Vastly Improve Your Sales Returns With Closed Loop Marketing

Posted by Brooke Hazelgrove

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Closed loop marketing is about getting the two softwares your company uses for marketing and sales to cooperate and ensure more closed sales.Closed Loop Marketing can be a challenge to comprehend. Is it about keeping your leads interested, so they don’t wander off midway through conversion? Is it about making the lead nurturing process more productive? Is it about getting your converted leads to keep buying from you again and again?

It’s a little bit of all of those things, and at the same time, none of those things. Today we’re looking to unravel how closed-loop marketing can benefit your business, and why it’s a strategy worth the investment.

What Is Closed Loop Marketing Anyway?

Closed Loop is a marketing strategy that emphasises the communication and evaluation of your marketing methods, and has your customer relations software cooperate with your inbound marketing software to help your Sales and Marketing teams both know when a lead has closed to sales and become a customer.

That’s a bit of a wordy sentence to work through. Let’s expand on it.

The Value Of Communication

Communication is one of those things that are understood at a distance, but require more thought when closely inspected. There’s a big difference between knowing a thing and articulating it, and communication is all about articulation to groups of people with different mindsets and purposes.

Marketing and Sales are two completely different fields, for example. However, both work towards a common goal - seeing leads become customers for the company. They just have different tasks to do to get that goal realised. The software that your sales and marketing teams comes in handy here - you want your customer relations management (CRM) software to be talking to and working with your inbound marketing software. It’s how your marketing and sales teams can communicate, letting the other know when a lead is classed as Sales Qualified, or when the lead has been closed as a customer. This kind of communication allows your marketers to understand what material best suits the lead and then meet them with that material.

Speaking of understanding the correct material…

The Value of Evaluation

Constant evaluation is what keeps your business running. It’s what looks at the things that don’t work and asks ‘why?’ and the things that do work and asks ‘how can we do this better?’. It keeps you on track and helps your business grow.

Your leads are going to need different kinds of content and offers at different stages before they become a customer. It’s just part of their decision-making process, and the offers you’ll supply them with need to reflect and respond to the things they’re thinking through. If that sounds like a daunting task to be paying that much attention to the stacks and stacks of leads you’re invariably juggling, don’t panic. Marketing software exists to make this job easier. HubSpot, for example, offers automated systems for lead nurturing through email marketing, and compiles the data into easy-to-read forms that help you decide what to do and where to go. It also comes with its own CRM system now, so your sales team can let your marketers know when the sale has been closed for a particular contact, and the focus of content for them can now be focused on delighting the customer instead of proving to them that you’re the right company for the job - they’re convinced of that already, having invested in you.

So How Do These Two Influence Your Marketing?

Once your marketing and sales teams are working in tandem, you’ll find a large reduction in loss. Or to make things more accurate, you’ll be able to identify where your losses are and change your tactics accordingly. This is groundbreaking when compared to traditional marketing - no longer is there the vague hope of returns that would accompany a new campaign. Instead, you’re met with a no-nonsense overview of what in your campaign is seeing returns, and what needs work. Our eBook on the topic presents the example of using your high-performing email marketing program to help bolster the returns on a less-successful social media outreach. Here, improvement can be made by nurturing social media leads with the successful email marketing campaign.

So closed-loop isn’t just showing you what performs well; it’s also giving you tactile ways to improve every aspect of your campaigns.

Key Takeaway

Closed loop sounds like a pretty helpful thing to implement, but what’s the best way to start using it with your inbound marketing strategies?

  1. Train sales and marketing to start using your CRM software for communication. Get them talking to each other, so sales know which leads are in the right place to be called, and marketing knows when a lead becomes a customer and can send through the right content.

  2. Start evaluating the return rate on the branches that your campaign is covering. See which forays are working, and spread what works into the other areas that need more attention.

Sales and Marketing are inextricably linked when you use closed loop marketing to its fullest extent. What they can achieve together is greater than what they have managed in the past as separate entities. Get them talking, and great things will happen because of it.


Download our free eBook: An Introduction To Closed-Loop Marketing

Topics: Inbound Marketing

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