Why using a CRM system can transform your B2B business

May 13, 2024 by Mark Baines Category: Knowhow

Your customers are the core of your B2B business.

They are the ones who buy your product or service and likely generate the greatest percentage of your revenue. For that reason, 72% of businesses say improving customer service is their top priority.

However, delivering outstanding service at all stages of the sales funnel can be challenging without a CRM system.

These days, B2B customers communicate via various channels including emails, phone calls and social media contact. On top of this, we also need to keep track of the precise information they’ve received. As well as sales, enquiries and whether any problems have been reported.

Juggling all this information can be complex, and confusing and result in a needless loss of time and money.

What is the solution?

It’s simple – Adopt a B2B CRM (Customer Relationship Management) system.

It allows you to keep track of all communication, and record historical data regarding quotes, sales, enquiries and reported issues. Whilst also helping you understand your unique B2B customer’s needs. The result is a more efficient, more profitable business with fewer headaches.

In this article, we’ll explain exactly what a CRM system is. As well as how it can help simplify your business operating procedures while generating more revenue.

What is a CRM (customer relationship management) system?

A CRM or Customer Relationship Management system is software that allows you to track communications and nurture relationships with your leads and customers or clients.

It brings together all your data on customers and prospects, connecting and consolidating communication data and eliminating the need for separate spreadsheets, databases and apps.

Additionally, it allows for easy data storage and maintenance, research and analysis, segmentation and organisation, drawdown and utilisation, communications and even management control.

By adopting a B2B CRM system, you can become more organised and efficient, manage your time more effectively, deliver an outstanding customer experience, boost revenue and facilitate sales from the whole market.

Data is stored in the cloud and can be accessed by anyone with permission at any time. Even when working remotely. They can use it for anything including closing a sale, solving a problem and delivering outstanding service.

It’s the nearest thing a company can get to ‘big data’.

How can a B2B CRM system enhance your business operations?

When you adopt a CRM system, you will have one centralised point to manage all your communications and key metrics for the business. As a result, your business will become more efficient, productive and potentially more profitable. If you use the data provided to help you guide customers more effectively through the sales funnel.

Usually, when we speak of the sales funnel, we divide it into seven steps.

  1. Prospecting for leads/ raising awareness.
  2. Contacting potential customers.
  3. Qualify the customers.
  4. Presenting your product or service.
  5. Overcoming customer objections.
  6. Closing the sale.
  7. After-sales care and generating referrals.

Bear in mind that not all the steps will necessarily be completed and not necessarily in the order outlined above.

Most businesses will send a series of messages, provide outstanding content, personalise their contact and focus on customer care to help guide customers from the initial enquiry through to a completed sale.

For B2B businesses, this can be even more complex because of the multiple considerations and requirements at each point. In addition to the fact that there are usually multiple decision-makers involved in every sale.

With a high-quality CRM system in place, it can be easier to define what is needed to guide potential customers through the funnel and tick all the boxes.

Having a CRM system makes a huge difference. It brings all this key information together, allowing the sales and marketing team to track each individual lead in detail. They can then decide precisely which steps need to be taken to move the customer onto the next stage of the sales funnel and automate specific tasks.

This will revolutionise the way you manage client relationships, boosting efficiency, streamline and centralising customer data and providing a holistic view of your B2B clients including their needs and preferences.

How can your B2B business get started with a CRM?

If you are thinking about adopting a CRM system for your B2B business, as a starter for ten you should first consider:

  • The unique needs of your business.
  • Which software integrations are needed.
  • Which B2B CRM systems are available.
  • How much support is offered.

You can also speak to our team at Marcom if you need help or guidance at any stage. Our team of experts can help you identify the right CRM for your needs and boost your efficiency, productivity and revenue.

We have been involved with CRMs and database management systems for over 20 years. We understand exactly what makes a good B2B CRM system and can help you get the most out of the technology available.

Summary: B2B CRM systems to enhance your business

CRM systems are revolutionising the way businesses operate. Helping to enhance customer satisfaction, streamline operations, optimise revenue and provide an excellent holistic view of customer needs and behaviour.

Therefore, if you want to enhance your business success in 2024 and beyond, consider adopting a B2B CRM system today.

With over 20 years of experience with CRMs and database management, we know what makes a high-performing CRM system.

Contact us now for help.

Listen to our podcast


Now available – Ask the Experts Episode #09:

A step-by-step guide to developing a powerful B2B marketing plan

In our latest podcast, the team discuss how to develop a strategic marketing communications plan and to align it with your business goals.

Podcast by Marcom: April 2024

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