In my last post I introduced the subject about social media and CRM working together for B2B lead generation. Continuing in this series, here is today’s tip on how social media can be leveraged to augment your CRM effectiveness:
Practice active listening with your social media conversations. Quite simply, lead nurturing is the process of informing, educating and encouraging potential customers about your product or service through healthy and positive relationship building. The keyword here is “relationship” – and just like any relationship, B2B relationships are also built and strengthened via communication. Of course, email marketing and sales meetings give you the opportunity to cast your net, stay in touch and add momentum to your sales pitch. But listening and taking positive action based on social media interactions with prospects offers a great way to enrich your “fertile” CRM grounds.
These “voices” on the web can tell you a lot about your prospects’ needs and expectations. Armed with these insights, you can enhance your offering and make necessary adjustments to your online and offline marketing materials. You’ll be ready to go to market better informed about what will work with your target audience and what won’t. B2B organizations that have integrated their learning from social media into their CRM tools like direct mail, email, sales conferences, meetings and presentations are known to have shortened their sales cycle.
While B2B lead generation is an ongoing activity that fuels your sales funnel, how you nurture the leads and turn them into customers is a result of focused, customer benefit driven interaction. In today’s times, the power of social media easily surpasses several other lead nurturing methods, many of which are more time consuming, expensive and not always measurable. A B2B lead generation company with experience in Strategic Marketing Services can help your business enhance your CRM effectiveness by bringing on the lead nurturing reach and power of social media.
What are your experiences and observations about this dynamic field? Let me know by sharing your comments below.
