Empower Your HighTech Business with Lead Management CRM for HighTech

How to create outlook signature

[Music] all right my name is max goldfein and today we're going to be talking about using the crm for optimal multi-channel lead management leads are the lifeblood of your business and when you stop and think about it it's true without new leads coming in it's hard for your business to survive that's why every time you get a new lead it's vital that you know what to do with it so what happens when your business isn't properly managing leads sales reps lose track of follow-up they don't know how to prioritize their day and good leads fall through the cracks the bottom line poor lead management means business is lost that's why today we're covering how to use zoho crm for optimal multi-channel lead management there's four stages of lead management generation nurturing qualification and conversion in this session we're going to focus on the first two stages lead generation and nurturing later today you'll learn more about salesforce automation and how it ties into the last two stages of lead management but before we get ahead of ourselves everything starts with multi-channel lead generation take a moment and think about your business and where your leads come from leads can come from many different channels here are some of the most popular channels that we see businesses using for lead generation with zoho crm so as we're going through the rest of the presentation think about where your leads come from if you only have leads coming from one or two of these channels you probably want to expand your lead generation activities now let's look at how zoho crm is equipped to handle leads no matter what channel they come through starting with your website your website serves as your digital storefront whether your business is b2b or b2c your website is an increasingly valuable lead generation channel every day potential customers are visiting your website let's take a look at how you can turn those visitors into leads for your business web forms are one of the best ways to generate leads using your website most businesses have a contact us form somewhere on their website and that's a good start if you're using any sort of online advertising you'll want to take it a step further and develop landing pages a landing page is designed specifically for visitors looking for a specific solution this is actually one way that we generate leads here at zoho let's take a look at how we do it let's say you're looking for a crm to help you with lead generation so you search online for lead generation crm look who pops up hey i've heard of these guys okay now let's see where this link takes us this is a landing page it was designed specifically for people looking for a crm to help them with lead generation what do you notice is the biggest thing on this page that's right it's a web form if you're doing any sort of online advertising this is how you can really use web forms for lead generation but web forms aren't the only way that you can generate leads using your website we also have chat available through zoho sales iq which can be deployed on your website so visitors can interact with your business while they're on your site you've probably noticed more and more websites have these chat windows and there's a good reason for that chat is valuable because it's an opportunity to engage with the lead while you have their attention and we all know that attention is becoming increasingly scarce in today's fast-paced world so you have to make the most of it when you have it chat can be handled by a live person or it can be programmed with automatic replies and when somebody engages with chat on your website they can be added as a lead to your crm later today you'll be able to join a session to learn how to set up chat on your website now let's move on to one of the most popular lead generation channels online i'm talking about email for as long as the internet has been used by businesses email has been a valuable channel for lead generation one of the first things you'll want to do is integrate your email with the crm we have integrations with all of the best email providers including zoho mail integrating your email will bring all your customer exchanges into the crm and give you the ability to create new leads from your inbox later today we'll have a session to help you get your email integrated with your crm [Music] you'll also want to connect your company's social media accounts social media is increasingly being used by businesses to reach existing customers and generate new leads that's why we've built social media monitoring straight into the crm you can integrate your social media accounts with the crm which gives you a dashboard where you can monitor your engagement with your brand in real time not only will you be able to monitor your social media channels you'll also be able to generate new leads through them the social tab has this really nice add to crm button that you can see right here and that will quickly create a new lead when they interact with your brand online this can also be turned into an automation social media is really popular right now but let's not forget one of the oldest and most reliable lead generation channels you have one with you right now of course i'm talking about your phone every day leads are calling into your business and your reps need another way to handle this channel when you integrate your phone system with the crm you can see who is calling in and pull up their customer profile as you're answering the phone this provides an all-around better experience for your customers and your team your team will be better prepared for the call and your customers will feel more valued and if somebody's calling into your business and they don't exist in your crm you can quickly add them as a new lead while you're still on the