Hubspot CRM For E-Commerce Marketing Management
Do you need a CRM?
Do you want to have the entire sales process of your e-commerce under control?
Do you want your sales and marketing teams to communicate efficiently?
The answer to all three questions is definitely yes. This is why you need a Digital CRM. In this article, we clarify a tool that you should use for your business.
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CRM in Digital Transformation is used for marketing strategies and not just for customer relations
In what is now called Digital Transformation, controlling what happens on the web is essential, especially regarding business.
Companies and professionals work in a context where the internet is everywhere, determining turnover (successes and failures) and offering growth opportunities like never before.
All this makes us understand how fundamental it is to have a system that brings together in one place all the interactions initiated by every single user who comes into contact with the company by signing a form or interacting with the newsletters.
A Digital CRM is also functional for keeping track of purchases, cart abandonments and behaviour on social media.
It’s not a question of understanding whether to use CRM software but of choosing which one to use because it is an inevitable step to guarantee a quality user experience for users and the company’s departments (Marketing and Sales).
The advantages and disadvantages of Digital CRM
Having a CRM brings numerous advantages to a digital strategy.
First of all, the total management of what happens in the sales processes: with a Digital CRM, it is possible to have under control the data of who buys and why, customer preferences, the cart abandonment rate and interactions with the company.
These tools are designed to streamline business processes that involve customers and prospects so that they are increasingly first.
In short, the advantages for the company concern the improvement of the management of company processes.
For example, many CRMs allow you to keep tabs on your calendar of activities, including scheduled appointments, upcoming deadlines, and sales calls with leads.
But the advantages also concern customers and the internal team.
CRM benefits for customers
If we know how to relate to customers, the latter will be more satisfied with their purchasing experience.
CRM allows you to maintain a list of contacts, quickly accessing a wide variety of information from a single database, such as the customer’s email address, phone number, purchase history and birthday.
This information allows you to carry out email marketing and automation activities, such as special newsletters, which will hit the right customers at the right time.
In practice, users will no longer be inundated with random emails with the risk of them unsubscribing from the database, but rather targeted and interesting communications for them.
CRM has advantages for the marketing team and the sales team
CRM is an indispensable tool for making the sales and marketing teams work in a coordinated manner.
On the one hand, you can monitor the progress of sales representatives; on the other hand, you can calibrate the marketing team’s operations based on the status of each potential customer.
You can understand:
- the lead’s average contact time
- the time to complete the task
- conversion rates
- ongoing marketing campaigns
- blogging and content marketing
- ongoing and closed open opportunities
- established sales communications
In practice, using this type of software will provide a glimpse into the sales statistics of each team member.
All this data is functional and useful for both divisions, which, in this way, work in a synchronized manner, knowing when to intervene and what to propose to customers.
The main disadvantage, if we can call it that, is the commitment.
A CRM takes time to manage; it requires training for the internal team to use it optimally.
Digital CRM and marketing automation
With a Digital CRM, marketing automation is possible.
It is plausible to say this because customer relationship management (CRM) systems have the tracking of contacts as their first objective.
If you can track them, you can cultivate them and set up a series of automatic activities that allow you to cultivate your relationship with them, building their loyalty.
The logic is to place the customer and not the product at the centre of your communication. Only through intelligent marketing automation will you be able to do this efficiently.
When we talk about marketing automation, we mean those marketing activities that take place automatically once set.
Examples of these activities are promotional newsletters that are sent to your contact database based on the following:
- seasonal events (Black Friday discounts, Christmas promotions, flash sales offers)
- individual events (birthday or cross-selling initiatives)
However, this type of activity also includes all those actions taken to recover abandoned carts: how many users insert products into the cart but, in the end, do not complete the purchase?
This case is much more common and frequent than you think: in fact, it has been found that a cart abandonment rate of 65% leaves a conversion margin of 97.9%, for an average loss of 2 to 4 trillion dollars per year. Forrester Research estimates annual losses of $18 trillion.
How can we reduce the cart abandonment rate and increase conversions?
With remarketing actions.
It is clear that we must always find the reasons that lead us not to buy:
- Is the site slow?
- Do you need more than payment methods?
- Does the purchasing process need to be clarified?
- Are there shipping costs that the user had yet to foresee?
You can optimize the chances of users converting by setting up marketing automation actions through remarketing with email.
For example, you can plan to send an email a few hours after an entry in the cart that did not turn into a purchase, highlighting some advantages of completing the action, such as reduced or free shipping costs, offering a complementary product to low cost, or a discount coupon to use on your next purchase. In this way, you give extra value to the user who perceives an additional advantage for completing the purchase.
Improve the Customer relationship with Digital CRM.
What a Digital CRM allows you to do is cultivate relationships with customers.
Through the marketing automation just described, you can set up specific and personalized communications that build your brand reputation, improve your brand image and have loyal customers.
This takes much less time than a manual action, even for small online stores.
How much time should you waste checking every day who has a birthday or who has placed products in the cart but has no purchase?
CRMs allow you to integrate attributes for each contact: you can address them by name, offer complementary products to those they have purchased in the past, and give them communications relating to the categories they have visited most.
In this way, the customer feels truly cared for and has the impression of being in the right place for him.
Remember that the information you can obtain from a Digital CRM goes far beyond past purchases since you can collect it from various communication channels: telephone contacts, online chats, the website, emails and social channels.
This means improving the relationship with the customer (customer relationship, in fact).
Why Hubspot’s Digital CRM is so popular
Many Digital CRMs allow better management of your business, but some, more than others, have experienced notable growth based on some characteristics.
Hubspot’s Digital CRM, for example, is one of the most used because it helps companies, quickly and with a simple interface, to quickly integrate other tools, such as email (also useful for freelancers and not only for e-commerce) through the implementation of automatic templates, code snippets and appointment creation tools.
In this way, it is possible to schedule the sending of emails and create filters for contacts.
Furthermore, among the integrations that Hubspot makes possible is implementing a series of advertising accounts with the ads item to read the data in a simplified way. This way, you can quickly estimate how many clicks were purchased, starting from how many impressions and conversions they generated.
This tool helps you record every activity and operation of your contacts and identify new opportunities.
You can create custom views and add fields and filters to set up marketing automation systems that convert.
Like all CRMs, the purpose is to connect your marketing and sales activities while simplifying processes for you and your team.
Today’s question is not “Do I need a CRM?” but “How can I use it?”
It is now inevitable that e-commerce companies and professionals must use tools that simplify processes and, at the same time, improve conversions. Why not do it with a single tool?
No more scattered Excel sheets; it’s better to use a single activity coordination platform.
It improves the customer purchasing experience, decreases the time needed to define digital strategies and increases turnover!
Also Read : E-commerce Lead Generation: How To Use Funnels