With the wide acceptance of Inbound Marketing plans, many companies have unconsciously adopted the “Field of Dreams” mantra to represent their content strategies: “If you build it, they will come!”
Though a great movie, adopting a “passive” inbound strategy that hopes slapping some content into a Wordpress site will have people knocking down your door, is simply not a viable strategy to survive in today's tech driven sales environment.
The truth is it doesn’t matter if you have the best content or product on the web; if you’re not intelligently managing content with a Content Management System (CMS), as well as leveraging a Customer Relationship Management (CRM) platform to streamline your sales process, you’re setting yourself up to fail.
Why am I confident traditional methods are outdated and don’t provide results? Because your outreach needs scalability, transparency, trackability, but most importantly it needs to be quickly adaptable and capable of providing a personalized experience for your prospects. You need a 360 degree view of your customers from the moment they enter your sales funnel, and throughout their entire complex buyer’s journey as they become your customer.
So why do you need a CMS and a CRM to manage your content and your customer engagement? Allow me to elucidate...
Why do I need a CMS?
A CMS is your best way to create, design and manage your website’s content, without learning complex coding or expensively relying on outsourced “experts”. A good CMS will have built-in tools that will help drive content developers towards SEO (search engine optimization) and optimize your content while it’s being created. A CMS will also, convert your static website into a user experience hub that learns from and predicts your prospects interactions, preferences and buying behaviors. All interactions with your white papers, landing pages, content pages, calls-to-actions (CTAs), can tracked and used to steer content creators towards amplifying what’s working and away from what’s not.
So then… why do I need a CRM?
A CRM gives your sales and marketing teams a holistic view of your prospects, by tracking their various interactions across all your communication channels. With a CRM you can leverage the data your CMS collects from landing pages and forms, to automatically create prospect profiles. Those prospect profiles subsequently log all interactions, meaning the next time a prospect reads your blog, checks your product page, downloads an ebook, requests a demo, or when a rep makes a sales call, sends an email, or receives a reply, the action is captured and stored in a central location viewable by your whole team. Your CRM will help you automate all of your prospects conversion paths and eliminates time-consuming and repetitive tasks, so your team can focus on closing deals while still filling the top of the funnel.
Another great benefit of a CRM is that it tracks where your prospects are coming from. Be it social media, google searches, a newsletter, call or email campaigns, or referrals, the origin of your prospects reveals a lot about not only which outbound channels are working to drive traffic, but also reveals a lot about who your prospects are. Their previous buying behavior, the type of content they are most interested in, the previous interactions they have had with your sales and marketing staff, all reveal where they are at in their buyer’s journey and help ultimately close the sale.
Together is Better
An integrated CRM and CMS platform is essential for companies looking to grow their outreach and leverage the invaluable insights revealed through tracking customer engagement. For new businesses managing even only a few contacts, spreadsheets and sticky notes are only going to get you so far. Without the proper platform, your reps will have a harder time prospecting and centralizing all their leads’ interactions. For more established companies, the increase in efficiency alone will have an incredible effect on prospecting and management of customer relationships.
With platforms such as HubSpot, Salesforce, Marketo, Pipedrive and many more, it’s now easier than ever to generate prospects and provide a professional and seamless experience for your prospects as they move through your sales funnel.
Now that you know more about what a CMS and CRM can do for your company, check out the one's that integrate with VOIQ to thread intelligent priming calls into your email outreach strengthen your buyer's journey.