The days are long gone when sales representatives could rely on their ability to “read” prospects to make the sale, thanks to buyers researching their purchases online.
The need to better understand online behaviors to convert leads jump-started the evolution of customer relationship management (CRM). With CRM, organizations benefit from increased operational effectiveness, easier access to data and improved collaboration.
Now, as the CRM evolution continues, the notion of social CRM has empowered organizations – especially sales adn support departments within these organizations – to connect with customers and prospects on an even greater level.
Integrating social media with traditional CRM has enabled organizations to:
Focus more on conversations than strictly on automated processes.
Progress beyond tracking and reporting on prospect information, and instead become integral parts of communities.
Attract prospects online who are searching for answers to business challenges by providing relevant content and information.
Activate the intersection of marketing, customer services and sales to attract hotter sales leads.
See full article at: Social CRM: The Latest Evolution for Managing Customer Relationships | B2B Marketing Blog.
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