phone with them tomorrow you'll learn about how integrating your phone system can improve your overall sales productivity so far we've covered a lot of different lead generation channels and they've mostly been digital what about when you meet a lead in person what do you do when you're at a networking event a trade show or a conference like this one we have a solution and it's a business card scanner app for your smartphone this application is completely free and it will send leads straight into your crm all you need to do is take a picture of a business card and the app will scan the important information like their name title phone number email and add them as a new lead to your crm last but not least are other lead gen sources let's take a look at a couple more ways that you can get leads into the crm using other channels you may have a spreadsheet filled with leads you can easily add these leads by uploading them directly to the crm another possibility is that leads are coming from another application or system outside of zoho that's what we have the open api for the open api is a little bit more technical than this session's meant to be all you need to know is that if you have leads that are being generated by a system or application outside of zoho you can get them into the crm using the open api these are all the different channels that we can use to get leads into the crm like i mentioned earlier if your business is only using one or two of these channels right now to generate leads you may want to consider adding some new channels to your lead generation strategy [Music] so i've captured leads from all these different channels i've added them to my crm now what do i do with them this is a question many businesses struggle with do leads get handled by marketing or do they go straight to sales and when a lead does go to sales how do you determine which rep gets the lead this is going to depend on your business so as we take a look at the next section think about how it applies to your lead management strategy zoho crm has a feature built in to help you make sure that leads get assigned to the appropriate person it's called lead assignment rules let's cover three of the most common lead assignment rules there's lead location so if you divide your sales team by geography you'll want to create lead assignment rules to make sure that leads are assigned the rep who covers that territory or maybe you segment your business by product or line of business a good example of this is when a company has a b2b arm and a b2c arm you want to set up a lead assignment rule based on the rep who covers that line of business or that product but sale but leads don't always go straight to the sales team and that's why lead source is an important factor for lead assignment rules lead source is going to determine if this is a marketing qualified lead or a sales qualified lead this depends on your business if you weren't sure if it was a marketing qualified lead or sales qualified lead this is definitely something that you'll want to think through when you get back to the office so it's clear that depending on your lead source some leads should go to marketing and others should go straight to sales marketing usually handles the initial lead nurturing so let's take a look at that next wouldn't it be great if your sales reps could get warm leads leads who are interested in your products or services lead nurturing is how you do it lead nurturing is the process of developing relationships and building trust with your leads not everyone who finds your business is going to be ready to buy right away some people are planning on making a purchase in the future and they're still in the early stages of research but you don't want to lose those leads right that's where lead nurturing comes in i have a personal example of this about a month ago i noticed that it was about time for my car to get some new tires so i went online and started doing some research i found a website that had comparisons of tires that fit my car and it had ratings and specs on them so as i'm going through the website and doing my research there's a pop-up and it says if i enter my email address i'll get a promo code for 10 off so i put in my email and sure enough i get the promo code by the end of the night i had forgotten the name of the website that i visited i'm sure this has happened to you also and a week later i would have forgotten about the business entirely except for one thing they kept sending me emails i was their lead and they were nurturing me so a month later when i was finally ready to buy the tires for my car i went back to my email i found the promo code went to the website and i bought online that's the power of lead nurturing but in that example i bought on my own and for your business that might not always be the case maybe they need to talk to a sales rep so the question is when should a lead get passed from marketing to sales a lot of businesses struggle answering this question well the crm has a tool built into it to help you answer that question it's called lead scoring lead scoring is assigning a numerical value to the actions taken by your lead it's like turning your lead nurturing into a game when a lead opens an email their lead score goes up when a lead clicks on a link inside that email their lead score goes up again and when a lead visits your website their lead score goes up yet again and when their lead score gets high enough it automatically transfers the lead from marketing to sales so when a lead opens an email or visits your website or engages with your brand on social media these are all signs that they're interested in your product or service so how do you determine the value of each action you'll do that using lead scoring rules it's your game so you get to decide how many points each action is worth and at what score a lead should get passed to