The marketing and sales teams of digital selling B2B companies rely on Customer Relationship Management (CRM). CRM systems allow you to manage all the interactions between your sales and marketing teams with customers and prospects.


Why is CRM important? 

For your B2B business to be successful, you need to have a clear outline of the business goals. You need to develop effective strategies to ensure these goals are achieved. Having an understanding of the progress that you are making towards achieving these goals is particularly important. 

CRM systems have always been an important tool for sales and marketing strategies. Traditionally, CRM would only track the direct interactions between a business and its customers and prospects. Modern CRM systems provide greater customer insights as a result of the increasing online presence of B2B buyers.


Improved customer experience 

CRM allows you to develop a personalized approach to your sales and marketing strategies. Using your customer’s journeys to guide your digital selling strategies can improve customer relations. Delivering great customer experiences can lay the foundation for the development of trust between your business and its customers. If your services and products continue to meet your customers’ needs they may develop into long-term and repeat customers. 

CRM can help you to manage customer experiences more effectively. Being aware of your customers and their satisfaction levels are important. Having a strategy in place can help your sales and marketing teams deliver the appropriate responses to both unsatisfied and satisfied customers. Your customer’s experience can be improved by acknowledging their opinions.


Lead generation 

While your current customers are vital components to your business’ success, the acquisition of new customers is just as important. B2B buyers’ online presence and digital footprint can be incredibly helpful for lead generation purposes. 

B2B buyers are increasingly active on social media platforms. Their social media activity, such as the sharing and ‘liking’ of content, can provide great insight into a prospect’s needs and interests. 

CRM systems give your sales and marketing teams to access these metrics. These insights allow your teams to deliver more efficient strategies and improve lead generation efforts. They can also help your business to tailor its products and services. This can ensure that you are delivering what your target prospects need.


Alignment of sales and marketing 

A well-developed CRM strategy can improve the alignment efforts of your sales and marketing teams. Successful alignment improves the effectiveness of both teams and can increase your business growth revenue by 19%

The information that is available through CRM systems is beneficial for both sales and marketing teams. It allows these teams to work alongside each other to achieve their lead generation goals. The sharing of ideas is made easier, bridging the gap between the two departments.   

A CRM system provides information on prospects, including the stage that they are at in their buying journey. This allows sales and marketing teams to work side-by-side and collaborate on the delivery of appropriate content to qualified prospects.   

This assures that the marketing team appropriately nurtures and segments the lead before the sales team takes over. Marketing automation and buyer personas ensure that marketing teams pass-on nurtured and qualified leads.  

When both teams use CRM to continuously update the appropriate information pertaining to these prospects it minimizes the number of low-quality leads that are handed over to the sales team.


Sales enablement 

Sales enablement is another important digital selling strategy. This process equips sales teams with the valuable information needed to drive more insightful conversations with prospects and close more deals. CRM is an important part of this process.   

The alignment of sales and marketing teams is vital to the sales enablement process. It allows sales teams to greater optimize their outreach efforts with prospects. CRM drives better communication between the two teams. This helps to build a more efficient digital sales and marketing process.


CRM and digital selling 

Digital selling success relies on building relationships with customers and prospects. Customer relationship management allows B2B businesses to nurture these relationships. CRM systems enable all departments in a B2B business to gather and track up-to-date customer insights. 

The process of digital selling is made possible by the data that is gathered and managed using CRM systems. It allows businesses to deliver improved customer experiences, develop more efficient lead generation techniques, and align their sales and marketing teams.


Orla Murphy

Orla Murphy

Orla Murphy

Posted by Orla Murphy

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