competitors are investing.
The good news is, you can find out everything your competitors are doing using tools like Google Analytics Benchmark Reports, SimilarWeb, Semrush, SpyFu, and Pathmatics.
Customer relationship management is the process and
tools through which your company grows and maintains a long-term relationship
with its clients and customers. Since it is a process and there are several
tools on the market, it’s important to craft an intentional CRM strategy,
taking into account your unique business needs. Moreover, creating a CRM
strategy should be a cross-functional endeavor that involves IT in the
How to Choose CRM Software
B2B vs B2C
CRM in B2B vs. B2C are both complex in their own ways.
In a B2B setting, you’re juggling multiple stakeholders, and it takes time and
savvy to know whom to contact. In fact, the purchasing group at any given
company contains an average of 6-10 people, according to Gartner. Given that
there are often multiple people to please and convince, the length of time for
tracking, negotiating, and finalizing contracts in B2B is also longer than CRM
processes in the B2C environment.
The purchasing group at any given company contains an
average of 6-10 people.
At the same time, B2C has its own level of complexity.
For starters, B2C sales are often repetitive and cyclical, so analytics that
provide detailed insights into consumer purchasing patterns will be a key
feature to seek in CRM software. There are far more customers in this selling
environment, making lead management essential in your CRM software of choice.
Whether you do business in a B2B or B2C setting,
you’ll want to focus on CRM software that can handle the level of intricacy
unique to your selling environment.
a small business owner, time is elusive, and too often marketing tends to fall
to the back burner. Owners are so busy running businesses, honoring family
commitments and the million other things they need to do on a daily basis that
this vital effort gets short shrift. Yet the simple truth remains: if you’re
not marketing a business, you’re not growing it.
are some essential steps to that end.
a minute to step back and ask what you’re trying to achieve. This will help
determine where to spend marketing effort. Do you want to drive more traffic to
a website? Need a better conversion rate? Are you trying to create brand
awareness? Knowing what you’re trying to accomplish will dictate the
appropriate marketing strategy.
who you are targeting, and find unique messaging
is one of, if not the most important aspect of Search Engine Optimization.
People have a better chance of finding you if your content is relevant to them.
So, who are you targeting, and what words are they using when they hop online
and start searching for products or services? What are their interests? What
are their struggles? Where do they hang out online… perhaps LinkedIn, or
Instagram, or YouTube? How do they like to consume content? Would they rather
listen to a podcast, watch a video or read a blog post?
determine your unique brand message? What makes it different and why should
they choose your products or services? Being able to articulate this quickly
and effectively will create results. As StoryBrand CEO Donald Miller says, “If
you confuse, you’ll lose”.
When the COVID-19 pandemic pushed
B2B and B2C commerce online, customer relationship management software became
an indispensable tool.
CRM products were once complex,
monolithic systems and have evolved to accommodate changing work habits and IT
strategies. CRM technology trends illustrate the importance of CRM strategies
and careful evaluation of the software. However, the divided market between
software and cloud services complicates how organizations choose the right CRM
software. Sprawling feature sets and vertical bundles tailored to specific
industries also increase these challenges.
CRM buyers should follow these
steps as they shop for CRM software or cloud services.
1. Identify needs and priorities
Organizations can break down
product evaluation into three major categories, each with multiple elements:
technology and features, vision and roadmap, and deployment and purchasing
models. Some criteria may conflict, so organizations should weigh it all to
account for requirements and constraints.
Evaluations must start with
identifying needs, including the following:
overall business processes and how
customer outreach fits within them;
customer buying and communication
preferences, with input from marketing teams;
sales teams’ processes, pipelines
the importance of sales force and
marketing automation to achieve business goals and how organizations document
and standardize processes for programmatic execution;
how customer service fits into the
organization, requirements of customer service representatives and how customer
service and support integrate with other business processes;
In the coming months, businesses are going to become more reliant than ever on their digital strategy. Without wanting to sound too alarmist, in many cases it will be the deciding factor in whether they make it through the tough times ahead.
The unprecedented, almost-total disappearance of all channels related to live events and conferences, and the increasing barriers on face-to-face business, pose an enormous challenge. Key to resilience is the development of ongoing contingencies to mitigate against this loss.
B2B companies in particular rely on the annual circuit of trade shows and exhibitions to network and build customer relations. In industries that are not digital-native, they may also be less sophisticated in their digital growth and customer relations strategies. For smaller businesses especially, used to getting new customers through word-of-mouth referrals or on the strength of a hard-won reputation, their loss is coming as a shock.
Larger companies are also now finding themselves in the position of having potentially lost millions through cancelled events. They won’t claw back the hours of time and expense spent on preparations for this year, but insurance and flexible cancellation policies will leave them with marketing budget to reassign. Digital is likely to be the clear winner here, and companies – including ones that may not so much as had a Facebook page before – will need to move into social marketing, content marketing, SEO and influencer-led campaigns.
Of course, this means there’s opportunities out there for the taking, if you are a B2B supplier in an industry that has been slow to adapt to digital marketing. A key factor in resilience is adaptability. If it’s standard in your industry to go out and meet new customers face-to-face before you do business, adapting may mean opening new channels over web or social media platforms where introductions can be made and relationships fostered. In the coming months, your prospective clients are going to be less open to the idea of letting you walk through the door and shake their hand – and no-one really has any idea how long this will last and whether this will lead to longer-term change.
