The ability to store, moderate, and leverage prospect and customer data via a customer relationship management program is not a new concept. For years, B2B organizations have depended on these programs to systematize information, generate leads, and boost the overall productivity of the sales team. Salesforce has long provided companies with top-quality market data and seamless data integration. Unfortunately, however, far too many organizations are dropping the ball, lacking a thorough understanding of the platform and thus limiting their sales potential.
Understanding the differences, uses, and capabilities of lead objects, contact objects, opportunity objects, and account objects is critical to converting leads into tangible objectives and actionable tasks for the sales team. In addition, companies must take the time to create a modern sales and marketing setup that accurately achieves internal goals. Using Salesforce the right way, B2B organizations are able to boost sales prospect numbers and conversion rates.
One of the biggest hurdles to running a successful B2B marketing campaign is to truly pinpoint campaign goals. Far too many organizations get lost in trying to achieve multiple objectives with one campaign. While doing so may be possible, it greatly limits the true potential of the campaign. Can a campaign work toward lead generation and brand building? Most certainly, but identifying these two objectives prior to developing a specific plan of action will prove to be instrumental to achieving sales goals.
One of the most frustrating objectives in B2B campaigns lies in the