“I am not seeing results”. This is a very common phrase in the market said by clients who are taking their first steps in the world of digital marketing, but without the initial preparation that serves as a basis to perfectly demonstrate the delivery of results from the work of professionals in this area, it becomes difficult to create reports.
Achieving these effective results in itself is not something complex, the problem, in fact, lies in collecting data to present numbers that can support the perception of the work, which is not simple and requires investment in a tool that will be key to these objectives: CRM (Client Relationship Management).
Although still closely associated with this goal achievement, many forget or do not understand that marketing can have multiple objectives, such as being commonly used by small and medium-sized companies only for lead generation. However, when this process is carried out directly on certain platforms without the support of robust tools that control the arrival of leads and guide them through a profile-adherent journey, there is a significant risk of data loss related to the exit reason, as well as a lack of control over the sales team’s performance.
Avoiding these losses, with the application of tools provided by the customer management system, as CRM is known, companies have the opportunity to work with conversational marketing, seeking to adopt real-time conversations as a central strategy to engage their leads and guide them through each stage of the buying journey. Thus, the company and its team can create genuine and engaging experiences, with an empathetic and close touch, strengthening connections with their consumers.
This need has been perceived in the market since the 20th century when CRMs were first implemented manually through the Rolodex, a paper contact list. However, in 1987, the first software similar to the CRMs available today entered the market, named ‘ACT!’. The point to be highlighted here is the observed need for such a tool in the digital area since the last century.
Today, according to a study conducted by Nucleus Research, which seeks to provide research related to ROI (Return on Investment), it was found that for every dollar invested in a CRM, eight are returned to the company. We are talking about a return of 800% – in other words, the money spent on hiring one of these applications pays off and, additionally, brings profits to the company.
However, even faced with an undeniable fact and so many international enterprises that already incorporate CRM into their routines, many companies are still reluctant to invest in a tool that has been on the market for almost four decades and, with this, besides losing potential customers, they will also lose data related to the treatment of these leads, as well as their reasons for dropout.
A satisfied customer not only tends to become loyal to the brand but also organically recommends it to many other people. And if your company does not want to lose space to the competition and understand exactly the journey of its consumers to convert them into a memorable experience, resorting to CRM will no longer represent a technological cost but rather a long-term investment that will be essential to constantly enhance your sales, profitability, and prominence in the sector.
