Customer relationship management is of paramount importance in B2B. Firstly because the customer portfolio is indeed more limited and the sales cycle is generally much longer than in B2C. But also because a B2B company tends to work for its customers for much longer.
This is why many B2B companies rely on software dedicated to customer relationship management: the B2B CRM . What is the concrete impact of a CRM on the activity of a company in B2B? And what types of companies are B2B CRM solutions aimed at?
What are the benefits of a B2B CRM?
At a time when the level of information and customer requirements are increasing thanks to the development of the Internet, customer relationship management involves major challenges for any company, whether it is an SME or a small business. a big account. Discover below the major positive impacts that a B2B CRM (or B2B GRC) can have on a company’s activity.
1. More personalized campaigns for a better customer experience
With the explosion in the adoption of the internet and digital marketing, it is becoming increasingly crucial for businesses to be successful in marketing. One solution is gaining ground: personalization. The idea? Propose offers and campaigns finely adapted to the needs of their target. Conversion rates are higher for personalized marketing campaigns than for traditional campaigns.
To achieve this personalization goal, however, you need a 360-degree customer view. Indeed, it is only by knowing your different types of customers in detail that you will be able to create content that speaks to them. Excel is not up to this type of study because it requires the compilation and analysis of a substantial amount of information. To have a macro view of your customer base, we recommend that you rely on CRM software. Indeed, it integrates powerful data cleaning and analysis tools.
In other words, personalization improves your customer experience, which ultimately can increase your sales. A prospect who finds offers that correspond to him is more likely to become a customer and a customer to become a loyal customer.
2. Reduced data loss due to data centralization
The problem with sales management, marketing and customer service tools is the difficulty in unifying the data. Even though they are all saved, they are stored in different locations. As a result, they are not secure and are at risk of being lost or corrupted.
In addition, they are often compartmentalized at the level of each department. Marketing has its own. The same goes for the sales force and customer service. However, the information collected at the level of each department can enrich that of the others so that everyone gains in efficiency.
The risk on the customer relationship is not minimal. It will indeed be difficult to coordinate the work of your team. Marketing, sales and customer service will work differently and sometimes provide different solutions to customers.
The importance of centralizing your data is clear. Bringing them together on a single database allows you to better organize the work of your different teams relating to customer relations.
Once again, the B2B CRM tool can help you:
- It connects with all of your prospect and customer data sources (your websites, your accounts on social networks, Google Analytics, Google Ads, etc.).
- It brings them together in a common data warehouse (or data warehouse) in which they are cleaned and synchronized.
- It then allows you to analyze them to feed your sales dashboard or your marketing campaign reports.
This is crucial for large companies but it is also important for smaller companies such as SMEs.
3. More signed opportunities through better lead tracking
According to a report by Agile CRM, implementing CRM software in a business can increase sales by 29% and conversion rates by 300%.
How ? It centralizes all the information you have on your prospects and customers. Thus, your sales force is better able to follow each case and offer appropriate follow-up. This is all the more true because Commercial CRM solutions offer them the possibility of certain recurring actions such as task reminders or sending emails. In addition, this information will then be used by customer service to help customers who are having problems.
Beyond a simplified follow-up, the CRM software also optimizes your prospecting and loyalty actions. The more information you have about your ideal prospects and your current customers, the more you will be able to offer them offers that correspond to their daily problems. And who says more prospects and interested customers, says more signatures!29% sales growth 300% more conversions
What are the best B2B CRMs?
However, you must ensure that you are working with a CRM tool that is suitable for your business. To find a solution that meets the needs of your business, count on the help of Dynamics Square. We have been a CRM integrator for more than 13 years and our experts are able to support you in choosing and implementing your customer management software.
Are you looking for a B2B CRM ? Our CRM experts recommend the following solutions.
- B2B CRM #1: Microsoft Dynamics CRM
- B2B CRM #2: HubSpot
- B2B CRM #3: Sage CRM