More than ever, your marketing departments must rely on reliable and complete customer and prospect data to carry out their operations and achieve their objectives:

  • Develop customer knowledge to hyper-personalize the buying experience
  • Generate qualified leads for sales
  • Measure the ROI of each campaign and choose the most profitable channels

Discover through 4 usecases why it has become imperative for a marketing department to rely on an up-to-date CRM.

Increase the size of your addressable market

Let’s start with some figures:

=> In B2B, more than 5 people are involved in the purchase decision
=> 88% of sales representatives admit that they do not fill in all the contact information in the CRM
=> On average, less than 20% of customer and prospect contacts are filled in the CRM

Most of the contacts with which the sales teams exchange remain unused in the mailboxes. Indeed, when looking for a contact’s details, the reflex is often to type his name in his mailbox to find his signature. This is a wealth of information that the marketing department does not capitalize on for its operations.

By automating the uploading of contacts into the CRM, you can continuously feed your contact database with reliable and complete data: job title, landline and cell phone number… and increase the size of your addressable market.

Make your customer events a success

Whoever is not apprehensive before an event, raise your finger! Organizing customer events is always a source of stress for marketing departments: weather, strikes, no-show rates

To put all the chances on your side, you must have the list of your customers and prospects at hand, without having to ask the sales team. And with cell phones, you can easily run confirmation campaigns by phone and SMS!

Get real-time status on all leads

Leads are the lifeblood of the business! It is one of the most scrutinized marketing objectives. For a marketing department, it is imperative to measure the quality of the leads generated and their treatment by the sales teams in order to know the ROI of the operations. In my experience, it is difficult to get feedback from the sales team.

A real-time CRM will allow you to identify which prospects have been contacted and which communication channel was used (email, phone, meeting). With an in-depth analysis, you will be able to identify those who need additional marketing coverage and eventually identify the most profitable sources.

Boost your Marketing Automation

Just like B2C, B2B marketing needs to rely on highly qualified data to deliver a personalized customer experience. By capturing all contact information (lead origin, job title, email, cell phone), multiply communication channels and improve the efficiency of your scenarios.

Personalization is a key success factor! Your marketing automation will fully play its role: transform your MQLs into SQL!


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