Here's how Salesforce CRM can help you get more leads, process them more effectively, and refine your lead-generation efforts:
- Simplify lead capture from tradeshows and conferences - If your business participates in such events, you know they’re a great tool for generating interest—and lots of business cards. You also know that getting all those contact details into the application can be time-consuming and prone to errors. No more! By using applications such as CardLasso, you can automatically transcribe business cards into leads. Instead of wasting time typing in contact information, your reps can be calling new leads.
- Use web-to-lead functionality - People who visit your Web site are already interested in your product or service. You can capture visitor information automatically to create leads in Salesforce CRM, ready for your reps to qualify. When using Web-to-lead, keep in mind the following points:
- Know your target audience - Before creating your Web-to-lead form, think about what information you want to collect in standard and custom fields during the initial contact. Taking the time to define these details also helps define your internal process. For example, if a lead is interested in a particular product, you can use assignment rules or queues to assign that lead to a product expert.
- Consider "where" and "how much" - When designing your form, decide where to place the input fields and how much information to ask for. Usability tests show that contact information fields near the bottom of forms generate more leads than those near the top. Also, don’t ask people for too much personal information at the first contact—it’s the most common reason people don’t complete forms.
- Don't be afraid to multiply - Use several forms to capture different types of information, depending on where the form appears. For example, you may want to collect different information in a “Contact me” form than in an “Event Registration” form.
- Check the AppExchange - Look for apps that will enhance your SEM efforts. For example, the free edition of the app SEO for Salesforce automatically connects to intelligence data through Google Analytics. Use this information to track lead origins and report by search engine, search type, keyword, and campaign through your entire sales cycle.
- Use the social cloud - Be ready to take advantage of the latest trend in marketing—using social networking—and salesforce.com’s tools to help you capture leads from those areas. For example, check out AppExchange apps that help you promote your product through Twitter campaigns and automatically capture leads from Twitter, such as Toucan CRM.
- Evaluate your lead sources - In the past, it was difficult to see which lead sources performed best. With the analytics functionality of Salesforce CRM, it’s easy to track how lead sources perform, so you can invest in those marketing techniques that get the best results. For example, check out the dashboards on the AppExchange that show the best and worst sources for leads (Lead Source) and the quality of those sources by how many leads are converted (Lead Conversion).