By Nathan Kaney
The goal of every business is to grow its brand and sell more products — and the good news is, living in the Information Age offers opportunities that past businesses could only have dreamed of. Organizations now can collect the exact type of customer data they need to enhance their brand awareness and expand their client base.
But it all depends on using the right technology. Small businesses that use Excel spreadsheets and manual processes to manage leads and send marketing emails can save a lot of time and close more sales by utilizing a customer relationship management (CRM) tool.
Although NetSuite is an enterprise resource planning (ERP) tool that provides an incredible range of functionality (from supply chain management to financial planning to project management), it also offers an optional CRM component for businesses interested in utilizing one comprehensive tool or one overarching system.
Today, we’re going to dive into NetSuite CRM to discuss the top three ways it can help your business increase visibility into its financials, elevate its brand and grow its revenue.
1. Lead and Prospect Management
As a cloud-based tool, NetSuite CRM moves businesses away from pen and paper to a digital ledger, where your sales force can see details on any given customer, as well as add their notes and correspondence follow-ups. This saves time throughout the day by limiting the amount of back-and-forth emails and instant messages your sales team sends each other. It also helps your sales people customize their approach to communicating with prospects by learning from the information already gathered on them and any comments left by previous sales people.
Plus, leads are kept in the same place as customers, which means employees can directly convert prospect records to customer records. This provides more efficiency savings, allowing your sales force to focus on sales, not administration.
2. Lead Nurturing and Marketing Automation
On the marketing side, having your order and financial data on customers tied into NetSuite CRM allows your marketing team to segment customers and then tailor their approach to those segments. For example, you can segment customers by who ordered within a certain time period, how much they spent or how often they purchase from you. Considering research shows 50% of leads are qualified but not yet ready to buy, this allows marketing to nurture leads who are ready for sales engagement.
Since NetSuite CRM is integrated with marketing automation software, your marketing team can nurture leads by creating drip email campaigns. These are automated campaigns that send emails to prospects based on their prior interactions with the campaigns’ emails.
In the workflow example below, you can see that the first email in the campaign is a webinar invitation. Leads who click through to view the invitation get an email one day later with a case study, while leads who did not click through get an email two weeks later with an article on the “Best Internet Security Services in 2016.” Leads who view the case study get a customer testimonial email three days later, while those who don’t receive a free trial offer one week later.
Drip campaigns help nurture leads by giving prospects information they need to make the decision to buy. For leads who are readier than others, this includes having social proof in case studies and customer testimonials that they’re choosing the right business to work with. For leads who aren’t as ready, this includes articles that provide reasons why they should engage the type of service the business offers.
As the only CRM that includes marketing automation capabilities, NetSuite CRM can help businesses better align their marketing campaigns and programs with sales without investing in a separate marketing automation tool.
3. Data Analytics
NetSuite CRM provides the data necessary to track the effectiveness of marketing efforts and, as a result, improves the way sales and marketing teams engage with prospects and customers. The tool provides key performance indicators (KPIs) that track a number of statistics.
For example, you can use NetSuite CRM to track which prospects or customers clicked on a link to view a promotion or used a promotional code. You can also track the revenue of a current customer before and after the promotion goes out, to see if you increased sales with that customer.
Because NetSuite CRM data is integrated within the main NetSuite ERP system, it helps further nurture leads by guiding how marketing and sales interact with those leads, showing what steps they should take next and giving business leaders greater visibility into their financials. NetSuite CRM even identifies when leads meet your defined buyer readiness criteria, increasing the likelihood your sales team can make the sale.
Built for Your Sales and Marketing Needs
If you’re interested in NetSuite CRM, learning more or getting started is easy. Wipfli’s NetSuite-certified team members can help you determine if NetSuite is right for your business by getting to the root of your challenges and identifying your needs. From there, we can build the system around your organization and train your sales and marketing teams on how to best utilize its capabilities.
Ready to build out your client base and grow your brand? Contact Wipfli today to get started with a complementary NetSuite demonstration.