Advertising campaigns remain one of the most effective and fastest ways to attract leads in the B2B segment. However, their success depends on precise settings, analysis of results and timely optimization.
Digital advertising is becoming even more technologically advanced, allowing you to reach your audience with maximum precision.
Currently, there are several types of digital advertising available on the Russian market: contextual and targeted.
Contextual advertising is a tool for attracting customers vp maintenance email lists who are actively searching for your products or services in search engines. The main platform used is Yandex Direct.
For example, if your customer is searching for “equipment for industrial automation,” an ad with the call to action “Leave a request and receive a commercial offer in 24 hours” will be able to attract their attention.
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Targeted advertising in social networks is a tool for analyze customer feedback targeted impact on the audience. Platforms (VKontakte, Odnoklassniki) allow you to segment the audience by many parameters.
For example, if your target audience is executives in the construction industry, targeted advertising can be directed to professional communities on social networks with an offer of a solution for their business.
Don’t forget about the importance of regular analytics and optimization of your advertising campaigns: without analysis, you risk wasting your budget.
Key metrics to track include cost per click (CPC), cost per lead (CPL), conversion, and ROI (Return on Investment).
By analyzing them, you can understand which audience brings executive list the most benefit and redistribute the budget in their favor.
Step 3: Implementation of the CRM system
CRM (Customer Relationship Management) is the heart of digital sales.
In the B2B segment, where transactions are complex and decision-making cycles can be measured in months, a CRM system becomes a must-have tool: it combines all customer-facing processes in one place, simplifying management and increasing efficiency.
The necessary functions that need to be worked out first:
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Centralized storage of leads and deals
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All contacts, interaction history, documents and tasks should be stored in a single database. This eliminates the loss of information due to the human factor and improves teamwork.
For example, if a client called a week ago, left a request through the website, and then opened your commercial offer in email, the CRM will show a complete picture of the interaction, which will allow the manager to make an accurate offer.
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- Tracking Sales Funnel Stages
The CRM system should clearly represent all stages of the deal: “Lead”, “Negotiations”, “Commercial offer”, “Closing”. Sales managers are required to track the current status of deals and their progress through the funnel.
If there are delays at any stage, CRM helps identify problems and find solutions. Let’s say you see that most deals are “stuck” at the “Commercial proposal” stage. This may signal that the proposal needs to be revised or that managers are not contacting the client in a timely manner.