Learn how to qualify contacts in your CRM base so that your marketing and sales operations can reach another level of performance.
And I’ll tell you why I’m doing this right now:
Having only your contacts’ email addresses does not make your CRM base efficient, as it limits the actions of your marketing and sales team.
In fact, having only emails in your contact base degrades your base more quickly, as you send decontextualized emails, without personalization and often to people who are not ready to do business with your company.
This type of practice, I usually say, is a practice based on hope , where you send several bottom-of-the-funnel emails to the base and hope that something will be sold.
No numbers, no goals and no defined strategy.
Therefore, this article will help you build a good, more qualified and professional database.
Defining the life cycle phases
The lifecycle phase helps define c level executive list the main stages that your contact goes through in the purchasing process to become a customer of your company.
With this, you can create specific actions per phase to help you on your journey.
The most common phases are:
> Lead
> MQL
> SQL
> Opportunity
> Client
Each phase should have a list of properties easter email marketing tips examples that are compatible with your buying journey.
Example: for a lead, the properties we recommend having, at least: 1) Email, 2) Name, 3) Phone
Mapping content
Once you’ve defined the lifecycle phase for your contacts, it’s time to work on content mapping.
It is a relatively simple task, but ao lists depending on the structure already created, it can be laborious.
Here, you will need to separate rich materials (e-books, tools, videos) and blog articles into:
> Top of funnel
> Funnel medium
> Bottom of the funnel
Separate and classified materials, it is important to classify them by categories of subjects that you work on in your blog.
Structuring the qualification
Now is the time to CRM base structure a qualification and automate it so that your marketing, sales and after-sales machine starts running on its own:
To do this, we will divide it into 4 distinct actions:
> Using the content mapped in the life cycle phase : this is the moment when you clearly know what information will be necessary to extract from each lead classified in their respective life cycle phase and use the mapped materials for this.
Some practical examples of how to do this:
> It could be by sending an email asking you to update some information;
> The form of a rich material can be updated with information that is relevant to the life cycle phase and considering the level of depth of the rich material’s content.
And much more.
Unfortunately, there is no magic formula for getting everything right the first time, so it is necessary to test, measure and analyze to make important adjustments, always.
> Emails : remember, you have a powerful combination: information from your contact base + mapped content. Now is the time to create marketing emails and qualification sequences to start nurturing and qualifying your base.
> Personalization : personalization is not just about putting the person’s name in the subject line. Personalization is knowing what the contact is interested in, how much they spent with you, which pages they visit on your website, and a range of other information that aims to make it seem like the email was written just for them.
> Automations : time to automate this entire structure to make things happen without you having to spend more time on it.
Important : Creating good automations depends on several factors, such as well-defined triggers, well-placed actions and delays, and much more.
Conclusion
The most important thing after structuring your CRM is to test, raise hypotheses and analyze results to make basic corrections to increase performance even more.
