Knowing how to best leverage your customer relationship management platform to nurture leads and close deals can be tricky if your business caters to other companies. Although there is a lot of information available on B2C relationship management, many nuances can make it more difficult. B2B is complex. There are many moving parts. Multiple decision-makers. Longer sales cycles. Many touchpoints. There are also several opportunities to make mistakes.
You must understand the Value of your target customers and communicate effectively with them.
These are three tips that will help you create more efficient CRM practices.
1. Establish Value
Your first step to optimizing your CRM plan for a B2B business is establishing your Value to customers and prospects. Although it may seem normal, this is a great way to approach the practice. Think about what data you would need if you were a prospect. It is essential to communicate only the core proposition values of your business and be able to articulate how your product/service will solve their problems. Although it can be tempting to provide Expertise on many topics to demonstrate your knowledge, customers come to you for a specific reason. It would help to keep that main reason in mind and not take them down a rabbit hole of information.
2. Personalize your experience
Collecting job titles in B2B as part of your first-party data strategy is crucial. Building advocates within the target company’s decision-making room is essential to get your foot in the door. To make these connections more personal, you should tailor your communication to each person. No general emails, statements, or other day-to-day communication. Talk to the tech lead about the technical specs of your product and how it integrates with other software. When talking to operations, emphasizing ease of use and security. Discuss cost and potential savings if you are one-on-1 with the CEO or owner. B2B sales cycles can be longer, so it is crucial to understand how to nurture leads over extended periods. This includes personalized emails and direct phone calls.
3. Exemplify Expertise
Communicating with customers who have already purchased your product should not be the same as communicating with prospects that you are pursuing advocacy and trial. These two groups are at very different stages of the activation and sales funnel. To maximize your potential, you can do CRM mapping exercises to determine who your target customers are, where they are in your funnel, and what their roles in the company are. Plan integrated follow-up communication with automation as part of this process and ensure everyone knows how and when to reach you. It is important to remember that CRM communication doesn’t always need to be focused on sales. However, it is often the most crucial metric for stakeholders. This can be done by sending regular emails with relevant market insights, education and topics of interest to potential clients. This gives you the chance to be a thought leader and stay top of mind.
These strategies will help you build, establish, and maintain working relationships that will benefit your business long-term. This boils down to removing the “sales” aspect of your pitch. Instead, show that you can make genuine connections and provide real value to people and their businesses. People want to work with members they trust and with whom they can make valuable connections for the long term.