CRM is a strategy and software for efficient customer relationship management. In turn, the sales funnel steps serve to guide the consumer on their purchase journey. Thus, the application of these two concepts in your company's business strategy will provide a greater number of sales conversions and customer satisfaction. So, understand what the connection between the CRM tool is with each step of the sales funnel and learn how these two strategies together can determine the success of your business.
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CRM and the top of the sales funnel
The top of the sales funnel is the moment in the buyer's journey when he is discovering and understanding his issue. For example: a person who is unable to ascend professionally must be wondering why. Soon, she will conduct research to discover and understand what is the problem that prevents her from reaching higher positions and salaries.
Therefore, when this person starts their journey, they may come across content from a higher education institution that explains that the lack of a graduate degree is a barrier to professional advancement.
In this way, the top of the funnel is the moment of attraction. In other words, at this stage, the company must concentrate its energies on attracting potential customers. For this, it is necessary that the responsible team knows the profile of those who are interested in the product or service offered and then attract the right people.
As CRM is a platform that retains all information about prospects, leads and customers, it is possible to analyze the data generated by the software and understand the profile and behavior of the customers of a certain company. That is, when analyzing the information obtained in the CRM tool, the institution understands what your persona is and what type of content she is looking for,thus allowing to get it right in the way of attracting leads.
CRM and the middle of the sales funnel
In the buyer's journey, the middle of the funnel represents the moment when the lead is looking for solutions. Therefore, still using the example of the person who seeks to grow professionally, it is in the middle of the funnel that she understands that the lack of a Higher Education diploma is a problem and will try to fix it. Therefore, the lead is looking for guidance to decide which is the ideal Higher Education course, what is the best teaching modality, how to balance studies and work, how to prepare for the entrance exam and so on.
Consequently, in the middle of the sales funnel, CRM is essential to identify the triggers that indicate the change of the potential customer to a new stage of the funnel. After all, with the information generated by the software, it is possible to track the interests of the leads and identify when they change from one stage to another.
This is essential, because it ensures intelligent and optimized lead nutrition. In other words, CRM prevents a lead that is still at the top of the funnel from being treated as a middle of the funnel, as well as preventing the lead from being treated as a middle of the funnel, even when it has already advanced to the next stage of the buyer's journey.
In case there is no recognition of the change in stages, the communication with the potential customer might be flawed. Hence, if the sales and marketing teams make a mistake in the content delivered to the lead, he may question whether the company really understands his issues and has the right solution to offer him.
CRM and the bottom of the sales funnel
We have reached the bottom of the sales funnel! At this stage, the consumer has already identified the problem, found the solution, and then finally is going to make the purchase decision. So, it is time to show him that your company is the right choice.
At that time, the sales team must contact the lead with information provided by the CRM. So, thanks to the CRM tool, the salesperson's
approach will be much more efficient than if he were shooting in the dark. After all, with the data obtained by the software, the salesman knows what the potential customer's problem is, understands the solution they are looking for and therefore knows exactly how to talk to them and what products or services to offer.
The importance of CRM and marketing automation for all stages of the funnel
In addition to the importance of CRM for each step of the sales funnel, the software still has relevant features for all stages of the consumer purchase journey, in addition to optimizing digital marketing and inbound marketing strategies through marketing automation.
Therefore, with the CRM tool, it is possible to correctly segment leads and propose actions to optimize the conversion within the sales funnel. Thus, to increase the conversion rate, the Mkt4edu works contacts individually, in each stage, until the goal of taking the lead to the next stage of the funnel is achieved.
CRM also allows you to gather, on a single platform, functions such as: automation in the lead capture process (top of the funnel), creation of campaigns and sales actions within the existing base (middle of the funnel), automation of the sales funnel (all stages), between others.
Consequently, CRM contributes to the conversion in the stages of the sales funnel, since:
- allows you to close deals faster;
- tracks lead actions;
- qualify leads;
- optimizes the time and work of the sales team.
In other words, the sales funnel and CRM talk to each other and are essential for a greater number of sales and customer loyalty. Therefore, these two strategies can increase the company's profit and guarantee the success of the business.
Want to know more about how to get better results? Then, learn how to increase the conversion rate in the sales funnel!