Implement Closed Loop Marketing and Increase Marketing Effectiveness
What you Need to Set Up Closed Loop Marketing
In order to set up closed loop marketing, you need to map marketing activities to sales by connecting your marketing software to your CRM (Customer Relationship Management) software. This is vital. Everyone wants to know the ROI of their marketing efforts in order to justify their marketing budget, or to decipher which method of marketing works for the best for their particular initiative. Without a CRM in place this task becomes virtually impossible, or just daunting. So, the first step is to find the CRM that has an interface that works the best for you.
It is important to match your marketing initiatives to the relationships that your internal sales team has already built or are building with them.
You want the two systems (CRM and your marketing software) to talk to each other. When one of your sales people closes a deal, they can mark that sale as “Closed Won” in your CRM and that will automatically trigger and update to your marketing software.
You will need to go back and see where the customer came from, and you should be asking yourself these questions:
- What channel brought them to your website?
- What pages did they view afterward?
- At what point did they convert into a lead?
Figuring out the answers to these questions gives you more data, and then therefore more tools in your toolbox. It also assists with figuring out which pages are/aren’t effective on your website. Once you know this information you can apply these insights to improve poorly performing pages and to enhance other components of marketing that may be performing better.
Closed loop marketing also helps you to better align your sales and your marketing teams by making them accountable to one another. There are many other benefits to integrating your marketing software and CRM solutions like:
- Sales Assignment Rules
- Lead Scoring
- Lead Nurturing
- Custom Lead Scoring
- Setting Monetary Goals
So What? By integrating your marketing software and CRM you can monitor visitor interactions and what parts of your website are performing most efficiently. This insight can assist the sales team with understanding the interest and needs of prospest, leads and customer prior to initiating a sales call which greatly increases the close rate.
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