Just as marketing is supposed to support sales, so should their respective tools. If you want to generate CRM software leads, then you need to make sure your software can easily demonstrate its support for the sales efforts of your prospect companies. Living up to expectations is a natural prerequisite to gaining and maintaining interest in any product (B2C or B2B).
Expectations may vary though since this is B2B so be careful about generalizing too much. However, it’s good to start with a basic understanding of what a lot of businesses want out of a CRM system. The traits that usually need highlighting are accessibility, security, manageability, and insight.
- Accessibility – First up, you need to make sure your software database isn’t too hard to access. Nowadays, people are saying cloud-based CRM is leading the way in this feature. And without a doubt, being able to access information from anywhere is quite convenient. For example, it could benefit sales teams that are constantly on the go. A CRM system that tightly restrains access can be hard to manage.
- Insight – There’s a lot that a proper CRM database can teach you about proper marketing. The CRM system isn’t supposed to be just some big fancy buy to make your prospect’s enterprise management appear more tech-savvy. Their sales team (and perhaps even people higher up) should be able to draw insight from the information. These could range from basics such as a customer’s contact data to their complexities of their status in the sales process. If your software comes with Big Data features, make sure that your prospects are capable of analyzing and managing such massive amounts of customer information.
- Manageability – As stated before, accessibility is tied to how easy it is to manage. Asides from smooth access, CRM software shouldn’t be too hard to use. Information shouldn’t be too hard to extract nor should it be too difficult to update. Flawed or outdated information can result in misleading conclusions about customers and botch up the work of sales (as well as marketing). Make sure it doesn’t take too long for them to work with it too. Many sales professionals don’t have a lot of time when they’re working so make sure that the system doesn’t add any more to their burdens.
- Security – Last but far from the least, you have the security of the data stored. And despite the advantage of cloud-based CRM, online databases are constantly under the threat of attack from hackers and malicious software. In fact, even large web companies are not immune. Just recently, Amazon has changed its customer service policy after one of it’s users experienced a devastating hack. Accessibility is good but it must also be balanced with security. Make sure your software has strong security features and also consider educating prospects on what policies to make supporting it.
Now remember, B2B prospects can still be a little more unique than their counterparts in the B2C markets. Their requirements and expectations might vary among the four listed above. Use the basics as your springboard for asking questions (like if your using B2B telemarketing for instance). The more you can learn and meet their expectations, the more interest you’ll generate until they’re finally qualified for leads.