The new year brings with it the planning and organization of objectives, a fundamental step in the constant progress of a company, that is why here we bring you some points to take into account in this organization process.
Main elements for your budget
Determining the marketing budget for a whole year is not an easy task, also if you do not have data to support your decision the company will change your idea quickly, to set an exact amount you will need to know the data from other years and the essential potential customers to carry it out, here are some of the main elements that you should count on when setting your budget:
Set targets.
Base your budget on performance and efficiency.
Analyze information.
Phase your company is in.
Sales funnel analysis.
To achieve the desired number of customers it is very important to have a planned and organized budget, so you can set it adjusted to the parameters of the company.
But how do you determine the amount needed for the whole year? The most important thing is to have data and information from previous years.
Get close to the MQLs to reach your objectives
In this phase you will not need to know the data of the leads, but of the MQLs, (for those new to the marketing world these acronyms stand for marketing qualified lead), that is to say a potential qualified customer, the perfect customer.
Once you determine your MQL, you only need to consult the historical revenue of the company and the information about the funnel, here are the steps to follow so you can implement it in your company:
Set a revenue target per quarter.
Analyze data from previous years within a limited period of time.
Measure transactions in each quarter. How many MQL were captured and how many were converted into SQL (Sales Qualified Lead).
Calculation of the conversion rate using the above information. We can also consult it in a measurement program if we have it.
Consult the revenue generated during a quarter.
Calculation of the MQL you will need to reach the revenue generated in the last quarter.
It may seem an odyssey all this calculation but if you have the relevant data and you know the market you will be able to set the number of MQL needed to reach the number of revenue.
Getting new leads
Time can play against you if you have to get leads quickly, the process of acquiring new customers is long and must go through different stages of the funnel, for this, you will have to take into account two very important metrics:
The time it takes to be classified as a lead.
The time it takes to make the first contact with the lead.
Once we know the time it takes to capture it, to become a lead and move on to SQL we can keep track of how much time we will need for the predetermined number of leads in the budget.
Another key metric you should consider is the cost per acquisition, i.e. the price it takes for the company to get a new lead, to identify this type of cost it is important to take into account the marketing people involved in the process.
To calculate the cost per acquisition you divide the total marketing cost by the number of MQLs generated in a given period, for example in a business quarter.
For the development of the budget it is essential that the employee takes into account both the acquisition costs and the amount of activities carried out to capture that lead:
Google searches.
Ads on platforms.
Display ads.
When you put in place all this calculation process you should always identify a specific quarter and perform all operations in that period so that there are no errors, for example, if your company’s accounts are annual and you want to calculate the quarterly budget, you can not extrapolate this data.
Create a budget in your B2B
With all this information, it will be very easy for you to calculate the budget concisely. But, there is a big disadvantage: when setting a budget based on the strategies of another quarter, the data does not work with complete accuracy since this new period may undergo changes.
As mentioned above, another essential point that every company dreams of achieving is performance and efficiency. For this, there are programs that help to identify this type of efforts and thus, obtain data on the performance of each channel, campaign or ad.
The 2019-2023 period has been a revolution for the finance and investment universe. Bitcoin, we know, has been a major player, although it is only the tip of the iceberg.
If we draw a historical parallel, we can almost say that trading and investing in cryptocurrencies is the “gold rush” of the moment, in reference to the desperate search for the golden metal in mid-19th century California.
Many companies have begun to explore the vein and bolster their treasury with digital assets. This behavior, in turn, has had an impact on the rapid appreciation of Bitcoin and other cryptocurrencies.
A Deloitte report examined the trend of companies starting to allocate part of their funds to the purchase of cryptoassets.
Some examples:
MicroStrategy, a company dedicated to the development of artificial intelligence software, who acquired more than $1 billion in Bitcoin in 2020.
Twitter has also shown signs of mulling the acquisition of these assets: Jack Dorsey, the company’s CEO, is an acknowledged Bitcoin advocate.
Why do companies invest in cryptocurrencies?
The founders of some major companies believe in Bitcoin. Yes, the enthusiasm of some big players, such as the aforementioned Musk, Dorsey and MicroStrategy’s Michael Saylor, among others, has driven their companies to acquire cryptoassets, triggering a cascading effect in other companies.
Saylor said in 2020, in an interview, said he sees Bitcoin as a hedge against currency debasement and inflation.
Dorsey is a fascinated by the stronger digital currency which undoubtedly drove the Square acquisition, while, for Tesla the multi-billion dollar investment in Bitcoin has been a strong marketing pull to the company’s benefit.
Customer demand could also be driving some companies to enter the crypto world, as more and more people and investors buy Bitcoin and need a “safe place” to put their assets.
Such a scenario led BNY Mellon, the oldest bank in the United States, which is not known for making risky bets technologically speaking, to say it will allow digital asset transfers to its clients.
Another factor that plays in favor of cryptocurrencies is that, unlike in the past, more and more governments are accepting these virtual currencies.
Today there is more regulatory clarity, for example, the U.S. administration has adopted a laissez-faire approach to the issue, even though many illegal activities associated with the management of cryptoassets continue to occur.
There is another reason that has driven the use of Bitcoin by large businesses and companies. It’s simple: cryptocurrencies serve multiple purposes as:
Their potential is practically infinite, it goes far beyond constituting a way to send money without the need for financial intermediation.
So-called stablecoins, which could enable very fast transactions for some types of assets.
Is volatility an opportunity?
The fact that several major companies have started buying cryptocurrencies triggered general interest. Adding to that push is the attention of retail investors.
Professional investors, billionaires and even publicly traded companies acquired crypto assets and became interested in blockchain (the revolutionary secure authentication technology that is the basis of digital currencies).
Leading us today to a scenario where cryptocurrencies have gone from being a hobby or a simple high-risk investment to being considered, in addition, a source of income.
The global COVID-19 pandemic forced a series of digital reforms for large and small businesses, we can say that we have seen an evolution of years in months.
Despite the fall of Bitcoin last May, and the knock-on effect this has had on almost all altcoins, we have witnessed an explosion of players and companies accepting or offering Bitcoin as a means of payment.
Some companies even go so far as to have cryptocurrencies as the basis of their balance sheet, instead of cash.
Yahoo Finance compiled a list of the top publicly traded companies that, while not cryptocurrencies, have some level of exposure to cryptoassets either as investments, partnerships or side companies that deal in cryptoassets:
In recent years, interactivity has entered companies like a breath of fresh air for customers. Thanks to this system, consumers feel a greater closeness to the company while also experiencing an improvement in the user experience.
Active listening to customers is linked to success, so we advise you to implement interactivity in your business to enjoy a good customer-company relationship.
Interactive Marketing and its Relationship with Content
Interactive marketing must be present in your business’s strategic plan if you want it to be effective. With this technique, you can achieve greater engagement and optimize your marketing actions.
