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As a small business, being able to convert leads is pretty important. These are actions prospects take on the pathway to becoming paying customers, such as clicking on a call-to-action, visiting your website, signing up for your newsletter, or filling out your contact form. 

Of course, the ultimate goal is to drive sales and business growth, which is where your CRM comes into play. Customer relationship management (CRM) is a set of business strategies and tools designed to optimize your interaction with customers. 

According to Grandview Research, more than 91% of organizations with ten or more employees use a CRM. And Annuitas Group reports that purchases are 47% higher when leads are nurtured using marketing automation strategies. 

How a CRM Helps Convert Leads

CRMs help businesses convert leads into potential customers. Here are some of the ways you can leverage a CRM to improve your business results:

1. Understand Your Prospects

A CRM collects and saves all of your lead information to give you a better understanding of your audience. You can run reports and study this data to find out demographic information as well as the various topics that are most important to your audience. 

2. Develop Better Qualified Leads

Spending time on unqualified leads isn’t a good use of your resources. You might be able to move those people through one or two stages of the sales funnel, but some probably have no intention of purchasing. 

Determining qualified leads is easier when you use a CRM that incorporates scoring. For example, people might be scored higher if they download certain content or visit your website’s pricing page. 

3. Produce Personalized Content

According to McKinsey, more than three-quarters (76%) of consumers say that receiving personalized communications is a key factor in choosing a brand. You can use the information in your CRM to send more personalized marketing messages to your prospects, increasing the likelihood that they will choose you over a competitor. 

4. Make More Informed Marketing Decisions

Every digital marketing strategy you choose should be backed by data. Fortunately, your CRM provides valuable insights about what your prospects like, don’t like, and will respond to so that you can make the most informed marketing decisions to drive higher conversions. 

Get Help Converting Your Prospects With Integrated CRM

Having a CRM in place is only the first step to getting the results you want. At visionPATH Marketing, we help clients leverage their CRM to convert prospects into clients. We offer comprehensive digital marketing solutions that include email marketing, SMS integration, and personalized content that leverages the data from your business’s CRM. Contact us today for more information about how we can help you implement a CRM and use it to produce more sales.