How B2B sales and marketing teams use email and CRM to generate leads, close deals, and reduce churn

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Did you know that the two main marketing and sales tools you need to sell to cannabis license holders are email marketing and customer relationship management (CRM) platforms? Both email marketing and CRM are essential to the success of cannabis and cannabis-related businesses today as they work together to help sales and marketing professionals do four crucial things:

• Get new customer leads
• Close deals to generate income
• Prioritize sales efforts to increase ROI
• Reduce churn to retain customers

While it’s true that using CRM can boost any cannabis business, and following email marketing best practices will ensure you get positive results from your investments, the results are even better when you use CRM and email -Integrate marketing.

Together, email marketing and CRM enable you to have very targeted and tailor-made communication that hits people right where they are in the sales and marketing funnel.

Don’t just believe me that email and CRM can help your business get more leads, close more deals, and reduce churn. The data from numerous research studies speak for themselves:

1. Revenue increases 29% for companies using CRM. (Source: Salesforce)
2. Sales conversion rates increase by up to 300% when CRM is used. (Source: Cloudswave)
3. 65% of sellers (on average) who use mobile CRM meet their sales quotas compared to just 22% of sellers who do not use mobile CRM. (Source: Salesforce)
4. Sales cycles are shortened by 8 to 14% for salespeople in companies using CRM. (Source: Nucleus Research)
5. Sales forecast accuracy increases by 42% when companies use CRM. (Source: Salesforce)
6. 24% more salespeople achieve their annual revenue quotas when they use mobile CRM. (Source: Aberdeen Group)
7. A company’s marketing costs can be reduced by 23% through the use of CRM. (Source: Cloudswave)
8. 79% of leads don’t convert without CRM. (Source: Pardot)
9. Leads nurtured in a CRM convert 47% of the time. (Source: Annuitas Group)
10. Companies that use CRM experience a 65% increase in sales rates. (Inoppel technologies)
11. The average purchase value can increase by 40% when using a CRM. (Source: Cloudswave)
12. The cost of a lead is reduced by 23% when using a CRM. (Source: Cloudswave)

Using Email and CRM to Get More Leads

Using advertising, content marketing, and other tactics, you can fill the top of your funnel with leads, store the data in your CRM, and use email marketing to deliver those leads with the right messages, at the right times.

If you own a B2B company that markets its products or services to cannabis licensees, the CRM and email marketing tools in the Cannabiz Media License Database give you instant access to information on more than 70,000 cannabis licensees. and hemp licensees in the US and international markets.

That means the top of your funnel is filled with verified leads instantly! You just need to start communicating with all of these leads through email marketing and tracking those interactions in your CRM.

Use email and CRM to close more deals

Now that you’ve identified your leads, you need to categorize them so that you can send personalized offers that are most relevant and attractive to each person. It’s easy to segment your leads in a CRM and send them targeted messages through email marketing.

With leads in the middle of the funnel, your goal is to target them with useful, interesting information and messages that will keep your brand in mind and build trust in your brand.

Through email marketing and CRM integration, you can track how each lead is interacting with your messages, identify what topics and content resonate with them the most, and send the best messages in the future at the perfect time for them to get to the end of the Funnel and buy.

Use email and CRM to prioritize leads and increase ROI

Your email marketing and CRM platform is unlikely to be free. Additionally, the time your team spends using the platform, creating email campaigns, analyzing leads, and more, will add to your overall investment. However, if you use the right platform and integrate your email and CRM efforts effectively, the return on investment increases.

Most importantly, your sales team can use the data you collect in your email marketing and CRM platform to optimize and prioritize sales calls.

For example, if you can find that one of your leads has opened every message you’ve sent in the past few months, you can be sure that they’re a lot more interested in your business than someone who never got your messages or just a message opens.

The same goes for people who click certain links in your email messages, such as: B. Links that lead to contact pages, product pages or sales pages on your website. This behavior shows you that the recipient is a more important lead that the sales rep should prioritize and reach on a one-on-one basis.

By effectively prioritizing leads and personalizing communications with them, the number of deals closed should increase and the return on your email marketing and CRM investments should also increase.

Using email and CRM to reduce churn

Using the data you collect in your CRM through email marketing and sales, you can develop detailed buyer personas to send the right offers to the right people in the future. Ultimately, the return on your marketing investment increases and your sales team becomes more productive and successful.

The key is to leverage email and CRM to improve the overall customer experience with your brand and use the data you have collected to better predict customer wants and needs. According to a study by Capterra, customer service improves by 47% when using CRM, and a study by Software Advice found that 74% of companies using CRM report better customer relationships.

Again, the data shows that email and CRM can have a significant impact on your cannabis or cannabis-related business. We all know that satisfied customers are more likely to become repeat customers and refer new customers to a company.

Studies have also shown that repeat customers buy more than first-time customers. In fact, some studies have reported that repeat customers spend up to 33% more than new customers.

Therefore, it’s imperative that companies prioritize customer engagement and brand visibility through email marketing and customer relationship management to encourage repeat purchases and reduce churn.

Key insights into email and CRM for B2B sales and marketing teams

Email and CRM add measurable value to businesses targeting cannabis license holders. If you don’t fully integrate and use email and CRM yet, you are missing out on opportunities that could have a significant impact on the future of your brand.

If you’re looking for an email and CRM tool combined with vital contact information for license holders in the cannabis industry in the United States, Canada, and international markets, the Cannabiz Media License Database has all the information and tools you need to know Get More Leads, Close More Deals, Increase ROI, and Reduce Churn! Schedule a demo and see how it could give your business a significant boost.

Originally published on 8/27/19. Updated 8/27/21.