Furthermore, it allows you to improve all stages of the sales funnel, from attraction to lead conversion. Even if a company’s goal is lead generation, the consumer must feel that they are not just another customer. For this, we have interactive marketing, which helps personalize the content for each user and make them feel special.
This strategy aims to make the consumer interact with the brand, creating a perfect scenario for conversion, nurturing, and user attraction. Ultimately, it is based on placing the customer at the center to give them a sense of inclusion in the company, achieved through interactivity and effective corporate communication.
How to Use Interactive Content on Our Website
Interactive marketing’s primary function is, as mentioned, to maintain a better relationship with the customer. However, we can also apply this technique to different departments such as:
Data Capture:
Data intelligence is increasingly necessary and used in the business world. Data mining allows us to understand information about our customers, segment it, and use it to provide consumers with what they want. Interactive marketing boosts these results to capture the public’s attention and generate leads.
Lead Nurturing:
It’s not just about capturing consumer data; it’s also necessary to nurture our customers with personalized and different content. Adding interactivity provides another reason for consumers to engage. For this, we can use consumer-relevant information in an easy-to-understand format, such as infographics or quizzes.
Customer Loyalty:
Once the consumer has gone through nurturing and capture, it is necessary to build loyalty to keep them with us. It is important to maintain the relationship with them, sending valuable content throughout the process and at the end. For example, a post-purchase questionnaire can help maintain this connection.
10 Tools for Implementing Interactivity
To implement interactive content, certain tools can be helpful, such as the ones mentioned below:
There are numerous trends in the world of interactive marketing, but a study by Forrester highlighted the most important characteristics of consumers based on interaction channels.
Good communication with the customer, signifying dedication from the business team.
Voice is the preferred form of communication among consumers as it instills more confidence.
Chat is becoming increasingly popular and its usage is on the rise, though still below voice, it is experiencing growth.
While one might think that email is one of the less-used methods, it ranks third and is also growing.
Social media is on the rise but ranks lower as a form of customer communication.
How to Connect with the Customer
Interactivity has come into our lives to stay; it is one of the elements that makes information easier to understand and helps us comprehend tedious texts flexibly.
Digital advertising, newsletters, contests, quizzes, bots, or apps are just some of the ways to implement interactivity in your business. Thanks to these methods, users can feel they are part of the business, and there is a genuine concern for them.
This strategy comes with numerous advantages such as customer satisfaction, increased sales, better conversion rates, virality, or lower marketing costs.
Even though it may seem contradictory, companies must part ways with customers when there is no response, even if it’s a potential lead. The company should be aware of the moment to break ties with a consumer.
But how do we perform this separation ideally? Quite easy, with a breakup email, the issue will be resolved. In this new article, we explain how you should do it.
What is a sales breakup email to a lead?
This email is a message that informs the customer that this will be the last form of contact with the company. This email may seem the wrong way to part ways with a customer since if they do not respond to emails, they won’t respond to this one either.
However, this sales breakup email is a way to say goodbye only to the potential customer and end a relationship in the best possible way. This action can serve as a wake-up call to the consumer to realize what they are losing, allowing us to retain them. On the contrary, it can be the closure of the case with them.
Is it worth sending it?
There are several advantages to sending this email, and one of the most important reasons is to rekindle responses from customers who always ignored you. It is essential to get the most commercial benefit from this closure.
Thus, this email is followed by a series of steps that make the potential customer go through stages:
Unpleasant feeling
Desire to recover what is lost
Recovering something they can no longer have
By going through these steps, the consumer may reconsider the situation and reconnect with the company. If this does not happen, the company will have terminated a relationship with the potential customer in a cordial and sensible manner.
Does sending this type of email have disadvantages?
At the moment this breakup is done, the company cannot contact the customer again, not even after 6 months. Despite having interesting promotions or offers, the company should not send any type of email since it said it would not.
In a study conducted by Woodpecker in 2020 on customer breakups, 20 million breakup emails were sent, showing a response rate for campaigns with 1-3 emails sent of 9%. Similarly, in campaigns with 4 to 7 emails, the rate rose to 27%, indicating that interest can increase due to these types of messages.
Breakup can sometimes be very positive as it gives you more time to invest in customers who are genuinely interested. Here are some reasons why you need to remove some clients from your list:
In this email, we cannot vent all our grievances; leads do not owe us anything, and we must be professional. Just be direct and concise, explain the reasons for the breakup, and wish them the best. Here is the structure you should follow:
Start by writing an effective and attractive subject, thus grabbing the customer’s attention.
The body of the message should be concise and brief, explaining the reasons for the breakup.
Example:
Subject: Goodbye from HML
Body:
“Hi [Lead’s Name],
I haven’t heard from you in a while.
We last talked about your challenges with [pain point] and how [offer] could help you [achieve a specific goal] during [specific time frame].
Are you still interested in continuing our discussion? If not, let me know so I can stop contacting you.
Wishing you all the best,
[Your Name]”
Mistakes to avoid when sending the message
Do not send an accusatory email or one with a tone of disappointment. Instead, send it wishing the best and hoping that the customer will return soon.
Have you ever been afraid of falling victim to online fraud? Today we’ll tell you how to avoid it and discuss the various types that exist.
Technology has become an integral part of our lives, offering numerous advantages that make life easier. However, are these advantages a double-edged sword?
In the last year, cybercriminals have increased their activity in businesses by 44%. This surge has been observed during the declaration of the Spanish state of alarm. Spain, like other European countries, has witnessed the rise of cybercrime since 2011.
Over the past decade, online fraud has seen a growth of 813% in Spanish territory, with businesses being the most affected in 2020.
So, today we explain the types of deception to help you avoid them and prevent them from reaching your company or organization.
Types of Online Fraud
Companies can fall victim to various types of theft, with the majority being perpetrated through email.
Email spoofing, or the impersonation of a company’s identity, is the favorite tool of cybercriminals aiming to deceive consumers of that brand. Through this technique, scammers impersonate the identity of companies to send spam, spread malware, or engage in phishing practices.
Phishing is one of the most common actions to obtain customers’ personal data by impersonating their identity.
Types of Identity Theft:
Fake Microsoft Technical Support:
This scam involves a Microsoft technician contacting the company under the pretext of “fixing various technical issues with the computer.” This allows them to obtain confidential information from the company without arousing suspicion.
CEO Fraud:
This online fraud is based on deceiving a worker in the financial department with access to banking transactions. The employee receives an email from the “CEO, president, or director of the company” requesting an urgent and confidential transaction to another account, which belongs to the scammer.
HR Fraud:
This scam targets the company’s Human Resources personnel. The department receives an email from a “worker” who wants to change the account where they receive their salary. A request like this results in the theft of an employee’s salary, transferring it to the scammer’s account.