sales for example opening an email is a relatively low level of engagement wouldn't you agree you open emails all the time but that doesn't mean that you're ready to buy something clicking on a link inside that email now that shows a higher level of engagement so maybe you'll decide to assign a lead score of 5 points for opening an email and 10 points for clicking on a link over time as leads continue to engage with your organization their lead score increases you can set a threshold for when the lead gets passed from marketing to sales in this section we'll take a look at different ways that you can nurture your leads and how you can use lead scoring to keep track of which leads are warming up to your brand even though it's one of the oldest methods of digital marketing email remains the number one most effective channel for lead nurturing the crm has several tools you can use for your email marketing efforts the first thing you'll need to do is integrate your email with the crm this enables you to send emails from inside the crm and bring all your customer interactions into the crm as well once you have your email integrated you'll be able to build email templates there's pre-made templates available or you can build one from scratch personalization is a really important role in lead nurturing so be sure to include customer details such as their name and your email templates small details like this make a big impact on your lead nurturing strategies once your email template is ready to go you can send a blast to a list of leads all at once or you can send emails to leads one at a time don't forget to include email opens and clicks as part of your lead scoring rules this is how you measure how warm your leads are getting inside your email you will likely include links to your website the best practice is to send leads to pages that are focused on the same subject as the email is about which leads us to your website content these are the pages on your website that leads will visit you probably have pages about your product or service landing pages on specific topics and maybe a blog earlier we took a look at how sales iq chat can be used to capture new leads who are visiting your website another feature sales iq offers is website visitor tracking leads who visit your website can increase their score based on the pages they visit that score will also show up in the crm another way to nurture your leads and increase their lead score is by posting on social media not only is social media a lead generation channel it's also a lead nurturing channel you should be posting informative helpful and sometimes fun content on your brand's social media pages this is another channel to nurture your leads and keep your business top of mind earlier we covered how you can connect your social media accounts through the crm to see how leads are interacting with your brand this is available through the social tab inside the crm you can create lead scoring rules based on those interactions every time a lead likes or comments on one of your posts it can increase their lead score okay so now you've got leads flowing into your crm from multiple channels and you've got different channels to nurture them until they're ready to talk to sales this begs the question how do you manage all these leads managing a pipeline can sometimes be the most challenging part of the day for your sales reps how do you prioritize which leads to follow up with first how do you keep your pipeline organized how do you make sure that leads don't slip through the cracks a crm is only valuable if your team can quickly and easily find the data they're looking for that's why we have designed the crm to give you the most flexibility in how you organize and view your data let's take a look at some of the tools you have at your disposal smart filters are available to help you quickly and easily filter your leads have you ever wanted to see a list of leads that haven't been contacted yet or a list of leads who have a phone number on record or how about all the leads who have a score greater than 50. smart filters are the answer they are easy to use and will help you quickly organize your leads you can also save those filters for later use another way you can organize your data is by setting up a custom view the tabular view is the most common way of viewing data it's similar to a spreadsheet organizing the data into columns and rows the crm allows you to customize your view so you can organize your columns based on the data that's most important to you any field that is important to you can be added as a column to your list view that view can then be saved as a custom view so you can return to it later your sales reps can create their own custom views so they can stay organized and prioritize their activities for the day switching between views takes only a couple clicks we also have the kanban view which organizes the data in vertical cards here we have an example of a kanban view where leads are organized by source you can also customize the kanban view so it can be organized based on the data that's most important to you if you're looking for an even more visual way of viewing your data then we have another solution for you canvasview is a completely visual way of organizing your data in canvas view you can include photos of contacts so if you're better with faces than names canvas view is for you one of the great things about zoho crm is all of these tools are available to you but you get to decide which ones will help you the most we provide lots of flexibility so you can organize your leads in a way that serves your business purposes best leads are the lifeblood of your business and no matter what channel they come through zoho crm has you covered i hope this session has given you plenty of ideas for how to best manage your leads and generate some new ones thank you for your time today