Communication is the heart of any marketing and sales activity. For your product or service to be sold to your target audience, you need to communicate with them at every stage of their buying journey for winning their confidence and locking the deal.
Over time, marketing communication has gone through an array of changes. It all started with newspapers and tabloids, leading up to social media marketing. Businesses and customers have been introduced to several communication channels to facilitate effective marketing, be it emails, telephones, televisions, or billboards.
Today, most organizations use emails, social media, and SMS to communicate with their target audience. Whether it is posting social media ads, sending promotional emails, or creating SMS marketing campaigns, brands have successfully reached the screens of their audience for influencing their buying decisions.
However, it is almost impossible to keep a track of every single customer and their needs using traditional techniques. Simply having a list of customers and their contact details no longer work. The need for personalization has increased exponentially over the years and businesses need to send the right messages at the right time to the right people.
This is where the benefits of CRM messaging lie.
What Is CRM-driven Messaging?
As the name suggests, CRM-driven messaging is the process of communicating with your target audience by integrating your channel of communication with CRM.
In simple words, it is the process of tracking incoming and outgoing messages using a CRM platform. CRM provides you with all the details about all the customers (past, present, and potential) catered by your organization. When you use this platform for communicating with them, it makes marketing easier, more effective, and fruitful.
CRM-driven messaging can be implemented for sending messages on social media, sending emails, and delivering text messages. It helps you in using the details stored within your customer database to create messages, send them, and use the incoming messages to perform specific actions using your CRM platform.
Here are some of the key benefits of CRM messaging that helps you communicate better:
Benefits Of CRM-driven Messaging
Effective Lead Management
CRM-driven messaging helps you manage all your leads right from acquisition until the deal is closed. When you use your CRM platform for sending and receiving messages, you can associate specific actions and responses for each of your leads.
For example, if you are a Salesforce user and have implemented a Salesforce SMS app, you can feed in the responses from your contacts pertaining to your promotional messages directly into your sales pipeline. This helps you organize your database streamline your business processes.
Managing Multiple Leads
Owing to the ever-increasing number of customers in every sector of the industry, it is humanly impossible to manage one lead at a time. This will not only slow down your processes but also make you lose a bunch of lucrative opportunities.
CRM-based messaging helps you manage multiple leads at the same time. CRM platforms have different tabs for different customers. Each of these tabs can be handles individually along with managing other contacts. For example, if one of your customers has initiated a purchase and the other wants to opt-out of your services, you can draft different messages and send them to both customers at the same time.
CRM-based messaging helps you manage all your conversations and deals from a single platform. This helps you save time and coordinate between different communication channels effectively.
Automation Tedious Processes
There may be times when you need to send the same message to hundreds of customers through different channels. CRM-driven messaging helps you automate this process with features like bulk messaging and scheduled messaging.
With the help of bulk messaging, you can create a single message and send it to a large bunch of contacts at the same time. If you want to send specific messages to specific contacts at a specific time, you can schedule your messages and forget about it.
This way, you can save yourself from putting in extra effort where it is not required, spending your time on the core business issues.
Tracking Messaging History
It is always good to have a record of all the messages you send and receive. If you use CRM platforms for communicating with your customers, you can keep a detailed track of the history of communicating with every single contact.
Irrespective of the kind of conversation and the outcome of the same, CRM helps you record all relevant details on a centralized platform. This always acts as a good reference in case of confusion or conflict.
Better Response Rate
As compared to emails, CRM-driven messaging gives you an improved response rate. This is because these messages are less mechanical and more interactive than emails.
Also, when you approach your customers using CRM, you are well-versed with their specific likes and preferences. When you are striking all the right chords, it is very difficult for the customer to not respond!
Uniformity In Voice
In the age of immense competition, it is important for every organization to have its unique voice. If you have different sales reps contacting your customers using traditional messaging techniques, there will be no uniformity in this voice.
With the help of CRM, you can have specific templates, tones, and ways of communicating that will remain common, irrespective of who is sending the message to your customers.
Today, marketing is all about personalization. Customers engage with businesses because they want to feel special. You can no longer use generic messages for interacting with them.
CRM-driven messaging helps you in creating and delivering messages that are in sync with the specific likes, dislikes, needs, and preferences of your customers. Also, as a customer moves along your sales pipeline, you can be there for them at every stage until they make the final purchase.
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The benefits of CRM-driven messaging are never-ending. It is highly advisable that you switch to this mode of communication before it is too late!