Sextortion Campaign:
This scam involves threatening a worker with the disclosure of personal or intimate content to their entire contact list if they do not make a payment to the provided account. This practice has various variants, including the use of other content to extort the company or the worker.
Ransomware:
This scam involves blocking the company’s computers until an immediate financial transaction is made. Access to the computers is typically gained through the execution or download of specific content sent via email.
Web Skimming:
Cybercriminals exploit unpatched vulnerabilities in content management systems or phishing campaigns to gain access to the store. This allows them to steal all personal information entered by customers.
Website Impersonation:
One of the most commonly used online frauds involves copying the official website to obtain personal data and money from purchases. This is carried out through cybersquatting techniques, creating an exact copy of both the design and information on the website.
Identify online fraud in your inbox
Email is one of the primary working methods for companies; hence, scammers will attempt fraudulent practices using this system.
Here are some elements to consider when receiving suspicious notifications:
1. Senders:
Pay special attention to the senders of your emails; most of them have one of these structures:
They do not match official addresses and are often similar (remember that if you want to confirm the contact, you can call the official entity).
The email starts with “Dear taxpayer” or “Dear customer” with the invoice number hidden. Companies usually identify themselves from the beginning.
They are different from previous messages or request personal information.
2. Links:
When receiving any link in the email, it is advisable not to open it until confirming its source. You can analyze the way the link is written.
Pay special attention to punctuation marks, the security certificate, spelling mistakes, or if it is very different from the official website link.
3. Attachments:
Attachments are another tactic used to spread malware or obtain personal data from your customers. Be suspicious when the sender is unknown, or your company has not requested such information.
According to a study by TransUnion, an international analysis and information organization, the most affected sectors are telecommunications, financial services, and gambling.
Another indicator in recent years has been the development of these scams in major cities such as Madrid, Barcelona, or Valencia.
With the technological leap we have experienced due to the COVID-19 health crisis, it was expected that these scams would increase.
Therefore, we have wanted to create this article to make you aware of how to protect your company from these frauds. Feel free to follow the advice we have provided.
Do you know the chatbots that have revolutionized virtual customer service in thousands of companies? Today we tell you all about them in detail.
INDEX
Types of chatbots.
Advantages of chatbots.
Weak points.
Strategies.
How do they work?
Tasks
Why implement them in your company?
How to create them?
Best chatbots tools.
Importance of chatbots.
Trends
We’ve all interacted with a chatbot at one time, whether it’s for online shopping or making inquiries, but what are these services really?
This tool is the closest artificial intelligence system to our day-to-day lives; its main function is to help the user by resolving their doubts.
This element has been around for over 50 years, but it is now when companies are implementing this tool for their customer support functions.
Bots are part of intelligence software that aims to perform various predetermined tasks on their own.
They have the ability to process natural language (NLP), which means they can have a conversation with them.
Thanks to their learning response patterns and repeated actions, they can maintain a fluid conversation, and they also have the ability to learn from the user’s preferences.
Thanks to their responsiveness, they are ideal for eCommerce, digital banking, or any business that needs customer support.
This is the next step your company needs for the automation of actions, increasingly necessary in the digital age.
1. Types of Chatbots
Every company has a different function and requires a specific chatbot, so it is advisable to consider the diversity of chatbots and choose the one that best suits your business.
Here is a list of types of chatbots for you to select the one that best fits your company:
ITR Chatbot (Text Interaction Response)
This type of chatbot operates through commands rather than artificial intelligence. Its interface is straightforward as it simulates a normal conversation through options on the screen.
The interaction is directed by the chatbot, allowing it to determine what the user wants to inquire about.
Word-spotting Chatbots
This artificial intelligence system works by interpreting keywords, resulting in predetermined responses. It is unable to interpret the user’s intention or context.
Their effectiveness for the company depends on the assigned task. Additionally, there are multimedia chatbots designed to enhance the chat’s visual appeal.
Smart Chatbots
This type of chatbot goes a step further, capable of understanding the user’s natural language. It interprets context and can generate questions from scratch, making the conversation much more fluid and dynamic.
Not only can they provide quick and argument-based responses, but they also learn gradually from interactions. Thanks to this learning, users can accomplish tasks such as booking a flight or making a bank transfer.
Depending on your company’s service, you should choose an operating system for the chatbot to determine its role. Therefore, we present some chatbots that can be useful for various departments in your company.
Marketing Chatbot
Initiates contact with users when they visit the page, helping to collect personalized data.
Customer Support Chatbot
One of the most commonly used services, it handles responses to consumer requests and inquiries.
Sales Chatbot
Assists in completing the purchase in its final steps and enhances engagement on various social media platforms.
Social Chatbot
Primarily provides personalized content on social media to consumers, increasing engagement.
2. Advantages of Chatbots
If you are hesitant about implementing chatbots in your company, here is a list of benefits for both your company and your consumers.
For the Company:
– Technological investment.
– Improvement of brand and reputation.
– Enhanced conversion rates.
– Work efficiency.
– Cost reduction.
– Improved sales strategy.
For Customers:
– Quick customer service.
– Real-time information.
– Comfortable and flexible interaction.
– Enhanced customer web experience.
– Accessibility.
– User qualification thanks.
3. Weak Points
Some users have had negative experiences dealing with chatbots, leading to reservations about engaging with them. Here are the main points to avoid to prevent customer frustration:
No solution: One of the main reasons consumers avoid these services is when chatbots fail to help solve the problem, offering no contact with a human agent or providing no options to address the issue.
Chatbot insistence: This occurs when the bot appears with every click the consumer makes on the website. The customer may become annoyed by repeatedly rejecting the chatbot’s assistance.
Chatbot error: This issue arises when the bot malfunctions, preventing the user from speaking with a live agent and receiving no help from the chatbot.
Limited options: Involves the lack of variety in options, leaving the customer unsure of which option to select as none seem to address their specific issue.
Low comprehension: Despite advanced technology, chatbots may sometimes struggle to understand the conversation’s purpose. This can lead to repeated queries by the consumer and may result in a negative brand experience.
To address these issues, companies should develop more sophisticated chatbots that can avoid these errors and provide excellent customer service.
4. Strategies
Implementing a chatbot not only stands out as a technological innovation for the company but also involves a planned strategy to reap benefits.
Some advantages that may result from a well-implemented chatbot strategy include economic benefits generated through subscriptions, advertising, or eCommerce.
As mentioned earlier, utility exists for both the company and the consumer.
Time savings, diverse subscription models, or the replacement of search engines can be proactive elements for the business in question.
5. How Do They Work?
The primary goal of a chatbot is to help consumers solve their problems, made possible through artificial intelligence and machine learning.
