What is CRM?

What is CRM?

Welcome. We are here to talk about, what is CRM? I’m here with Megan. She’s a CRM expert, and she’s about to tell us, in three minutes or less, what is CRM?

So, typically when people don’t have a CRM they will track their new prospects, leads on sticky notes, business cards, Excel spreadsheet. Their conversations may live in Outlook or Gmail. And essentially, those folks are looking for a CRM, which is a customer relationship management system. So, they wanna house all those contacts in one central location and that’s what a CRM can do.

For small business owners, they wear a lot of hats, they’re very busy. They need to make sure that they have all of their contact’s records in one area, create some structure, organization within in their business and be able to appropriately follow up with those prospects or customers accordingly, segment them if needed. And, just really, the main purpose is to stay organized within their business.

So, a CRM can track general contact information, first name, last name, email, phone number, birthday, things like that. It can also track email conversations, email communications when they were had, so you can see the history of your conversations. Also, can track behavior, as well as possible segmentations. So, if you’re wanting to bucket your prospects into different groups to have appropriate conversations based on where they fit within a product or service, you can do that.

That’s awesome. Can you just give one fast example of what it means to track behavior? Because that, I think, is very fascinating.

Yeah. So, tracking behavior enables us to, essentially, determine if someone is interested or engaged in what you have to offer. And that drives into our next question which is, what is lead scoring, and lead scoring allows you to get polls of how interested someone is within your product or service.

Okay.

So, we’re able to track engagement, and if someone has a low lead score we know that that means that they haven’t been engaging with us. They haven’t been opening emails, clicking on links …

Oh, I see.

… filling out forms. If they have a higher lead score we know that they have been engaging and have been showing those types of behaviors. So, we might have two different types of conversations based on if someone has a low-interest level or a high-interest level, and that lead score allows us to determine who’s who.

I mean, it sounds like a sales tool, but is that it?

It doesn’t necessarily mean only salespeople can use this tool. It is great because you can create a sales funnel so you have your contact records. You can create opportunity records, which are specifically for driving someone through a sales pipeline. A lot of other businesses will use CRMs too, if they want organization and structure between their departments. It might be for admin, or marketing, or different areas of the business. They can all use it for tracking a prospect’s journey, basically.

Actually, we have a full article that goes into a little more detail. You can check out the link in the description. Also, we’ve got a few other videos that we’re gonna be dripping out on the subject. Megan and I will be answering more questions around CRM. So, please follow along.

https://www.infusionsoft.com/product/what-is-crm

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