As Scott Jones, CEO of 123 Internet Group, told me “We are in uncertain times, but with the increase of remote working and a collaborative approach, companies are turning to digital channels and embracing the transformation. We have seen a real spike during the last few weeks from companies wishing to create or update websites, launch new e-commerce channels and create social media campaigns focused on home-workers and a real focus on using influencers and SEO to reach new audiences.”
Being confined to the office – or even the home – rather than on the road on sales visits or at events, means marketers have more time to develop digital strategies. This means researching where your customers can be found online, and how different approaches and tactics might impact your success. If your organization previously put token efforts into digital channels – because like a lot of other businesses, you had built your networks offline and that had always seemed to work – now is the time to revisit them. That could be as simple as giving your website and social pages a refresh, or a more innovative approach.
Ratnesh Singh, head of global business at events technology agency Buzznation told me that he found out quickly that clients did not want to lose the networking opportunities provided by the conference circuit. On top of this, they are looking for new ways to spend their remaining marketing budgets. He said, “With our corporate clients, events often consume 50 to 60 per cent of their marketing budgets. They still want to spend that money and they are open to trying something new.
“There’s a window of opportunity here – when things are back to normal budgets will be going back into live events and that’s what they will be spending their time on.
“But if they see the benefits and opportunities that digital channels can offer, this will become part of their long-term marketing contingency plans.”
As well as offering immersive 3D virtual events, Buzznation has also found that businesses wanting to become more sophisticated in their use of live social platforms. Singh said “Clients are turning to Facebook or LinkedIn Live. Often these are platforms they have dabbled with in the past but never fully integrated into their marketing strategy. Now they see value in partnering with companies like us that know how to help them make the most of these channels, to achieve better production values and more targeted campaigns.”
It’s certainly true that the coming weeks, or months – or however long this situation lasts – will be a challenging time for any company that isn’t ready to think about how they will replace the opportunities that have been lost.
As long as businesses approach the shift to digital marketing strategically, there’s no reason why it should just serve as an emergency fill-in, but could carry on providing long-term value when the world eventually gets back to normal. And of course, it would make companies more resilient to deal with any future pandemics.
Bombora’s second annual Intent Event in September, I began noticing a
developing trend among several successful B2B sales and marketing teams. No
fewer than six presentations shared a common way of gathering, organizing, and
perhaps most importantly, valuing all their sources and types of data.
intrigued me. However, it wasn’t until I put this trend into the larger context
of the industry’s move from automation to orchestration that the importance of
this new data framework became clear.
following outlines the data framework from a high level. Of course, a framework
is one thing. How you use that framework is another. Due to length (and
attention-span) constraints, I’ll address using the framework at a later time.
Marketing’s Shift From Automation to Orchestration Is Affecting Data in a Big
influential B2B marketers have recently written about this shift. As Marc
Johnson, CMO at Bombora, put it in his recent byline, “Marketing Automation
Must Give Way To Marketing Orchestration”: “Orchestration means moving
away from automating single tools and components, toward having all of the
different marketing and sales elements running off of the same data and talking
to each other …. It’s about actually aligning around what the consumer needs
and what the prospect is interested in — while resisting the extraneous.”
beginning of this year, I predicted several business-to-business (B2B)
marketing trends for 2019; as we wrap up the year, I wanted to share where I
see the biggest opportunities for B2B marketers in 2020. Clairvoyance aside,
the following covers seven trends to guide and inform your 2020 demand
Demystifying Intent Data
believe the hype around intent data will reach an all-time high in 2020. I
called intent data out in my 2019 B2B marketing trends article, but I believe
marketers are just starting to scratch the surface on how to best
operationalize these insights. For years, B2B marketers have obsessed about
leveraging technology to deliver the right message to the right person at the
right time, but delivering a truly personalized message, in terms of content,
timing and concern, is exceptionally difficult without intent insights.
data refers to signals about a person or an account’s intention to do
something. These intent insights are gleaned from digital footprints and can help
you make your marketing experiences more relevant and personalized. From
account prioritization to guiding your content marketing efforts, I predict the
use cases and wins for B2B marketers leveraging intent will skyrocket next
B2B organizations form a part of the industry where the marketing and sales cycle is a complex one. There are many decision-makers who come into play while making the final decision. So, as a B2B technology marketer, you should aim to fulfill the requirements of various sections of people. This can be highly challenging as aligning your content with the needs of different stakeholders in a B2B organization is similar to walking on a tight rope.
In a survey, almost 68 percent of the respondents stated that creating content for different roles is a challenging one.
As a B2B marketer, you have to meet the needs of all these individuals who make the purchase on behalf of their organization. There are many takeaways from 2019, which you, as a technology marketer should consider to increase the outreach, find out the essential ones:
Increase in content marketing budget:
From the above image, one can see that almost half of the B2B marketers expect their content marketing budget to increase in 2019. As quoted by a millennial keynote speaker, Brian Fanzo:
“Content is not king, great content is king.”
So, if one starts investing in developing better content, then they are likely to gain much better business results.
With over 20 years of business, sales, and consulting experience SMS is capable of serving many market sectors. We provide the field level support needed to generate results and grow your business. Other companies may provide appointment setting services; whereas SMS will partner with you to grow revenue.
There’s often a misconception in the B2B space that marketing is secondary to sales. In reality, the two need to work hand in hand in order to fire up the lead gen engine. Azadeh Williams takes a lo...
Various businesses all over the globe were hopeful in the first half of 2021, with COVID-19 vaccination rollouts accelerated by governments. These efforts were seen as a key to drive herd immunity aga...