Many chatbots can even learn user preferences and interpret information.
With the improvement of chatbots, customer service has experienced notable progress, enabling companies to offer quick and flexible solutions without the need to wait for a human agent.
6. Tasks
Chatbots are responsible for only two tasks, but they can significantly lighten the workload of a company to a higher level.
– Analyzing the problem:
Once in contact with a chatbot, it analyzes the problem to categorize it into different types and offer various possible solutions to the consumer.
– Responding to questions:
After the problem has been analyzed, the chatbot takes care of responding with different solutions. This response action can take various forms:
Predetermined responses.
Asking a question to clarify the reason for the inquiry.
Providing company information.
Offering personalized information based on the provided data.
7. Why Implement it in Your Company?
Technology has brought numerous advantages to businesses, and one of them is chatbots, which not only help meet consumer needs but also provide a way to connect with customers.
During the purchasing process, users often experience a distant feeling from the company since they are not interacting with a person. Implementing chatbots can bridge this gap and make users feel that the company is offering guidance in various areas.
In essence, through eCommerce, this system humanizes the purchase. While this may seem highly advanced and dependent on Artificial Intelligence, the implementation of this service is cost-effective and adaptable to any business, regardless of its sector.
Thanks to chatbots, consumers can stay connected with the company 24/7, allowing them to seek assistance without waiting, even in the early hours. This increases consumer engagement and reduces costs during those time periods.
User experience is significantly enhanced as the chatbot can provide flexible and convenient assistance. This also enables quicker navigation, as the chatbot is available to help with any queries.
8. How to Create Them?
There are numerous tools that assist in the creation, training, and adaptation of chatbots to websites. However, the first thing to clarify is the goal this service should fulfill.
For example, a small auto repair shop providing hours, location, repair inquiries, or appointment scheduling will have different needs compared to other sectors.
Let’s use this example to outline the steps to follow when creating your own chatbot.
– Training:
Once the goals are clear, the chatbot needs to be trained to respond to any question.
For instance, when dealing with inquiries about operating hours, formulate various ways of asking this question so that the chatbot can detect it in any form.
This way, it will be trained to respond automatically, providing the consumer with the needed answer. Specific and direct responses should be programmed to leave no room for ambiguity.
– Dialogue flow:
As mentioned, once a user asks a question, the chatbot must provide a specific and direct response. However, this is only possible for straightforward questions like hours or address.
For questions with multiple options, such as scheduling an appointment or inquiring about a specific vehicle, the chatbot will function differently.
How do we train our chatbot in this case? It’s straightforward. Each question is considered a node, so if a question has various options, the chatbot should offer a variety of subnodes.
This way, the chatbot will maintain a consistent dialogue flow until it provides the option the consumer wants. Another aspect to consider is the confidence threshold. This component helps configure the bot’s reliability in responding to a question. In other words, setting a high confidence threshold means the bot will only link this intention to the corresponding node when it’s very certain.
Conversely, setting a low confidence threshold may result in the bot confusing consumer intentions and causing confusion.
This is one of the elements that must be configured precisely so that the user doesn’t feel misunderstood by the bot and cut off the connection.
9. Best Chatbot Tools
Now that you know how to create your own chatbot, you may wonder which system to use. Here’s a small list that can help you select the program to assist you in creating one.
– Chatfuel:
This program is mainly focused on Facebook and helps create chatbots without any coding. It offers variety in terms of chatbot design, and you can configure the options the chatbot provides. This bot operates with predetermined phrases using intention recognition.
– Aivo:
This bot adapts to all business sectors and allows the company to respond to customers in real-time, whether through text or voice. This allows for bot personalization.
– itsAlive:
This bot works through keyword recognition and offers various ways for companies to communicate through an external platform. Consumers won’t feel the frustration of searching for how to contact customer service; instead, there will be a specific platform.
– Imperson:
This is one of the star bots, with clients such as Disney, Hyundai, or Johnson and Johnson. If you’re looking for experience in creating a bot, this platform is suitable for you.
10. Importance of Chatbots
The need for chatbots today is imminent, prompting giants in the industry like Samsung or Microsoft to invest in this field.
Artificial intelligence will be the element that changes how we work, making everything simpler. Automation, natural language understanding, and machine learning are just a few elements that are growing each day.
In the future, these technologies will help businesses have simpler operations and provide consumers with more pleasant user experiences.
Specifically, chatbots are one of the most widely used services, with companies giving them high ratings. According to a Statista survey, more than half of B2B companies view chatbots as an effective marketing strategy, perceiving them as successful.
In recent years, this sector has experienced continuous growth, with forecasts predicting further increases in the future. It is estimated that by 2030, chatbots in the banking and financial services sector will be valued at $6.83 billion. For the coming year, businesses are expected to save $8 billion in operating costs, according to Juniper Research. Thanks to chatbots, businesses can save $0.70 per interaction with a customer.
However, not only will there be economic benefits, but you’ll also have a winning strategy, as the growth of this sector in 2022 is estimated to be $3.9 million.
Artificial intelligence will transform departments so workers have more time for important things.
In this way, bots will be responsible for trivial issues such as claims management or insurance contracting.
Thanks to this, the user experience will be redefined by 2023 due to the combination of this type of technology and the natural language of bots.
But this increase in the artificial intelligence sector is not linked to the shortage of workers. On the contrary, working together with human staff and bots could be the perfect combination to improve the business results of any company.
Due to the era of immediacy in which we live consumers demand 24-hour assistance, therefore such services can be really useful in these situations.
Most sectors, from banking to healthcare need this service to offer the customer a good deal.
11. Trends
With the rise of chatbots and high investment this sector experiences trends that could be key to business development.
Voice recognition.
Machine learning.
Research bots.
Processing of natural language.
Relief from administrative tasks.
Intelligent detection of users.
As we have mentioned artificial intelligence has many applications but it is expected that in the future bots can perform actions such as the following:
Extract information.
Translator.
Automatic integration.
Classify the types of texts.
Analyze feelings.
Recognize spam.
Identify the language.
Use in different regions
The region estimated to grow the most will be North America in the size of its market. In contrast, APAC will experience an increase in growth rate due to the number of investments in both the public and private sector in AI technologies.
Since 2019 with 4.2 million dollars is expected to grow up to 15.7 million dollars in 2024 in this sector. Europe will also be one of the fastest growing continents in the artificial intelligence market after North America.
The ranking of territorial areas with more growth potential in the conversational intelligence sector is as follows:
North America.
Europe.
APAC.
MEA.
Latin America.
The constant use of mobile phones, the growth of applications based on natural language and the increase of technological investments lead to an exponential increase of this sector.
This means both administrative and economic aid for businesses.
Bots require a lot of work to offer the consumer the desired function, but, if the company finally implements it through a good training.
Bots require a lot of work to give the consumer the desired function, but if the company finally implements it through good training, the benefits of these are enormous.
So you’ll be winning this tech battle.
The future is full of technological services that will help us both personally and business, in fact, the journey of chatbots has only just begun.
Thanks to the investment in artificial intelligence of large companies, these systems will go far in the coming years changing both the way companies interact and that of consumers.
In this article we will show you what is immersive marketing, what is this technique, how to apply it to your company, its advantages and some examples to keep you up to date on this subject that has shaken the technological revolution.
INDEX
What is immersive marketing?
Applications of immersive marketing.
Features.
How to apply immersive marketing to your business?
Advantages of immersive marketing.
Examples.
Immersive vs static content.
Idealization of the company.
1. What is immersive marketing?
Shopping, visiting a museum or traveling to another country is now possible from the sofa of your home, all these experiences are possible thanks to immersive marketing, but it is not only about teleporting to the place where the events occur.
Thanks to immersive marketing companies can create a product with a history that is also part of the user who plans to buy it, that is, the customer can be part of the concept from home.
Today the user cannot be a mere spectator, if he feels out of place will resort to competition, so it is very important to make him participate in all the actions we are carrying out. The story should be the center of the marketing strategy, and with it the user, so the buyer can interact with it.
In this way a link is generated between company – customer, and you will feel part of the company. This type of strategy is based on the use of videos, events or experiences in their content, in fact, some of these elements can be multi-sensory which increases the feeling of participation.
To carry out this type of experience is necessary technology, that tool that today seems to be important in all sectors of companies. Yes, it may seem difficult to get used to certain tools, but once they are launched they will make a difference.
With the stratospheric leap we have taken at the level of digitalization, companies already have the necessary systems to launch this type of experience. With confinement we have gotten used to attending events online, concerts or even buying everything through eCommerces.
Companies have adapted to this and have become active in developing increasingly innovative and surprising marketing strategies for their users.
The creation of such strategies is a challenge and there are already many corporations that join to try this type of marketing, thanks to such practices users will not go unnoticed in front of our campaigns. Thus, we will avoid the immune effect of advertising, the user will go from being a passive advertising customer to an asset in the company’s stories.
2. Applications of immersive marketing.
There are different ways to implement immersive marketing in your company, according to a study by Kaizen Institute, this type of content has experienced great growth since 2019, thanks to increased user participation and new experience. Here are some of its applications:
Virtual reality
This type of tool can be difficult to reach for some customers since it is necessary to have virtual reality glasses, but it can be applicable to a tourism company in which you want to show a tour using these glasses.
Augmented reality
Surely this tool sounds to you since you have seen models in real time to build your own room. It is therefore easy to view them using a device such as a mobile phone, tablet or computer.
3D projection
Through 3D projection we can visualize certain projects such as the construction of tools or the final product, thanks to this, the public can interact with the products.
Interactive banner
Possibility of interaction with the content framed in the banner.
Smart fences
This type of advertising can intercept the indecisive user, interact with him and thus, activate conversion scenarios that encourage the purchase of the final product.
3. Characteristics
Among the main features of immersive marketing and to be considered your strategy within this type of advertising, your campaigns, ads and experiences have to have the following:
Interaction with the public.
Involvement of users in history.
Open formats.
Generation of actions among the public.
4. How to apply immersive marketing to your business?
The main idea of immersive marketing is to involve the user in a different story, that is to say to make the user feel that he is living a unique experience that can only be carried out with the company.
Therefore, the business must offer a different product to the rest that has certain characteristics that make it stand out, thanks to the creation of a different product or service the user can feel differential and thus be loyal.
A report by Aircards shows that more than 100 million people use augmented reality to make their purchases, more than 78% of consumers prefer this type of technology for the purchase of products.
As we see this type of marketing is booming as it is expected that by 2025 this sector will reach 198,000 million, thanks to this type of products we can increase our engagement in the company.
Now we can combine the use of social networks with immersive content and thus provide the user with a different content that remains in their memory as a reflection of a successful product.
To carry out this type of strategy it is necessary to follow a series of steps to implement it, we leave you the phases through which you must go to propose an immersive content on social networks to your users:
Start conversations
The first and foremost thing is to know your customers, for this, you must be aware of their interests and needs, respond to their comments, in short, establish a customer-company relationship in which the user feels close to the company.
In addition, it is essential to be aware of trends and thus carry them out in our business strategy.
Interest
To show interest is not only to answer comments and provide discounts, so that the user feels close to the company it is important that you ask for their tastes, know their opinion regarding the products, quality content proportions, Be creative and innovative and do surveys on various topics to get inside your mind.
Added value of immersive content
This can be one of the most important points as consumers want relevant content in relation to their interests, for this, it is advisable to follow the 80/20 rule; 80% of the content should focus on relevant information and 20% talk about the company’s products or services.
In that 20 we can include immersive content that can be launched to publicize innovative products or services.
CTA
Through Call To Action we encourage the user to interact with our content, whether it is immersive content or leaving your data for the subscription or receipt of the newsletter.
Visual content
It is obvious that we live in a visual world, everything that has images or videos is going to receive a greater engagement, we must try to convey in the images and videos that we share the essence and values of our company.
Influencer
The rise of digital content creators is a reality, another of the strategies we can perform is hiring influencers to get more leads and thus, try to retain them. We can encourage the creation of immersive content by using known people related to our sector.
5. Advantages of immersive marketing
This type of marketing is experiencing a notable increase as more and more users need to feel unique and not a number more among customers. Therefore, these types of strategies can take the consumer to a personalized environment, we leave you some of the advantages that you will have thanks to immersive content:
Improvement of the customer experience.
Users will feel that they are important to the company and this results in a better experience during the purchase of the product.
Customization.
As we have mentioned, this is one of the great attractions for consumers, the feeling of personalization are some of the elements that users demand most.
Reliability towards the brand.
If users feel identified with the company through its values and products this, it will become a reference for the user, this can also trigger a greater knowledge of the brand thanks to the known “word of mouth”.
Globalization.
Language or time range are some of the limits you can find when creating content, but with images or immersive content you can take them down.
Today consumers prefer more visual content, so you can create content that is understood anywhere in the world and also, have the customization and differentiation of the rest of the competition with immersive content.
6. Examples
So you can get inspired and start the process in immersive marketing we leave you some examples:
Madrid Metro
For the premier of Ghostbuster, the metro of this city implemented the sound of a ghost at a subway stop.
NBA
Due to the pandemic the lack of public was latent in basketball stadiums. So the NBA created an immersive experience so fans could follow it from home and appear on the official courts.
Pepsi Max
Pepsi installed a marquee on the street that was able to recognize the situation on the street and add strange elements such as a meteorite or a spacecraft.
Sensorium
This project allows users to travel between the ingredients in the fridge. In addition, if headphones are used we can experience sounds such as cold air or movement.
IKEA
This Swedish company has been using this type of immersive marketing for years, thanks to augmented reality we can see how any furniture would look in our house. For example, see how a sofa would look in our living room.
7. Immersive vs static content
The interaction with immersive content is much more beneficial for the company since the user is reluctant towards static content, the reading of these is usually not total so the content is not disclosed in its entirety.
According to a study by Zeros on immersive content, 33% of the content created is immersive and 56% static; the desired would be 48% and 41% respectively. According to this study some of the most effective elements are:
60% calculators.
200% data visualization.
200% game creation.
300% interactive publications.
Less pdf/ebook.
Despite its benefits and engagement, there are also barriers that immersive content hasn’t managed to cross yet:
52% of respondents do not carry out this content due to the established budget.
36% due to lack of skills in the company.
23% for lack of acceptance of business leaders.
8. Idealisation of an enterprise
In the study analyzed, participants were encouraged to imagine the ideal company, which publishes regularly with emotional content and have connection with users, then asked how far their company is that ideal, only 16% of participants described their brand as close to the ideal.
As you can see, companies are a long way from reaching their ideal business concept, but immersive marketing can help you achieve this, despite the barriers you can count on, creativity will always be the star element to succeed.
A customer is a customer. Any sale is a good sale» is a very common mistake among many marketers and marketers who believe they should cater to everyone, so today we show you how a good lead qualifies and why it is important to consider your target to move towards the right path with your company.
Index
Sell to the wrong people, a customer who will never come back in the future.
What is the ideal customer profile (ICP)?
Some mistakes that are made developing ICP
Importance of an ideal customer profile.
The main purposes of the ideal customer profile.
Difference between an ideal customer profile and buyer people.
The purchasing committees and their internal roles.
Benefits of defining the purchasing committee.
Characteristics of the purchasing committee.
The basic elements of the ideal customer profile.
Target resources.
Conclusion.
1. Selling to the wrong people, a customer who will never return in the future
Most companies spend a considerable amount of resources on acquiring and converting customers in the hope that they will remain profitable for years. To generate revenue you need to create a successful marketing and sales strategy and keep buyers in the forefront.
Every product or service has ideal customers and not so much, selling to the wrong people will cause difficulties to connect with these in the future, in fact, if you keep operating under the assumption that everyone needs what you offer, it will be very difficult for your future conversions to appreciate the value of your products, services or content since it will not be focused on their real interests.
The magic ingredient for a successful sales and marketing strategy is a well-defined ideal customer profile, in addition to building an IPC (ideal customer profile), suitable that ensures that its new users feel valued and supported, This will help determine if existing ones fit well into your long-term business (reducing the dropout rate).
2. What is the ideal customer profile (ICP)?
An ideal customer profile (ICP) includes information about individuals in a company who would seek to make the most of their product or service, defines the prospects and the most valuable ones they are most likely to buy.
Simply put, an ideal customer profile is a list of attributes that your best buyers from a specific market segment have in common whose goal is to focus on selling to people who fit the capabilities of your products/services.
Regarding these attributes, we could divide them into two fundamental factors:
Standard attributes include revenue, team size, subsidiaries, geographic locations, technology stack, and advertising spending, among others.
Non-standard attributes: on the other hand, there are attributes that are particular to each business and being unique cannot be standardized.
In general, these are quantitative and qualitative analyses based on data from various organizational sources to create a strategic document, creating a client or focused ideals. Knowing who really needs you and going the right way to that loyalty is of great importance.
3. Some mistakes made in developing PCI
It is important to note the mistakes that most B2B professionals make when developing their PCI, such as:
Forget that each segment is unique.
Defining an ICP is the equivalent of tracing a segment that has individual needs and particular reasons that lead them to consume a product or service, because of this, it is advisable to create separate ICP for different market segments.
Don’t focus on your best customers.
As previously mentioned, each person is different, if you combine and mix all the data of your customers, you will only have as a result a universal audience that fits in a “unique size” for anything strategic, use the data assertively so you’ll create more personalized content.
4. Importance of an ideal customer profile
Running a business without having an ideal customer profile will not yield fruitful results, success involves having lasting relationships with people and that is only possible by addressing the right ones.
If you do not have an ideal target profile, you will end up focusing your efforts in different areas of the market, in turn, your sales and marketing representatives will be behind potential customers who will never buy you, that could result in a waste of time, money and effort on the part of the commercials.
5. The main purposes of the ideal customer profile
Focus on
The ICP helps focus your marketing and sales team on prospecting for high quality accounts rather than pursuing the entire market. As a result, your company generates better opportunities with a much higher average value of deals and reaches the revenue quota more often.
Customize
You’ve heard all your life about the importance of personalization, but what does «personalization» really mean?
It’s a process of adjusting marketing to a particular group of customers, so they feel that this product is made for them. How can you achieve this level of customization? Adjusting all your marketing content, website, ads, landing pages to the needs, challenges and goals of your ideal buyers.
Targeting leads generation channels
Should you advertise on LinkedIn? Or write a guest article on TechCrunch? Or attend the Berlin exhibition?
ICP’s goal is to eliminate these questions and help you define sales channels to generate more leads similar to your best customers, the only way to find out these channels is to conduct in-depth interviews with customers.
Consider Marketing Rating Criteria (MQL)
The fourth purpose of the ICP is to find out the essential points for marketing qualification (MQL).
The marketing rating helps define whether the leads they generate from any marketing campaign fit your ideal persona profile and should be fed, transferred to sales, or if they should be disqualified.
6. Difference between ideal customer profile and buyer people
Marketing terminology often has concepts that are easy to confuse, which leads to the creation of strategies based on ignorance.
As a reminder, the first thing you should know is that the B2B sales experience cannot be addressed in the same way as the B2C. Therefore, the concepts are adapted to business environments and not to people.
So, all you need to know is that PCI for any B2B organization consists of two parts:
Description of the ideal account (or client profile or ideal avatar).
The ideal account description is a list of features (such as income, equipment size, location) that you will use for qualification and prospecting.
Purchasing Committee (or Buyer B2B People).
These are the working roles that usually influence their agreement within the accounts and objectives, tend to be categorized according to their tasks as: champions, decision makers, influencers and blockers.
7. Purchasing committees and their internal roles
It is a group of people who somehow influence their agreement within their target accounts, B2B marketers define four general functions within a purchasing committee, as are the following:
8. Benefits of defining the purchasing committee
There are several reasons why it is necessary to define the purchasing committee, these are the two fundamental advantages:
You will avoid the «black box factor» and you can influence the purchase process (customer journey).
The «black box factor» is a situation in which you have made several discovery calls with the champion.
You see their enthusiasm, you get a consultation and you send the proposal in the hope of closing the deal, but then you hear a «no» without having any idea why you lost the deal.
When you know the typical structure of the purchasing committee, you can:
Warm up all buying committee members.
Prepare content that could motivate them.
Commit to them in time.
2. You’ll improve the efficiency of your lead generation campaigns.
One of the biggest mistakes that marketers and MBDs often make is that they only target decision makers in medium-sized or large companies, forgetting, for example, Champions.
In addition, it is much easier to get a meeting with decision makers through the Champions, in fact, if a Champion sees the value of your solution, transparent personal benefits and company/department, you’ll get a lot of inside information.
At the same time you will know how to influence other members of the purchasing committee and close the deal successfully.
9. Characteristics of the purchasing committee
It is not logical to speak in the same way to the younger generation and those over 50, these two categories have values, decision processes and purchasing criteria totally different.
Consequently, it is important to adjust the marketing message according to its own characteristics, it is recommended to add working roles to identify a typical structure of purchasing committee within its best customers.
Just as it is impossible to market in the same way to different age groups, it is impossible to address stakeholders and middle management in the same way, each has different factors influencing its purchasing decision, value different kinds of benefits they can get from your product, and the reasons why they might reject your proposal are also different.
The best way to achieve better results is to analyze:
The personal benefits that each of the purchasing committee members gets from your product,
The reasons for blocking the deal.
The objections or concerns you have encountered in dealing with them.
With this information gathered, you’ll be able to update all your marketing and sales content, improving the lead nutrition program to increase the number of qualified leads for sales.
10. The basic elements of the ideal customer profile
As we have mentioned, the data we need to create this profile are very different from the one taken into consideration when making a buyer persona of a B2C company, in this case, the information that is required must be adapted to the description of a company.
So the first thing to do when asking how to analyze the customer profile, we must take into account the following elements:
Sectors, expand the leads
Once the target market segment is defined, you need to understand which subindustries generate more revenue and are more profitable for your business, Knowing them will help you create a better list of leads and update your positioning and value proposition accordingly.
Location
Knowing the regions your most profitable customers reach will not only help you improve your prospecting, it will give you an essential insight on how to adjust your team’s schedule, if you are a European company and targeting American companies, do not forget the time difference.
So you need to adjust your customer service schedule and all of your marketing activities, such as outreach emails, social media newsletters, or ads, to your best buyers’ time zone.
Plus, it makes sense to get to know the parties and customs of your target market better. For example, you will not be able to reach anyone in Israel on Friday for Shabbat (the weekend in Israel is Friday and Saturday) or the people of the United States on the fourth Thursday of November (Thanksgiving Day).
If you want to focus a lot on a specific geomarket, research thoroughly, think about local representatives and location, you will be able to better know the unique characteristics of the market, the typical buying process, the factors that influence, the local resources used by its target audience and use them to their advantage.
Annual income and equipment size
Revenue and team size are essential to narrow the focus, so when you know the revenue range and team size of your best customers, you can use data enhancement software like UpLead to make a relevant list of prospects.
Your income
You should also add to the PCI the total revenue of each lead you will analyze, remember that we have mentioned that not all your customers are equal because, when the final PCI is developed, it is important to review the best revenue.
Challenges
Companies hire you or buy your product to solve a specific challenge that they can’t do at the moment, either because of a lack of knowledge, resources or technology.
The most common case when companies hire me as a consultant is that they hit a revenue plateau, have no marketing experience, lost money on ads and outreach, and want to scale. They don’t want to keep experimenting and wasting time and money, but want someone with a solid track record to join their team as an extension, develop an exit strategy and create a marketing and sales machine.
Reasons to buy
Why do your customers buy from you? Is it for a lower price, for niche positioning, for the content you publish or for case studies and testimonials? As with the challenges you solve, you can leverage the answer to this question to improve your unique value proposition.
During customer calls you could answer those questions, in this article about the perfect discovery call, you can get some interesting ideas.
Strategic objectives
As with the challenges and reasons customers buy from you, you need to know what goals they want to achieve with your product or service. Startups don’t hire software development teams just to code, they want to have a partner who is able to understand the needs of the business and create an MVP that the market expects at an affordable price and term.
SaaS B2B companies do not hire digital agencies to create a website. So what do they need? Require a partner to create a website that converts t
SaaS B2B companies do not hire digital agencies to create a website. So what do they need? They require a partner to be able to create a website that turns traffic into free tests and conversions, the only way to know is by conducting in-depth customer surveys.
Unique features
The unique features (or non-standard criteria) come from market segmentation, it can be a stack of technology, advertising expenses or what makes sense for your business.
For example, for a customer selling Fintech enterprise software, the unique features we selected were:
Low profitability.
Income.
Costs operated in a volatile local currency.
11. Resources for assignment
Target resources are places your target audience visits regularly. They can be social media communities, blogs (such as the HelloMrLead blog), content curation platforms, or niche news portals (such as Hackernoon).
Target resources give you a clear view on:
Where you can reach your target audience.
What content your audience consumes and what content they demand.
What social media you should use to build contacts and what social media you should avoid.
As a result, you can avoid guesswork when working on a new marketing plan.
12. Conclusion
Lead capture is the central theme of B2B companies, however ignorance of concepts such as the Ideal Customer Profile causes the failure of their sales and marketing strategies.
By confusing them with definitions like the buyer persona, they lose sight of the actual data they require to target prospects that are closer to making the purchase, many are attracted to getting a large volume of customers, However, if these do not meet the conditions of an ideal buyer, however abundant your database and contact efforts, the sales will not reach the targets.
This is one of the cases where less, could be more. Targeting ideal customer profiles correctly will be more assertive and productive than launching a strategy for uninterested consumers.
How to ask questions to sell? This is an art! And it requires a series of techniques that we will explain today.
Knowing the BANT method, whose objective is to qualify leads based on the following criteria:
Budget.
Authority.
Need.
Time.
In order to determine whether a potential customer is really interested in the opportunity, we must ask a series of questions and ask ourselves whether the way of asking the questions determines the type of response given.
For this we have two types of classification:
Binary, those whose only response options are Yes or No.
Adaptive, those that do not limit the person to whom the question is asked.
What kind of questions should I ask?
Or in other words, what makes a good question? According to the authors of The art of powerful questions, a powerful question is:
Generates curiosity in the listener.
Stimulates thoughtful conversation.
Brings underlying assumptions to the surface.
Invites creativity and new possibilities.
Generates energy and forward movement.
Touches deep meaning.
Evokes more questions.
So, the above list would not accommodate binary questions, as they limit us to choosing yes or no, without taking into account that there is a whole multiple scale of options. That is why it is necessary to analyze further, which of these two options is the best to help you sell.
Binary questions and their transformation for effectiveness
As famed CEO coach Dave Bailey explains, adaptive questions foster a growth mindset. Instead of focusing on Yes or No, they allow you to focus the question on where you want to get to, reflecting on the effort it will take to get there.
The idea is to propose a more creative search for answers and solutions, and not rely so much on guided answers with limited options.
For the BANT method to be effective, we must ask the right questions at the right time. Even if a prospect does not have a high rating on the scale, the sales process can still result in a purchase.
To this end, we propose the following examples for internal reflection, in which we can transform binary questions into adaptive ones to obtain more information and results, for example:
Binary: Does this person have enough budget?
Adaptive: What is the prospect’s budget and what can this person do to achieve it in order to reach his or her goal?
Binary: Does this person have the authority to make decisions?
Adaptive: What can this person do to be influential about this project?
Binary: Does the prospect need the product?
Adaptive: What is the prospect’s business need?
Binary: Can he/she buy it now or does he/she want to buy it now?
Adaptive: How soon will this person implement the solution to their business need?
Real questions you could ask your customers
Once we have internalized the correct way to formulate our questions, it is time to think of a real idea to achieve that effectiveness, so now you must take into account:
Budget.
Instead of directly asking “What is your budget?”, some alternatives:
What is the budget you would allocate to this solution?
How much would you be willing to spend on similar products/services?
How much are you currently spending on other solutions?
If you were a car salesman the first thing you would do when someone walked into your dealership would be to ask about their budget, right? Because you wouldn’t try to sell a Jaguar to someone who has the budget of a Honda.
Authority.
Instead of asking “Who makes the decisions in your company?”, some alternatives:
What is your contribution to the decision process?
Which people on your team will use our product/service/solution?
What are the top priorities when evaluating solutions?
Do you think we should invite someone else to the meeting/convention?
Instead of focusing only on the decision maker, it will also be useful to ask about the end users, as they could influence the process.
Need.
Instead of asking “Do you need the product/service?”, some alternatives:
What are the main challenges, pain points, and problems you are currently facing that you are anxious to solve?
How much does this problem bother you on a scale of 1 to 10?
What kind of solutions are you currently evaluating and how do you think it will benefit your organization?
You’re not selling, you’re problem solving. But you are wasting your time explaining your service or product to a customer who doesn’t really need it.
Time.
Instead of asking “When do you want to purchase the product/service?”, some alternatives:
Do you have any time frame to start the project?
What kind of time constraints are you working under?
How long have you been looking for a solution?
This will give us a centralized idea of how much time we have to get a response, close the conversion and be able to manage this opportunity in a timely manner.
These questions will only be effective if we do not forget one of the basic principles, listening. It is essential to avoid our potential customer feeling questioned, as well as to create a real environment of trust.
What if you don’t have the opportunity to ask in person?
These days a lot of communication is conducted online, either by email or via LinkedIn. So we go on to do it through the Call To Action (CTA) or call to action.
Requesting immediate action from the interlocutors or visitors of a particular website through text, button or link, accompanying words that create a sense of urgency. This will be effective and will convert potential customers into final customers.
The brevity and directness of a well-written call to action will put the focus on what is important and eliminate any distractions. And, while we must make sure our CTA is concise, we can use either two simple words or several sentences.
Depending on the platform we use, the call to action may vary. That said, the best way to become good at something is to learn from others, so here we leave you with the following examples of CTAs for email and LinkedIn:
Would you like to learn more?
If you provide me with your email address I can send you a presentation, is that okay?
How about scheduling a 10-minute call so I can tell you more?
If you’re interested, I could explain more in a brief call. Is next Tuesday good for you?
We have a lot more to tell you, are you interested in our service?
And speaking of the king of the devil, now let’s go to our CTA: Did you find this post useful?
If you want to continue learning different techniques or want to expand the information do not hesitate to continue browsing our blog.
Do you want to implement the CRM to your company? Below we will see which are the 5 best tools with which you can achieve it.
What is Customer Relation Management (CRM)?
Customer Relation Management (Customer Relationship Management) is a software that allows the company to keep abreast of the interactions that are maintained with buyers and potential leads in the company.
The purpose of these tools is to improve interaction with your target, encompasses all the commercial and marketing part, in these we have integrated the personal information of the customer that helps us to record their actions.
Another of the functions that this CRM has, is the registration of customer purchases, the cadence, the visits made by the user on our website, the forms or websites that most consult.
All this will help us to collect information and work with a marketing strategy focused on obtaining benefits, we will also know the type of product or service the user is looking for and, in this way, cover their needs.
Far beyond a database
Do not think that a CRM is like a database where we store personal information, it is much more, thanks to its functions we can automate warnings, customer management and even emails. With this we can appeal to the personalization of the content, for example by sending a birthday email.
Provide help to the marketing and sales team, understand customer needs, study behavior patterns, know which products are most interesting, improve the service and SEO positioning of a landing to get more leads, are some of the best features a CRM can offer you.
Also, if you’re an SME you won’t have to pay for this help as they only charge based on the number of leads. If you are a big company, do not hesitate to invest in this method because your sales team will be able to analyze these parameters to obtain good economic benefits.
Top 5 CRM tools for your business
There are several types of CRM depending on the function you want to use, so here we provide a list so you can select the one that best suits the needs of your company and your objectives.
This tool is aimed at small and medium-sized businesses, it allows you to manage your customers’ data in the most efficient way. Contact management at all stages of the sales process, customer-to-business relationship monitoring and sales pipeline monitoring are some of its highlights.
Other functions that can help you are: defining the contact relationship with the client by linking, active project management or creating and updating the perspective.
This application is one of the most used in the market, thanks to the cloud provides all departments with information about customers in a unified and integrated way in an interface. In this way, both the sales and marketing teams can work together.
The personalized “Salesforce Customer 360” experience provides powerful, cross-departmental products for joint analysis.
I’m sure you’ve heard of Hubspot before, it’s one of the tools most used by companies. Its interface shows you really important data for your company such as detailed reports on sales, team performance and your updated sales funnel.
It does not have maximum leads so it can be used by large companies, you can also create records of contacts and businesses; it is editable and customizable, as it has organizational elements so your team can maintain a predetermined order in the work.
This tool has the advantage of tracking customers easily and lightly, real communication and task management make this program helps you integrate file storage and teamwork.
Not only can you have a common interface, but your employees can create their own workspaces to determine their calendars, tasks…
This software is quite complete as it has CRM, website, eCommerce, billing, project management, inventory and accounting in one, In this way, you can automate tasks and track consumer actions centrally on any device.
Now that you know the 5 best CRM tools and see how these types of tools can help you in many functions and that it is not only a database with customer information, It is time to evaluate the objectives of your company and select the program that best suits.
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